Amazon has launched Alexa for Shopping, a unified assistant that merges its Rufus shopping chatbot with Alexa+ across the Amazon Shopping app, the company’s website, and Echo Show devices. The new assistant can answer product questions, compare items, track prices, and manage shopping reminders, according to Amazon’s announcement.
The assistant also supports scheduled shopping actions and eligible automated purchases. Amazon stated that Alexa for Shopping combines Rufus’s product expertise with Alexa+’s personalized assistant context, creating a single interface for shopping-related tasks.
Background and usage data
Amazon reported that Rufus helped more than 300 million customers in 2025 research, compare, and buy products. GeekWire reported that Amazon is retiring the Rufus name from its shopping interface, although Rufus will continue to power parts of the experience behind the scenes.
GeekWire also reported that Amazon CEO Andy Jassy stated that Rufus monthly active users rose more than 115 percent, while engagement increased nearly 400 percent year over year. These figures suggest strong adoption of the shopping assistant prior to the rebranding.
Alexa for Shopping is available through the Amazon Shopping app, Amazon’s website, and Echo Show devices. The feature is rolling out to US customers. Signed-in Amazon customers can use it for free without a Prime membership, Echo device, or Alexa app.
Amazon reported USD 426.3 billion in North America net sales and USD 161.9 billion in international net sales in 2025. The company also reported online stores and third-party seller services as separate revenue categories in its 2025 annual report.
Search integration and product comparison
The assistant allows customers to ask shopping-related questions through Amazon’s main search bar instead of using a separate chatbot window. Users can ask for product recommendations or purchase history. They can also ask for advice related to specific shopping needs.
Examples shared by Amazon include questions such as “What’s a good skincare routine for men?” and “When did I last order AA batteries?” Amazon said the assistant uses information from its platform to answer these questions.
Amazon said Alexa for Shopping uses information from a customer’s Amazon activity and Alexa interactions, including shopping history, browsing, purchases, and conversations. The company stated that the information is used to recommend products and support shopping actions.
Alexa for Shopping can compare products side by side and provide AI-generated summaries on product pages. It can also show AI-generated overviews in search results with category information.
Price tracking and automated shopping
Alexa for Shopping can monitor price drops for selected items for up to one year. Customers can view a full year of price history on product detail pages or by asking the assistant. The assistant can create shopping guides for larger purchases that compare product features and prices, including reviews from Amazon and the web.
Amazon said customers can use the assistant to set scheduled shopping actions, including restocking household items. The assistant can also handle birthday reminders and gift suggestions. Scheduled actions can be tied to conditions, for example, the assistant can add an item to the cart if it reaches a target price and has not been purchased within a set period.
The assistant can search past orders and add frequently purchased items to a customer’s cart through conversational prompts. Amazon said customers can view and update personal details used by Alexa for Shopping, including family members, pets, interests, and dietary needs.
Alexa for Shopping can also surface products from other online stores through Shop Direct. For eligible products, Amazon said its Buy for Me agentic AI feature can complete purchases using a customer’s primary address and payment method.
Echo Show and broader context
Amazon is also adding full-store shopping access to Echo Show. Users can browse, search, and shop using voice, touch, or both. The Echo Show shopping experience is available for Alexa+ customers on Echo Show 15 and Echo Show 21, with support for other devices to follow.
Amazon also cited AI investments in its first-quarter 2026 results. The company said free cash flow fell to USD 1.2 billion for the trailing 12 months, attributing the decline mainly to a USD 59.3 billion increase in property and equipment purchases, primarily reflecting AI investments.
Rajiv Mehta, Amazon’s vice president of conversational shopping, said the assistant can carry customer preferences, past purchases, and conversations across phones, laptops, and Echo devices. Users can access the assistant by updating the Amazon Shopping app and selecting the Alexa icon in the bottom navigation bar. On the desktop, the feature appears at the top of the screen.
Looking ahead, Amazon plans to continue expanding Alexa for Shopping’s capabilities, including support for additional Echo Show devices and deeper integration with third-party retailers. No specific timeline has been provided for international rollout beyond the current US availability.
