Product Information Setup

Add breed-specific keywords to your dog food titles and bullet pointsCritical

Rufus asks about breed first when recommending food. Products without breed mentions get filtered out early.

Include specific weight ranges in your product descriptions (5-15 lbs, 50-80 lbs)high

Weight is the second qualifier Rufus uses after breed to narrow food recommendations.

List life stage explicitly in titles: puppy, adult, senior, all life stagesCritical

Rufus won't recommend puppy food for adult dogs even if the customer doesn't specify age initially.

Create detailed ingredient lists with common allergen calloutshigh

When customers mention allergies, Rufus scans ingredient lists first before making any recommendations.

Add texture descriptors for cat litter: clumping, non-clumping, crystal, claymedium

Cat owners have strong texture preferences and Rufus filters recommendations based on these terms.

Include play style keywords for toys: interactive, solo play, tug, fetch, puzzlemedium

Rufus asks about how pets play to recommend appropriate toys rather than showing random options.

Add seasonal protection claims for flea treatments: 30-day, 90-day, year-roundhigh

Pet owners ask Rufus about treatment duration and it prioritizes products with clear timeframes.

Health Claims and Safety

Remove vague health claims like 'supports immune system' from titlesCritical

Rufus flags broad health claims as potentially misleading and deprioritizes these products in recommendations.

Use AAFCO certification language instead of marketing claims about nutritionhigh

When pet owners ask about nutritional adequacy, Rufus looks for official certifications first.

List veterinarian consultations in your A+ content for prescription-adjacent productshigh

Rufus includes 'consult your vet' disclaimers and prefers brands that proactively mention professional guidance.

Add feeding guidelines with specific cup measurements, not just weight rangesmedium

Pet owners ask Rufus 'how much should I feed' and it surfaces products with clear measurement guidance.

Include age restrictions for treats and chews in bullet pointshigh

Rufus won't recommend products to customers with young pets if age restrictions aren't clear.

Document any recall history or safety testing in your brand storemedium

When customers express safety concerns, Rufus can reference transparent safety information positively.

Use specific protein sources instead of generic 'meat' in ingredient listshigh

Customers with pets with allergies ask about specific proteins and Rufus needs exact ingredients to filter properly.

Subscribe & Save Optimization

Enable Subscribe & Save on all consumable products: food, litter, treats, medicationsCritical

Rufus recommends subscription products first because it assumes pet owners want regular deliveries.

Set realistic delivery intervals: 1, 2, 3, 4, 5, 6 months based on product usagehigh

When customers ask about reorder frequency, Rufus shows your available intervals and picks the most reasonable option.

Create multi-pet household size options for the same productmedium

Rufus asks how many pets the customer has and recommends larger sizes for multi-pet households automatically.

Add consumption calculators to your A+ content showing how long products lasthigh

Pet owners ask Rufus 'how often will I need to reorder' and it references this information in recommendations.

Bundle complementary products in subscription recommendationsmedium

Rufus suggests add-on items during subscription setup and bundles perform better than individual items.

Include first-time pet owner guidance in your subscription product descriptionsmedium

New pet owners ask Rufus basic questions and it prioritizes brands that provide educational content alongside products.

Competition Against Amazon Brands

Emphasize premium ingredients that Wag doesn't offer: grass-fed, organic, human-gradehigh

When customers ask for premium options, Rufus can't recommend Wag so it defaults to brands with clear premium positioning.

Highlight specialized formulations: grain-free, limited ingredient, breed-specific recipesCritical

Wag offers basic formulations so Rufus recommends specialized brands for specific dietary needs.

Document your brand's history and expertise in pet nutritionmedium

When customers express concern about new brands, Rufus references brand heritage to build confidence against newer Amazon brands.

Create detailed size and breed guides that go beyond what Wag provideshigh

Pet owners with specific questions get referred to brands with more detailed guidance when Wag's generic info isn't sufficient.

Offer satisfaction guarantees or trial periods that Amazon brands don't matchmedium

Hesitant customers get reassured by stronger guarantees and Rufus mentions these when available.

Partner with veterinarians or pet nutritionists for credibility markershigh

Professional endorsements give Rufus third-party validation to recommend over house brands.

Customer Question Preparation

Create FAQ sections addressing common breed-specific concernshigh

Golden retriever owners ask different questions than German shepherd owners and Rufus pulls from detailed breed information.

Document transition instructions for switching from other pet food brandsmedium

Pet owners frequently ask about switching foods and Rufus prioritizes brands that provide detailed transition guidance.

Include behavioral training tips for toy and enrichment productsmedium

Customers ask how to introduce new toys and Rufus recommends products with usage guidance over basic product listings.

Add seasonal advice for products like flea treatments and winter gearmedium

Pet owners ask about timing and seasonal effectiveness and Rufus references this information in recommendations.

Create comparison charts showing your products against major competitorshigh

When customers ask Rufus to compare options, it can reference your comparison data to explain differences.

Document storage and freshness information for perishable itemsmedium

Pet owners worry about food going bad and ask about storage, so Rufus needs this information to address concerns.

Include emergency or urgent care guidance for health-related productshigh

Worried pet owners ask urgent questions and Rufus needs to provide responsible guidance while recommending products.

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Free: Rufus Visibility Checklist

12 things to audit on your listings so Rufus actually recommends your products.