• Source:JND
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Amazon has truly transformed the shopping experience in India by launching the Rufus AI shopping assistant on the desktop version of the website. Users had previously used their smartphones to access the assistant for shopping help, so now they can use their computers for the same smart, real-time support. The announcement was made during the Amazon Prime Day event at Yashobhoomi Convention Centre in Delhi NCR. This combination makes perfect sense with Prime Day 2025 planned from July 12 to 14. The advanced shopping assistance will greatly improve user purchasing choices.

Rufus, once a mobile app exclusive, has now lifted its limitations and can engage with users on computers and laptops. Rufus joins shopping during long video calls and zoom sessions.

Rufus AI Assistant: What It Is and How It Works

Rufus is Amazon’s first consumer-facing AI chatbot, which acts as a virtual shopping aide. It was introduced in February 2024 in the US, followed by an initial version launch in India in August 2024 through the Amazon mobile app. Now, it is shifting its focus to desktop users as part of the expanding beta phase.

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Key Capabilities of Rufus:

  • Automated user-specific suggestions for items and products
  • Timers for uncovered discounts and suggested deals
  • What factors to think of before you spend your money guidance
  • Conversational follow-up query response
  • Multimodal input: text and voice queries are both accepted
  • Generation of responses as text

Rufus can fetch relevant data for queries like “Best laptops under ₹50,000” or “Which phone has the best camera this year” by leveraging Amazon’s extensive database due to natural language processing capabilities.

How to Use Rufus on Desktop and Mobile

Now available through desktop browsers and the Amazon mobile app, Rufus provides across platform.

On Desktop:

  • Available directly on Amazon.in during the browsing session or while on product pages
  • Show up as chat window on the lower right of the screen
  • Text entry field for shopping-related queries

On Mobile App:

  • Tap the sparkle icon with two text bubbles (orange and blue) in the bottom right corner
  • Use text input, voice recording, or choose from suggested prompts
  • Interface opens as a bottom sheet overlay on the screen

This mobile-desktop seamless transition experience enables users to switch devices while retaining the same conversation.

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Rufus AI Assistant During Prime Day 2025

As everyone gets ready for Prime Day 2025, Rufus is expected to assist shoppers in filtering through a myriad of deals. Amazon representatives noted that the assistant will be especially useful in:  

  • Tap the sparkle icon with two text boxes (orange and blue) located at the bottom right of screen
  • Utilize text and voice as form of input or use offered options
  • Screen opens as a small overlay sheet covering the main window

Since Prime Day is almost here, the accuracy and relevance of the information provided through Rufus will be timely and beneficial because of the increasing volume of products at Amazon.

Final Thoughts

As we have seen, ending the Rufus AI desktop toggle greatly enhances amazon's effort towards an intuitive shopping experience tailor-made for Indian users. The expanding features of the chatbot continue to make strides towards effortless shopping by integrating automated recommendations, real-time alerts, instant gratification response systems, customized shopping lists, and preemptive answers/queries. With Prime Day around the corner, the continued investment is justifiable. For new and old amazon users alike, Rufus promises the quickest, most efficient, and rewarding purchasing experience.