Amazon Replaces Rufus With Alexa Plus for 1-Year Price Tracking and Auto-Buying
Updated
Updated · The Verge · May 13
Amazon Replaces Rufus With Alexa Plus for 1-Year Price Tracking and Auto-Buying
4 articles · Updated · The Verge · May 13
U.S. Amazon shoppers starting today will see Alexa for Shopping answer queries in the main search bar and app, taking over Rufus and adding a dedicated chat window.
Alexa Plus can compare products, set price alerts, reorder items, trigger purchases when a product hits a target such as $10, and use scheduled actions or Buy for Me to shop beyond Amazon.
Amazon said the service requires no Alexa account and will roll out to all U.S. customers over the coming weeks, while drawing on Amazon data, web information and prior Alexa conversations for personalized responses.
Echo Show 15 and 21 already get a full visual storefront with voice and touch controls, with Show 8 and 11 due within a month.
The push deepens Amazon's bid to turn AI shopping into an end-to-end service as Google and OpenAI test similar tools, even as privacy and trust concerns remain a hurdle.
While Amazon blocks rival AI bots, will its new Alexa assistant create an inescapable walled garden for shoppers?
With OpenAI's shopping tool failing, can Amazon's AI avoid the same fate amid its own high-stakes legal battles?
Can Amazon's new shopping AI personalize deals without manipulating prices, as antitrust lawsuits allege?
Amazon’s 2026 AI Pivot: Rufus Discontinued, Alexa for Shopping Debuts with “Buy for Me” and Deep Personalization
Overview
In May 2026, Amazon discontinued its Rufus AI chatbot and launched Alexa for Shopping, marking a major shift in its e-commerce strategy. Alexa for Shopping combines and improves features from both Rufus and Alexa+, aiming to deliver a seamless, highly personalized shopping experience. This new AI assistant is now the core of Amazon’s shopping platforms, making it easier for users to find products, compare options, and make purchases across the website, app, and Echo Show devices. The move highlights Amazon’s focus on integrating advanced AI to enhance convenience and efficiency for all customers.