Amazon put Rufus to work in 2024 and said more than 300 million shoppers were consulting the AI bot on their buys in 2025.

Remember Bard? It was the original name of Google’s AI chatbot, but the Gemini brand long ago replaced it. Just as you’ve likely forgotten that history, you’re not likely to remember Rufus in 12 months’ time,

Amazon's new shopping assistant can answer product questions, compare items, track prices, and automate purchases across apps, website, and Echo devices

Intero Digital reports that Amazon's Rufus AI will redirect shoppers to competitor listings if your product doesn't answer their questions clearly.