Amazon launches Alexa for Shopping as Rufus moves behind the scenes

Amazon has introduced Alexa for Shopping, combining its Rufus shopping chatbot with Alexa+ across its app, website, and Echo Show devices.

The assistant can answer product questions, compare items, track prices, and support shopping reminders. It can also handle scheduled shopping actions and eligible automated purchases.

The company said Alexa for Shopping combines Rufus’ product expertise with Alexa+’s personalised assistant context. Amazon said Rufus helped more than 300 million customers in 2025 research, compare, and buy products.

GeekWire reported that Amazon is retiring the Rufus name from its shopping interface, while Rufus will continue to power parts of the experience behind the scenes.

GeekWire also reported that Amazon CEO Andy Jassy said Rufus monthly active users rose more than 115%, while engagement increased nearly 400% year over year.

Alexa for Shopping is available through the Amazon Shopping app, Amazon’s website, and Echo Show devices. The feature is rolling out to US customers. Signed-in Amazon customers can use it for free, without a Prime membership, Echo device, or Alexa app.

Amazon reported US$426.3 billion in North America net sales and US$161.9 billion in international net sales in 2025. Amazon also reported online stores and third-party seller services as separate revenue categories in its 2025 annual report.

Amazon adds shopping questions to search

The assistant allows customers to ask shopping-related questions through Amazon’s main search bar instead of using a separate chatbot window. Users can ask for product recommendations or purchase history. They can also ask for advice related to specific shopping needs.

Examples shared by Amazon include questions such as “What’s a good skincare routine for men?” and “When did I last order AA batteries?” Amazon said the assistant uses information from its platform to answer these questions.

Amazon said Alexa for Shopping uses information from a customer’s Amazon activity and Alexa interactions. That includes shopping history, browsing, purchases, and conversations. Amazon said the information is used to recommend products and support shopping actions.

Alexa for Shopping can compare products side by side and provide AI-generated summaries on product pages. It can also show AI-generated overviews in search results with category information.

Price tracking and automated shopping

Alexa for Shopping can monitor price drops for selected items for up to one year. Customers can view a full year of price history on product detail pages or by asking the assistant.

The assistant can create shopping guides for larger purchases. These guides compare product features and prices. They also include reviews from Amazon and the web.

Amazon said customers can use the assistant to set scheduled shopping actions, including restocking household items. Amazon said the assistant can also handle birthday reminders and gift suggestions.

Scheduled actions can also be tied to conditions. For example, the assistant can add an item to the cart if it reaches a target price and has not been purchased within a set period.

The assistant can search past orders and add frequently purchased items to a customer’s cart through conversational prompts.

Amazon said customers can view and update personal details used by Alexa for Shopping. These details can include family members, pets, interests, and dietary needs.

Alexa for Shopping can also surface products from other online stores through Shop Direct. For eligible products, Amazon said its Buy for Me agentic AI feature can complete purchases using a customer’s primary address and payment method.

Echo Show gets full shopping access

Amazon is also adding full-store shopping access to Echo Show. Users can browse, search, and shop using voice, touch, or both.

The Echo Show shopping experience is available for Alexa+ customers on Echo Show 15 and Echo Show 21, with support for other devices to follow.

Amazon also cited AI investments in its first-quarter 2026 results. The company said free cash flow fell to US$1.2 billion for the trailing 12 months. It attributed the decline mainly to a US$59.3 billion increase in property and equipment purchases, primarily reflecting AI investments.

Rajiv Mehta, Amazon’s vice president of conversational shopping, said the assistant can carry customer preferences, past purchases, and conversations across phones, laptops, and Echo devices.

Users can access the assistant by updating the Amazon Shopping app and selecting the Alexa icon in the bottom navigation bar. On the desktop, the feature appears at the top of the screen.

(Photo by Anirudh)

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