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.
Swipe through stories, personalise your feed, and save articles for later — all on the app.
