Wall Street Projects Amazon's Rufus AI Could Add $56 Billion in GMV by 2028 — What Sellers Need to Know
Wall Street research forecasts Amazon’s Rufus AI will add about $56 billion in GMV and $31 billion in revenue by 2028, with 250 M users by 2025 and a 60 % higher purchase completion rate. Sellers must enrich product attributes, add conversational descriptions, and use Sponsored Display within Rufus dialogs to capture this growth.
Overview
A recent Wall Street research report projects that Amazon’s AI‑driven shopping assistant, Rufus, could add roughly $56 billion in gross merchandise volume (GMV) by the end of 2028. The forecast is based on early adoption trends, higher basket sizes, and faster checkout times observed among users who rely on the assistant. Sellers who adapt their listings for AI‑mediated discovery stand to capture a sizable share of this growth.
Key Points
- $56 B GMV boost — The model predicts a 4.44 % lift in total Amazon retail volume by 2028 attributable to Rufus.
- $31 B revenue lift — Combined effects of direct sales and extra advertising spend are expected to generate an additional $31 billion for Amazon.
- $4 B new ad revenue — Rufus‑driven product surfacing is projected to create $4 billion in incremental advertising earnings.
- 250 M users by 2025 — Rufus reached a quarter‑billion users in 2025, delivering $10 billion of extra GMV in its first full year.
- 60 % higher purchase completion — Shoppers who interact with Rufus close sales at a rate 60 % greater than those who browse without the assistant.
How Rufus Works
- Natural‑language query intake — A shopper types or speaks “I need a lightweight laptop for travel” into the Amazon app; Rufus parses intent and extracts key attributes such as weight, screen size, and price range.
- Contextual product matching — Rufus scans Amazon’s catalog for items that meet the extracted criteria, ranking results by relevance, reviews, and past purchase patterns. For example, it may surface three ultralight laptops with battery life over 10 hours that match the user’s budget.
- Real‑time recommendation dialogue — The assistant follows up with clarifying questions (“Do you prefer a touchscreen?”) and updates the shortlist instantly, allowing the shopper to compare specs without leaving the chat interface.
- One‑click checkout assistance — Once the buyer selects a product, Rufus pre‑fills shipping, payment, and delivery options, then prompts a final confirmation, shortening the checkout flow from an average of 3 minutes to under 1 minute.
Analysis & Recommendations
Why This Matters
Rufus is projected to boost Amazon’s total retail volume by 4.44 % and generate $4 billion in new ad revenue, meaning sellers who optimize for AI‑driven discovery can tap a multi‑billion‑dollar opportunity. The 60 % higher conversion on Rufus sessions makes structured data and conversational copy critical for visibility and sales.
Key Takeaways
- $56 B GMV increase expected by 2028 attributable to Rufus.
- 250 M users projected by 2025, delivering $10 B extra GMV in its first full year.
- Rufus‑assisted shoppers complete purchases 60 % more often than non‑AI shoppers.
- Seller success depends on fully populated attribute fields (weight, battery life, etc.) for accurate AI matching.
Recommended Actions
- →In Seller Central, go to Inventory > Add Products via Upload and ensure every SKU includes all attribute fields (weight, dimensions, battery life, ...
- →Edit each product’s detail page to add a natural‑language Q&A paragraph (e.g., “Can this laptop run Adobe Photoshop?”) under the Product Descriptio...
- →In Advertising > Campaign Manager, create Sponsored Display campaigns and select the “Appear in Rufus” placement to secure ad visibility within Ruf...
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