Amazon adds one more AI trick to answer questions for shoppers


Better recommendations, more refined results

What does the name “Rufus” mean to you? It's a name you don't hear much in this century, but it’s Amazon’s choice for its new AI shopping experience.

And the company swears up and down that it’s just the thing that can uncomplicate all the work you do to find exactly what you’re looking for.

The company points out that this is a “new” Alexa. Alexa may be able to tell you what the weather is, but it can’t answer your question about “Is this jacket machine washable?” or “What’s the difference between lip gloss and lip oil?” Amazon says that questions like that are what Rufus can take care of in no time at all.

“From broad research at the start of a shopping journey such as ‘what to consider when buying running shoes?’ to comparisons such as ‘what are the differences between trail and road running shoes?’ to more specific questions such as 'are these durable?’, Rufus meaningfully improves how easy it is for customers to find and discover the best products to meet their needs, integrated seamlessly into the same Amazon shopping experience they use regularly,” the company said in the announcement.

Here’s how Amazon thinks you’ll love Rufus

Using information from across Amazon and the web, Rufus can reportedly help you:

  • Conduct more general product research on Amazon, such as “What to consider when buying headphones?”

  • Search for products based on an activity or specific occasion, like “What do I need for a camping trip?”

  • Compare categories so you can make more informed decisions

  • Find the best recommendations and receive refined results

  • Ask product detail questions to help you pick a product or find the perfect gift

Rufus is being launched in waves, beginning with a small subset of customers in the U.S. using its mobile app, and progressively rolling it out to the rest of our U.S. customers in the coming weeks.

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