Is Amazon using AI shopping agents?

Yes — Amazon does use AI in shopping, and its best-known shopping assistant is Rufus, a conversational assistant built into Amazon’s shopping experience.

What it generally does:

• helps answer shopping questions in natural language
• compares products and summarizes key differences
• helps synthesize product information to support shopping decisions
• can assist within parts of the shopping journey inside Amazon’s app or site

Amazon also uses other AI-driven shopping features, such as improved search, ranking, and recommendation tools. Specific features and rollout details can vary by country, device, app version, and account, so it’s worth checking the current Amazon app or Amazon’s help pages for the latest availability.