Overview
- CEO Andy Jassy reported that 250 million shoppers have used Rufus this year, with monthly active users up 140% year over year and interactions up 210%.
- Customers who engage with the assistant are 60% more likely to complete a purchase than those who do not, according to Amazon’s latest disclosure.
- Rufus is embedded in Amazon’s app and website, trained on the company’s catalog, reviews, community Q&As, and web information to answer product questions and compare options.
- The tool has expanded beyond the U.S. to the UK, India, France, Germany, Italy, Spain, and Canada, and recently added a “Help Me Decide” feature for choice guidance.
- Alongside the Rufus update, Amazon posted Q3 revenue of $180.2 billion and 20% AWS growth to $33 billion, raised 2025 capex guidance to $125 billion, opened the $11 billion Project Rainier AI data center, and confirmed roughly 14,000 corporate job cuts.