Amazon retires Rufus and launches ‘Alexa for Shopping’ — a new AI assistant powered by Alexa+ embedded directly in Amazon’s search bar. Conversational AI just moved to the heart of e-commerce.
Amazon retires Rufus chatbot, launches Alexa for Shopping — an AI agent that can autonomously browse, buy & track orders. The industry pivot from chatbots to action-oriented agents accelerates.
Amazon embeds Alexa Plus AI into its main shopping search bar, enabling conversational queries alongside traditional product listings — a major shift in how customers discover products on Amazon.