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Rufus stands at the heart of Amazon’s newest push into consumer-facing AI in its shopping experience. CEO Andy Jassy announced during the company’s third-quarter earnings call that Rufus is set to contribute an additional $10 billion in annual sales.
Launched in August in the Amazon Shopping app and on desktop, Rufus functions as a conversational assistant designed to help with product discovery and comparison. It draws data from Amazon’s product catalogue, customer reviews, and web sources to answer queries.
Amazon reports that roughly 250 million shoppers have used Rufus since its launch. Monthly active users rose 140% year-over-year, while interactions jumped 210%. Most notably, shoppers who engage with Rufus show a 60% higher purchase completion rate compared with non-users. These figures support the forecasted $10 billion incremental sales.
Through the direct integration of the shopping assistant into both the app and website, Amazon’s strategy is to have users remain within its ecosystem and not lose them to outside search engines or other AI solutions. The company considers Rufus's output as falling under ‘downstream impact’.
The rollout of Rufus follows Amazon’s broader strategy to integrate more intelligent tools across its operations, from product-recommendation engines to warehouse automation and voice assistants such as Alexa. According to Jassy, agentic commerce (where AI agents help make purchasing decisions) will become more important.
Still, Amazon recognises that AI-driven agents need further refinement. Jassy acknowledged that personalization, accuracy of suggestions, and reliable delivery estimates all need improvement for third-party agentic models. For now, Rufus represents Amazon’s flagship consumer-AI bet.
From the user’s side, the assistant offers a smoother way to search, compare, and select products inside the Amazon app. The tool aims to reduce friction and boost conversion. Amazon expects that as the experience improves and more users engage with Rufus, the shopping assistant will continue driving higher traffic and higher purchase rates.
In short, Rufus stands as a major pillar in Amazon’s plan to modernise e-commerce through AI. By improving how users discover and decide on products, Amazon targets a meaningful uplift in sales, and the $10 billion figure signals just how important the company considers this effort.
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