Amazon has launched the beta version of its virtual shopping assistant Rufus in Spain which, powered by generative Artificial Intelligence (AI), offers an improved shopping experience to users, whether by answering questions based on purchasing preferences, offering comparisons of features between products or recommending and discovering new items.
In July, Amazon launched the beta version of Rufus for users in the United States within the Amazon Shopping application, to help save time and make more informed purchasing decisions. Since then US customers have already asked “tens of millions of questions to Rufus” and now, has extended the beta version of the Rufus assistant for Amazon Spain users.
As noted in a statement, the Rufus beta is available for “selected customers” in Spanish and Portuguese, who can now use this intelligent assistant specialized in the catalog and products of the Amazon store.
Thus, in order to continue advancing in the use of generative AI which, according to the company, “will change practically all customer experiences”, Amazon has made its Rufus assistant available to more users.
What can Rufus do?
This wizard allows you to perform actions such as: general product searches on Amazon. That is, users can search directly by product categories based on characteristics such as types of headphones or types of coffee makers, and receive useful information to guide your purchase.
Rufus too makes it easier to purchase products adapted for specific needs or occasions. With this option, customers can search for products based on specific activities, events or purposes, for example, wondering what materials are needed to start climbing or what is needed to start creating an indoor garden.
As a result, the wizard will suggest specific products. Also Rufus too offers more specific question proposals on the related topic, in order to expand the product search.
Another facility that Rufus offers is Compare between different products, showing the characteristics of each one and putting them in common. To do this, users can ask questions such as “What is the difference between lip gloss or lip oil?” or directly ask you to compare different types of products, such as electric shavers.
The assistant can also offer recommendations so that users find what they need based on their needs. Thus, you can answer questions such as which is a good gift for a teacher or the best games for rainy days.
Finally, Rufus too answers questions about a specific product on the product detail page, for example, you can summarize what other users think on the item in question to get an overview of other buyers’ reviews. Likewise, they can also ask direct questions such as “Is this tennis racket suitable for beginners? or Can this jacket be washed in the washing machine?”
With all this, Amazon intends that users can buy from the hand of a virtual shopping assistant who “knows the company’s product selection in depth” and is capable of helping make more accurate purchasing decisions, based on data.
How to use Rufus
Users with access toThe beta version will be able to access Rufus in the Amazon mobile app by clicking on the assistant icon located in the lower right corner of the smartphone screen. After this, a Rufus chat box will appear on the screen, through which questions can be sent.
Within the chat, users will be able to click on the questions suggested by Rufus, as well as ask follow-up questions. Nevertheless, You can return to traditional search results at any time, Swiping down to close the chat screen.
Amazon has stressed that its assistant generates responses using relevant information from Amazon to help users. However, he has also warned that generative AI “is still in an early phase and may not be 100% right.” The company has announced that the assistant will reach more customers progressively “in the coming weeks.”
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