Amazon’s AI shopping assistant, Rufus, is on pace to generate an additional $10 billion in annualized sales. Customers who engage with Rufus are 60% more likely to complete a purchase, demonstrating its growing influence on customer behavior, with monthly active users growing 140% year over year and interactions increasing 210%. We explore how Amazon trained Rufus on its entire product catalog, customer reviews, and community Q&As, positioning it as a strategic move to keep 250 million shoppers within the Amazon ecosystem rather than losing them to external search engines like Google. We also examine the massive infrastructure investments driving this push, including the opening of the $11 billion Project Rainier data center and the planned deployment of 1 million custom Amazon Trainium2 chips.

Would you like to analyze the specific financial projections, such as the internal expectation that Rufus would contribute $1.2 billion in profit contributions by 2027, or explore the impact of recent features like "Help Me Decide" on customer decisions?