Amazon Launches Alexa for Shopping, Replaces Rufus

Amazon launched Alexa for Shopping on Wednesday, integrating its artificial intelligence capabilities directly into the search bar of its website and mobile app for U.S. customers, while discontinuing the standalone Rufus chatbot introduced in 2024.

The new tool, powered by Alexa, replaces Rufus, which had been available in beta and used by more than 300 million customers in 2025. Users can now access Alexa for Shopping by typing queries into the main search field, tapping a dedicated cursive "A" icon, or using Echo Show smart displays. It provides conversational responses alongside standard product listings, including personalized recommendations, side-by-side product comparisons, price histories up to a year, custom shopping guides, stock availability, and estimated delivery times.

Drawing on users' purchase history, past searches, reviews, and Amazon's product catalog, the assistant tailors suggestions and automates tasks. Customers can schedule purchases for when prices drop to a target level, set up recurring orders for essentials like pet food or batteries, or build carts based on preferences such as a skincare routine. No Prime membership or Echo device is required, and...