Amazon has announced a personalized AI assistant called Alexa for Shopping and will roll it out to all U.S. customers over the next week.
Alexa for Shopping will be available to U.S. customers on the Amazon Shopping app and website as well as Echo Show devices, the company said in a Wednesday (May 13) press release.
In addition, for the first time, the full Amazon store experience is now available on Echo Show, according to the release.
Alexa for Shopping combines Amazon’s artificial intelligence shopping assistant Rufus, which 300 million customers used in 2025, and the company’s voice assistant Alexa+, which is available on hundreds of millions of devices. This combination brings together the product expertise and Amazon shopping experience of Rufus and the personalized knowledge and context of Alexa+, the release said.
With this data, Alexa for Shopping can help users by finding products, comparing products, providing personalized recommendations, tracking prices, buying items at the user’s target price, reordering items, and growing more personalized and helpful with each conversation, per the release.
“Alexa for Shopping is like having an expert personal shopper who already knows you and remembers your preferences, your past purchases, and your conversations, and carries that knowledge and understanding of you across your phone, laptop and Echo devices,” Rajiv Mehta, vice president of conversational shopping at Amazon, said in the release. “Whether you’re comparing products, tracking a price drop, or continuing research you started yesterday, you don’t have to start over.”
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Amazon said in another Wednesday press release that with the full Amazon store experience is now available on Echo Show, users will see on that device the same visual experience they see on the Amazon website and app.
With the help of Alexa+, Echo Show users can compare products, check reviews and order by voice, touchscreen, or both, according to the release. This capability became available to Alexa+ customers on Echo Show 15 and 21 on Wednesday, and it will soon be extended to other devices.
“Since launching Alexa+, customers have been completing purchases on their Echo Show devices at three times the rate of original Alexa,” Amazon said in the release. “This builds on that momentum by introducing a new way to shop that combines a rich visual experience with the convenience of a personalized, conversational AI assistant.”
Amazon CEO Andy Jassy said during an April 29 earnings call that customers using Alexa+ are talking to the voice assistant twice as much, completing purchases on devices three times more, streaming music 25% more and using smart home functions 50% more.
Jassy also said during the call that Rufus had seen year-over-year increases of 115% in active users and 400% in engagement.