Amazon introduces “Alexa for Shopping,” a personalized AI shopping assistant that merges its earlier Alexa+ and Rufus shopping experiences. Multiple outlets report that the change replaces the Rufus assistant, which is described as moving “behind the scenes” as the new feature takes a more prominent role. According to the reports, Alexa for Shopping is designed to work across Amazon’s main shopping touchpoints, including the Amazon Shopping app and website, and on Echo Show devices. Tech outlets also describe it as integrating into Amazon’s primary search flow, appearing in or alongside the search bar experience when customers type product queries. Amazon also says it is rolling the feature out to U.S. customers over the next week. The assistant is positioned as helping with common shopping tasks such as answering product questions, comparing items, and tracking prices. Several sources add that it can support shopping reminders and can handle certain scheduled or eligible automated actions, including purchases, across supported Amazon surfaces. Coverage also notes Amazon’s competitive context for AI assistants and the broader move toward more agentic commerce within the marketplace search experience.