Amazon has introduced its AI shopping assistant, Rufus, in Germany, offering selected users early access via the Amazon app. Launched in a beta version on October 29, 2024, Rufus is designed to enhance the shopping experience by answering questions, providing product comparisons, and offering personalized recommendations. In the coming weeks, Amazon plans to roll out Rufus to more users across Germany and Austria.

With a simple chat interface, users can ask questions like, "What do I need for climbing?" or "What are good gifts for teachers?" as Rufus draws insights from Amazon’s vast catalog and web sources. Amazon encourages user feedback as the assistant evolves, aiming to make shopping more intuitive and personalized through AI innovation.