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NEW YORK – Amazon has been included in Fast Company’s 2025 list of the 10 most innovative companies in retail, with its AI-powered conversational shopping assistant, Rufus, receiving attention for its role in e-commerce. The tool, introduced in February 2024, is designed to assist users in refining product searches through AI-driven interactions.
“Though early reviews were mixed—sometimes it provided confusing answers—Rufus has been improving as it gathers more data and trains on more conversations,” said Fast Company.
Amazon’s marketplace hosts over 350 million products, which can make product searches complex. Rufus is intended to facilitate this process by utilizing Amazon’s product catalog, customer reviews, and store APIs to generate search results. The assistant engages users in conversational queries to help them find relevant products based on specific needs.
Rufus differentiates itself from conventional search tools by analyzing complex queries and offering refined recommendations. It aims to provide more contextual responses for shoppers looking for specific product features or categories. Compared to other AI-powered retail tools, Rufus integrates Amazon’s extensive product database, allowing for more precise and tailored search results.
Following months of beta testing in the United States, Rufus has processed over 100 million queries. While initial feedback indicated some inconsistencies, Amazon has implemented adjustments to improve accuracy, including refining its language model and expanding its data sources. The company has since expanded the assistant’s availability to international markets, including India and the United Kingdom.
Amazon’s development of AI-powered shopping assistants reflects a broader industry shift toward incorporating artificial intelligence into retail. Competitors like Walmart and Alibaba have also introduced AI-driven tools to enhance customer interactions. As generative AI advances, the role of tools like Rufus in shaping consumer experiences continues to evolve. Early data suggests that Rufus has contributed to increased customer engagement and improved conversion rates on Amazon’s platform.
By implementing AI-driven search assistance, Amazon seeks to enhance customer experience and maintain its competitive standing within the retail sector.
