If you’ve used Amazon recently, then you’ll undoubtedly have noticed Rufus hidden in plain sight.
Available in the US, UK, India, Germany, France, Italy and Spain, Rufus is designed to be your personal AI-powered shopping assistant. But how does Rufus really work, and is it any good?
We explain everything you need to know about Amazon’s Rufus tool below. For more on Amazon’s shopping experience, visit our guide on Amazon Haul.
What does Amazon’s Rufus do?
Amazon’s Rufus tool is an AI-powered shopping assistant that promises to answer customer questions on anything from shopping needs, recommendations, product comparisons and more.
AI tools such as ChatGPT and Gemini are “trained” on information, which basically means they are fed knowledge in order to provide relevant and accurate answers. Amazon has taught Rufus in a similar way, by training it on Amazon’s entire product catalogue alongside information from across the internet.
This allows customers to ask Rufus a multitude of questions, including “should I get trail shoes or running shoes?”, “compare types of electric razor” and even “best games for rainy days with a 5-year-old”.
Alternatively, if you’re debating a specific purchase, then you can ask Rufus questions about the product. These can be product-specific, such as “what fabric is this?”, or you can get an overview of reviews by asking “what do customers say?”.
Rufus should then provide relevant and accurate responses, helping customers choose the best possible product for their needs.
Is Amazon Rufus available in the UK?
Yes, Amazon Rufus is available in the UK after its launch back in 2024. You also don’t need to have a Prime membership to use Rufus; you just need to be logged into your Amazon account.
How to get Rufus on Amazon?
There are multiple ways to access Rufus. Firstly, you can find Rufus within the top menu bar on Amazon’s home page, which, when clicked, will bring up a small chat box at the bottom of the page.
On Amazon’s smartphone or tablet app, Rufus can be opened by pressing the Rufus icon in the bottom right-hand corner.
You can also find Rufus on certain product pages, with shortcuts to the frequently asked questions about the item.
