What Is Rufus Chatbot And Can It Really Generate Additional $10 Billion For Amazon?

Amazon Rufus has been the talk of the town for a long time now. And the tall claims made by Amazon CEO Andy Jassy put the chatbot directly into the spotlight. At the Amazon Earnings call, Jassy said that

Rufus is expected to generate over $10 billion in annual incremental sales for us. He introduced new metrics showing the tool's influence on customer behaviour. The data suggested that more than 250 million shoppers have relied on Rufus this year. The monthly active users of the platform have brown by 140 percent year-over-year, and the interactions increased by 210 percent. Another stat related to the same suggested that around 60 percent of customers who interact with Rufus while shopping complete their purchase on the platform.

What Is Rufus Chatbot And How It Works?

Amazon released the Rufus chatbot in August 2025 in India for customers who use the Amazon shopping app or the desktop version. For those who are unaware, Rufus serves as a shopping assistant that can be used to help in finding products, provide instant answers to shopping related questions, and compare products as well. The model has been trained on Amazon's catalogue and web data to offer helpful and relevant responses.For example, you can ask Rufus to list down the things that you need to look out for when purchasing a gaming laptop. It also helps users in exploring new trends and product categories. In order to use Rufus, you need to be on the latest version of the Amazon app available on the Google Play Store and Apple App Store.Also Read: Amazon Informs Employees About Layoffs Via Two Early-Morning Texts; Here's What It SaidAs said by Amazon, the chatbot is still improving, and users will see more enhancements in the future that will make it more efficient and user-friendly. And this constant modification of the chatbot will help the users in making quick purchase decisions in the future.