Amazon's Rufus Levels Up Agentic Shopping Features, Personalization
Amazon has rolled out enhanced features for Rufus, its agentic AI assistant.
Shoppers can now have Rufus complete deep product research, track prices and automatically purchase products on Amazon when they reach a set amount, according to an Amazon News blog post.
The AI assistant is also able to shop on users' behalf once they set up recurring, personalized tasks.
Rufus handles the product research and will either notify users or add relevant items directly to their cart — as a one-time action or on a recurring schedule — so all they have to do is review and complete checkout.
When it comes to price history, Rufus can now show 30, 90 and 365 days of prices for a product. When prompted, the assistant will regularly check prices and alert users, or complete purchase using a default payment method when the item reaches the desired price target.
By uploading an image of a handwritten shopping list, Rufus can transcribe and add the items directly to cart.
Product Discovery Across the Web
Rufus can help shoppers learn about products on not just Amazon, but online stores overall.
With Rufus open, users will see additional products not currently sold on Amazon but available through other stores, so they can compare a wider range of options in one place.
Users can tap to visit the merchant's store and purchase directly, or for select items tap a "Buy For Me" button to have Amazon complete the purchase from the merchant's store on their behalf using Amazon payment and shipping details.
By The Numbers
Rufus' monthly active users have increased more than 115% and engagement is up nearly 400% year-over-year, according to Amazon's Q1 earnings call.
Rufus launched in February 2024.
