Amazon Rufus AI assistant 250 million users milestone was announced Thursday during the company’s third-quarter earnings call by CEO Andy Jassy . Monthly active users grew 140 percent year over year with interactions increasing 210 percent . Customers who engage with Rufus during their shopping journey are 60 percent more likely to complete a purchase compared to those who don’t use the assistant.
Amazon Rufus AI assistant 250 million users achievement comes as Jassy revealed Rufus is expected to generate over $10 billion in annual incremental sales for the company . The chatbot has attracted these users since launching in February 2024 . Amazon continually improved the tool throughout 2025, introducing last week a feature called Help Me Decide which uses algorithms to offer guidance when shoppers feel overwhelmed by choices .
Amazon Rufus AI assistant 250 million users makes it focus exclusively on shopping assistance within Amazon’s store, unlike voice-activated Alexa which handles general tasks. Amazon embedded Rufus directly into its mobile app and website rather than creating a separate platform, keeping shoppers within Amazon’s ecosystem . The company rolled out Rufus across the United States by July 2024 then expanded to UK, India, France, Germany, Italy, Spain and Canada throughout 2025.
Amazon Rufus AI assistant 250 million users represents one of Amazon’s most visible bets on consumer-facing AI. Amazon trained Rufus on its entire product catalog, customer reviews and web information to answer broad questions . Amazon reported third-quarter revenue rose 13 percent to $180.2 billion, exceeding analyst expectations of $177.8 billion .
