AI

Amazon melds Rufus, Alexa+ for ‘Alexa for Shopping’ feature

Photo: Amazon

June 3, 2026

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Amazon has combined its Rufus online site assistant and its Alexa+ service to create "Alexa for Shopping," for its app and website.

The tool is a personalized, agentic AI assistant, according to a Amazon news report.

Customers can now use Alexa for Shopping to ask questions directly in the main Amazon search bar, create personalized shopping guides for big purchases, get category and product insights in search results and on product pages, generate dynamic product comparisons, view up to a full year of price history, and automate deal-finding, cart-building, and routine purchases based on personalized insights.

It is also available to U.S. customers on on Echo Show devices.

Rufus helped over 300 million customers in 2025 research, compare, and buy the products they want and need at the best prices on the Amazon Shopping app and website.

"By bringing together Rufus's product expertise and Amazon shopping history with the personalized knowledge and context of Alexa+, Alexa for Shopping delivers a more personal, helpful shopping experience across a wide range of surfaces and devices — from the Amazon Shopping app and website to Echo Show, where customers can now browse and shop the full Amazon store using voice, touch, or both," stated the news release.

"Alexa for Shopping is like having an expert personal shopper who already knows you and remembers your preferences, your past purchases, and your conversations, and carries that knowledge and understanding of you across your phone, laptop, and Echo devices," Rajiv Mehta, vice president of conversational shopping at Amazon, said in the release. "Whether you're comparing products, tracking a price drop, or continuing research you started yesterday, you don't have to start over."

Amazon users can type questions directly in the main Amazon search bar and the search experience recognizes when asking a question and Alexa for Shopping can help answer it — from general questions like "What's a good skincare routine for men?" or "How to plan a unicorn-themed birthday party," to product comparisons like "Breville Barista Express vs Pro" or "Compare Kindles," to order inquiries like "When did I last order AA batteries?" or "Where is my order?"

All Amazon customers can use Alexa for Shopping for free when signed into their account, no Echo device, Alexa app, or Prime membership required.