Amazon COSMO is expected to be an advanced AI-powered shopping assistant designed to enhance product discovery. It will facilitate conversational searches, offer personalized recommendations, and streamline product comparisons. According to Amazon’s research on COSMO, the system is a large-scale knowledge generation and serving solution tailored to e- commerce, aiming to provide customers with more common-sense knowledge and contextual information during their shopping experience (Amazon Science). Here’s why creating educational content will be crucial for brands looking to thrive in this evolving environment.
AI-Driven Search To Prioritize Informative Content
Amazon COSMO is expected to transform the search experience by allowing customers to ask more sophisticated, conversational queries. Rather than entering keyword-driven searches like “wireless headphones,” customers may now ask, “What are the best wireless headphones for office work with noise cancellation?”
This change means in-depth educational content will be key for brands. COSMO’s AI will prioritize product detail pages that answer nuanced customer questions and provide relevant, actionable information. To capitalize on this, brands should focus on:
- Comprehensive product descriptions that highlight features, benefits, and potential use cases.
- Clear, transparent content that addresses customer pain points and FAQs.
- Contextual storytelling that provides answers to anticipated customer queries.
With COSMO acting as a bridge between customers and products, brands that align their content with advanced, query-driven searches will see greater visibility and recommendation rates.
Informed Shoppers Will Expect More Than Features
As COSMO enables more detailed, follow-up questions, shoppers will become increasingly informed and demand more from product pages. It will no longer be enough to simply list features—brands will need to provide deeper insights.
For example, a customer may ask COSMO to compare two types of vacuum cleaners. In response, the AI will prioritize products with rich, educational content that clearly explains the differences and benefits. To meet these expectations, brands should:
- Compare similar models or suggest alternatives in their product descriptions.
- Demonstrate practical use cases to help customers understand how the product fits into their lives.
- Address technical questions and concerns proactively.
The brands that provide detailed, easy-to-understand explanations will win over more discerning customers who value transparency and clarity.
Building Trust Through Educational Content
In the increasingly competitive Amazon marketplace, building trust through educational content will be key to driving conversions. With COSMO, customers will be able to ask highly specific questions, and brands that can offer clear, reliable answers will gain the upper hand.
Providing transparent product information helps:
- Reduce uncertainty by addressing common concerns upfront.
- Position your brand as an expert, especially for complex or technical products.
- Minimize returns, as better-informed customers are less likely to be dissatisfied with their purchases.
Brands that fail to invest in in-depth educational content risk losing visibility, as COSMO’s AI may deprioritize listings that don’t offer meaningful information.
Video and Interactive Content to Play a Larger Role
As Amazon COSMO enhances the shopping experience, multimedia content will become even more important. With the AI’s potential to surface multimedia-rich product pages, brands should invest in video content that educates and demonstrates product value.
Educational videos can:
- Show product features in action, giving customers a more tangible understanding of the item.
- Provide how-to guides or tutorials, which are especially valuable for complex products.
- Build emotional connections by showing how the product fits into the consumer’s lifestyle.
In addition, interactive content such as 360-degree views or AR (augmented reality) tools can help customers explore products more thoroughly, answering their questions before they even need to ask.
Providing transparent product information helps:
- Reduce uncertainty by addressing common concerns upfront.
- Position your brand as an expert, especially for complex or technical products.
- Minimize returns, as better-informed customers are less likely to be dissatisfied with their purchases.
Brands that fail to invest in in-depth educational content risk losing visibility, as COSMO’s AI may deprioritize listings that don’t offer meaningful information.
Leveraging Reviews and Q&A Sections for Education
Customer reviews and Q&A sections have always been important on Amazon, but with COSMO, these features will take on an even greater role. COSMO’s AI will likely pull insights from reviews and Q&A responses to answer customer queries in real time, highlighting the need for educational user-generated content.
To optimize this, brands should:
- Encourage detailed reviews that explain how the product solved a customer’s problem or met their needs.
- Respond promptly to questions in the Q&A section with detailed, educational answers.
- Leverage social proof by showcasing how customer feedback solves common pain points.
COSMO’s ability to pull relevant insights from these areas makes it even more critical for brands to actively manage and educate through reviews and Q&A sections.
Preparing for Amazon COSMO: The New Age of Shopping
The shift to education-first product detail pages will not only help brands align with COSMO’s AI algorithms but also meet the needs of a more informed, discerning customer base. Educational content will move from being a competitive advantage to a necessity for brands that want to thrive in the new age of AI-enhanced, conversational commerce.
