Amazon launches an AI shopping assistant for the search bar, powered by Alexa+
TechCrunch·May 13, 2026
Amazon has launched Alexa for Shopping, a new AI-powered shopping assistant integrated into the search bar. This assistant is designed to provide personalized shopping experiences and has replaced the existing Rufus assistant. Alexa for Shopping utilizes the capabilities of Alexa to offer more accurate and helpful search results. The new feature aims to enhance the overall shopping experience for Amazon users.
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