Amazon has replaced its Rufus AI assistant with a new shopping agent called Alexa for Shopping. The move merges Rufus’s expertise with Alexa+’s conversational skills into a single, more powerful tool.

Alexa for Shopping is available now for U.S. customers via the Amazon app, website, and Echo Show devices. No Prime membership, Alexa app, or Echo device is needed. Just sign in and start asking.

The assistant answers complex shopping queries through Amazon’s main search bar. Users can ask for product comparisons, delivery times, purchase history, and even personalized recommendations—all in natural language. No more keyword guessing.

Alexa for Shopping goes beyond just answering questions. It can schedule regular purchases, create shopping carts, and buy items automatically when prices hit user-set targets. For example, it can add a product when its price drops by a specific amount.

Amazon touts this AI as the “world’s best and most personalized shopping assistant.” It combines Rufus’s deep product knowledge with Alexa+’s context awareness, making it harder for competitors like ChatGPT or Gemini to match.

Behind the scenes, Rufus still powers parts of the experience, but the name is gone. The integration solves a key problem: customers no longer need to switch between separate assistants or lose context between sessions.

Alexa for Shopping also supports third-party seller purchases through a new Shop Direct feature. It can compare features, prices, and reviews across Amazon and some external sites, creating custom purchase guides for big-ticket items.

Amazon reported that Rufus helped more than 300 million customers in 2025 and boosted sales by billions. This new AI assistant aims to build on that success with more agentic capabilities and deeper personalization.

The rollout currently targets U.S. users with no announced plans for international launches. Given Amazon’s significant North American sales—over $426 billion in 2025—this AI push will likely shape online shopping habits for millions.

Alexa for Shopping turns Amazon’s search bar into a conversational command center. It’s a bold step toward autonomous e-commerce, where AI not only guides but also acts on behalf of shoppers.