Amazon has officially rolled out Amazon Rufus, its AI-powered shopping assistant, across both mobile and desktop platforms in India. After a beta launch in August 2024 exclusively for mobile users, the desktop version of Amazon Rufus in India made its debut during the highly anticipated Amazon India Prime Day 2025. With this expansion, Amazon is bringing seamless, AI-enhanced shopping to millions of users—no matter what device they use.
What Is Amazon Rufus?
Amazon Rufus is an AI shopping assistant developed by Amazon to help customers shop smarter. Generative AI powers it, training it on a vast database of Amazon product listings, reviews, Q&A threads, and relevant web data. The result? This conversational tool functions as a personal shopping advisor, prepared to respond to your inquiries, offer recommendations, and steer your shopping path instantly.
Rufus on Mobile vs. Desktop: What’s New?
Rufus Mobile App Integration:
- Originally launched in August 2024
- Appears as a chat icon in the bottom-right corner of the Amazon app
- Users can ask questions, explore suggestions, or dismiss it with a simple swipe
Rufus Desktop Version:
- Launched during Amazon Prime Day 2025 (July 12–14)
- Available directly on the Amazon India website
- Offers the same real-time assistant capabilities for desktop shoppers
This dual-platform availability ensures that Amazon Rufus in India is now accessible to everyone—regardless of whether they prefer to shop on their phone or desktop.
Core Features of Amazon Rufus
Here are some of the standout capabilities of Rufus, Amazon’s AI shopping assistant:
Featured
- Product Search by Conversation
Ask natural language questions like “What’s the best smartwatch under ₹5000?” - Smart Recommendations
Rufus uses your context and browsing behavior to suggest relevant products - Product Comparisons
Receive detailed comparisons such as “Which is better—air fryer or OTG?” - Voice or Text Input
Ask questions using either typing or voice—just like chatting with Alexa - Real-Time Q&A Support
While browsing a product page, ask questions like, “Is this machine washable?” - Answers from Reviews and Listings
Rufus pulls insights from customer reviews, product details, and FAQ sections
Rapid Growth: Over 1 Crore Users in India
Since its beta debut, Amazon Rufus has already attracted over 1 crore (10 million) users in India. With shoppers increasingly seeking personalized, faster, and easier ways to browse, this adoption shows strong traction for AI-powered tools in the Indian e-commerce space.
Use Cases: How to Use Amazon Rufus in Daily Shopping
Here are common ways Indian shoppers are using Rufus:
| Use Case | Example Prompt |
|---|---|
| Gift Suggestions | “Gift ideas for my dad’s birthday” |
| Product Research | “What should I look for when buying a laptop?” |
| Comparisons | “Difference between Redmi Note 13 and Note 13 Pro?” |
| Top Picks | “Suggest top-rated baby strollers under ₹10,000” |
| Feature Questions | “Is this water purifier good for borewell water?” |
This variety of interactions makes Rufus not just an assistant but an intelligent shopping companion.
The AI Engine Behind Rufus
Amazon’s generative AI framework serves as the foundation for Rufus, with models specifically tailored for e-commerce and retail behavior. It combines
- Amazon’s proprietary product database
- Search history and user preferences
- Customer reviews and Q&A insights
- Web data and contextual understanding
This gives Rufus the ability to generate natural, conversational responses that feel like chatting with a human shopping expert.
Continuous Improvement: Rufus Is Still in Beta
While Rufus is powerful, Amazon admits the assistant is still in the beta phase. This means
- Feedback is actively collected through thumbs up/down and text input
- Amazon uses this input to fine-tune its AI models
- The assistant may occasionally give incomplete or inaccurate answers but improves with use
This continuous loop of feedback and AI enhancement aligns with Amazon’s long-term vision of AI-first commerce.
Amazon’s Broader AI Vision
Amazon has been integrating AI into its ecosystem for over two decades think of Alexa, product recommendations, and automated warehouse operations. With Rufus, Amazon is moving deeper into conversational commerce, transforming how users interact with the shopping experience:
- Personalization at Scale
- Generative AI Conversations
- Natural Language Interfaces
This aligns with the growing global trend of AI-driven commerce and digital assistants in everyday shopping.
Final Thoughts
Amazon Rufus marks a major step forward in AI-powered retail in India. With its now dual availability on both mobile and desktop, Rufus is poised to become a go-to shopping companion for millions. Whether you’re researching products, comparing features, or looking for the best deals, Rufus offers a smart, intuitive way to shop, and it’s only getting better with time.