Overview

Amazon’s AI‑driven shopping assistant, Rufus, has crossed the $10 billion annualized sales threshold, a milestone that signals its growing influence on the marketplace. More than 250 million shoppers have interacted with the tool, and monthly active users have jumped 140 % year over year, turning Rufus from a limited beta into a core discovery engine. Sellers who rely on traditional keyword tactics need to understand how Rufus reshapes visibility and conversion.

Key Points

• $10 B annualized sales — Rufus now drives roughly ten billion dollars in projected yearly revenue, positioning the assistant as one of Amazon’s biggest sales generators.
• 250 M shopper interactions — Over a quarter of a billion customers have used Rufus, giving the AI a massive data set to refine recommendations.
• 60 % conversion lift — Shoppers who ask Rufus for help are sixty percent more likely to complete a purchase than those who browse without assistance, highlighting the tool’s impact on closing sales.
• 140 % MAU growth — Monthly active users have more than doubled compared with the previous year, indicating rapid adoption across the buyer base.
• 210 % interaction surge — The total number of Rufus queries rose by more than two‑fold year over year after the assistant expanded beyond the United States.
• Help Me Decide feature — A guided‑assistance module now walks buyers through categories with many similar items, prompting clearer comparisons and faster checkout decisions.
• Global rollout — Following its U.S. debut in early 2024, Rufus is live in the United Kingdom and several other markets, extending its influence to international shoppers.
• Ad monetization pipeline — Amazon plans to insert sponsored placements within Rufus replies, projecting $700 million in operating profit for 2025 and $1.2 billion by 2027.
• Seven‑day attribution window — Purchases linked to a Rufus session are tracked for up to seven days, capturing delayed conversions that occur after the initial inquiry.