Amazon Launches Alexa+ Powered AI Shopping Assistant
Amazon has introduced 'Alexa for Shopping,' a new AI shopping assistant powered by Alexa+, replacing its earlier generative AI assistant Rufus launched in 2024. The assistant offers voice- and touch-enabled shopping across mobile, desktop, and Echo Show devices, providing personalized recommendations, product comparisons, price tracking, and automated recurring orders. It can also shop other online retailers via a 'Buy for Me' feature. Available to U.S. customers, the assistant understands user habits and purchase history to tailor responses. The launch follows Amazon's introduction of 30-minute delivery service 'Amazon Now' and a new AI feature for real-time conversational audio responses to product questions.
Key facts
- Amazon launched 'Alexa for Shopping' on May 13, 2026.
- The assistant is powered by Alexa+ and replaces Rufus.
- Rufus was Amazon's generative AI shopping assistant launched in 2024.
- Alexa for Shopping is available on mobile, desktop, and Echo Show devices.
- It offers personalized recommendations, product comparisons, price tracking, and recurring orders.
- The assistant can shop other online retailers via 'Buy for Me' feature.
- Available to U.S. customers.
- Amazon also recently introduced 'Amazon Now' 30-minute delivery and AI conversational audio responses.
Entities
Institutions
- Amazon
- Alexa+
- Rufus
- Amazon Now
Locations
- United States
Sources
- Quartz —
- TechCrunch AI —