Amazon upgrades Rufus with 50+
- Amazon said Rufus, its AI shopping assistant, has received more than 50 upgrades since launch, adding stronger reasoning, personalization, price tracking, scheduled tasks, and automatic purchases at shopper-set target prices. - Amazon says Rufus now shows 30- and 90-day price history, can add items from handwritten lists, and lets Prime members use Auto Buy for Fulfilled by Amazon items. - The push turns Rufus from a question-answer bot into a shopping agent that can act for customers, extending Amazon’s broader bet on agentic commerce. (aboutamazon.com)
Amazon says Rufus, its AI shopping assistant, now has more than 50 upgrades that make it more personalized and more able to act on a shopper’s behalf. (aboutamazon.com) The company detailed the changes in a November 18, 2025 post, saying Rufus got intelligence, reasoning, and performance upgrades across product research, recommendations, and search. Amazon launched Rufus in February 2024 and expanded it to all U.S. customers on its app and desktop by September 2024. (aboutamazon.com 1) (aboutamazon.com 2) The newer features go beyond answering questions. Amazon says Rufus can now show 30- and 90-day price history, surface daily deals, add products from handwritten grocery lists, and create scheduled actions for repeat shopping tasks. (aboutamazon.com 1) (aboutamazon.com 2) One of the clearest shifts is Auto Buy. Amazon’s help pages say Prime members can set a target price through Rufus in the Amazon app, and Amazon will place the order automatically when the item drops to or below that price. (amazon.com) Amazon says Auto Buy currently works only on items Fulfilled by Amazon, uses the customer’s default payment method and shipping address, and is limited to one active request and one unit per item. Customers can have as many as 200 active Auto Buy requests at once. (amazon.com) That changes what Rufus is for. In 2024, Amazon described it mainly as a conversational tool trained on product listings, reviews, community questions, and information from across the web to help people compare and research products. (aboutamazon.com 1) (aboutamazon.com 2) By late 2025 and early 2026, Amazon was describing Rufus as “agentic,” meaning it could not just answer but also carry out steps such as monitoring prices, adding items to carts, and shopping other merchants through features like Shop Direct. (aboutamazon.com) (aboutamazon.com) Amazon’s own adoption figures show why the company is pushing the tool. An Amazon Web Services engineering post said more than 250 million customers used Rufus in 2025, monthly users rose 140% year over year, interactions rose 210%, and shoppers who used Rufus were 60% more likely to complete a purchase. (aws.amazon.com) Amazon says Rufus runs on Amazon Bedrock with a mix of Anthropic Claude Sonnet, Amazon Nova, and a custom model tuned to shopping questions, plus retrieval from sources including product data, reviews, and outside publications. (aboutamazon.com) (aws.amazon.com) The result is a shopping assistant that is moving closer to a buying assistant. Amazon’s latest updates put Rufus in charge of more of the path from product question to completed order, with price watching and repeat-task automation built into the store itself. (aboutamazon.com) (amazon.com)
