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Amazons New AI Shopping Assistant: Alexa for Shopping

Amazon introduces a new AI shopping assistant, Alexa for Shopping, replacing the old Rufus bot. Starting this week in the US, it automatically appears in the search bar, providing product comparisons and personalized suggestions using large language models. It offers recommendations based on complex queries and can even set birthday reminders linked to gift ideas. This move aims to keep shoppers on Amazon, competing with AI shopping features from ChatGPT, Googles Gemini, and Google search. The new feature is free and available to all users, while Echo smart speakers with screens can now access the full Amazon site. Amazon bets on these AI nudges to boost sales and loyalty, making every search feel like a personal shopping experience.

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