Amazon says Rufus is its generative AI-powered shopping assistant. Amazon says the assistant is designed to help customers save time and make more informed purchase decisions by answering shopping questions, surfacing product information, and helping customers compare options.
Where does Amazon say customers can use Rufus?
Amazon says in its Rufus explainer that Rufus is available in the Amazon Shopping app and on desktop.
Amazon repeats that point in its newer Rufus update, where it describes the assistant as being featured throughout the store, including product detail pages and other shopping surfaces.
What does Amazon say Rufus helps customers do?
Amazon says in its official coverage that customers use Rufus to understand product details, hear what other customers say, get product recommendations, compare options, keep up with product trends, and answer shopping questions that are not always obviously product-specific.
Amazon’s later product update expands that description to include more advanced search, personalized answers, shopping memory, and agentic actions such as adding items to cart.
How does Amazon position Rufus inside the shopping experience?
Amazon’s own language treats Rufus as part of its broader AI shopping stack, not as a standalone chatbot. In the 2025 update, Amazon describes it as an in-store AI assistant for shopping that helps customers discover products, compare options, and make buying decisions faster.
That is the safest public description to use: Amazon presents Rufus as a shopping assistant embedded in the store experience.