Amazon has officially launched its AI-powered shopping assistant, Rufus, to all US customers after a five-month testing phase. Initially available to a limited group, Rufus is now integrated into Amazon’s mobile apps, accessible via a simple icon tap.
Rufus provides a text chat interface where users can ask a wide range of questions. From finding durable outdoor speakers to comparing running shoes or checking order updates. Trained on Amazon’s vast product catalog and data from the web, Rufus goes beyond shopping.
It can offer celebrity bios, recommend places to visit in Maine, and even write short stories—features similar to those found in AI tools like ChatGPT.
Easier experience for Amazon customers
This marks Amazon’s most notable venture into generative AI for consumers, expanding beyond just product recommendations. In addition to Rufus, the company uses AI to summarize product reviews, offer developer tools, and enhance the Alexa voice assistant.
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Customers are already using Rufus to ask specific product-related questions such as, “Is this coffee maker easy to clean?” or “Is this mascara a good vegan beauty product?”
Amazon is the the biggest e-commerce store in the world. It¡s service is available all around the world, therefore, this bet is huge for the company, willing to help their customers have a better shopping experience.
Rufus responds with information pulled from product listings, customer reviews, and community Q&As. It also suggests related queries like “What’s the material of the backpack?” or provides a quick summary of customer feedback.
How to use Rufus
To start using Rufus, customers need to ensure their Amazon Shopping app is up-to-date.
From there, they can simply tap the Rufus icon (represented by chat bubbles with sparkles) at the bottom of the app. Then begin asking questions or choosing from pre-suggested topics.