Amazon has long employed AI for tasks such as identifying fake reviews and identifying defective products. In February of this year, Amazon introduced a conversational shopping tool based on generative AI designed to assist shoppers on its marketplace. After testing it with a limited group of users, Amazon has now made Rufus available to all its customers in the U.S.
Named after a Welsh corgi that once roamed its warehouses, Rufus has been trained on Amazon’s vast product catalog, customer reviews, product Q&A, and web data. It can handle natural language queries, providing specific product details, making recommendations, suggesting the right products, updating cart items, and more.
The aim is to simplify the shopping process, sparing customers from navigating complex settings and conducting extensive web research. For instance, starting with a simple query like “What to consider when buying running shoes” prompts Rufus to detail aspects like mesh design, foam specifics, and cushioning, much like a neatly formatted online article.
Similarly, queries such as “Best gift ideas for a baby shower” or “Difference between a fountain pen and a ball pen” yield informative responses along with relevant product listings on Amazon, enhancing the shopping experience.
A companion for your online shopping spree
Rufus is now integrated into the latest version of the Amazon app, accessible via the Rufus icon located in the bottom-right corner of the screen. Depending on the page users are on, tapping this button will display relevant pre-drafted questions related to the product listing.
For shoppers seeking specific product details not easily found on Amazon’s interface, Rufus proves invaluable. Users can summon the assistant and inquire about details like the read speed of a USB drive directly on the product page.
Rufus scours through product details, Q&A sections, and reviews to provide comprehensive answers.
Rufus also aids in making informed comparisons, helping users resolve dilemmas such as whether an OLED or QLED TV is better suited for their needs, or finding specific items like safety boots for working in a polymer factory. It even assists with logistics, answering queries such as tracking orders like a 6-pack of Gatorade.
However, Amazon acknowledges that generative AI like Rufus is still evolving, and it may not always be flawless. They advise users not to rely solely on Rufus for extensive research and suggest cross-referencing information with other sources like Google. Furthermore, due diligence in price comparison is recommended despite Rufus’s integration aimed at promoting Amazon products.
