Amazon launches Alexa for Shopping as Rufus moves behind the scenes

Amazon has introduced Alexa for Shopping, combining its Rufus shopping chatbot with Alexa+ across its app, website, and Echo Show devices. The assistant can answer product questions, compare items, track prices, and support shopping reminders. It can also handle scheduled shopping actions and eligible automated purchases.

The company said Alexa for Shopping combines Rufus’ product expertise with Alexa+’s personalised assistant context. Amazon said Rufus helped more than 300 million customers in 2025 research, compare, and buy products. GeekWire reported that Amazon is retiring the Rufus name from its shopping interface, while Rufus will continue to power parts of the experience behind the scenes. GeekWire also reported that Amazon CEO Andy Jassy said Rufus monthly active users rose more than 115%, while engagement increased nearly 400% year over year. Alexa for Shopping is available through the Amazon Shopping app, Amazon’s website, and Echo Show devices. The feature is rolling out to US customers. Signed-in Amazon customers can use it for free, without a Prime membership, Echo device, or Alexa app. Amazon reported US$426.3 billion in North America net sales and US$161.9 billion in international net sales in 2025. Amazon also reported online stores and third-party seller services as separate revenue categories in its 2025 annual report. The assistant allows customers to ask shopping-related questions through Amazon’s main search bar instead of using a separate chatbot window. Users can ask for product recommendations or purchase history. They can also ask for advice related to specific shopping needs.

Key points

• The company said Alexa for Shopping combines Rufus’ product expertise with Alexa+’s personalised assistant context.
• Amazon said Rufus helped more than 300 million customers in 2025 research, compare, and buy products.
• GeekWire reported that Amazon is retiring the Rufus name from its shopping interface, while Rufus will continue to power parts of the experience behind the scenes.
• GeekWire also reported that Amazon CEO Andy Jassy said Rufus monthly active users rose more than 115%, while engagement increased nearly 400% year over year.
• Alexa for Shopping is available through the Amazon Shopping app, Amazon’s website, and Echo Show devices.