Rufus, Amazon’s AI shopping assistant, goes global

Amazon has announced the international expansion of Rufus, its AI-powered shopping assistant, which will now be available in multiple new markets across Europe and the Americas. Originally launched in the US earlier this year, Rufus assists users with product searches, personalised recommendations, and side-by-side comparisons. This expansion aims to make Amazon’s shopping experience more seamless by answering shoppers’ questions in natural language, whether they’re looking for gift ideas or specific product advice.

Rufus has been trained on Amazon’s extensive data library, including product listings, customer reviews, and other public information. By integrating Rufus into Amazon’s Shopping app, the company is competing more directly in the AI space, a move that underscores its efforts to stay competitive with other tech giants. Users in newly added regions can now access Rufus by updating their Amazon app and selecting the chatbot icon, which activates an intuitive, chat-based interface.

While this initial version of Rufus is still in development, Amazon acknowledges that it may not yet be perfect but promises regular updates. The company is also investing in generative AI to enhance services for sellers, like automated listing descriptions. This broader AI strategy includes Amazon’s recent $230M investment in startups to drive further innovations in the field.