Amazon says its AI shopping assistant Rufus is so effective it’s on pace to pull in an extra $10 billion in sales

Fortune•Sunday, November 2, 2025 at 3:25:00 PM

Amazon's AI shopping assistant, Rufus, is proving to be a game-changer, with the company projecting an additional $10 billion in sales thanks to its effectiveness. Customers who interact with Rufus are 60% more likely to finalize their purchases, highlighting the significant impact of AI on enhancing the shopping experience. This development not only showcases Amazon's innovation in retail technology but also emphasizes the growing importance of personalized shopping assistance in driving consumer behavior.

— Curated by the World Pulse Now AI Editorial System

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