May 20, 2026, 8:20 am | Read time: 3 minutes
Amazon is expanding its AI features for shopping. In the U.S., the company is partially replacing its previous shopping assistant, Rufus, with Alexa for Shopping. The new AI is designed to help users find suitable products faster and plan purchases more effectively. Amazon is increasingly relying on the well-known Alexa technology and is enhancing the assistant with additional features.
Familiar Operation in the Amazon App
Alexa for Shopping will be directly integrated into the Amazon shopping app. According to Amazon, the new feature can be used similarly to Rufus. Questions can be asked via the central search bar. Additionally, there is a dedicated chat window for the AI assistant. Users do not need to completely adjust and can continue using familiar processes.
Amazon describes Alexa for Shopping on its company page as a personalized AI assistant. The new solution is not only meant to find products but also to cater more specifically to individual preferences. Amazon aims to simplify the search for gifts, household appliances, or tech products. Especially with long lists of results featuring many reviews and different models, the AI is intended to make the selection clearer.
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Alexa Relies More on Personal Information
A key difference from Rufus is the closer connection to the Alexa platform. The new shopping AI uses information that users have previously provided through Alexa devices. For example, if someone has talked about a gift or a planned purchase on an Echo device, they can later use this information in the Amazon app.
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Additionally, Alexa for Shopping is set to take on various tasks. These include product comparisons, shopping guides, and searching for previous orders. The AI also answers questions about individual products. Amazon cites the comparison of different Kindle models or assessing which product better meets one’s needs as examples.
More Features for Prices and Orders
Amazon is further expanding the new assistant beyond its own online marketplace. Alexa for Shopping will soon be able to consider offers from other online stores. The AI can then prepare or process suitable purchases with the stored address and payment method.
The new function is also intended to help with saving. Alexa for Shopping displays product price trends for up to a year. Additionally, the AI can set price alerts and monitor specific items. If the price drops to a predetermined amount, the assistant informs the user or prepares the purchase. Recurring purchases like detergent or pet food can also be planned through the AI.
According to Amazon, Alexa for Shopping will be rolled out more broadly in the U.S. in the coming months. Whether the new AI will also come to Germany later is still uncertain. It is also unclear whether Rufus will be replaced in the long term in Germany. Amazon only introduced the previous shopping assistant in October 2024. The company has not yet provided information on a possible launch of Alexa for Shopping in Germany.