The New Frontier: The Agentic Commerce Optimization Podcast Amazon Rufus Adoption is highest amongst Women, the Highly Educated, and Baby Boomers with Artiom Enkov of Gener8
May 9, 2026
Artiom Enkov, VP of Insights at Gener8 who studies consumer behavior with large metered panels, discusses surprising Rufus users skewing older. He breaks down how US vs UK usage differs, why Rufus helps shoppers in the messy middle, and the rise of power users. The talk also touches on sponsored prompts, trust in AI recommendations, and future agentic purchasing features.
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Older Shoppers Drive Rufus Adoption
- Amazon Rufus usage is highest among older shoppers rather than Gen Z or students.
- Generate's metered panel shows retired and Baby Boomer users index ~57% higher for Rufus usage versus non-Rufus users, tested across US and UK Android data.
Rufus Lives In The Messy Middle
- Rufus is used mainly in the messy middle of purchase journeys for comparison and product fit, not top-of-funnel discovery.
- In the US comparative selection and technical fit dominate prompts, while discovery/inspiration is only ~5% of sessions.
Small Power User Cohort Generates Most Prompts
- A small group of power users drive high prompt volume: top 10% of Rufus users in the US make about 12x more prompts than the bottom 50%.
- Median session frequency shows Rufus functioning as a recurring shopping utility with ~5.1 sessions average.