Amazon India has officially announced the expansion of its Rufus AI assistant to the desktop-based web interface, strategically timed to enhance the shopping experience for its highly anticipated Prime Day sale in 2025. The annual sales event is scheduled to run from July 12 to July 14.
Rufus, Amazon’s generative AI-powered shopping assistant, was initially introduced in India in August 2024, but its functionality was previously limited to Amazon’s mobile applications. The significant move to desktop usability was formally unveiled at the Amazon India Prime Day event, held at the prestigious Yashobhoomi convention centre in Delhi NCR.
Designed to revolutionize the online shopping journey, the AI assistant is engineered to help shoppers effortlessly discover the best deals and discounts. Furthermore, Rufus aims to empower consumers to make more informed purchasing decisions by providing relevant product information and insights, streamlining the overall buying process during one of Amazon’s biggest sales events.
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