Amazon launches Alexa for Shopping with AI-powered product search and automated purchases
Amazon launches Alexa for Shopping with AI-powered product search and automated purchases
Amazon has introduced Alexa for Shopping, a new AI-powered shopping assistant that combines the company’s Rufus chatbot technology with Alexa+ across the Amazon app, website, and Echo Show devices. The assistant is designed to help customers search for products, compare items, track prices, and manage shopping tasks through conversational AI.
The new feature allows users to ask shopping-related questions directly through Amazon’s main search bar instead of opening a separate chatbot window. Customers can request product recommendations, check previous orders, or ask for advice tailored to their needs. Amazon shared examples such as asking for skincare recommendations or checking when batteries were last purchased.
According to Amazon, Alexa for Shopping combines Rufus’ product expertise with Alexa+’s personalised assistant capabilities. The company said Rufus helped more than 300 million customers research and purchase products in 2025. Reports also stated that Amazon is retiring the Rufus branding from the shopping interface, although the technology will continue operating behind the scenes.
Amazon CEO Andy Jassy reportedly said monthly active users of Rufus increased by more than 115%, while engagement grew nearly 400% year over year. The assistant is currently rolling out to customers in the United States and is available for free to signed-in Amazon users without requiring a Prime membership, Echo device, or Alexa app.
Alexa for Shopping can compare products side by side, provide AI-generated summaries on product pages, and display category overviews in search results. The assistant also uses a customer’s Amazon shopping history, browsing activity, purchases, and Alexa conversations to personalise recommendations and shopping actions.
The system also introduces automated shopping tools. Users can track price drops for selected products for up to one year, create shopping guides for larger purchases, and schedule restocking actions for household items. Customers can also set conditions for purchases, such as automatically adding products to the cart once they reach a target price.
Amazon said the assistant can search past orders, recommend frequently purchased products, and provide birthday reminders and gift suggestions. Users can also manage personal details linked to the assistant, including family information, pets, interests, and dietary preferences.
The company is also expanding the experience to Echo Show devices, allowing customers to browse and purchase products using voice commands, touch controls, or both. The shopping feature is currently available on Echo Show 15 and Echo Show 21 devices for Alexa+ customers, with support for more devices planned later.
Amazon also highlighted its growing investment in AI technology in its first-quarter 2026 financial results. The company said free cash flow declined to US$1.2 billion over the past 12 months due largely to a US$59.3 billion increase in infrastructure and equipment spending related to AI development.
Rajiv Mehta, Amazon’s vice president of conversational shopping, said the new assistant is designed to carry customer preferences, shopping history, and conversations across smartphones, laptops, and Echo devices, creating a more connected shopping experience across Amazon’s ecosystem.
