Rufus is set to be rolled out further in the US after its beta phase. Credit: Amazon US.

Amazon has unveiled Rufus, an AI-powered shopping assistant designed to revolutionise the shopping experience for its customers.

Rufus is equipped with extensive knowledge drawn from Amazon’s vast product catalogue and information sourced from across the web.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

This assistant is primed to respond to customer inquiries, provide product recommendations, facilitate comparisons, and streamline the product discovery process within the familiar confines of Amazon’s shopping platform.

Initially to be launched in beta, Rufus is currently available to a select group of customers within Amazon’s mobile app. The rollout will progressively extend to a broader base of US customers in the following weeks.

Enhancing shopping experiences with Rufus

Rufus builds upon Amazon’s existing AI innovations to deliver an unparalleled shopping journey.

By synthesising data from customer reviews, community Q&A forums, and web sources, Rufus equips customers with the information needed to make informed purchase decisions.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Whether it is conducting broad research, comparing product categories, or seeking personalised recommendations, Rufus seamlessly integrates into the shopping process, providing valuable insights.

Key features and functionality

Rufus offers a range of functionalities aimed at simplifying the shopping experience:

  • General product research: Customers can obtain guidance on various product categories and shopping missions.
  • Shopping by occasion or purpose: Rufus assists customers in discovering products tailored to specific activities or events.
  • Product comparisons: Customers can easily compare different product categories to make confident purchase decisions.
  • Personalised recommendations: Rufus generates tailored recommendations based on customer preferences and inquiries.
  • Detailed product inquiries: Customers can seek specific information about individual products, enhancing their understanding and confidence in their purchases.

Looking ahead

As Rufus evolves, customer feedback plays a crucial role in enhancing its capabilities.

Customers are encouraged to provide feedback through rating systems and free-form comments, ensuring the continuous improvement and refinement of Rufus’ responses.

Amazon said it remains committed to advancing the capabilities of generative AI and is poised to introduce new features to further elevate the shopping experience.

With Rufus by their side, Amazon promises customers that they can navigate the vast Amazon marketplace with confidence and ease.