Amazon has launched Alexa for Purchasing, combining its Rufus buying chatbot with Alexa+ throughout its app, web site, and Echo Present gadgets.
The assistant can reply product questions, evaluate gadgets, monitor costs, and assist buying reminders. It may additionally deal with scheduled buying actions and eligible automated purchases.
The corporate mentioned Alexa for Purchasing combines Rufus’ product experience with Alexa+’s personalised assistant context. Amazon mentioned Rufus helped greater than 300 million prospects in 2025 analysis, evaluate, and purchase merchandise.
GeekWire reported that Amazon is retiring the Rufus title from its buying interface, whereas Rufus will proceed to energy elements of the expertise behind the scenes.
GeekWire additionally reported that Amazon CEO Andy Jassy mentioned Rufus month-to-month energetic customers rose greater than 115%, whereas engagement elevated almost 400% 12 months over 12 months.
Alexa for Purchasing is obtainable via the Amazon Purchasing app, Amazon’s web site, and Echo Present gadgets. The function is rolling out to US prospects. Signed-in Amazon prospects can use it free of charge, with no Prime membership, Echo system, or Alexa app.
Amazon reported US$426.3 billion in North America web gross sales and US$161.9 billion in worldwide web gross sales in 2025. Amazon additionally reported on-line shops and third-party vendor companies as separate income classes in its 2025 annual report.
Amazon provides buying questions to search
The assistant permits prospects to ask shopping-related questions via Amazon’s fundamental search bar as a substitute of utilizing a separate chatbot window. Customers can ask for product suggestions or buy historical past. They’ll additionally ask for recommendation associated to particular buying wants.
Examples shared by Amazon embody questions reminiscent of “What’s an excellent skincare routine for males?” and “When did I final order AA batteries?” Amazon mentioned the assistant makes use of information from its platform to reply these questions.
Amazon mentioned Alexa for Purchasing makes use of information from a buyer’s Amazon exercise and Alexa interactions. That features buying historical past, shopping, purchases, and conversations. Amazon mentioned the information is used to suggest merchandise and assist buying actions.
Alexa for Purchasing can evaluate merchandise facet by facet and supply AI-generated summaries on product pages. It may additionally present AI-generated overviews in search outcomes with class information.
Worth monitoring and automatic buying
Alexa for Purchasing can monitor value drops for chosen gadgets for up to one 12 months. Clients can view a full 12 months of value historical past on product element pages or by asking the assistant.
The assistant can create buying guides for bigger purchases. These guides evaluate product options and costs. In addition they embody evaluations from Amazon and the internet.
Amazon mentioned prospects can use the assistant to set scheduled buying actions, together with restocking home goods. Amazon mentioned the assistant can even deal with birthday reminders and present strategies.
Scheduled actions may also be tied to situations. For instance, the assistant can add an merchandise to the cart if it reaches a goal value and has not been bought inside a set interval.
The assistant can search previous orders and add continuously bought gadgets to a buyer’s cart via conversational prompts.
Amazon mentioned prospects can view and replace private details utilized by Alexa for Purchasing. These details can embody members of the family, pets, pursuits, and dietary wants.
Alexa for Purchasing can even floor merchandise from different on-line shops via Store Direct. For eligible merchandise, Amazon mentioned its Purchase for Me agentic AI function can full purchases utilizing a buyer’s main handle and fee methodology.
Echo Present will get full buying entry
Amazon is additionally including full-store buying entry to Echo Present. Customers can browse, search, and store utilizing voice, contact, or each.
The Echo Present buying expertise is obtainable for Alexa+ prospects on Echo Present 15 and Echo Present 21, with assist for different gadgets to observe.
Amazon additionally cited AI investments in its first-quarter 2026 outcomes. The corporate mentioned free money circulation fell to US$1.2 billion for the trailing 12 months. It attributed the decline primarily to a US$59.3 billion enhance in property and tools purchases, primarily reflecting AI investments.
Rajiv Mehta, Amazon’s vp of conversational buying, mentioned the assistant can carry buyer preferences, previous purchases, and conversations throughout telephones, laptops, and Echo gadgets.
Customers can entry the assistant by updating the Amazon Purchasing app and choosing the Alexa icon in the backside navigation bar. On the desktop, the function seems at the prime of the display.
(Photograph by Anirudh)
See additionally: Google tests Remy AI agent for Gemini as focus turns to user control
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