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Amazon Rufus: Amazon's AI shopping assistant gets smarter and more personal

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Rufus can search for products based on activity, event, purpose, and other use cases, and automatically add items to your cart, tell you if you’re getting the best price, find top deals every day of the year, auto-buy items at a set price, and take a handwritten grocery list and add the items to your cart. Written by Amazon Staff November 18, 2025 7 min read We’re reinventing online shopping to make it faster and easier and to make customers’ lives better every day. Help Me Decide expands Amazon’s suite of AI shopping tools, pairing you with the right product with the tap of a button. Check out Buy with Prime when shopping on participating brands’ websites to use the Prime shopping benefits you know and love. Sign up for the weekly Amazon newsletter Amazon Privacy Policy Opt out anytime Trending news and stories RELATED TAGS Amazon.comConditions of UseAmazon Privacy Policy© 1996-2025 Amazon.com, Inc. or its affiliates

On May 13, 2026, Rufus was renamed Alexa for Shopping . Key takeaways Rufus is an AI assistant in the Amazon Shopping app and website, powered by generative and agentic AI and built to make shopping faster and easier by providing customers with useful information and product recommendations. Leveraging insights from each customer’s individual Amazon shopping activity, its predictive capabilities provide tailored answers and personalized product suggestions based on conversational context. Built on Amazon Bedrock , it draws on advanced Large Language Models (LLMs) including Anthropic’s Claude S

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