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Amazon's Rufus AI hits 250M users, drives $10B sales

7 November 2025

—

Pulse

Amazon's AI shopping assistant Rufus reached 250 million users—marking a sharp rise in adoption since its U.S. beta launch in February 2024.

Rufus is a conversational AI tool that helps shoppers find products, compare options, and answer questions directly in the Amazon app. Monthly active users jumped 140% year-over-year, with interactions up 210%, per CEO Andy Jassy in Q3 2024 earnings.

• 250 million customers used Rufus in 2024
• Users who engage with Rufus are 60% more likely to complete a purchase
• Amazon projects Rufus will drive over $10 billion in incremental annual sales

The tool has evolved from experimental feature to revenue engine, signaling Amazon's commitment to AI-powered shopping experiences.

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What is this about?

Pulse/
Ben Ramos/
Tech/
Business

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Amazon's Rufus AI hits 250M users, drives $10B sales

7 November 2025

—

Pulse

Amazon's AI shopping assistant Rufus reached 250 million users—marking a sharp rise in adoption since its U.S. beta launch in February 2024.

Rufus is a conversational AI tool that helps shoppers find products, compare options, and answer questions directly in the Amazon app. Monthly active users jumped 140% year-over-year, with interactions up 210%, per CEO Andy Jassy in Q3 2024 earnings.

• 250 million customers used Rufus in 2024
• Users who engage with Rufus are 60% more likely to complete a purchase
• Amazon projects Rufus will drive over $10 billion in incremental annual sales

The tool has evolved from experimental feature to revenue engine, signaling Amazon's commitment to AI-powered shopping experiences.

What is this about?

Pulse/
Ben Ramos/
Tech/
Business

Feed

Xbox’s Next Console Chooses Off‑Shelf AMD RDNA 2 GPU

Xbox’s Next Console Chooses Off‑Shelf AMD RDNA 2 GPU

AMD GPU brings FidelityFX Super Resolution, echoing PlayStation 5’s RDNA 2

Priya Desaiabout 11 hours ago

Foldable iPhone Keeps 4.4 mm Body, Camera Control Button

Foldable iPhone Keeps 4.4 mm Body, Camera Control Button

Launching this year, the foldable iPhone is slimmer than the iPhone Air and is eSIM‑only.

Carter Brooksabout 11 hours ago

2024 C400 4Matic EV Packs 483 hp, 420‑mile Range

2024 C400 4Matic EV Packs 483 hp, 420‑mile Range

U.S. launch offers 3.9‑second 0‑62 mph sprint, $55,000 MSRP and $7,500 federal EV credit

Ethan Whitakerabout 12 hours ago

OnePlus drops Ace 6 Ultra gaming phone on April 28

OnePlus drops Ace 6 Ultra gaming phone on April 28

Clip‑on case adds buttons, fan, and pass‑through charging for console‑level play

Carter Brooks1 day ago

iPhone Express Transit Flaw Lets Thieves Steal $10,000

iPhone Express Transit Flaw Lets Thieves Steal $10,000

Locked iPhone Visa cards can be tapped for fraud; Apple and Visa have no fix

Carter Brooks1 day ago

China's Dola‑Seed‑2.0 Cuts Gap to 2.7% vs. Claude Opus 4.6

China's Dola‑Seed‑2.0 Cuts Gap to 2.7% vs. Claude Opus 4.6

Rachel Stein1 day ago

Apple delays refreshed Mac Studio launch to October

Apple delays refreshed Mac Studio launch to October

Supply shortages push MacBook Pro to late‑2026/early‑2027, Q4 earnings at risk

Carter Brooks1 day ago

Apple delays M6‑Pro/M6‑Max OLED MacBook Pro to 2027

Apple delays M6‑Pro/M6‑Max OLED MacBook Pro to 2027

Shortages delay M6‑Pro and M6‑Max to early 2027, pushing back the new Mac

Carter Brooks1 day ago

Apple unveils glassy Siri on Dynamic Island with iOS 27

Apple unveils glassy Siri on Dynamic Island with iOS 27

WWDC 2026: Siri expands Island on iPhone 14 Pro and up, arriving with iOS 27

Carter Brooks1 day ago

Honor Robot Shatters Half‑Marathon Record in 50:26

Honor Robot Shatters Half‑Marathon Record in 50:26

Robot Beats Human Benchmark by 7 Minutes, With 40% Fully Autonomous

Marcus Dillard2 days ago

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