Amazon has unveiled 'Alexa for Shopping', an AI-powered shopping assistant that supersedes its previous chatbot, Rufus, launched in 2024. This new assistant is designed to enhance the shopping experience by offering personalized recommendations and proactive assistance across mobile devices, desktop browsers, and Echo Show smart displays. Unlike Rufus, which focused on product discovery, Alexa for Shopping can answer a wide range of queries, recommend products, track prices, and even automate purchases based on user preferences. Users can interact with the assistant through Amazon's main search bar or a dedicated AI chat interface. One of the standout features is the 'Buy for Me' service, which allows the assistant to make purchases from various online stores, showcasing Amazon's commitment to autonomous AI-driven shopping. As part of its broader strategy, Amazon is increasingly integrating AI into its retail operations, including AI-generated product responses and rapid delivery initiatives through the 'Amazon Now' service. The new assistant is currently being rolled out to customers in the United States.