Amazon Rufus Users Show About 60% Higher Purchase Intent

According to Chuhai Network, the head of Amazon Poland said in a public statement that its generative AI shopping assistant Rufus has served approximately 3 hundred million users worldwide. Consumers who interact with Rufus are about 60% more likely to complete a purchase. Amazon has also launched the visual search tool Amazon Lens in Poland, allowing users to find products they want using images. She noted that algorithms are taking on the role of shopping guides, but the importance of brands and transaction security has not diminished. There have previously been cases of consumers being misled by products recommended by AI agents and buying products that did not match the descriptions. The Polish market has another distinctive feature: among consumers aged 50 and above, 41% prefer to buy local brands when given a choice. Amazon has opened a dedicated section for Polish brands, which now features more than 1200 local brands. AI assistants can already directly influence purchases, so sellers need to clearly state product specifications, shipping fees, and return policies on product pages to prevent AI from giving answers that do not match the page.