Alexa for Shopping (formerly Rufus)

Amazon's generative AI shopping assistant, launched as Rufus in 2024 and renamed in May 2026, that answers product questions, compares items, and can auto-buy.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Alexa for Shopping is Amazon's generative AI shopping assistant, launched as Rufus in 2024 and renamed in May 2026. It answers product questions, compares items, and can automatically buy products for shoppers. Because it draws on listings, reviews, and Q&A, complete and accurate product detail pages help brands appear in its answers.