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Writer's pictureSarah Ruivivar

Rufus: Amazon’s New AI Shopping Assistant

Image Credits: Amazon

Amazon has unveiled its AI-powered shopping assistant, “Rufus,” now available to all U.S. customers through the Amazon mobile app.


Positioned at the bottom right of the app’s main navigation bar, Rufus is designed to assist users in finding products, comparing items, and receiving personalised recommendations.


Initially launched in beta for a select group of U.S. customers, Rufus has now been rolled out to everyone following extensive testing. According to Amazon, the chatbot has successfully handled “tens of millions of questions” during its trial phase.


First announced in February, Rufus has been trained on a vast array of data sources, including Amazon’s product catalogue, customer reviews, community Q&As, and other public information from the web. However, Amazon has not disclosed the specific websites used to enhance Rufus’s recommendation capabilities, nor whether data from other retail sites was included.


Rufus is powered by an internal large language model (LLM) tailored specifically for shopping. This enables customers to ask detailed questions about products, such as factors to consider when making a purchase, differences between items, and product durability based on customer reviews and expert analysis from around the web.


For example, customers can ask, “What to consider when buying headphones?” or “What do I need for cold weather golf?” Rufus can also provide suggestions for specific tasks like starting an indoor garden. The chatbot will then recommend products to help accomplish that task.


 

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During tests, Amazon found that customers not only asked questions but also clicked on related queries that appeared in the chat window. For instance, a customer might ask, “What’s the material of the backpack?” and then tap on another question, “What do customers say?” to learn more.


Rufus also proved useful beyond product comparisons. When a customer asked about a pool umbrella for Florida, Rufus shared facts about Florida’s weather and humidity. Additionally, Rufus kept customers up to date with fashion trends and the latest tech, answering questions about the newest models or popular styles.


Beta testers also used Rufus to find past orders or track current ones. To access Rufus, U.S. customers need the latest version of the Amazon Shopping app. The assistant is available in the bottom navigation bar, marked by an icon with chat bubbles and a sparkle.


In tests, TechCrunch found Rufus to be a decent shopping companion, generally avoiding problematic answers to questions outside of shopping. However, it didn’t always get its facts right, and its limitation to Amazon’s catalogue—vast as it is—could sometimes compromise the quality of its recommendations.


Amazon has stated that it will continue to improve Rufus over time, making it an even more valuable tool for shoppers. So, property professionals and business owners, why not give Rufus a try and see how this AI assistant can enhance your shopping experience?



 

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