Amazon retired Rufus on May 13. The 300M users who tested Rufus inside the search bar now get Alexa for Shopping instead — the same shopping agent, fused with Alexa+ and rebranded under one name.
What it actually does
It’s a conversational shopping agent that lives in three places: the Amazon app, amazon.com, and Echo Show. Type or talk to it. Compare two air fryers. Track a price. Set cat litter and paper towels to auto-ship every six weeks. Pull up gift ideas based on what you bought last year.
The notable piece is Buy for Me. Ask for something Amazon doesn’t sell and the agent goes to a third-party retailer’s site and places the order for you. You never leave amazon.com; the checkout happens elsewhere.
It’s free. No Prime required, no Echo, no Alexa app.
Why this one matters
Most “AI shopping agent” demos so far have been startup pilots shown to a few thousand testers. Amazon just pushed one to hundreds of millions of users in a single week, across three surfaces at once. That’s a real deployment.
It also lands while OpenAI, Perplexity, and Google are all trying to slot themselves between consumers and the checkout button. Amazon’s counter is to make its own search bar the agent — before anyone else’s becomes the default.
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