Amazon has officially launched its AI-powered shopping assistant, Rufus, in Germany and Austria after successful tests in the U.S. and the U.K. This digital advisor is designed to help customers navigate the vast product offerings and make informed purchasing decisions.
Rufus is integrated into the mobile Amazon app and can be accessed through a colorful icon in the bottom right corner. Users can ask general questions about product categories, such as 'What types of coffee machines are available?' or request specific product comparisons. The assistant also provides tailored buying tips for seasonal events.
Additionally, Rufus summarizes customer reviews and answers specific inquiries about individual products, such as whether a particular jacket is machine washable. It can suggest items based on specific needs, aiding users in finding gifts or exploring new hobbies.
To access Rufus, customers simply need to update the Amazon app and click on the icon. If preferred, users can easily close the assistant and revert to traditional search methods.
This initiative is part of Amazon's broader AI strategy, which has been in place for 25 years to enhance the customer experience. Last year, the company introduced AI-driven features, including automatic summarization of customer reviews and product description generation.
Initially tested in the U.S., India, and the U.K., Rufus has already fielded millions of inquiries from customers. However, Amazon acknowledges that the technology is still in development and may not always provide accurate responses, with plans for continuous improvements.