Amazon launches an AI shopping assistant for the search bar, powered by Alexa+

Amazon launched Alexa for Shopping, an AI-powered assistant built on Alexa+ for U.S. customers.

It replaces Rufus and is available on mobile, desktop, and Echo Show devices.

The assistant answers shopping questions, compares products, tracks prices, creates buying guides, and manages repeat purchases.

It can also help complete purchases, including through Amazon’s Buy for Me feature on other online stores.

The move expands Amazon’s use of AI in commerce, while raising privacy and automation concerns.