Amazon Expands Rufus, AI Shopping Assistant, Across Europe in Beta

Amazon has expanded the beta version of Rufus, its AI-powered shopping assistant, to include Germany, France, Italy, and Spain. After a successful launch in the UK in September, the generative AI chatbot is now helping customers across Europe with product information, recommendations, and comparisons, integrated directly into the Amazon shopping experience. Over the next few weeks, European customers will gradually gain access to Rufus, which is designed to simplify product discovery and guide shoppers through more informed purchasing decisions.

How Rufus Enhances the Shopping Experience

Rufus has been trained on Amazon’s extensive product catalog as well as external sources, enabling it to answer questions on a wide range of topics, from product comparisons to shopping for specific needs. With Rufus, Amazon aims to deliver a seamless shopping experience powered by generative AI that can assist customers at every stage of their shopping journey.

Rufus provides a variety of features:

• Product Research: Customers can ask general questions like “What should I consider when buying a laptop?” or “Types of kitchen knives,” and receive guidance on product categories to narrow down their options.

• Shopping by Occasion or Purpose: Shoppers can search by occasion, event, or specific needs, with questions like “I need supplies for baking” or “What’s good for a summer hike?” Rufus responds with tailored suggestions and related product categories.

• Comparing Options: Rufus can help customers compare products by explaining differences between items, such as “What’s the difference between serum and moisturizer?” or “Compare drip to pour-over coffee makers.”

• Personalized Recommendations: Shoppers can ask for specific recommendations, such as “Best gifts for teenagers” or “Games for road trips,” and Rufus will generate targeted suggestions to make browsing easier.

Expanding AI Capabilities on Amazon

Amazon has utilized AI for years across various areas, from personalized recommendations to optimizing pick paths in fulfillment centers, and voice-activated shopping with Alexa. Recently, Amazon has added generative AI capabilities to enhance product listings, assist sellers in creating compelling descriptions, and enrich search results. Rufus builds on these advancements, offering a new level of interactivity and support for Amazon customers.

How to Access and Use Rufus

To access Rufus, customers in the beta can update their Amazon Shopping app and select the Rufus icon in the lower right corner of their mobile screens. The chat box enables users to ask questions, tap on suggested topics, and get detailed responses. Customers can close Rufus at any time to return to traditional search results, ensuring a flexible experience.

Ongoing Development and Customer Feedback

Although Rufus brings advanced AI capabilities to Amazon shoppers, Amazon recognizes that generative AI technology is still evolving. To improve Rufus over time, customers are encouraged to rate answers with a thumbs up or down and provide additional feedback. This input helps Amazon refine its models and continuously enhance Rufus’s accuracy and helpfulness.

Looking Ahead

As Amazon continues to expand Rufus’s reach, generative AI’s potential to transform online shopping becomes clearer. With plans to roll out Rufus to even more customers, Amazon is paving the way for a new, AI-driven approach to online retail, enhancing product discovery, personalizing recommendations, and improving the overall customer experience. Rufus represents a leap forward in making shopping on Amazon faster, more intuitive, and highly tailored to individual preferences.