Rufus is set to be rolled out further in the US after its beta phase. Credit: Amazon US.

Amazon has unveiled Rufus, an AI-powered shopping assistant designed to revolutionise the shopping experience for its customers.

Rufus is equipped with extensive knowledge drawn from Amazon’s vast product catalogue and information sourced from across the web.

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This assistant is primed to respond to customer inquiries, provide product recommendations, facilitate comparisons, and streamline the product discovery process within the familiar confines of Amazon’s shopping platform.

Initially to be launched in beta, Rufus is currently available to a select group of customers within Amazon’s mobile app. The rollout will progressively extend to a broader base of US customers in the following weeks.

Enhancing shopping experiences with Rufus

Rufus builds upon Amazon’s existing AI innovations to deliver an unparalleled shopping journey.

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By synthesising data from customer reviews, community Q&A forums, and web sources, Rufus equips customers with the information needed to make informed purchase decisions.

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Whether it is conducting broad research, comparing product categories, or seeking personalised recommendations, Rufus seamlessly integrates into the shopping process, providing valuable insights.

Key features and functionality

Rufus offers a range of functionalities aimed at simplifying the shopping experience:

  • General product research: Customers can obtain guidance on various product categories and shopping missions.
  • Shopping by occasion or purpose: Rufus assists customers in discovering products tailored to specific activities or events.
  • Product comparisons: Customers can easily compare different product categories to make confident purchase decisions.
  • Personalised recommendations: Rufus generates tailored recommendations based on customer preferences and inquiries.
  • Detailed product inquiries: Customers can seek specific information about individual products, enhancing their understanding and confidence in their purchases.

Looking ahead

As Rufus evolves, customer feedback plays a crucial role in enhancing its capabilities.

Customers are encouraged to provide feedback through rating systems and free-form comments, ensuring the continuous improvement and refinement of Rufus’ responses.

Amazon said it remains committed to advancing the capabilities of generative AI and is poised to introduce new features to further elevate the shopping experience.

With Rufus by their side, Amazon promises customers that they can navigate the vast Amazon marketplace with confidence and ease.