Amazon's AI Assistant Rufus Drives $10 Billion Annual Sales

Amazon's AI-powered shopping assistant Rufus, launched in February 2024, is expected to generate over $10 billion in annual incremental sales, according to CEO Andy Jassy. The chatbot has attracted 250 million users who are 60% more likely to complete purchases after interacting with it, with monthly active users and interactions growing significantly year-over-year. Rufus is embedded in Amazon's mobile app and website, trained on Amazon's entire product catalog, customer reviews, and web data to assist users in product discovery, comparison, and decision-making. This AI tool is a key part of Amazon's strategy to modernize e-commerce, boost conversion rates, and retain customers within its ecosystem rather than losing them to external search engines or AI platforms. Amazon projects Rufus will contribute substantially to operating profits in the coming years, highlighting the company's commitment to integrating intelligent AI tools across its operations. Users can access Rufus easily through updates to the Amazon Shopping app and desktop site, with Amazon actively seeking user feedback to enhance the assistant's personalization and accuracy.