Amazon replaces Rufus with Alexa Plus on its shopping site
amazon launched alexa for shopping on amazon.com, replacing the rufus ai assistant with the llm-powered alexa plus to handle complex queries, auto-purchasing, and cross-site shopping.
amazon is rolling out alexa for shopping, powered by the alexa plus llm, directly into the main amazon.com search bar and app, effectively retiring the rufus ai assistant. the system handles complex queries like skincare advice or order history, and introduces agentic features such as auto-purchasing items based on price drop triggers and the ability to shop on third-party websites. vice president daniel rausch stated the assistant leverages multiple models to reason through tasks, offering deep integration across web and echo devices for continuity. the feature is available to all us customers immediately without requiring an alexa account, ramping up availability over the coming weeks.