Agents in the Wild

Amazon says its Rufus shopping assistant is on track for $10B+ in extra yearly sales

Amazon's AI shopping assistant Rufus answers product questions inside the Amazon app. On the Q3 2025 earnings call, Andy Jassy said 250 million shoppers used it that year.

Organization
Amazon
Industry
E-commerce
When
Oct 2025
Evidence
Company reported
Agents and tools
Rufus

Reported outcome

Amazon expects over $10B in annualized incremental sales; shoppers who used Rufus were 60% more likely to buy.

  • 250M
    Users in 2025
  • $10B+ (estimate)
    Incremental sales (annualized)
  • +60%
    Purchase likelihood
  • +140%
    Monthly users, YoY

Caveats

Stated by the company that uses the agent (blog, earnings call, interview). Not independently audited.

  • Amazon's own estimate. It did not publish how 'incremental' or 'user' is defined.
  • Reports say sales are credited to Rufus over a 7-day window after use, which can overcount.
  • Shoppers who choose to use Rufus may already be more likely to buy.

What the agent does

Shoppers ask Rufus questions such as "which of these is best for a small kitchen?". It answers using product listings, reviews, and Q&A, and can compare items and keep track of earlier questions.

How to read the numbers

Earnings-call numbers are real signals, but they are not experiments. People who open a shopping assistant are often closer to buying anyway. A fair test is an A/B test where some shoppers do not get the assistant.

What to copy

  • Put the assistant where buying decisions happen (product pages), not in a separate chat page.
  • Ground answers in your own catalog and reviews.
  • Measure with a holdout group, not only with "users vs. non-users".

Starter prompt

Written by us.

You help shoppers choose products from our catalog only.
Shopper question: {question}
Candidate products (title, price, specs, review summary): {products}

Recommend at most 3 products. For each, give one reason tied to the
shopper's words and one honest downside from the reviews.
If none fit, say so and ask one clarifying question.

Sources

  1. Amazon's Rufus AI shopping assistant is on track for $10 billion in sales — Fortune, Nov 2025

Added Oct 16, 2026. Spotted an error? Send a correction.

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