Amazon introduces ‘Alexa for Shopping’ personalized AI assistant

Amazon is introducing “Alexa for Shopping,” which it calls “the world’s best, most personalized AI assistant for shopping,” available to U.S. customers on the Amazon Shopping app and website, and Echo Show devices. “Customers already rely on Alexa+, available across hundreds of millions of devices, Alexa.com, and the Alexa app for everything from answering questions and researching topics to managing smart homes, coordinating family events, making reservations, and staying entertained. Rufus helped over 300 million customers in 2025 research, compare, and buy the products they want and need at the best prices on the Amazon Shopping app and website. By bringing together Rufus’s product expertise and Amazon shopping history with the personalized knowledge and context of Alexa+, Alexa for Shopping delivers a more personal, helpful shopping experience across a wide range of surfaces and devices-from the Amazon Shopping app and website to Echo Show, where customers can now browse and shop the full Amazon store using voice, touch, or both. The combination of deep product expertise and seamless personalization makes Alexa for Shopping the best AI assistant for shopping on Amazon and other stores from across the web. What you share with Alexa on your Echo and other Alexa-enabled devices informs your shopping experience on Amazon, and your conversations, browsing, and purchases on Amazon make Alexa more helpful across all your experiences, including on Amazon.com (AMZN),” the company stated.

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