Amazon launches Alexa for Shopping powered by Rufus
amazon combined its rufus chatbot with alexa+ to launch alexa for shopping, an assistant that tracks prices, automates purchases, and provided advice to over 300 million customers in 2025.
amazon introduced alexa for shopping, merging the rufus chatbot with alexa+ to offer ai-driven product comparisons, price tracking for up to a year, and automated reordering via a new main search bar interface. the assistant, which helped over 300 million customers in 2025, enables conversational shopping and can trigger purchases based on conditions like price drops without requiring a prime subscription. additionally, amazon is retiring the public rufus brand name while the technology continues to power the backend, following a 115% increase in monthly active users and a near 400% rise in engagement.