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Amazon's AI shopping assistant Rufus rolls out to all US customers in time for Prime Day

You can now get shopping help from a chatbot trained on Amazon's extensive product catalog, just in time for the company's largest annual sales event, Prime Day.
Written by Maria Diaz, Staff Writer
Amazon Rufus

An example of conversations with Amazon Rufus.


For years, Amazon has worked on artificial intelligence (AI) solutions and foundation models. Now, the company is launching Rufus -- a generative AI-powered chatbot built specifically for its customers -- to all US shoppers following a beta trial. Rufus is becoming widely available just in time for Amazon Prime Day, the major sales event taking place on July 16 and July 17.

Rufus works much like ChatGPT. You can have conversations with Rufus, which can provide you with personalized information while maintaining context, so can ask follow-up shopping-related questions. The biggest difference between Rufus and ChatGPT is that Rufus is a shopping assistant trained on Amazon's product catalog, customer reviews, Q&A, and online information. 

Also: The 25 best early Amazon Prime Day 2024 deals

Using Rufus, you can narrow searches using terms specific to your preferences, which don't always appear in a filter menu when combining search results. Rufus can also answer questions similarly to ChatGPT, Copilot, and Gemini. For example, you can ask Rufus, "What should I consider if I want to start an indoor herb garden?" or "What should I consider when buying USB-C cables?" rather than simply searching for indoor gardens and USB-C cables.

You can also use Rufus to request product or category comparisons, raise specific questions about a product while on the product listing page, and seek recommendations.

Amazon hopes integrating generative AI into its shopping experience will enhance decision-making and boost customer confidence. The company improved Rufus during its trial period that began in February and is now expanding the availability of the AI chatbot to all US customers.

Also: The 19 best early Prime Day 2024 Amazon Echo device deals

During that trial period, Amazon says, customers asked Rufus tens of millions of questions to understand product-specific features, get product recommendations, compare different product features, access order information, and even request non-shopping related information -- such as, "What do I need for a summer party?"

Amazon has gradually added AI features to its shopping platform, including AI-generated review highlights, Fit Review Highlights for personalized size guidance, and AI assistance for sellers to create engaging product listings. 

Rufus is launching on the Amazon shopping mobile app (iOS, Android) today to all US customers. The AI chatbot is a mobile-exclusive experience and is not currently available on desktop.

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