AI Shopping Assistant Rufus By Amazon on Pace to Drive $10 Billion in Extra Sales

Amazon's big bet on generative AI is paying off significantly, as the company revealed its AI-powered shopping assistant, Rufus, is proving so effective at converting browsers into buyers that it is on pace to generate over $10 billion in incremental annualized sales.

The news came as part of Amazon's blockbuster third-quarter earnings report, where CEO Andy Jassy detailed the massive impact AI is having across the company's retail and cloud divisions.

Rufus, which was launched in beta in early 2024 and became widely available in the U.S. by July, is a conversational AI chatbot integrated into the Amazon shopping app. It is trained on Amazon's vast product catalog, customer reviews, and web data to answer shopping-related questions, compare products, and provide recommendations.


"60% More Likely to Complete a Purchase"
The $10 billion figure is a clear indication that Rufus is successfully solving a key challenge in e-commerce: customer indecision. According to Jassy, the AI assistant is driving remarkable user engagement and conversion rates.

During a conference call with analysts, Jassy shared several key metrics on Rufus's performance:

Massive Adoption: The shopping assistant has already been used by 250 million active customers in 2025.

Soaring Engagement: Monthly users of Rufus grew by 140% year-over-year, while total interactions with the chatbot skyrocketed by 210%.

Dramatic Conversion Lift: Most importantly, Amazon has found that customers who use Rufus during a shopping trip are 60% more likely to complete a purchase than those who do not.

This data suggests that Rufus is highly effective at answering specific customer questions, surfacing relevant products, and building the confidence needed to make a purchase, thereby capturing sales that might otherwise have been abandoned.

The success of Rufus is a cornerstone of Amazon's strategy to embed generative AI across its entire consumer experience, using the technology to personalize shopping and make its massive selection easier to navigate. The $10 billion projection firmly establishes Rufus as one of the most successful and financially impactful consumer-facing AI tools launched to date.