With Prime Day just around the corner, it feels like the perfect time to take a closer look at Rufus, Amazon’s AI shopping assistant that made its debut last year. Originally designed to help with product queries and tailored recommendations, Rufus had a rocky start and received mixed feedback from early users.
Now, a year down the line, there are some clear improvements. Rufus can now provide detailed info—like the battery life on a camping lantern—which suggests it’s learning and adapting. Of course, part of this progress might just reflect our evolving expectations from AI tools.
During a quick test on the Amazon homepage, Rufus initially fumbled when asked about Prime Day deals, steering the conversation towards Prime membership details instead. A second try produced a list featuring popular devices such as the Echo Show and Kindle Paperwhite, both of which are frequently discounted during the event. This might indicate a bias towards promoting Amazon’s own products, which, given the discount trends, isn’t entirely surprising.
Internal hints even suggest that Rufus plays an indirect role in boosting Amazon’s profits, highlighting its strategic value. That said, the service isn’t flawless. For instance, a query about beach coverup options returned only product codes without direct links—a hiccup that makes the shopping experience less seamless.
Amazon’s representatives recently pointed to an internal blog post outlining new AI features, including updates to Rufus. However, feedback from outlets like Bloomberg shows that the assistant still sometimes stumbles, such as when handling detailed compatibility questions for car accessories. As a result, while some users continue to favour conventional curated lists or direct searches, Rufus is gradually carving out its niche.
Ultimately, as AI shopping assistants evolve, finding the right balance between technological innovation and a smooth user experience remains key. If you’ve ever found yourself frustrated by a clunky online search, Rufus’s ongoing enhancements are a welcome sign of progress.
