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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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  1. Otwórz konto na Binance

    April 14, 2025 at 10:47 pm

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

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Jio BlackRock Gets SEBI Approval to Launch Brokerage Operations in India

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Jio BlackRock Broking Private Limited, a joint venture between Jio Financial Services and BlackRock Inc., has received final approval from the Securities and Exchange Board of India (SEBI) to commence operations as a brokerage firm. The regulatory nod, granted via a certificate of registration issued on June 25, 2025, allows the company to function as both a stockbroker and a clearing member in India’s financial markets. This milestone follows a series of regulatory clearances for the Jio BlackRock ecosystem, including approvals for mutual fund and investment advisory businesses, underscoring the joint venture’s ambition to build a comprehensive, digital-first financial services platform.

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CoRover Unveils BharatGPT Mini: India’s First Offline Multilingual AI

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CoRover has launched BharatGPT Mini, India’s first offline multilingual AI model, at VivaTech 2025 in Paris, with the event officiated by Union Minister Jitin Prasada. This innovative Small Language Model (SLM), featuring around 534 million parameters, is specifically designed for edge devices and low-compute environments, enabling robust AI capabilities without the need for cloud connectivity. Its ability to function entirely offline and support 14 Indic languages makes it a powerful tool for digital inclusion, particularly in rural and remote regions where internet access is limited.

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Kerala Startup E-Quark Launches Innovative Mobile Holder with Built-In Charger

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Kerala-based startup E-Quark Molecule Innovations Pvt Ltd, headquartered in Thrissur, has introduced an innovative device called Keratin that combines a mobile phone holder with a built-in charger. This unique gadget is designed to offer users a convenient solution to hold and charge their smartphones simultaneously, addressing the common challenge of managing power supply while using mobile devices.

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