Amazon.com Inc. has officially launched its AI-powered shopping assistant, Rufus, to all U.S. customers after five months of testing.
TakeAway Ponts:
- Rufus, Amazon’s AI shopping assistant, is now accessible to all US customers through the Amazon app, following a five-month trial period.
- Features like order monitoring, product comparisons, and personalised suggestions based on a wealth of product information and user feedback are all provided by Rufus.
- Although there are certain limitations in accuracy, customer response has been mostly good, and Amazon is dedicated to continuous development.
Amazon introduces Rufus AI Assistant
Amazon AI assistant Rufus, which was initially available to a select group of users, is now accessible through Amazon’s smartphone apps. By tapping an icon in the app, users can engage with Rufus via a text chat interface to ask a variety of questions, ranging from product comparisons to order updates. According to Amazon, Rufus has been trained on the company’s extensive product catalogue as well as other web sources, enabling it to provide detailed responses on a wide array of topics.
Rajiv Mehta, Vice President of Search and Conversational Shopping at Amazon, stated, “Rufus is designed to help customers save time and make more informed purchase decisions by answering questions on a variety of shopping needs and products right in the Amazon Shopping app.” The assistant can also provide information on non-shopping-related queries, such as celebrity biographies and travel recommendations, similar to other generative AI tools like ChatGPT.
Rufus’ Features and Capabilities
Rufus offers a range of functionalities aimed at enhancing the shopping experience. Users can ask specific product-related questions, such as “What to consider when buying headphones?” or “What are clean beauty products?” The AI assistant provides answers based on product listing details, customer reviews, and community Q&As. During the testing phase, customers asked Rufus tens of millions of questions, and the feedback has been largely positive.
One notable feature is Rufus’s ability to compare products. For example, users can ask, “What’s the difference between gas and wood-fired pizza ovens?” or “Compare OLED and QLED TVs.” The assistant also helps users stay updated on the latest products and trends, answering questions like “What’s the most advanced Fire tablet for kids?” and “What are denim trends for women?”
In addition to product comparisons and recommendations, Rufus can assist with order tracking. Users can ask, “Where is my order?” or “When are my dog treats arriving?” to get real-time updates on their purchases. The assistant also helps users find past orders, making it easier to reorder items or check previous purchases.
Customer Feedback and Improvements
Amazon has received extensive feedback from users during the beta testing phase. Customers have found Rufus helpful for understanding product details and hearing what other customers say. For instance, users can ask, “Is this coffee maker easy to clean and maintain?” and get a detailed response based on customer reviews and expert analysis.
Rufus has also been effective in providing product recommendations tailored to specific needs. One customer shared that they asked Rufus for a pool umbrella recommendation for Florida, and the assistant provided suggestions based on Florida’s weather and humidity. Other users have asked for recommendations on wireless outdoor speakers and lawn games for kids’ birthday parties, receiving high-quality, informative answers.
Despite its many capabilities, Rufus is not without limitations. During tests, it was found that the assistant sometimes provided inaccurate information and was limited to Amazon’s product catalogue. However, Amazon has committed to continually improving Rufus over time.
“While it’s still early days for both generative AI and Rufus, we’re excited to hear customers are using Rufus to help them make more informed shopping decisions,” said Mehta.
