Amazon combines Rufus and Alexa+ to create Alexa for Shopping

Amazon is introducing Alexa for Shopping, a personalised AI assistant for shopping available to U. S. customers on the Amazon Shopping app and website, and Echo Show devices, which combines Rufus and Alexa+. So straight to the important bit, how do you get your products into Alexa for Shopping?

Firstly… watch this interview with Scot Wingo from ReFiBuy, in particular the part starting at 7 minutes 23 seconds in, which addresses how to optimise for Amazon Rufus. The news today is a significant build on the importance of Anthropic’s Claude mentioned in the interview, which in conjunction with Amazon’s own Nova is what powered Rufus and Alexa.

Amazon customers already rely on Alexa+, available across hundreds of millions of devices, Alexa. com, and the Alexa app for everything from answering questions and researching topics to managing smart homes, coordinating family events, making reservations, and staying entertained.

Rufus helped over 300 million customers in 2025 research, compare, and buy the products they want and need at the best prices on the Amazon Shopping app and website.

By bringing together Rufus’s product expertise and Amazon shopping history with the personalized knowledge and context of Alexa+, Alexa for Shopping delivers a more personal, helpful shopping experience across a wide range of surfaces and devices—from the Amazon Shopping app and website to Echo Show, where customers can now browse and shop the full Amazon store using voice, touch, or both.

The combination of deep product expertise and seamless personalization makes Alexa for Shopping the best AI assistant for shopping on Amazon and other stores from across the web they say.

What you share with Alexa on your Echo and other Alexa-enabled devices informs your shopping experience on Amazon, and your conversations, browsing, and purchases on Amazon make Alexa more helpful across all your experiences, including on Amazon. com.

Your conversations and preferences flow in both directions, making Alexa for Shopping more personal and more helpful over time.

It can help you find the best products, compare categories and items, provide personalized recommendations and guidance, track prices, buy items at your target price, reorder essentials, manage your cart, and shop from other online stores across the web.

Just as Alexa+ already enhances the Amazon Music, Kindle, and Fire TV experiences, Alexa for Shopping brings that connected, personalized assistance to how you shop.