Amazon launches AI-powered shopping assistant in Canada
Rufus is designed to answer a variety of customer queries and offer recommendations
Rufus has launched in beta to a subset of customers using the Amazon Shopping app.
Amazon has launched its generative AI-powered shopping assistant, Rufus, in Canada.
The tool—already available to shoppers in the U.S., U.K. and India—is designed to answer customer questions like, “What are different types of running shoes?” or, “Are these durable?” and make recommendations.
Customers can discover products based on an activity or event by asking questions such as, “What do I need for climbing?” Rufus will then suggest shoppable product categories like safety harnesses or climbing shoes.
Rufus can also compare products and offer recommendations.
The shopping assistant launches Tuesday (Oct. 29) in beta to a subset of customers on the Amazon Shopping app, with a rollout to additional customers planned for the coming weeks.
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