Headlines moved fast this quarter, but the throughline is unmistakable: AI now sits at the center of e‑commerce strategy. We dig into Amazon’s shift toward agentic AI that actually does the work—fixing listings, launching campaigns, and resolving account issues—then follow the ripple on the shopper side as Rufus becomes a core shopping layer. When customers type “best drain cleaner for old pipes,” the assistant doesn’t just find keywords; it selects solutions. That’s why GEO—optimization buil...