Meet Rufus: AI Shopping Buddy

• Introducing Rufus, Amazon's AI

• Conversational shopping experience

• Beta release in the U.S.

Amazon is taking the shopping experience to the next level with Rufus, its new AI-powered shopping assistant. Rufus is designed to be an expert in Amazon's vast product landscape, harnessing the power of conversational AI to provide shopping assistance, product recommendations, and comparisons.

Currently in beta, Rufus is rolling out to a limited number of users on Amazon's mobile app, with plans to expand availability in the coming weeks. This development is built on Amazon's 25-year history of utilizing AI to enhance customer experiences—from personalized recommendations to Amazon Go stores.

With Rufus, shoppers can engage in a more interactive and informative process. Whether you're starting broad ("What should I consider when buying headphones?") or need specific product details ("Is this pickleball paddle beginner-friendly?"), Rufus can guide you through the shopping journey.

Amazon aims to make Rufus a seamless part of the shopping experience, allowing users to voice or type their queries and receive curated answers. While the technology is in its early stages, Amazon is encouraging user feedback to improve Rufus's responses continuously.

This innovation signifies a leap in online shopping, where AI becomes more than just a tool—it becomes a knowledgeable companion, ready to assist with a conversational touch. Get ready to shop smarter with Rufus, your new AI shopping partner.