In case you were unsure about Amazon’s ability to monetize artificial intelligence, "the everything store" assigned a staggering dollar figure to the performance of its AI shopping assistant, Rufus, estimating the chatbot will generate an additional US$ 10 billion in annualized sales for the company.
The disclosure came during Amazon’s third-quarter earnings call last 30 October, when CEO Andy Jassy shared new metrics demonstrating the tool’s growing influence on customer behavior. According to Jassy, 250 million shoppers have used Rufus this year, with monthly active users growing 140 percent year over year and interactions increasing 210 percent.
And here’s a killer stat from Amazon: Customers who engage with Rufus during their shopping journey are 60 percent more likely to complete a purchase compared to those who don’t use the assistant.
"Rufus is expected to generate over $10 billion in annual incremental sales for us," Jassy said on the call, highlighting what has become one of Amazon’s most visible bets on consumer-facing AI.
Amazon reported third-quarter revenue rose 13 percent to US$ 180.2 billion, exceeding analyst expectations of US$ 177.8 billion. The company’s cloud-computing division, Amazon Web Services, posted 20 percent revenue growth to reach US$ 33 billion — its fastest expansion since 2022, Jassy said.
Rufus, which launched in beta in February 2024, is a shopping assistant that’s embedded directly into Amazon’s mobile app and website. Amazon trained Rufus on its entire product catalog, as well as customer reviews, community Q&As, and information from across the web. Shoppers can ask questions from broad product comparisons—like differences between trail and road running shoes—to specific questions about individual items, like whether a certain coat is suitable for winter.
Rufus represents Amazon’s strategy to keep customers within its ecosystem rather than losing them to search engines like Google, where they might discover competing retailers, or other AI engines like ChatGPT. By answering product questions and offering recommendations without requiring users to leave Amazon’s platform, the goal of Rufus is to train people that Amazon can help you do research about its available products, in addition to simply advertising and selling them.
Amazon launched Rufus in the U.S. before rolling out the chatbot across the UK, India, France, Germany, Italy, Spain, and Canada. Amazon continually improved the tool throughout 2025; just last week, it introduced a feature called "Help Me Decide," which uses algorithms to offer guidance when shoppers feel overwhelmed by choices.
The US$ 10 billion sales estimate is tied to what Amazon internally calls "downstream impact," a metric the company uses to measure how specific features or services drive additional consumer spending across its marketplace. For Rufus, this means tracking purchases that result from interactions with the chatbot, even if those transactions don’t happen immediately. The company employs a seven-day rolling attribution model to capture delayed conversions.
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