E-commerce giant Amazon has launched Rufus, a new conversational shopping assistant powered by generative AI, in the Indian market.
The assistant will initially be available in beta mode for a select group of customers on the Amazon India mobile app and will be rolled out more widely in the coming weeks.
Rufus is designed to enhance the online shopping experience by offering personalized product recommendations, shopping list advice, product category comparisons, and insights from customer reviews.
Rufus Features and Capabilities
Rufus is trained in Amazon’s extensive product catalog and pulls information from the web to answer a wide range of customer questions.
The AI assistant can help users at various stages of their purchasing process. For example, it can assist with general research such as “things to consider when buying a washing machine” or specific product comparisons such as “should I buy a fitness tracker or a smartwatch?”
It also offers personalized recommendations based on specific queries, such as “best dinosaur toys for a 5 year old boy” or “suggest best gaming laptops.”
User experience and interaction
Customers can access Rufus through a chat dialog located in the bottom right corner of the Amazon mobile app.
Once activated, Rufus allows users to explore suggested questions, ask follow-up queries, and receive detailed responses.
The assistant also allows for specific queries to be made about products while viewing product detail pages, making it easier for users to obtain comprehensive information without leaving the shopping interface. If necessary, customers can close Rufus to return to traditional search results by swiping down in the chat box.
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