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Amazon launches an AI shopping assistant in its search bar powered by Alexa replacing Rufus
Technology
Published on 13 May 2026
Alexa now sits inside Amazon search, replacing Rufus
Amazon is rolling out “Alexa for Shopping,” a personalized AI assistant embedded directly in the Amazon search bar. The feature replaces the company’s earlier Rufus shopping assistant, aiming to make product discovery feel more conversational and tailored to each user. The move underscores Amazon’s push to shift shopping from browsing to assistant-guided shopping powered by Alexa.
- Alexa for Shopping appears inside Amazon’s search bar
- The new assistant replaces the Rufus shopping feature
- It’s positioned as more personalized for each shopper
- Amazon is expanding Alexa into core shopping workflows
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