What: Amazon is rolling out Rufus, an AI-powered shopping assistant, in Europe after its initial deployment in the United States, designed to help customers find products and answer shopping-related questions.

Why it is important: This AI tool significantly advances e-commerce customer experience. It offers personalised product recommendations and detailed shopping guidance, potentially transforming how consumers interact with online retail platforms.

After its successful preview in the United States, Amazon has introduced Rufus, an intelligent AI shopping assistant, to European markets. The tool goes beyond traditional search engines by understanding and responding to complex customer queries about products, offering personalised recommendations and detailed explanations. Customers can ask questions ranging from product comparisons to specific usage advice, with the AI drawing information from Amazon's extensive product catalogue and online sources.

Initially launched in beta on the mobile app for select customers in France, Rufus aims to simplify product discovery and provide a more interactive shopping experience. Users can give feedback to help improve the AI's responses, with the system already having answered tens of millions of questions in its U.S. preview.

Amazon rolls out Rufus AI to European shoppers