Amazon introduces Rufus: AI-powered conversational shopping assistant

Amazon has unveiled Rufus, a new generative AI-powered conversational shopping experience designed to enhance customer interactions.

Rufus serves as an expert shopping assistant, leveraging Amazon's extensive product catalog and web data to answer customer queries, provide recommendations, and facilitate product discovery within the familiar Amazon shopping environment.

The launch of Rufus, currently in beta, aims to progressively roll out the tool to various regions in the coming weeks. It is now only available to a subset of people in the US.

Amazon has been at the forefront of incorporating AI for over 25 years, enhancing various customer experiences. The introduction of Rufus builds upon Amazon's recent initiatives, such as AI-generated review highlights and Fit Review Highlights, contributing to a more personalised and informative shopping experience.

Rufus is trained in Amazon's product catalog, customer reviews, community Q&As, and external web data.

The AI-powered assistant addresses a wide range of customer needs, from general product research to detailed product comparisons and specific queries about product durability or suitability. The integration of Rufus into the Amazon shopping app allows customers to seamlessly access AI-generated information while browsing for products.

Customers can leverage Rufus for different shopping scenarios.

Whether they are embarking on general product research, such as contemplating factors to consider when purchasing headphones, or seeking products tailored to specific occasions or activities—like determining necessities for cold weather golf—Rufus caters to diverse needs.

The AI-powered assistant also facilitates comprehensive product category comparisons, aiding customers in understanding distinctions between items, such as comparing drip and pour-over coffee makers. Moreover, Rufus extends its capabilities to offer personalized recommendations, assisting customers in selecting the best gifts for occasions like Valentine’s Day.

For those interested in obtaining detailed information about individual products, Rufus accommodates specific queries while viewing product detail pages, ensuring a seamless and informative shopping experience.

Rufus enhances the customer's ability to discover products, make informed decisions, and engage in a conversational shopping experience. Customers can use the beta version by updating their Amazon Shopping app and accessing Rufus through the search bar.

While Rufus represents an exciting step forward in generative AI, Amazon acknowledges that continuous improvement is essential. Customers are encouraged to provide feedback, contributing to the refinement of Rufus over time.