Rufus, an AI-powered shopping assistant trained on Amazon’s product catalogue and information from multiple sources, can answer customer questions on shopping needs, products and comparisons, make recommendations based on this, and facilitate product discovery in the same Amazon shopping experience that customers use regularly.
Amazon has been using artificial intelligence (AI) for over 25 years to improve customer experiences. The personalised recommendations customers get when they shop in their local Amazon store, the pick paths in our fulfilment centres, and the conversational capabilities of Alexa are just a few examples of experiences fuelled by AI. And we believe generative AI is going to change many customer experiences.
Over the past year, we’ve introduced a number of new generative AI-powered capabilities to the Amazon store to make shopping even easier and more convenient for customers. We are using generative AI to make product listings even more informative for customers by helping our selling partners write more engaging and effective titles and product descriptions, and enrich existing listings.
Building on these AI customer innovations, today we are launching Rufus in beta to customers in Germany, France, Italy and Spain. Customers in the U.S., the UK, and India have already asked Rufus tens of millions of questions, and we’re excited to introduce it in these countries too.
From broad research at the start of a shopping journey such as “What to consider when buying running shoes?” to comparisons such as “What are the differences between face wash and face cleansing oil?” to more specific questions such as “Are these durable?”, Rufus meaningfully improves how easy it is for customers to find and discover the best products to meet their needs, integrated seamlessly into the same Amazon shopping experience they use regularly.
With Rufus, customers can:
With Rufus, customers are now able to shop alongside a generative AI-powered shopping assistant that knows Amazon’s selection inside and out, and can bring together multiple sources of information to help them make more informed purchase decisions.
Get started with the Rufus beta
Rufus is now being made available to select customers when they next update their Amazon Shopping app. To use Rufus, customers in the beta can simply click on the icon in the bottom righthand corner on Amazon’s mobile app and a Rufus chat box will appear on their screen. Customers can expand the chat box to see answers to their questions, tap on suggested questions, and ask follow-up questions. Customers can dismiss Rufus to return to their traditional search results at any time by swiping down to close the chat box.
Rufus generates answers using relevant information from across Amazon and other sources to help customers make better, more informed shopping decisions. It’s still early days for generative AI, and the technology won’t always get it exactly right. We will keep improving our AI models and fine-tuning responses to continuously make Rufus more helpful over time. Customers are encouraged to leave feedback by rating their answers with a thumbs up or thumbs down, and they have the option to provide freeform feedback as well.
We are excited about the potential of generative AI and will continue testing new features to make it even easier to find and discover, research, and buy products on Amazon’s stores. We look forward to progressively rolling Rufus out to additional customers in the coming weeks.
Images shown for display purposes, actual experience may vary.
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