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Amazon is packaging the technology behind Alexa for Shopping into a new service for retailers, aiming to become the infrastructure layer for AI-powered commerce across the web.
Amazon has launched Alexa for Shopping, a generative AI assistant that combines Alexa+, Rufus, and customer shopping history to deliver personalized product recommendations, price tracking, and automated purchasing. The assistant is available across Amazon’s app, website, and Echo Show devices.
Amazon expanded its Shop Direct program, enabling customers to discover and purchase products from external merchant websites through search results and its Rufus AI assistant.
Amazon’s AI shopping assistant Rufus saw a sharp spike in Black Friday usage, fueling significantly higher purchase-conversion rates compared with non-AI sessions, according to new data from Sensor Tower and Adobe Analytics.