Tech Disruptors Amazon VP on Rufus and the Future of Search
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Dec 17, 2025 In a captivating conversation, Rajiv Mehta, Amazon's VP of Conversational Shopping, reveals the future of retail with Rufus, the AI-powered shopping assistant. He shares how Rufus transforms shopping through personalized, natural-language interactions and innovative features like image uploads and price alerts. Mehta discusses the impact of deep personalization on customer loyalty and conversion rates, highlighting that Rufus users are 60% more likely to make a purchase. Expect AI-driven, tailored shopping experiences to redefine how we discover products.
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Search Is Becoming Conversational
- Amazon built Rufus because customers began asking complex, contextual questions instead of simple keywords.
- Rufus combines selection and natural language to surface the right product from Amazon's vast catalog.
Asking Rufus For Past Orders
- Rajiv asked Rufus which socks he last bought for his son and then ordered the next size up in seconds.
- The example shows Rufus using past order data to remove the manual search step in repeat purchases.
Prioritize With Customer Tests And Intuition
- Use both customer feedback and intuition to prioritize product features and roadmap choices.
- Launch experiments to small segments, learn, and then scale or iterate based on results.