Amazon launches Alexa for Shopping as Rufus moves behind the scenes
Amazon has introduced Alexa for Shopping, combining its Rufus shopping chatbot with Alexa+ across its app, website, and Echo Show devices. The assistant can answer product questions, compare items, track prices, and support shopping reminders. It can also handle scheduled shopping actions and eligible automated purchases. Rufus helped over 300 million customers in 2025. The feature is rolling out to US customers for free, no Prime membership required.
Amazon launches Alexa for Shopping as Rufus moves behind the scenes
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