Amazon is launching Alexa for Shopping, a generative AI chatbot for its shopping app, website, and Echo Show devices. The new assistant replaces Rufus, which had over 300 million customers in 2025.
New AI assistant replaces Rufus
Users can ask questions in the search bar, compare products, check price history, and view AI overviews. The chatbot also supports scheduling purchases, adding items to the cart, and creating custom shopping guides. A full shopping experience is coming to Echo Show.
Alexa for Shopping will roll out to US customers over the coming week. It is available for free and does not require a Prime subscription or an Echo device.
The assistant builds on the foundation of Rufus, which Amazon says served over 300 million customers in 2025. The new generative AI capabilities aim to make shopping more conversational and personalized.
Amazon has not confirmed whether Alexa for Shopping will expand to other regions or platforms beyond the US and Echo Show.
Discussion
0 comments
Log in to join the thread with a thoughtful take, question, or correction.