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Amazon Rufus AI Updates Tie to $10 Billion Sales Lift, Amazon Says
- 21 November 2025
With recent Amazon Rufus AI updates, the assistant can now remember user preferences, track price histories, and execute auto-buy commands, marking a major evolution that Amazon projects will drive a significant $10 billion revenue lift. Shoppers often feel overwhelmed by research, comparisons, and unclear product details on large marketplaces. The problem continues to affect purchase confidence across many categories.Amazon says
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