Most Amazon sellers continue to obsessively focus on traditional SEO, PPC campaigns, and listing optimization. While this remains good practice, the reality is that a major transformation has long been underway in how consumers discover products online.
As you may already know, artificial intelligence has rewritten the rules of digital visibility. And in this new landscape, Reddit occupies a central position.
The numbers are as astonishing as they are clear. ChatGPT cites Reddit 176% more often than recognized expert websites. Adobe reports a 4,700% increase in traffic to AI-driven shopping sites. And while traditional sellers continue investing thousands of euros in outdated strategies, their potential customers are discovering products through community discussions rather than traditional search.
In short, every day without a solid Reddit strategy means qualified traffic flowing straight to more forward-thinking competitors. For Amazon sellers, ignoring this reality is no longer a strategically defensible choice.
But what exactly is happening? And what can you do about it?
Reddit opens its doors to brands with new professional tools
First of all, Reddit is actively encouraging brands and sellers to increase their presence on the platform—and it’s doing so in the most practical way possible by developing specific tools to facilitate this integration.
The company recently introduced three new tools designed to help publishers and brands share content and measure their impact within Reddit communities. These tools have been integrated into Reddit Pro, the platform’s free dashboard for organic business growth, accompanied by a very clear statement of intent: these tools are just the first step toward enabling publishers to engage more deeply on Reddit and offer users a more conversational reading experience.
“Our goal is to make Reddit the go-to place for distributing and discussing real, human perspectives on the latest news,” the platform stated.
The tools
The first tool is a new Links tab, allowing brands to see which of their articles or content are being shared and in which communities. They can also track key metrics such as views, upvotes, and clicks to understand audience engagement. For Amazon sellers, this means tracking exactly where and how their products are being discussed.
The second tool lets brands sync their RSS feeds directly into Reddit Pro. The feature automatically imports articles, making them instantly shareable on the platform. For those managing company blogs or publishing regular product guides, this automation removes a major barrier to maintaining a consistent Reddit presence.
The third—and perhaps most interesting—tool uses AI-driven suggestions to recommend which communities a publisher should post in. It solves one of the biggest hurdles for newcomers to Reddit: identifying the right subreddits without appearing spammy or violating unwritten platform rules.
Reddit has tested these features with major publishers like The Atlantic, The Hill, and The Associated Press, and it’s now accepting applications for a beta test, aiming to make the tools globally available by next year. Additionally, Reddit is experimenting with an in-app media viewer allowing users to read full articles without leaving the platform—keeping the resulting conversations directly hosted on Reddit.
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AI prefers Reddit over corporate websites
An analysis by Semrush revealed data that contradict decades of conventional thinking about SEO and online authority. The study examined how AI search operates compared to traditional Google rankings, analyzing prompts across five major sectors:
- finance
- digital technology
- business services
- consumer electronics
- fashion
using both ChatGPT and Google AI Mode.
The results show that AI models are rewriting the rules of online visibility. One of the most surprising findings came from the finance sector: in these queries, ChatGPT cited Reddit 176% of the time, meaning it referenced Reddit almost twice per prompt—surpassing established financial experts.
This pattern isn’t isolated. Reddit’s dominance extends far beyond finance, with high citation rates in
business services (141%), technology (122%), and consumer electronics (127%)—confirming the broad authority of community-edited content for AI models.
The reason behind this preference is profound: AI models prioritize collective wisdom from community platforms over polished corporate marketing. These sources are perceived as more neutral and factual, making them a reliable foundation for AI-generated responses.
What does this mean for Amazon sellers?
For Amazon sellers, these dynamics bring both huge opportunities and serious risks. Customers increasingly use AI tools like ChatGPT to research products before buying. If Reddit discussions about your products or category are positive and informed, your visibility skyrockets. But if competitors are building reputation on Reddit while you remain absent, you’re losing ground every single day.
The situation is especially critical in highly competitive categories. When a potential customer asks ChatGPT “What is the best [X product] on Amazon?”, the AI isn’t just scraping your optimized listings—it’s analyzing Reddit discussions where real users share genuine experiences, compare products, and provide practical recommendations.
This creates a new class of digital asset many sellers are ignoring: community reputation. Having great Amazon reviews is no longer enough—you need presence and credibility in the online communities where AI looks for trustworthy information.
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The difference between being mentioned and being cited
Semrush’s analysis also revealed a crucial disconnect between the brands AI talks about and the sources it deems trustworthy. Data shows that only 6% to 27% of the most-mentioned brands also rank as top-cited sources, depending on the sector.
Thus, two distinct pathways to AI visibility emerge. A brand might be one the AI discusses when comparing options—or one it trusts when providing factual data. Failing to address both means leaving major opportunities on the table.
This split appears across all industries. A brand might rank as the #1 most-cited source in digital tech yet lag far behind in total brand mentions.
The reason lies in how AI models process different query types. For brand comparisons, AI draws on user sentiment from Reddit and review platforms. For factual information, it looks to structured content from official websites and authoritative publications.
For Amazon sellers, this means adopting a dual strategy:
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Be present and well-represented in Reddit conversations where consumers compare products.
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Ensure official content is structured so AI can easily parse and verify it.
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How to build an effective Reddit strategy for Amazon sellers
Building presence on Reddit requires a completely different approach from other social platforms. Reddit rewards authenticity and punishes anything perceived as spam or blatant self-promotion.
Here are some strategic tips to seize this opportunity:
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Start with monitoring. Before posting or commenting, identify which subreddits already discuss
– your product category
– your competitors
– your specific brand.
Use Reddit Search, Google’s “site:reddit.com” operator, or social-listening tools to map conversations.
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Understand each community’s culture and rules. Every subreddit has its own written and unwritten norms. Spend time observing—read popular threads, note what content earns upvotes or downvotes. This time is well invested.
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Provide genuine value first. Your goal isn’t to sell but to contribute meaningfully—answer questions with authentic expertise, share relevant experiences, and help others. Over time, this builds credibility and trust.
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Mention your product naturally and contextually, never forcefully. If someone explicitly asks for recommendations in your category, you can mention your product—but always be transparent about your commercial involvement. Reddit respects honesty and detests deception.
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Create educational content. Comprehensive guides like “How to choose [a type of product]”, honest comparisons, or technical explanations can become long-term reference resources that drive visibility for years.
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B2C vs B2B: competition isn’t the same for everyone!
Semrush’s analysis also revealed “brand diversity scores,” indicating how many brands AI mentions per query. These scores expose a clear competitive divide between consumer (B2C) and business (B2B) markets.
The B2C consumer-electronics market shows low diversity, with AI mentioning only one or two brands per query—Samsung, Apple, and Google dominate the entire share of voice. Competing head-on here is nearly impossible.
Conversely, B2B markets such as business services show high diversity, with AI recommending nearly five brands per query. No single company controls the conversation, creating room for smaller players.
For Amazon sellers, this has major strategic implications. In low-diversity, giant-dominated B2C markets, the winning move is to own a specific niche rather than compete directly.
In high-diversity markets, AI actively seeks multiple recommendations—brands can gain visibility by claiming niche expertise, targeting long-tail queries the big players ignore, and becoming the go-to authority for specific workflows or software integrations.
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Why you must act now (or accept being left behind)
The convergence of AI search and community platforms like Reddit marks a fundamental shift in how consumers discover and evaluate products. This isn’t a passing trend—it’s a structural transformation of the digital landscape.
For Amazon sellers, the opportunity is clear—but the window of advantage is closing fast. As more sellers understand these dynamics and invest in Reddit presence and AI-search optimization, it becomes progressively harder for newcomers to build credibility and visibility.
The good news: most Amazon sellers are still completely ignoring this channel, focusing instead on traditional tactics. That creates a prime opportunity for early adopters to position themselves as authorities in key conversations, building reputation assets that will drive traffic and sales for years to come.
Taking action doesn’t need to be massive or expensive:
– start by monitoring relevant discussions
– participate genuinely where you can add value
– ensure your content is optimized to be cited by AI.
And remember: the biggest cost isn’t taking action—it’s continuing to ignore this reality while competitors build ever-stronger advantages!
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