The retail giant has unveiled Alexa for Shopping, which is a collaboration between its shopping chatbot Rufus and Alexa+ throughout the application, website, and Echo Show.
Alexa for Shopping can help in answering questions about products, comparing products, tracking prices, and setting up shopping reminders. It can also carry out scheduled shopping tasks and some automated shopping purchases.
According to Amazon, Alexa for Shopping combines the knowledge of products possessed by Rufus and the personalized assistant context provided by Alexa+. Amazon stated that Rufus was used by over 300 million customers in 2025 to research, compare, and purchase products.
According to reports by GeekWire, Amazon has decided to discontinue the Rufus brand in its shopping experience, but Rufus will continue supporting the shopping experience from behind the scenes.
Additionally, GeekWire reported that Amazon CEO Andy Jassy disclosed that the monthly active users of Rufus had gone up by over 115%, while its engagements had gone up by nearly 400%.
The Alexa for Shopping service is available via Amazon Shopping App, Amazon website, and Echo Show devices. The service is being rolled out to US customers. Free use of Alexa for Shopping can be availed by signed-in Amazon customers without being part of Amazon Prime program, owning an Echo device or Alexa app.
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In 2025, Amazon generated $426.3 billion from North America net sales and $161.9 billion from International net sales. In the annual report of Amazon in 2025, online stores and third-party seller services are presented as separate sources of revenue.
Shopping questions added to Amazon searches
The assistant lets users ask queries pertaining to shopping through Amazon’s primary search box rather than having to use a special chatbot window. Customers are able to seek for product suggestions and purchase history as well as seeking advice on a particular shopping need.
Some of the examples provided by Amazon were “What’s a good skincare regimen for men?” and “When was the last time I ordered AA batteries?” The company said the assistant answers these types of queries based on data from its platform.
According to Amazon, Alexa for Shopping uses information generated from its user activity and interactions with Alexa. This includes information on shopping history, browsing, purchasing and conversation. Amazon said the information is used to make product suggestions and assist in shopping activities.
Alexa for Shopping allows comparing products against one another and offering AI-generated summaries on the product pages. It also offers AI-generated overviews in search results along with category information.
Price monitoring and automatic shopping
Alexa for Shopping can track price reductions for chosen products for up to one year. Customers can access the one-year price history for products at product detail pages or by making a request to the assistant.
The assistant can generate shopping guides for larger purchases. Shopping guides contain a comparison of product features and prices, as well as reviews from Amazon and the web.
According to Amazon, customers can use the assistant to schedule shopping tasks, which include replenishing home essentials. According to Amazon, the assistant can also remind about birthdays and offer gift ideas.
Conditions can be added to scheduled actions. For example, the assistant can put a product in the cart if it hits the target price and hasn’t been bought during a specified time frame.
The assistant will be able to scan previous orders and include any frequently ordered items into the shopping cart by asking questions.
According to Amazon, customers will be able to see and edit their personal information that Alexa for Shopping uses. This may include information about their family, pets, interests, and dietary restrictions.
Products from other online retailers may be recommended by Alexa for Shopping via the Shop Direct feature. Eligible products can be purchased on behalf of the user through the agentic AI Buy for Me feature at the customer’s primary address and using their preferred payment method.
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Full shopping capability for Echo Show
In addition, Amazon will be integrating shopping from the entire store into Echo Show. Users will be able to shop, browse, and search using voice, touch, or both.
The ability to use voice or touch to search for products and buy is now available for Echo Show 15 and Echo Show 21 devices for Alexa+ customers. Other devices will be enabled soon.
AI investments were also among the reasons for declining free cash flow reported by Amazon in its first quarter of 2026. Free cash flow declined to $1.2 billion for the trailing 12 months. This decline was mainly due to the purchase of property and equipment increasing by $59.3 billion, attributable to AI investments.
Rajiv Mehta, Amazon vice president of conversational shopping, noted that the assistant could take preferences, previous purchases, and conversations from phones, laptops, and Echo devices.
