Alexa for Shopping Goes Prime: AI Assistant Now Front and Center on Amazon.com

Amazon is folding Alexa Plus into Amazon.com as Alexa for Shopping, replacing Rufus and making an AI shopping assistant central to searches, price alerts, auto-purchasing, and cross‑site shopping (Buy for Me). It works across mobile, desktop, and Echo Show devices, with a new shopping chat and visual interface on Show displays, plus features like shopping guides, price history, and scheduled actions. Availability starts in the US with a ramp‑up in coming weeks, though the end‑to‑end shopping experience requires substantial data sharing and raises trust considerations.