Amazon's Rufus AI assistant is now available to all US customers

In February, Amazon introduced "Rufus", a generative AI-powered shopping assistant which was in beta testing for a limited number of U.S. customers within the Amazon mobile app. As of today, Rufus is available to all US Amazon customers. It can be utilized for various tasks throughout a customer's shopping process. Broader questions like "What to consider when buying headphones?" can guide initial research. When comparing products, users can ask "What's the difference between lip gloss and lip oil?" or compare coffee makers, for instance.

For specific needs, Rufus can recommend gifts or toys based on criteria like occasion or recipient age. While viewing a product page, users can ask detailed questions about the item itself, drawing on product information, reviews, and community Q&A sections. Furthermore, users can ask questions regarding their order status, and the AI assistant will handle that as well.

The introduction of Rufus is synonymous with other big brands exploring AI features, like AI assistants, to improve customer experience. One of the biggest recent examples is Microsoft's Copilot, and how the company is actively integrating it with its products. For Amazon, the US-wide adoption of 'Rufus' follows the launch of AI-generated review highlights and size recommendation features. Over time, the AI assistant will likely become more capable as it continues to train on company and user data.