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I tried Amazon’s new AI assistant, and I’m never shopping without it again

by Investor News Today
December 23, 2025
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I tried Amazon’s new AI assistant, and I’m never shopping without it again
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Amazon's Rufus shopping assistant in action
Screenshot by Lance Whitney/ZDNET

Searching for vacation items for household, buddies, and different family members may be difficult. You not solely want to seek out the correct presents, however you additionally need to make the most of any bargains or gross sales and make sure the objects arrive in time. With so many individuals utilizing Amazon for his or her buying sprees, the retail website affords an assistant referred to as Rufus. This AI-powered software can find and analysis merchandise, uncover the perfect offers, and supply solutions to your questions on a particular merchandise.

Additionally: Learn how to store with AI: 6 methods I discover offers, value observe, and let brokers purchase for me

Rufus is accessible on the Amazon web site in addition to the Amazon cell apps for iOS and Android. On the web site, simply click on the Rufus button on the highest toolbar to entry it from any web page. With the cell apps, faucet the chat bubbles icon on the decrease proper. You possibly can then kick off your chat with Rufus.

For this 12 months’s vacation season, I referred to as on Rufus as my Amazonian buying assistant. Listed here are seven methods I used it to deal with the challenges of vacation buying.

I needed to seek out items associated to Physician Who for my spouse. (Shh, do not inform her). On the immediate, I informed Rufus merely to advocate items associated to Physician Who for my spouse. In response, the assistant displayed a wide range of merchandise, together with a bracelet, earrings, a Tardis plush blanket, a teacup, a journey bag, and extra. I chosen the plush blanket and requested Rufus to inform me extra about it. Rufus then gave me all the important thing particulars, together with its measurement and weight, a synopsis of buyer suggestions, and the present value. From there, I may simply add it to my cart.

Present extra

Find and research products
Screenshot by Lance Whitney/ZDNET

One other approach I used Rufus is to check totally different merchandise in the identical class. I used to be in search of journey jewellery circumstances for my spouse. I requested the AI to seek out these kinds of circumstances. After Rufus displayed a variety of them, I informed it to check all of them and advocate the perfect ones based mostly on measurement, design, and high quality. In return, the assistant cited a couple of merchandise and supplied suggestions for circumstances particularly for worldwide journey, enterprise journeys, and trip journey.

Present extra

Compare products
Screenshot by Lance Whitney/ZDNET

Additionally: I am a buying editor, and that is the No. 1 motive I want Finest Purchase over Amazon for tech purchases

Subsequent up, I used to be trying to find a retro-style electrical can opener, one which not solely labored properly however seemed cool. Among the many outcomes, one specifically caught my eye because it appeared easy to function and sported a retro design. Choosing that one, I requested Rufus a couple of follow-up questions: 1) How does this work; 2) Describe the colour; and three) What do prospects say about it? Every reply was clear, concise, and informative. The client suggestions was significantly helpful as Rufus outlined the professionals and cons of the merchandise.

Present extra

Ask specific questions about a product
Screenshot by Lance Whitney/ZDNET

I needed to discover a Bluetooth speaker for a good friend however I did not need to spend an excessive amount of cash. I requested Rufus to seek out the perfect offers on such audio system. In response, the AI got here up with a number of budget-friendly selections, together with ones from JBL, Sony, and Bose. It served up merchandise beginning in value from $40 all the best way as much as $279 and gave me suggestions for audio system in every value vary.

Present extra

Find deals on a particular product
Screenshot by Lance Whitney/ZDNET

Additionally: Do you have to belief AI brokers together with your vacation buying? This is what specialists need you to know

In a few circumstances, I used to be caught for concepts on what to purchase somebody. That is one other space the place Rufus may help. On this case, I informed it I used to be having hassle discovering a present for a good friend and that I needed to spend between $25 and $50. The AI supplied a couple of recommendations, however then requested me to explain the individual to fine-tune the alternatives. After I informed Rufus that my good friend likes historical past, artwork, and theater, it narrowed the listing and beneficial some fascinating and distinctive merchandise in every of these classes.

Present extra

Get product recommendations
Screenshot by Lance Whitney/ZDNET

Rufus can warn you if the worth of an merchandise drops and even purchase it for you so you do not miss out on the deal. Right here, I needed to buy the AirPods Professional 3 as a present for a member of the family however I needed to see if the worth would drop. I informed Rufus to alert me if the worth fell under its present stage. It requested me to decide on a proportion for the worth. I may additionally inform it to mechanically purchase it at that quantity. I then chosen the choice to create a value alert.

Present extra

Alert me to price drops
Screenshot by Lance Whitney/ZDNET

Additionally: Consideration, customers: Visa has a plan to inform actual brokers from unhealthy bots

Lastly, I needed to verify the merchandise I ordered would arrive earlier than Christmas. To do that, I requested Rufus. After giving me the standing of my current orders, the AI supplied the supply dates for every merchandise. I used to be then in a position to drill right down to a particular merchandise to see extra particulars and get a hyperlink to trace it.

Present extra

Check the status of my recent orders
Screenshot by Lance Whitney/ZDNET



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