Amazon is bringing AI deeper into its shopping experience. On Wednesday, the company introduced “Alexa for Shopping,” a new personalized AI shopping assistant powered by Alexa+.
The new feature will replace Rufus, Amazon’s generative AI shopping assistant that launched in 2024. According to the company, Alexa for Shopping is built to deliver a voice and touch-enabled shopping experience across mobile devices, desktops, and Echo Show smart displays.
READ: Amazon to buy Globalstar for $11.57 billion to expand satellite network (April 14, 2026)
While Rufus mainly helped shoppers discover and compare products, Alexa for Shopping takes things further by offering more personalized recommendations and automating parts of the shopping process across Amazon and even other online retailers.
The feature is now available for customers in the United States. Users can ask questions directly in Amazon’s main search bar or through a dedicated Alexa for Shopping chat window. Alexa then provides personalized answers, product suggestions, and even custom shopping guides.
Amazon says the assistant learns from customers’ habits, preferences, and purchase history to bring “that connected, personalized assistance to how you shop” and make the experience “more personal and more helpful over time.”
The AI assistant can also compare products, monitor prices, and schedule repeat orders for everyday items like pet food, paper towels, and household essentials. For example, users can say, “Add this sunscreen to my cart if the price drops to $10,” according to TechCrunch.
Alexa for Shopping also goes beyond Amazon’s own marketplace. Using its “Buy for Me” feature, the assistant can shop from other online stores and complete purchases on behalf of users. While some shoppers may find that convenient, others may see it as controversial as concerns continue to grow around AI autonomy, privacy, and how much control people should hand over to AI systems.
READ: Amazon rolls out one-hour and three-hour shipping services in US (March 17, 2026)
The launch comes shortly after Amazon rolled out “Amazon Now,” its new 30-minute delivery service in several U.S. cities. The company has also introduced another AI-powered feature that generates real-time conversational audio responses for customer product questions, showing how aggressively Amazon is pushing AI across its shopping ecosystem.
With Alexa for Shopping, the company is betting that customers will increasingly rely on AI to make decisions, track deals, and even complete purchases across different websites. While the technology could make shopping faster and more convenient, it also raises bigger questions about privacy, data usage, and how much control consumers are willing to hand over to AI assistants. As Amazon expands these tools, the success of Alexa for Shopping may depend on whether customers see it as helpful innovation or an overreach into everyday buying habits.