After launching for U.S. users in February, Amazon’s shopping-focused chatbot Rufus is expanding its reach to Europe. Having launched in India in August and in the UK in September, Rufus is now available in beta across Germany, France, Italy, and Spain as of yesterday.
The generative AI shopping assistant Rufus is trained on Amazon’s full product catalog, customer reviews, community Q&As, and “web information.” Through Rufus, users can ask product-related questions within a conversational interface. For instance, users can inquire about the durability of specific running shoes or how to clean certain bags. However, Amazon advises that the provided information may not always be fully accurate.
Rufus is gradually being made available to users across Europe, and it’s expected to be active in the specified countries over the next few weeks. Accessible through an icon in the lower right corner of the mobile app, Rufus opens up a chat window for customers to ask follow-up questions or request additional details on prior inquiries. In its beta phase, users can rate responses with thumbs up or down, and provide free-form feedback to improve the experience.
Amazon is also developing AI tools focused on sellers as well as customers. For example, Project Amelia, an AI assistant for sellers, answers questions about metrics and helps resolve emerging issues on the platform.
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