Rufus
visit →A new generative AI-powered conversational shopping experience
Rufus is Amazon's in-app shopping assistant that answers product questions, compares items, and surfaces recommendations based on the retailer's catalog, reviews, and community Q&A. Shoppers query it inside the Amazon app during discovery and consideration. For ecommerce leaders, it matters less as a tool to buy and more as a signal: conversational search is becoming the default surface on marketplaces, reshaping how listings, reviews, and A+ content get retrieved and ranked.
> what it does
- Answers product questions grounded in Amazon listings and review corpus
- Compares SKUs across specs, price, and shopper sentiment inline
- Surfaces recommendations tied to purchase history and stated needs
- Runs natively inside the Amazon mobile app search bar
- Signals a shift toward conversational retrieval on marketplace surfaces
> capabilities
- product-research
- price-comparison
- review-synthesis
- size-fit
- recommendation
> supported retailers
- amazon
> regions
- US
> how to use
- 1.
Open Rufus in Amazon
Tap the Rufus icon in the Amazon mobile app or search bar to start a conversation.
- 2.
Ask a shopping question
Ask anything from 'what to consider when buying running shoes' to 'compare these two TVs' in natural language.
- 3.
Review AI-generated guidance
Rufus pulls from Amazon's catalog, reviews, and the web to summarize options, features, and fit considerations.
- 4.
Browse suggested products
Tap recommended items to see full product pages with prices, reviews, and buying options.
- 5.
Check out on Amazon
Add items to your cart and complete checkout normally using your Amazon account and saved payment.