Alexa integrates into Amazon.com shopping experience

Amazon is enhancing its online shopping platform by integrating Alexa Plus, its advanced AI assistant, directly into Amazon.com. Starting immediately, user queries on the site will be handled by Alexa for Shopping, a new AI-powered assistant. This upgrade means that beyond simple product searches, Alexa can now provide answers to more complex questions, such as offering skincare advice or recalling past purchase history. Alexa for Shopping replaces the previous Rufus AI assistant, promising a more prominent and capable AI presence within the Amazon app and website.