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Amazon introduces Rufus, an innovative shopping assistant designed to revolutionize the online shopping experience. Leveraging generative AI technology, Rufus is integrated seamlessly into Amazon's mobile app, offering personalized assistance to users as they navigate through product research, comparisons, and recommendations. Powered by Amazon's extensive product catalog, customer reviews, and web information, Rufus is capable of answering a wide range of shopping-related questions and providing tailored guidance to help customers find the perfect products to meet their needs. From general product research to specific queries about individual items, Rufus enhances the ease and convenience of shopping on Amazon's platform. Available in beta to select customers in the U.S., Rufus will progressively roll out to additional users in the coming weeks. Customers can access Rufus by simply typing or speaking their questions into the search bar of Amazon's mobile app, initiating a chat dialog box where Rufus provides relevant answers and recommendations. Users can also provide feedback to help improve Rufus' functionality over time. With Rufus, Amazon aims to redefine the online shopping experience, offering customers a personalized and intuitive assistant to guide them through their shopping journey. As generative AI continues to evolve, Rufus represents Amazon's commitment to innovation and enhancing customer satisfaction in the digital marketplace.