According to TechCrunch, the new experience will replace the generative shopping assistant Rufus, which Amazon had launched in 2024. While Rufus focused on helping users discover and compare products, Alexa for Shopping comes to provide more personal recommendations and automate broader parts of the shopping experience, whether within Amazon or through other online stores.
The new assistant is now available to users in the United States, and can be used via voice or touch on mobile phones, computers, and Echo Show smart screens. Users can also type their questions into the main search bar or within a dedicated Alexa for Shopping chat window.
Amazon says that the assistant is able to answer various questions, such as: “What is the appropriate skin care routine for men?”, or “When did you last order AA batteries?”, providing personalized answers and recommendations, and even creating shopping guides tailored to the needs of each user.
The company is betting on the new assistant’s ability to understand customers’ habits, preferences, and purchase history, allowing it to provide a more connected and personal experience over time. Thus, shopping is no longer just a search for a product, but rather an experience based on prior knowledge of consumer behavior and needs.
Alexa for Shopping doesn’t just answer questions: it can also compare products, track prices, and schedule recurring orders for essential items like pet food or paper towels. The user can also ask Alexa to automatically add a specific product to the cart when its price drops to a specific level, such as saying: “Add this sunscreen to my cart if its price drops to $10.”
What is noteworthy is that the new assistant does not remain confined to the Amazon market, but rather he can shop from other electronic stores through the “Buy for Me” feature, which allows him to complete the purchase process on behalf of the user. This feature may seem convenient, but it may also open a door to controversy in light of growing concerns about the independence of artificial intelligence and privacy issues.
The launch of Alexa for Shopping comes after other steps taken by Amazon to enhance the presence of artificial intelligence in its services, including the 30-minute Amazon Now delivery service in dozens of American cities, in addition to a new feature powered by artificial intelligence that generates instant voice and conversational answers to customer questions about products.
