The AI Assistant Changing How You Shop

• Amazon India launches Rufus, an AI shopping assistant powered by generative AI.
• Rufus offers personalized recommendations and product discovery based on Amazon’s vast product catalog.
• The launch signifies Amazon’s continued commitment to enhancing the online shopping experience with AI.

Amazon India has introduced Rufus, a generative AI-powered shopping assistant created to make online shopping even better for customers. Trained on Amazon’s vast product catalog and extra information from the web, Rufus can answer customer questions about products, offer personalized recommendations, and help shoppers find what they’re looking for – all right within the Amazon shopping experience.

Starting today, Rufus is available in beta on the Amazon.in mobile app for a select group of customers. In the coming weeks, the feature will gradually roll out across India.

Notably, Amazon has been leveraging AI for over 25 years to improve customer experiences. From personalized shopping recommendations to the conversational skills of Alexa, AI has been a core part of Amazon’s operations. Amazon believes that generative AI has the potential to transform almost every customer interaction.

Since last year, Amazon has integrated several AI-driven features on the Amazon.in the marketplace. These include AI-generated review highlights that provide customers with a quick sense of what other people think about a product or service. Its AI-driven system summarizes the most common themes and opinions into a few key points, making it easier for customers to make informed decisions.

Plus, AI-enhanced product listings help sellers create more engaging titles and descriptions. Building on these advancements and its growing popularity in the US, Amazon India has decided to introduce Rufus to Indian users.

In short, with Rufus, customers can browse product categories, find items based on specific occasions or purposes, compare product features, and get personalized recommendations. Rufus also shares up-to-date product trends and lets customers ask questions directly on product detail pages.

For now, Rufus is accessible through an icon on the Amazon.in mobile app. While still in its early stages, Rufus has the potential to become an essential tool for online shopping.