Amazon's Rufus AI hits 250M users, drives $10B sales. Conversational shopping assistant sees 140% user growth, 210% interaction surge

Amazon's AI shopping assistant Rufus reached 250 million users in 2025, with monthly active users jumping 140% year-over-year. The conversational tool helps shoppers find products and compare options directly in the Amazon app. Users engaging with Rufus are 60% more likely to complete purchases, and Amazon projects the assistant will drive over $10 billion in incremental annual sales.

7 November 2025

—News

Ben Ramos

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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Amazon's Rufus AI hits 250M users, drives $10B sales. Conversational shopping assistant sees 140% user growth, 210% interaction surge

November 7, 2025, 6:14 pm-News

Ben Ramos

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.

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

Follow topics and authors from this story to get more personalized recommendations and email updates.

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