
Amazon sellers have Rufus as their AI discovery layer. Shopify brands have three: ChatGPT, Perplexity, and Gemini. This comparison shows how the signals differ and exactly what Shopify brands should build on each platform.

A structural shift in how buyers research purchases is underway. Before opening Google, many buyers now ask ChatGPT or Perplexity what to buy. Most Shopify brands are not in those conversations at all.