Amazon announces beta launch of GenAI-powered assistant Rufus in India

Ecommerce giant Amazon has launched Rufus, a new generative AI-powered conversational shopping assistant, in the Indian market.

The assistant will initially be available in beta mode to 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.

Features and capabilities of Rufus

Rufus is trained in Amazon's extensive product catalogue and draws information from across the web to answer a wide range of customer questions.

The AI assistant can assist users at various stages of their shopping journey. For instance, it can help with general research like “things to consider when buying a washing machine” or specific product comparisons such as “should I get a fitness band or a smartwatch?”

It also offers tailored recommendations based on specific queries, such as “best dinosaur toys for a 5-year-old” or “suggest top gaming laptops.”

User experience and interaction

Customers can access Rufus through a chat dialogue box located in the bottom right-hand corner of the Amazon mobile app.

Once activated, Rufus allows users to explore suggested questions, ask follow-up queries, and receive detailed answers.

The assistant also supports specific product-related inquiries while viewing product detail pages, making it easier for users to get comprehensive information without leaving the shopping interface. If needed, customers can dismiss Rufus to return to traditional search results by swiping down on the chat box.