The new assistant is integrated into Amazon’s app, the company’s website, and Echo Show devices, reports AiNews. Users will be able to ask questions directly in the search bar – for example, to ask to pick up a product, remind them of a purchase or show their order history.
Amazon says Alexa for Shopping uses data about a user’s previous purchases, searches and preferences to make personalized recommendations. The system is also able to compare products, create AI summaries, and track price changes over the course of a year.
The company said the Rufus chatbot has helped more than 300 million customers search and buy items in 2025. Meanwhile, Amazon is phasing out the Rufus brand, integrating its features directly into the Alexa ecosystem.
The launch of Alexa for Shopping shows that major tech companies are accelerating the adoption of generative AI in e-commerce. It’s no longer just about searching for products, but also about moving to “agent-based” AI systems that can independently perform some of the shopping actions.
Amazon also links the development of such services with large-scale investments in AI infrastructure. In the first quarter of 2026, the company reported an increase in spending on equipment and data centers, primarily to support artificial intelligence.
