Amazon has launched a new AI-powered shopping assistant called “Alexa for Shopping,” which is built using Alexa+ technology. The new assistant is now replacing Rufus, Amazon’s earlier AI shopping tool introduced in 2024.
Alexa for Shopping is designed to make online shopping easier and more personal. It works through voice commands and text on mobile phones, desktop computers, and Echo Show devices. Unlike Rufus, which mainly helped users search and compare products, the new assistant focuses more on personalized suggestions and automated shopping help.
The feature is currently available for customers in the United States. Users can ask questions like “What is a good skincare routine for men?” or “When did I last buy AA batteries?” directly in Amazon’s search bar or through the Alexa shopping chat window. The AI then gives customized answers, product recommendations, and shopping guides based on the user’s interests, shopping habits, and past purchases.
Alexa for Shopping can also compare products, track prices, and set up automatic repeat orders for everyday items such as pet food or paper towels. For example, users can ask Alexa to automatically add a product to their cart when the price drops to a certain amount.
Another major feature is that the assistant can shop outside Amazon as well. Using Amazon’s “Buy for Me” feature, Alexa can purchase items from other online stores on behalf of users. While this may make shopping more convenient, it has also raised concerns about AI privacy and how much control AI should have over purchases.
The launch comes shortly after Amazon introduced “Amazon Now,” its new 30-minute delivery service in several U.S. cities, along with another AI feature that gives spoken answers to customer product questions in real time.
