Alexa is moving into Amazon․com
The Verge·May 13, 2026
Alexa for Shopping is Amazon’s new AI-powered shopping assistant. | Image: Amazon Amazon is bringing Alexa Plus to Amazon.com, integrating its LLM-powered AI assistant directly into the company's shopping experience. Beginning today, when you type a query into Amazon, you'll be talking to Alexa for Shopping, the company's new shopping assistant, powered by Alexa Plus. So, while a search for "toilet paper" will still return the expected list of brands, typing "What's a good skincare routine for men" or "When did I last order AA batteries" will now trigger an answer from Alexa. Alexa for Shopping is replacing Amazon's Rufus AI shopping assistant and, unlike Rufus, it will be front and center in the Amazon app and on the w …
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