Amazon (AMZN) adds AI shopping answers to search bar to defend retail traffic

Amazon.com Inc. (AMZN) said May 13, 2026, it will embed AI-generated shopping answers directly into its website and mobile app search bar for U.S. users beginning the week of May 13, replacing the separate Rufus assistant interface. The feature, called Alexa for Shopping, will provide product comparisons, personalized recommendations and task-based shopping help when queries are structured for advice, while simple searches such as “pants” or “bananas” will continue to return standard product listings. Amazon said the tool will be free for all users. The move comes as OpenAI’s ChatGPT, Alphabet Inc.’s (GOOGL) Gemini and Google Search add AI tools for product discovery and shopping. Amazon said Rufus, introduced in 2025, was used by 300 million customers. The company also said Echo devices with screens will gain access to the full Amazon website, expanding shopping functionality beyond prior Alexa limits.