Rufus Boosts Amazon Sales

Amazon's AI chatbot, Rufus, significantly impacted Black Friday sales. Sessions on Amazon where shoppers used Rufus saw a 100% increase in sales conversions in the U.S., dramatically outperforming sessions where Rufus was not used, which only saw a 20% increase. This suggests that AI-powered shopping assistance is becoming a key factor in driving e-commerce success.

Rufus helps users by tracking prices, personalising product recommendations, and even automating purchases when prices meet the shopper's desired threshold. Integrated directly into Amazon's shopping system, Rufus can monitor item prices and make purchases on behalf of users once a price matches their preset budget. Shoppers can ask Rufus questions and receive tailored suggestions based on past searches, wish lists, and browsing habits.

These findings highlight a major shift in how consumers are using artificial intelligence for holiday shopping. Retailers are now working to revamp their digital storefronts and make them stand out to AI chatbots as more and more people use the likes of ChatGPT to find the best Black Friday deals and holiday gifts.