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 for ecommerce
- 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