Answer engine
An answer engine is a system that responds to a question with a composed answer and its sources, rather than with a list of links for the person to work through.
The consequence for a merchant is that being listed is no longer the same as being read. An answer cites a few sources; a results page offered ten and let the shopper choose.
What gets cited is text that states something specific and checkable. A claim that cannot be verified is not useful to a system that shows its sources, so marketing register performs worse here than plain statement.
Why it matters to a store
This is why definitional writing and stated facts outperform persuasion in this channel. The unit being selected is a sentence somebody can stand behind, not a page that ranked.