Amazon launches an AI shopping assistant for the search bar, powered by Alexa+
Amazon replaced its Rufus shopping assistant with an Alexa+-powered AI assistant directly in the search bar, offering personalized shopping guidance to all users.
Excerpt
Alexa for Shopping is a new personalized AI shopping assistant in the Amazon search bar that replaces its Rufus assistant.
Read at source: https://techcrunch.com/2026/05/13/amazon-launches-an-ai-shopping-assistant-for-the-search-bar-powered-by-alexa/