Amazon India has now launched its AI assistant, Rufus, on desktop as well. This feature will help customers shop smarter during the Prime Day 2025 sale. Rufus will assist users with product searches, deal comparisons, and purchase decisions.
Amazon: Amazon India has provided another major facility to its users. The company has now launched its popular artificial intelligence chatbot, Rufus, on the desktop web interface as well. This feature has been brought to make shopping easier and smarter for customers, especially during the Prime Day 2025 sale (July 12-14). This important step was announced during the Amazon India Prime Day Launch Event held at the Yashobhoomi Convention Center in Delhi-NCR.
What is Rufus? How does it work?
Rufus is a generative AI chatbot developed by Amazon, launched in the US in February 2024 and in India in August 2024. Initially, it was available only on the mobile app, but now it can also be used from a laptop or PC.
It works like an intelligent shopping assistant that answers questions asked by the customer, such as:
- Which AC is the best for ₹30,000?
- Which headphones have the most discount?
- Which are the best gadget deals on Prime Day?
Rufus answers these questions by scanning Amazon's data, reviews, ratings, and product listings and gives suggestions to the user in simple language.
Rufus now available on desktop: What has changed?
Amazon's AI assistant will now also work on the Amazon.in website. After logging in to the desktop browser, users can see the sparkle icon (orange and blue text bubbles) in the bottom right corner.
By clicking on this icon, a chat window will open, where you can:
- Type text
- Record voice
- Choose questions by tapping on suggestions
This chatbot is designed in such a way that it can answer the user's queries in simple language, along with the facility to ask follow-up questions.
Especially beneficial for Prime Day
During the Prime Day sale 2025, when thousands of offers and deals go live simultaneously, choosing the right product can be difficult. With the help of Rufus, you can:
- Perform accurate product filtering
- Compare deals
- Get information on coupons and discounts
- Quickly find items with the best ratings
In addition, this chatbot also provides personalized suggestions based on the user's past browsing history and preferences.
How to use Rufus on desktop?
Now that Rufus is available on desktop, users can use it in the following ways:
- Log in to Amazon.in
- The 'sparkle icon' (with orange and blue text bubbles) will appear on the homepage or at the bottom right of any product page
- Click on that icon, which will open a chat window
- Here you can type text, record voice, or start a chat by clicking on one of the suggestions
The power of technology: The AI power behind Rufus
Rufus is based on Amazon's AWS cloud infrastructure and the latest AI models. It includes:
- The use of Natural Language Processing (NLP)
- Real-time data processing facility
- Better suggestions through machine learning
Rufus is currently in the beta stage, but Amazon is working to make it even smarter in the future, including support for Hindi and other Indian languages.
Benefits for customers – Why is the desktop version of Rufus special?
- Benefit of a larger screen: Easier to compare products, watch video reviews and understand specifications
- Tab multitasking: Conversation with Rufus and product browsing possible on the same screen
- Better decisions in less time: Savings in shopping time with AI suggestions
- Best deal alert: Rufus alerts before a discount or coupon is missed
