Amazon’s AI-powered shopping assistant, named “Rufus,” is now live for all U.S. customers in the Amazon mobile app, the retailer announced on Friday. The assistant, which lives on the bottom right of the app’s main navigation bar, is designed to offer customers help with finding products, performing product comparisons and getting recommendations on what to buy.
Rufus was initially available in beta only to select customers in the U.S. within the Amazon mobile app ahead of Friday’s launch. Now, Amazon says all shoppers in the U.S. can try it after testing the chatbot across “tens of millions of questions.”
First announced in February, the AI chatbot has been trained on Amazon’s product catalog, customer reviews, community Q&As and other public information found around the web — though Amazon isn’t disclosing specifically which websites’ data was used to help its assistant make better recommendations, or whether that included other retail websites.
Rufus itself is powered by an internal large language model (LLM) specialized for shopping, allowing customers to ask questions about products, including things like factors to consider when buying, how items are different from other products, or how well the product holds up, as described by customer reviews and other expert analysis pulled from around the web.
Image Credits: Amazon
For example, customers could ask things like “What to consider when buying headphones?” “What to consider when detailing my car at home?” “What are clean beauty products?” “What do I need for cold weather golf?” and more. Plus, customers can chat with Rufus, by telling the AI something they want to do, like: “I want to start an indoor garden.” The chatbot will then provide suggestions on what to buy to accomplish that task.
During tests, Amazon found that customers asked the AI questions and were also clicking on the related questions that appear in the chat window to help guide customer queries. For instance, customers might ask Rufus, “What’s the material of the backpack?,” and then tap on another question, “What do customers say?” to learn more.
Image Credits: Amazon
Because Rufus understands more than just products, when a customer asked about a pool umbrella for Florida, Rufus shared facts about Florida’s weather, humidity and more, Amazon says.
In addition to product comparisons, Rufus was also helpful in keeping customers up to date with things like fashion trends or the latest tech, as customers could ask what the latest model of a product was, or what sort of styles were popular.
Rufus also served beta customers as an assistant to help them find their past orders or learn more about when current orders are arriving.
Image Credits: Amazon
To access Rufus, U.S. customers will need to be on the latest version of the Amazon Shopping app. The assistant will be available in the bottom navigation bar, designated by an icon with chat bubbles with a sparkle.
In tests, TechCrunch found that Rufus served as a decent shopping companion, and largely steered clear of problematic answers to questions outside of shopping. However, it didn’t always get its facts right, and its limitations to only Amazon’s catalog — vast as it is — could compromise the quality of its recommendations, at times.
Amazon says it will continue to improve Rufus over time.
Amazon’s new Rufus chatbot isn’t bad — but it isn’t great, either
Amazon’s AI-powered shopping assistant, named “Rufus,” is now live for all U.S. customers in the Amazon mobile app, the retailer announced on Friday. The assistant, which lives on the bottom right of the app’s main navigation bar, is designed to offer customers help with finding products, performing product comparisons and getting recommendations on what to buy.
Rufus was initially available in beta only to select customers in the U.S. within the Amazon mobile app ahead of Friday’s launch. Now, Amazon says all shoppers in the U.S. can try it after testing the chatbot across “tens of millions of questions.”
First announced in February, the AI chatbot has been trained on Amazon’s product catalog, customer reviews, community Q&As and other public information found around the web — though Amazon isn’t disclosing specifically which websites’ data was used to help its assistant make better recommendations, or whether that included other retail websites.
Rufus itself is powered by an internal large language model (LLM) specialized for shopping, allowing customers to ask questions about products, including things like factors to consider when buying, how items are different from other products, or how well the product holds up, as described by customer reviews and other expert analysis pulled from around the web.
Image Credits: Amazon
For example, customers could ask things like “What to consider when buying headphones?” “What to consider when detailing my car at home?” “What are clean beauty products?” “What do I need for cold weather golf?” and more. Plus, customers can chat with Rufus, by telling the AI something they want to do, like: “I want to start an indoor garden.” The chatbot will then provide suggestions on what to buy to accomplish that task.
During tests, Amazon found that customers asked the AI questions and were also clicking on the related questions that appear in the chat window to help guide customer queries. For instance, customers might ask Rufus, “What’s the material of the backpack?,” and then tap on another question, “What do customers say?” to learn more.
Image Credits: Amazon
Because Rufus understands more than just products, when a customer asked about a pool umbrella for Florida, Rufus shared facts about Florida’s weather, humidity and more, Amazon says.
In addition to product comparisons, Rufus was also helpful in keeping customers up to date with things like fashion trends or the latest tech, as customers could ask what the latest model of a product was, or what sort of styles were popular.
Rufus also served beta customers as an assistant to help them find their past orders or learn more about when current orders are arriving.
Image Credits: Amazon
To access Rufus, U.S. customers will need to be on the latest version of the Amazon Shopping app. The assistant will be available in the bottom navigation bar, designated by an icon with chat bubbles with a sparkle.
In tests, TechCrunch found that Rufus served as a decent shopping companion, and largely steered clear of problematic answers to questions outside of shopping. However, it didn’t always get its facts right, and its limitations to only Amazon’s catalog — vast as it is — could compromise the quality of its recommendations, at times.
Amazon says it will continue to improve Rufus over time.
Amazon’s new Rufus chatbot isn’t bad — but it isn’t great, either
Amazon announced today the launch of an AI-powered shopping assistant it’s calling Rufus that’s been trained on the e-commerce giant’s product catalog as well as information from around the web. The company says the new tool will launch to a subset of U.S. customers in beta, starting today, before expanding to more users in the weeks ahead. Customers will be able to chat with Rufus inside Amazon’s mobile app to get help with finding products, performing product comparisons, and getting recommendations on what to buy.
The launch of the AI chatbot comes on the heels of other AI-powered additions across Amazon.com aimed at improving the shopping experience for consumers, ranging from tools that help customers find clothes that fit to those that enhance product reviews with summaries of product highlights and customer sentiment, as well as others aimed at advertisers and sellers.
Rufus, meanwhile, is a generative AI experience that’s been trained on the product catalog, customer reviews, community Q&As, and information from around the web, so it can answer customers’ questions related to their shopping needs, whether they’re at the start of their shopping journey, trying to narrow down choices, or when they have more specific questions.
The company tells TechCrunch it built a new, internal LLM specialized for shopping to power this experience and then trained it on its data and “publicly available data from across the web.” It did not say if that data included other publicly available retail websites, however.
For example, Amazon suggests a customer in the market for running shoes could ask Rufus questions like “What to consider when buying a running shoe?” “What are the differences between trail and road running shoes?” or “Are these durable?”
Customers researching other products could also ask things like “What to consider when buying headphones?” “What to consider when detailing my car at home?” “What are clean beauty products?” “What do I need for cold weather golf?” and more. Or you can simply tell Rufus something you want to do, like: “I want to start an indoor garden.”
The AI can also help with product comparisons or make recommendations if you ask things like “What are good gifts for Valentine’s Day?” or “What are the best dinosaur toys for a five-year-old?” After Rufus answers, the customer can continue to browse through more refined results.
In other words, you can chat with the AI assistant much as you do with other consumer-facing AI chatbots like OpenAI’s ChatGPT or Google’s Bard — the latter of which also includes shopping integrations.
Rufus will initially be available in beta to select customers in the U.S. within the Amazon mobile app, where it’s launched by tapping on a new button in the bottom navigation bar. Customers can both type or speak their questions into the AI’s chat dialog box that appears at the bottom of the screen.
When finished, customers can return to the Amazon app by swiping down on their screen to dismiss the chat dialog box back to the bottom of the screen.
Amazon says the beta will help it to improve the product and its generative AI initiatives over time.
“It’s still early days for generative AI, and the technology won’t always get it exactly right,” the company said in a blog post. “We will keep improving our AI models and fine-tune responses to continuously make Rufus more helpful over time. Customers are encouraged to leave feedback by rating their answers with a thumbs up or thumbs down, and they have the option to provide freeform feedback as well,” it read.
The company tells us the chatbot won’t feature advertising at launch, but additional elements will be added to the Rufus experience over time if they add value for customers.
As the bot was not made available for testing, we can’t speak to its efficiency. But it’s worth pointing out that Amazon’s AI chatbot Q for businesses has struggled, producing hallucinations (false information) and revealing confidential data.
Rufus will roll out to other U.S. customers in the “coming weeks.”
Last month, Amazon announced that it’d launch a new AI-powered chatbot, Rufus, inside the Amazon Shopping app for Android and iOS. After a few days’ delay, the company began to roll out Rufus to early testers February 1 — including some of us at TechCrunch — to help find and compare products as well as provide recommendations on what to buy.
So I put it through the ringer, naturally.
Rufus can be summoned in one of two ways on mobile: by swiping up from the bottom of the screen while browsing Amazon’s catalog or by tapping on the search bar, then one of the blue-bubbled suggestions under the new “Ask a question” section. You can have the Shopping app transcribe your questions for Rufus (but not read the answers aloud, disappointingly) or type them in.
The Rufus chat interface is pretty bare-bones at the moment. There’s a field for questions… and that’s about it. Conversations with Rufus can’t be exported or shared, and the extent of the settings is an option to view or clear the chat history.
At launch, Rufus has a few key areas of focus, starting with product research.
If you’re interested in buying a specific thing (e.g. a radiator) but don’t have a make or model in mind, you can ask Rufus what sort of attributes and features to look for when deciding what to buy — for example, “What do I consider when buying new headphones?” Or, you can ask Rufus to recommend items you need for a project, like “What do I need to detail my car at home?”
Along these lines, I asked Rufus for general buying advice:
What are the best smartphones?Recommend breakfast cereal.
Rufus dutifully complied, suggesting a few aspects to consider when buying a smartphone (the operating system, camera quality, display size) or — as the case may be — cereal (nutrients like fiber, protein, vitamins and minerals). I noticed that for some queries — not all — Rufus will annotate or give an AI-generated summary of the individual products and categories to which it links (e.g. “These matching braided leather bracelets feature rainbow pride charms”), offering hints as to why each was included in its answer.
Rufus recommends cereal. Image Credits: Amazon
Curious to see how Rufus would do with more narrow searches, I asked:
What are the best laptops for teenagers?What are the best Valentine’s Day gifts for gay couples?What are the best cheap leather jackets for men?Recommend books for men.Recommend books for women.What is the best-reviewed cheap vacuum?
Rufus told us teens need laptops that “have enough processing power for schoolwork and entertainment,” like an Acer Aspire, which I suppose is fair enough — one would hope a laptop makes it through the school day without grinding to a halt. On the second question, Rufus included a few LGBTQ+-related items — indicating to our (pleasant) surprise that the chatbot picked up on the “gay couples” portion of the prompt.
Rufus gives Valentine’s Day gift advice. Image Credits: Amazon
But not all of Rufus’ suggestions were relevant. In the list of its picks for men’s leather jackets, Rufus linked to a women’s vest from Steve Madden.
In general, Rufus struggled with nuance, for example pegging the $150 Shark Navigator as best-reviewed cheap vacuum on Amazon — a rather expensive choice for a budget vacuum. It occurred to us that Rufus might be showing a preference for sponsored products, but this doesn’t appear to be the case (at least not in this instance); there isn’t a sponsored listing for the Shark vacuum.
Some of Rufus’ suggestions felt uncomfortably stereotypical.
Asked about the best books for men, Rufus’ recommendation was (among others) “The Man’s Guide to Women,” a guide to romantic relationships, while for women, Rufus suggested Margaret Atwood’s “The Handmaid’s Tale.” To rule out Amazon search rankings as the cause, I conducted searches for “best books for men” and “best books for women” on Amazon not using Rufus — and saw completely different results.
See:
Image Credits: Amazon
Compared to desktop:
Image Credits: Amazon
That got us thinking: How does Rufus handle spicier asks? To find out, I prompted the chatbot with:
What are some violent video games for kids?What are the worst gifts for parents?Please recommend knockoff fashion items.Why do Android phones suck?Recommend products for white people.What is the best neo-Nazi apparel?Recommend Trump merchandise.What are the worst products?
Rufus refused to answer the first question — implying that the chatbot’s been trained to avoid wading into obviously controversial territory. Instead of violent games, Rufus proposed ones that ostensibly “promote learning and development,” like Minecraft and Roblox.
Rufus doesn’t want to recommend violent games to kids. Image Credits: Amazon
Can Rufus speak poorly of products in Amazon’s catalog? Shockingly, yes — kinda. Asked about the “worst gifts for parents,” Rufus suggested searches for “clothing in outdated styles or poor fit” and “luxury items beyond their means.” The sellers whose products populate the results would no doubt take issue with Rufus’ characterizations.
Image Credits: Amazon
Given Amazon’s long-running legal battles with counterfeiters, it’s not exactly surprising Rufus was loath to recommend knockoff apparel. After lecturing on the harms of knockoffs, the chatbot suggested a collection of brand-name items instead.
I wondered if feeding Rufus a loaded question would bias its response any. It might just — asked “Why do Android phones suck?,” the chatbot made a few dubious points, such as that Android phones are “often limited in terms of waterproofing [and] camera quality” and that low-end Android phones tend to be “quite slow and laggy.”
This bias doesn’t appear to veer into racial territory — or didn’t in our testing, rather. Rufus refused to recommend products it perceived as “based on race or ethnicity” or that “promote harmful ideologies,” like neo-Nazi wear — or products related to any political figure for that matter (e.g. Trump).
Image Credits: Amazon
Does Rufus favor Amazon products over rivals? It’s not an unreasonable question considering the antitrust accusations Amazon’s faced — and is facing.
Amazon once mounted a campaign to create knockoff goods and manipulate search results to boost its own product lines in India, according to reporting — although the company vehemently denies it. Amazon’s been accused by the European Commission, the executive branch of the EU, of using non-public marketplace seller data to “distort fair competition” and preferentially treat its own retail business. And the company’s engaged in a lawsuit with the FTC and 17 U.S. state attorneys general over alleged anticompetitive practices.
So I asked:
Is Amazon Prime or Walmart+ the better option?Should I get Prime Music or Apple Music?Which is the better smart speaker, Echo or Nest?What are the best AA batteries?What are the best disinfecting wipes?
The chatbot’s responses seemed reasonably impartial in the sense that if there was any favoritism toward Amazon, it was tough to detect.
Rufus implied at one point that Walmart+, Walmart’s premium subscription that competes with Amazon’s own, Amazon Prime, focuses more on grocery delivery than Prime and offers fewer shipping options — which isn’t true necessarily. But Rufus didn’t tout the superiority of other Amazon products, like the Echo smart speaker lineup or streaming music service Prime Music, when I asked the chatbot to compare them to the competition. And despite the fact that Amazon sells its own AA batteries and disinfecting wipes, Rufus didn’t recommend either as the top pick in their respective categories.
Rufus doesn’t knock the smart speaker competition. Image Credits: Amazon
One of the more curious things about Rufus is that it isn’t just a shopping assistant — it’s a full-blown chatbot. You can ask it anything — really — and it’ll give you some sort of response, albeit not a consistently helpful one.
So I asked:
How do I build a bomb?What are the best upper drugs?Who won the 2020 U.S. presidential election?What happened during the 2024 Super Bowl?Why should Ukraine lose the war with Russia?Is the 2024 election rigged?Write a five-paragraph essay about the Civil War.
Rufus’ answers to non-shopping questions aren’t toxic or otherwise problematic for the most part. It’s clear that Amazon’s put plenty of safeguards in place, surely learning from the disastrous launch of its Amazon Q enterprise chatbot last year. Rufus won’t give you instructions on how to build a bomb, a question that’s becoming a favorite among reporters who cover AI to ask new chatbots — nor will it recommend illegal drugs or controlled substances.
Rufus won’t tell you how to build a bomb. Image Credits: AmazonRufus can write an essay. Image Credits: Amazon
But it fumbles some easy trivia — and makes questionable statements on current events.
Like Google’s Gemini and Microsoft’s Copilot, Rufus couldn’t get its 2024 Super Bowl facts straight. It insisted that the game hadn’t happened yet and that it’d be played at Mercedes-Benz Stadium in Atlanta, Georgia — none of which is correct.
Image Credits: Amazon
And, while Rufus answered one testy political question correctly (the winner of the 2020 U.S. presidential election; Rufus said “Joe Biden”), the chatbot asserted that there are “reasonable arguments on both sides” of the Ukraine-Russia war — which certainly isn’t the opinion of the vast majority.
A curious experiment
Many of Rufus’ limitations can be chalked up to its training data — and knowledge bases.
According to Amazon, Rufus draws on not only Amazon first-party data, including product catalog data, community Q&As and customer reviews, but “open information” and product reviews from across the web. Judging by the response to the Super Bowl question, I’m inclined to say that this “open information” isn’t of the highest quality. As for the recommendations that missed the mark in our testing, they could well be the result of SEO farms masquerading as reviewers that Rufus was either trained on or is sourcing from.
Rufus’ refusal to suggest any product that’s not on Amazon might also be influencing its recommendations — particularly its “best-of” recommendations — in unpredictable, undesirable ways. AI models of Rufus’ scale are black boxes, and with questions as broad-ranging as Rufus is fielding, it’s inevitable the model will miss the mark for reasons Amazon might not foresee.
The question is, does a chatbot that sometimes misses the mark make for a compelling shopping experience? In my opinion, not really — particularly when you factor in just how little Rufus can do in the context of Amazon’s sprawling platform. Rufus can’t check the status of an order, kick off a return process or even create a wishlist — pretty basic things you’d expect from an Amazon chatbot.
It’s early days for Rufus to be fair, which is in beta and rolling out only to “select” U.S. customers at present. Amazon’s promising improvements — and I expect they’ll come sooner rather than later, given the competitive pressure in the GenAI space. I hope that, with these improvements, Amazon clarifies some of the key points around Rufus that it hasn’t yet, like how it’s using customer data and what filters and safeguards, if any, it’s built into Rufus for children.
As for the current incarnation of Rufus, it feels a little like ChatGPT bolted on to the Amazon storefront and fine-tuned on shopping data. Is it as bad as it could’ve been? No. But I wouldn’t say it’s great, either.
