Amazon launches a new generative AI-powered conversational shopping assistant - Rufus in the Indian market

A new conversational shopping assistant driven by generative AI, called Rufus, has been introduced by Amazon in the Indian market. In the upcoming weeks, the assistant will be made more generally available after being made available to a smaller initial test set of users on the Amazon India mobile app. With its personalised product suggestions, shopping list guidance, product category comparisons, and user review information, Rufus aims to improve e-commerce.

Rufus is knowledgeable about a vast array of products from Amazon and gathers data from the internet to respond to a variety of queries from customers. Users may get help from the AI assistant at several points during their purchasing experience. It might be useful, for example, while conducting general research on topics like "things to consider when buying a washing machine" or comparing particular products like "should I get a fitness band or a smartwatch?" 

Additionally, it provides customised suggestions depending on certain enquiries, such "top gaming laptop suggestions" or "best dinosaur toys for a 5-year-old." Customers may use the chat conversation box in the lower right corner of the Amazon mobile app to access Rufus. 

After it's turned on, Rufus lets users investigate recommended enquiries, provide follow-up questions, and get thorough responses. While reading product detail pages, the assistant also responds to particular product-related queries, facilitating users' access to thorough information without having to exit the shopping experience. Customers may swipe down on the conversation box to dismiss Rufus and go back to standard search results if necessary.