Amazon Rufus
Rufus is Amazon's generative AI-powered shopping assistant that helps customers make informed purchase decisions by answering questions, providing comparisons, and making personalized recommendations based on Amazon's extensive product catalog and web information.
https://www.aboutamazon.com/news/retail/amazon-rufus?ref=aipure
Product Information
Updated:May 16, 2025
Amazon Rufus Monthly Traffic Trends
Amazon Rufus experienced a 2.4% decline in traffic, with 3.4M visits. The Amazon Book Sale from April 23-28 and the Big Spring Sale from March 25-31 may have drawn visitors to other Amazon products and services, potentially impacting Rufus's traffic.
What is Amazon Rufus
Amazon Rufus is a revolutionary AI-powered shopping assistant launched in February 2024, designed to transform the traditional online shopping experience. Named after Amazon's first office dog, a Welsh corgi who helped establish the company's dog-friendly culture, Rufus represents Amazon's latest innovation in applying AI technology to enhance customer shopping experiences. The assistant is integrated directly into the Amazon Shopping app and website (for U.S. customers), serving as a conversational interface that helps customers navigate Amazon's vast product selection more effectively.
Key Features of Amazon Rufus
Amazon Rufus is a generative AI-powered shopping assistant integrated into the Amazon Shopping app that helps customers make informed purchase decisions. It's trained on Amazon's product catalog, customer reviews, Q&As, and web information to answer shopping questions, provide product comparisons, and make personalized recommendations within the familiar Amazon shopping experience.
AI-Powered Product Research: Provides comprehensive information about product categories, features, and buying considerations by analyzing Amazon's extensive catalog and web data
Contextual Product Comparison: Enables users to compare different product types and categories by highlighting key differences and features to help make informed decisions
Real-time Chat Interface: Offers an interactive chat dialog box where customers can ask questions, receive suggestions, and engage in follow-up discussions about products
Personalized Recommendations: Generates tailored product suggestions based on specific queries, occasions, and user context within the Amazon ecosystem
Use Cases of Amazon Rufus
Gift Shopping: Helps users find appropriate gifts by providing recommendations based on occasion, recipient age, and interests
Technical Product Research: Assists in understanding complex product specifications and differences between similar items like electronics or appliances
Hobby & Activity Planning: Guides users in finding all necessary items for specific activities or hobbies, from sports equipment to crafting supplies
Pros
Seamlessly integrated into existing Amazon shopping experience
Combines product catalog data with web information for comprehensive answers
Offers personalized recommendations based on user context and needs
Cons
Currently limited to US customers in beta
May not always provide perfectly accurate responses as it's still in early stages
Only available through mobile app with limited desktop accessibility
How to Use Amazon Rufus
Update Amazon Shopping App: Go to your smartphone's app store and make sure your Amazon Shopping app is up-to-date
Force Restart the App: After updating, force restart the Amazon Shopping app to ensure changes take effect
Open Rufus Chat: Open the app and tap on the Rufus icon (chat bubbles with sparkle) in the navigation bar at the bottom right corner of the screen
Start Conversation: When the Rufus chat window appears, you can either type/speak your question or tap one of the suggested questions to begin
View Responses: Rufus will generate answers in the chat dialog box using information from Amazon's catalog, reviews, Q&As and web sources
Continue or Dismiss: You can ask follow-up questions to continue the conversation, or swipe down to dismiss Rufus and return to traditional search results
Provide Feedback: Rate answers with thumbs up/down and provide optional freeform feedback to help improve Rufus
Amazon Rufus FAQs
Rufus is a generative AI-powered expert shopping assistant trained on Amazon's extensive product catalog, customer reviews, community Q&As, and information from across the web. It helps customers make informed purchase decisions by answering questions, providing comparisons, and making recommendations based on conversational context.
Amazon Rufus Video
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Analytics of Amazon Rufus Website
Amazon Rufus Traffic & Rankings
3.4M
Monthly Visits
#23123
Global Rank
#201
Category Rank
Traffic Trends: Nov 2024-Apr 2025
Amazon Rufus User Insights
00:00:55
Avg. Visit Duration
1.52
Pages Per Visit
60.16%
User Bounce Rate
Top Regions of Amazon Rufus
US: 59.51%
IN: 4.63%
GB: 3.94%
CA: 2.87%
AU: 1.5%
Others: 27.56%
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