On November 18, 2025, Amazon showcased significant advancements in its AI shopping features, reporting impressive customer engagement metrics. The e-commerce giant unveiled a suite of AI-powered tools, including Rufus, which boasts over 250 million users this year, showing a 140% increase in monthly users and a 210% rise in interactions. Amazon’s platform now offers the most extensive retail selection, with over 300 million products and enhanced machine learning systems that personalize search results beyond simple keyword matching. Notable features include Review Highlights, Hear the Highlights, and Lens Live, all designed to enrich the customer experience. The introduction of features like Interests and Help Me Decide allows customers to create personalized prompts and receive tailored recommendations. As a result, customers using these tools convert at rates 60% higher than non-users. This AI-driven approach positions Amazon as a leader in the evolving e-commerce landscape, ensuring personalized shopping experiences that cater to individual preferences.
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