Overview

Amazon has extended its AI‑driven shopping assistant, Rufus, to 13 additional international marketplaces in 2025, adding the UK, Germany, France, Italy, Spain, Japan and several other European and Asia‑Pacific sites. The rollout introduces desktop access and locally trained language models, forcing sellers to rethink how they structure listings across every market where they operate.

Key Points

• 13 new marketplaces — Rufus now serves Amazon sites in North America, Europe and Asia‑Pacific beyond its original U.S. launch.
• Desktop support from day one — International users can interact with Rufus on both mobile and desktop browsers, widening the pool of AI‑assisted sessions.
• Localized language models — Each market runs a version of Rufus trained on native terminology, regional slang and cultural buying habits.
• Conversational discovery replaces keyword search — Shoppers pose natural‑language questions about categories, comparisons and use cases instead of typing isolated keywords.
• Amazon forecasts $10 billion in annual sales — Internal estimates project Rufus‑driven revenue of $10 B in 2025, with operating profit climbing to $700 M and $1.2 B by 2027.

How Rufus Changes Product Discovery

1. Natural‑language query intake — A buyer in Germany types “Welcher Outdoor‑Grill ist am besten für kleine Balkone?” Rufus parses the request, matches it to relevant product attributes, and surfaces a shortlist of compact grills.
2. Contextual session memory — The same shopper follows up with “Wie viel kostet das Modell mit Edelstahl‑Grillrost?” Rufus retains the previous selection and narrows the list to grills featuring stainless‑steel grates, displaying price ranges without restarting the search.
3. Multi‑source content synthesis — Rufus pulls data from the product title, bullet points, A+ content, customer reviews and Q&A to craft a response such as “Das Modell X hat 5 kW Leistung, ist leicht zu reinigen und hat 4,5‑Sterne‑Bewertungen für Langlebigkeit.”
4. — When a user asks “Ist Grill Y besser als Modell Z für rauchfreie Zubereitung?” Rufus evaluates feature tables, review sentiment and Q&A answers to articulate the differences, highlighting the smoke‑reduction technology of Grill Y.