Amazon launches Rufus, its new artificial intelligence shopping assistant, in Europe

Who is Rufus and how is he different from other wizards?

Rufus is Amazon’s new AI assistant designed specifically to improve the shopping experience. Unlike other virtual assistants, Rufus is designed to answer questions about products, compare products, and offer personalized recommendations. Amazon is already available in the US, and Amazon has launched a beta version of Rufus in Europe for a limited group of users. This assistant integrates Amazon’s extensive catalogs, scans product reviews, and collects information from external sources, providing accurate answers tailored to users’ needs.

How to interact with Rufus and take advantage of his benefits?

Using Rufus is simple. Users in the beta group in Europe can access it directly from the Amazon app. Simply open the app, tap the assistant icon in the bottom right corner, and type or speak a question. Rufus can help with questions such as “What should I look for when buying headphones?” or “Is this jacket machine washable?” By receiving answers based on comparisons and opinions from other users, Rufus allows you to make informed purchasing decisions.

Rufus, an innovative tool for the consumer

Rufus’ approach allows shoppers to receive recommendations based on deep analysis of Amazon’s catalog, other customer reviews, and technical product details. Although access to Europe is currently limited, its potential to revolutionize shopping is already evident. With Rufus, Amazon is betting on an assistant that helps the user find the perfect product quickly and efficiently, which is an interesting option for those who want accurate and up-to-date information about every purchase.