In one sentence
An AI prompt is the question or instruction a person types into an AI assistant, and for stores, the prompts that matter are the ones shoppers ask right before they buy.
What shopper prompts look like in AI search
Shoppers don't type keywords into an assistant. They ask the way they'd ask a friend who knows the category:
- "What's the best stroller for jogging on gravel paths?"
- "Is a hybrid mattress better than memory foam for side sleepers?"
- "Grain-free dog food for a senior lab with a sensitive stomach, under $70 a bag."
- "Compare [brand A] and [brand B] for a small kitchen."
They add constraints, follow up, and change their mind mid-conversation. Every detail they add narrows which brands the answer names.
AI prompts vs. search keywords
How to find the prompts shoppers ask in your category
- Start with your customers' own words: support tickets, reviews, chat logs and on-site search terms. See how to find what shoppers search for on your store.
- Turn each into a full question with the details a real shopper would add: use, budget, size, who it's for.
- Split them in two. Unbranded questions are where you have to win a spot (see unbranded query). Branded ones are where you have to be described correctly (see branded prompt).
- Ask the assistants each one and track who gets named.
AI prompt FAQs
Can I see what prompts people type into ChatGPT about my category?
No. AI companies don't share what users ask. You build your list from what customers tell you, what they search on your site, and what they ask on forums and in reviews.
How many prompts should I track?
Enough to cover the questions closest to a purchase in your main categories. Start small with the ones that match your best sellers, then add as you learn which ones move.
Do I need a separate page for every prompt?
No. One strong page can answer a cluster of related prompts. Group them by the shopper's need, then make sure each question gets a clear, direct answer somewhere on your site.
About the author
Jenn Starr, Co-founder, Selix
Jenn has spent 20+ years helping SaaS startups build their marketing and implementation playbooks. She has bootstrapped three marketing agencies and is a 500 Startups alum. At Selix, she leads the work of getting ecommerce brands named in AI answers.
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