Amazon India launches AI chatbot ‘Rufus’ ahead of flagship sale

E-commerce giant Amazon India has launched additional artificial intelligence powered tools to enhance the online customer experience ahead of its flagship festive sale. The business’ new virtual shopping assistant Rufus is designed to provide swift information within the Amazon shopping app.

“Whether typing or speaking, customers can now enjoy a more intuitive shopping experience, further enhanced by AI-powered tools like personalised recommendations and Alexa for seamless shopping assistance,” said Amazon India’s vice president of categories Saurabh Srivastava, the Press Trust of India reported.

By launching Rufus, Amazon India aims to give shoppers quick insights into products they are interested in to help them make purchasing decisions with increased confidence. Online shoppers can also receive product recommendations and compare different products to see which one is right for them, India Retailing reported.
 
The business has also launched ‘AI-Generated Review Highlights’ which harnesses Generative AI to summarise customer reviews so individuals can get a swift impression of different goods on the app. By launching the features ahead of its ‘Amazon Great Indian Festival’ on September 27 (with early access on September 26 for Prime members), Amazon India aims to maximise purchasing during the flagship sale event.
 
Amazon India has also bolstered its logistics network ahead of its flagship sale and opened three new fulfilment centres in Delhi NCR, Guwahati, and Patna. The business will host close to 25,000 new product launches from categories including fashion and beauty during the sale event while offering double digit discounts on thousands of items.