New Amazon AI Tools are Quietly Reshaping How Customers Shop

Rufus as an all‑in‑one AI shopping assistant Rufus is positioned as Amazon’s next‑gen AI assistant for shopping, able to answer product questions, compare options, track prices, and even act on a shopper’s behalf.

It can search by activity, event, or purpose (for example, “find pants that look like this image”), auto‑add items to carts, set price alerts, auto‑buy when a product drops to a set price, and digitize handwritten grocery lists into cart items.

Adoption has been rapid: more than 250 million customers have used Rufus this year, with monthly users up about 140% year over year and interactions up about 210%. Customers who use Rufus during a shopping journey are over 60% more likely to convert, underscoring how embedded AI guidance is becoming in Amazon’s funnel.

AI‑powered search, discovery and visual tools Traditional search on Amazon has evolved from keyword matching to intent‑aware ranking that uses AI to better understand what shoppers actually want…