Amazon Prime Day is known for its overwhelming deals but this year, I had a little extra help: a new AI-powered shopping assistant named Rufus. Currently in beta, Rufus is Amazon’s attempt to bring smarter, more personalized guidance to the e-commerce experience and I decided to put it to the test.
As millions of Prime members flooded the site for discounts, I turned to Rufus to help navigate the chaos. What I found was a helpful, if still developing, tool that might just be the future of online shopping.
What Is Rufus?
Rufus is Amazon’s AI chat-style assistant, built to make shopping faster and more intuitive. Think of it as a digital concierge ready to suggest products, compare features, and even answer questions in plain English.
Instead of browsing dozens of search results, you can ask Rufus things like:
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“What’s the best TV under $500?”
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“Which kitchen knives are great for beginners?”
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“How does this brand compare to that one?”
During Prime Day, that kind of assistance was a game-changer especially for categories flooded with options.
My Experience Using Rufus
I tested Rufus while shopping for noise-canceling headphones, workout gear, and a kitchen air fryer. Here's what stood out:
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Speed & Accuracy: Rufus quickly pulled up curated recommendations, complete with reviews, ratings, and Prime Day discounts.
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Contextual Advice: It didn’t just list products it explained why certain items might be a better fit based on my needs.
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Comparisons: Asking it to compare two similar products gave me feature breakdowns and price differences without having to open new tabs.
That said, Rufus isn’t perfect. Sometimes it overexplained simple queries or missed newer deals just added to the Prime Day listings. But overall, it saved me time and helped me feel more confident about my purchases.
What Shoppers Should Know
Rufus is still in its early stages, available only to a limited number of U.S. users. But even now, it’s a glimpse of how AI can transform the shopping experience from reactive search to proactive assistance.
With voice and chat-based AI becoming more common, expect Amazon to expand Rufus across more categories, devices, and events beyond Prime Day.
Is Rufus Worth Using?
If you’re the kind of shopper who dreads filtering through hundreds of listings or just wants some reassurance before clicking “Buy Now” Rufus could be your new favorite tool. It’s like having a personal shopper, product researcher, and deal hunter, all rolled into one AI.
As Amazon continues refining Rufus, its potential to make online shopping more personalized, stress-free, and efficient is undeniable.
Final Thoughts
Amazon’s Rufus isn’t just another feature it’s a signal that the future of e-commerce is getting smarter. Whether you're shopping on Prime Day or just browsing for essentials, having an intelligent assistant by your side could be the upgrade online retail has been waiting for.
