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Amazon’s AI Shopping Assistant ‘Rufus’ Launches in India!

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Amazon’s AI Shopping Assistant ‘Rufus’ Launches in India

Online shopping more accessible than ever, platforms like Amazon offer consumers countless choices, but navigating these options can be overwhelming. To streamline the shopping journey, Amazon has introduced an AI-powered chatbot named Rufus. Currently in beta, Rufus is available to select Android and iOS users in India.

What is Amazon Moments?

Amazon Moments is designed to help users relive iconic moments from their favorite shows and movies by allowing them to save and share clips within the app. With movie and TV show scenes frequently shared on social media, Moments puts Netflix in the game by letting users highlight and circulate memorable content directly through the platform.

In a statement to Variety, Netflix actor Giancarlo Esposito expressed his enthusiasm for Moments, saying, “I know firsthand there’s something magical that happens when a powerful story finds its audience on Netflix. Suddenly everyone is captivated and can’t stop talking about it, and that passion just keeps compounding.” Netflix hinted that this is just the beginning for Moments, with “more features” planned to enhance the sharing experience.

How Does Rufus Work?

According to Amazon, Rufus can be accessed while using the mobile app. The new Rufus icon will appear in the lower right corner of the screen. Users can click on this icon to open a chat window where they can ask questions related to shopping needs, products, and comparisons. For example, users can inquire about specific products by asking questions like “What should I consider when buying a washing machine?” or “Should I choose a fitness band over a smartwatch?” Rufus will provide tailored recommendations based on user preferences.

User Experience

Creating a seamless shopping experience, Rufus allows customers to interact naturally with the app. Users can ask broad questions or seek specific product comparisons. For instance, if looking for a smartphone, Rufus can help filter options based on criteria like battery life, display size, and storage capacity.

Enhancing E-Commerce Engagement

With Rufus, Amazon aims to enhance viewer engagement and provide a more interactive way for fans to connect with the content they love. This new feature aligns with Amazon’s ongoing mission to make the shopping experience more social and accessible.

Limitations and Future Improvements

While Rufus performs well in many instances, there are some limitations. For example, when queried about WearOS smartwatches with high battery life, it recommended the OnePlus Watch, which was close but not the optimal choice. In other cases, it suggested discontinued models like the Asus Zenfone 9 when asked about smartphones with high battery life.

Despite these inaccuracies, Amazon encourages user feedback to improve Rufus over time. Customers can rate responses with thumbs up or down and provide additional comments to help refine the AI’s recommendations.

Competitive Landscape

Rufus’s introduction comes as other e-commerce platforms also enhance their AI capabilities. For instance, Flipkart has launched its own AI-driven assistant named Flippi, while Myntra has developed features like My Stylist in partnership with Microsoft. These developments indicate a growing trend among e-commerce giants to leverage AI for improved customer service and engagement.

Conclusion

Amazon’s launch of Rufus signifies a strategic move to enhance user experience through AI-driven interactions within its app. By allowing users to ask questions and receive tailored product recommendations, Rufus aims to simplify the shopping process amidst an overwhelming array of choices.

As this feature continues to evolve and expand its capabilities, it will be interesting to see how effectively it can compete with existing tools in the market and how it impacts consumer behavior in India’s rapidly growing e-commerce landscape. The ongoing feedback loop will be crucial for refining Rufus into a more reliable shopping assistant as it rolls out more broadly across user bases in India.

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1 Comment

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    April 14, 2025 at 10:47 pm

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Zepto Delays IPO to Focus on Profitability and Indian Ownership

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Zepto - StartupStories

Overview

Zepto, a leading quick commerce startup, has postponed its planned IPO to early 2026, shifting its focus to achieving profitability and increasing Indian shareholding before going public.

Key Reasons for Delay

  • Profitability Focus: Zepto aims to reach EBITDA break-even before listing, unlike many tech firms that went public while still loss-making.
  • Market Uncertainty: Ongoing global and domestic market volatility influenced the decision to wait for more stable conditions.
  • Peer Comparison: The company wants to present a stronger profit profile, learning from the performance of rivals like Swiggy and Zomato (now Eternal).

Boosting Domestic Shareholding

  • Target: Zepto plans to raise Indian ownership to at least 51% to comply with FDI norms and reinforce its Indian identity.
  • Actions: The company is conducting secondary share sales to Indian investors and founders are increasing their stakes by buying from foreign investors.
  • Progress: Domestic ownership has reached about 40-44%, with expectations to surpass 51% before the IPO.

Financial and Operational Updates

  • Efficiency Drive: Zepto is optimizing operations, running over 900 dark stores and offering 48,000 SKUs, to reduce cash burn and move toward profitability.
  • Challenges: The company faces stiff competition from Swiggy Instamart and Blinkit, leading to higher costs, and has dealt with operational pauses and regulatory scrutiny in some regions.

Outlook

Zepto remains positive about its future, aiming to raise around $800 million in its IPO and attract both domestic and international investors. CEO Aadit Palicha emphasizes building a sustainable, majority Indian-owned business before entering the public market.

Summary: Zepto’s IPO delay reflects a strategic focus on financial stability and regulatory compliance, with profitability and Indian ownership at the forefront.

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Polygon Enters New Era: Leadership Shift and Major Upgrades Under Sandeep Nailwal

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Polygon StartupStories

Sandeep Nailwal, co-founder of Polygon, has been appointed as the first CEO of the Polygon Foundation, marking a shift from decentralized governance to focused leadership. This change aims to provide clear direction and accelerate Polygon’s growth in the competitive blockchain space.

Under Nailwal’s leadership, Polygon will discontinue its zkEVM network in 2026 to concentrate on the Polygon PoS chain and AggLayer, a new cross-chain liquidity protocol. Significant upgrades to the Polygon PoS chain are planned, starting with the Bhilai upgrade in July 2025, to enhance transaction capacity and support large-scale financial applications.

Polygon enters this new phase with a strong financial position, enabling long-term development without fundraising pressures. While Nailwal leads the Foundation, Marc Boiron continues as CEO of Polygon Labs. This leadership restructuring aims to drive innovation and reinforce Polygon’s position in Ethereum scaling and the Web3 ecosystem.

 

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Wow! Momo Raises ₹85 Crore from Stride Ventures to Accelerate Nationwide Expansion

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WoW Momo StartupStories

Wow! Momo, the Kolkata-based quick-service restaurant (QSR) chain, has secured ₹85 crore (approximately $9.9 million) in debt funding from Stride Ventures, aiming to accelerate its omnichannel expansion and strengthen its presence across India. The company, which operates over 700 outlets in more than 70 cities, plans to utilize the funds to open additional dine-in restaurants, expand its packaged food (FMCG) vertical, and enhance its delivery and supply chain operations. This strategic move will also help refinance existing loans and fuel Wow! Momo’s push into new markets and product categories.

Founded in 2008, Wow! Momo has rapidly diversified its offerings, launching brands such as Wow! China, Wow! Chicken, and Wow! Kulfi, and recently entering the frozen foods segment with quick commerce and retail distribution. The company is targeting a footprint of over 1,500 stores across more than 100 cities within the next three years and aims to grow its FMCG business to ₹100 crore while ramping up its HORECA (Hotel, Restaurant, and Catering) segment. The leadership team views this debt infusion as pivotal for scaling new formats, driving innovation, and building brands that resonate with Indian consumers.

Stride Ventures, known for backing high-growth startups, emphasized Wow! Momo’s strong brand recall, robust business model, and relentless innovation as key reasons for their investment. With this funding, Wow! Momo is well-positioned to further solidify its status as a category-defining player in India’s QSR and FMCG sectors, while preparing for larger equity rounds and a potential IPO in the coming years.

 

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