Rufus

Name: Rufus
Brand: Amazon

Rufus is a generative shopping assistant launched by Amazon in February 2024. It answers product questions, compares variants, makes recommendations and helps customers make purchase decisions in natural conversation rather than through traditional category browsing. Rufus draws on the Amazon catalog, customer reviews and publicly available information from the web.

The assistant is available in the Amazon Shopping app (iOS and Android) and on amazon.com as an embedded chat opened from an in-UI icon. After debuting in the United States, Amazon has progressively rolled it out to the United Kingdom, India, Germany and additional markets. Rufus is offered at no extra cost to Amazon customers — it is not a standalone subscription product.

Mobile appWeb appIn-App AssistantFree

Released 1 Feb 2024Updated 16 Jun 2026Selected countries · United States · United Kingdom · India · European Union

Visit website API documentation

Overview

System type

Input

TextImage

Output

Text

Access & Pricing

PUBLIC

Access channels

Mobile app

Native app for iOS or Android.

Web app

Access via web browser with no installation required.

In-App Assistant

Assistant embedded inside another application or platform.

Availability scope

Selected countries

United StatesUnited KingdomIndiaEuropean Union

Rufus launched in February 2024 in the United States as a beta. Amazon then expanded availability to the United Kingdom, India and selected European Union countries (including Germany, France, Italy and Spain). The list of supported markets evolves — see Amazon's official page for current details.

Subscription model

Free

Pricing

Updated 16 Jun 2026Official pricing

Free for Amazon customers. No separate subscription, no token pricing — Rufus is not exposed via an API.

Capabilities

6 capabilities

Reasoning & Planning

Agency & Action

Communication & Multimodality

Integrations

Product features

System tools

Ecosystem

Related technologies

LLM

Architecture

Conversational AI (Voice + Chat)

AI Agents (Autonomous Agents)

Agents

Applications

ChatbotsQ&A / Question answeringSearch assistance

Security & Enterprise

Security source

Rufus is a consumer-grade assistant inside an Amazon account. Privacy and data processing follow the general Amazon.com privacy policy. There is no separate enterprise offering (SSO, audit logs, CMEK).

Sources

3 sources

Amazon — pomoc Rufus

Official siteFetched: 16 Jun 2026

About Amazon — Amazon launches Rufus

BlogFetched: 16 Jun 2026

Amazon Rufus — Wikipedia

Official siteFetched: 16 Jun 2026