Amazon Replaces Rufus With Alexa Shopping Assistant

Amazon has launched Alexa for Shopping, a personalized AI shopping assistant powered by Alexa+, replacing its previous generative AI tool Rufus. Available now to U.S. customers, it works via voice and touch across mobile, desktop, and Echo Show displays, offering tailored recommendations based on purchase history and habits. The assistant can compare products, track prices, schedule recurring orders, and even shop other online retailers using a Buy for Me feature. The launch follows Amazon's rollout of 30-minute delivery and AI-generated audio responses to product questions.