Amazon Introduces ‘Rufus,’ an AI Shopping Assistant in its Mobile App

Amazon revealed the introduction of Rufus, an AI-driven shopping assistant integrated into its mobile app. Developed using data from Amazon’s extensive product catalog and information gathered from the web, Rufus is set to launch in beta for a select group of U.S. customers, with a broader rollout planned in the coming weeks. Users can engage in conversations with Rufus within the Amazon mobile app to seek assistance in locating products, conducting product comparisons, and receiving personalized recommendations.

The debut of this AI chatbot aligns with Amazon’s ongoing efforts to enhance the online shopping experience. Recent AI-powered additions on Amazon.com have aimed at aiding consumers in various aspects, including finding well-fitting clothes, enriching product reviews with summaries, and providing tools for advertisers and sellers.

Rufus, functioning as a generative AI experience, draws insights from Amazon’s product catalog, customer reviews, community Q&As, and web data. It stands ready to address customer queries at every stage of their shopping journey, whether they are initiating their search, narrowing down choices, or seeking specific information.

Amazon employed a new, internally developed LLM (Language Model) specialized for shopping to power Rufus. The AI was trained on Amazon’s proprietary data and publicly available information from the web, though the specifics of this data, including whether it included other retail websites, were not disclosed.

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For instance, a customer in search of running shoes could inquire about considerations when making a purchase or the differences between trail and road running shoes. Rufus extends its assistance to various products, helping customers with questions like selecting headphones, detailing a car at home, understanding clean beauty products, and recommendations for cold weather golf gear.

Customers looking for advice on specific occasions, such as Valentine’s Day gifts or the best dinosaur toys for a five-year-old, can also turn to Rufus. Following Rufus’s responses, customers can explore more refined results or engage in further product comparisons.

Rufus, available in beta within the Amazon mobile app, can be accessed by tapping on a designated button in the bottom navigation bar. Users can input questions through typing or voice commands in the chat dialog box, located at the bottom of the screen. Upon completion, users can easily return to the Amazon app by swiping down on their screen to dismiss the chat dialog box.

Acknowledging the evolving nature of generative AI, Amazon emphasized its commitment to continuous improvement. Customers are encouraged to provide feedback by rating responses with a thumbs up or thumbs down, along with the option to offer freeform feedback. While the initial launch of Rufus will not include advertising, Amazon hints at potential enhancements based on customer value in the future.

While we couldn’t test Rufus’s efficiency, it’s essential to note that Amazon’s previous AI chatbot, Q for businesses, faced challenges, including generating inaccurate information and revealing confidential data. Rufus is set to expand its availability to additional U.S. customers in the coming weeks.