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Amazon has introduced a new AI-powered shopping assistant called Alexa for Shopping, replacing the Rufus AI experience that has been available on the platform since early 2024. The company says the new assistant combines the conversational abilities of Alexa+ with Rufus’ shopping intelligence to create a more personalised and interactive shopping experience across Amazon’s app, website, and Echo Show devices.

For now, the feature is rolling out only in the US, and Amazon has not confirmed when it could expand to other markets.

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According to the company, Alexa for Shopping is designed to make product discovery feel less like a traditional search engine and more like a conversation. Instead of typing short keywords, users can now ask detailed questions in natural language through the Amazon search bar or dedicated AI chat window. The assistant can help users discover products, compare options, answer questions about orders, and even suggest items based on shopping habits and preferences.

Amazon says the new assistant still uses Rufus’ deep understanding of products and Amazon’s catalogue, but now adds the agentic capabilities of Alexa+. That means the AI can perform tasks instead of simply answering questions. Users can ask it to build a shopping cart, add products automatically if prices drop, or schedule repeat purchases for items such as diapers, tissues, or kitchen essentials.

The assistant can also generate AI-powered summaries at the top of search results.These descriptions are aimed at simplifying the understanding of product categories and helping customers know what to consider before purchasing products. Amazon will also be providing customers with price history information about products to allow them to see how prices have been fluctuating over the last year.

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The next big change that Amazon is implementing is the option to personalize the shopping experience even further by entering information like their dietary requirements, interests, family members, pets, and habits that Alexa for Shopping will then use to provide personalized results.

Amazon has also announced its plans to integrate purchases made outside its platform through an add-on called Shop Direct.


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