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Amazon ditches Rufus chatbot, launches Alexa shopping agent in AI strategy pivot

CNBC · May 13, 2026, 1:13 PM · Also reported by 4 other sources

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  • Amazon is axing its Rufus chatbot and making its Alexa assistant the centerpiece of its artificial intelligence shopping strategy.
  • The company on Wednesday launched Alexa for Shopping, an e-commerce bot that can answer queries and take actions on behalf of users.

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Amazon is axing its Rufus chatbot and making its Alexa assistant the centerpiece of its artificial intelligence shopping strategy.

The company on Wednesday launched Alexa for Shopping, an e-commerce bot that can answer queries and take actions on behalf of users. Amazon said the tool brings together Rufus and Alexa+, and taps users' shopping history and other data to be "the world's best, most personalized AI assistant for shopping."

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