Amazon's Rufus is a generative AI chatbot embedded directly in the Amazon shopping app and website that answers product questions, compares items, and guides customers through the purchasing process using natural language.

Launched in beta in February 2024 for U.S. mobile users, Rufus was trained on Amazon's full product catalog, customer reviews, community Q&As, and information from across the web. It rolled out to all U.S. customers and expanded internationally throughout 2024 (UK, India, France, Germany, Italy, Spain, Canada). By late 2024, Rufus was handling approximately 274 million daily queries — about 13.7% of total Amazon searches. Amazon CEO Andy Jassy stated in November 2025 that Rufus is expected to generate over $10 billion in incremental annual sales, with customers who engage with Rufus being 60% more likely to complete a purchase.