The company views the assistant as a single source for all customer needs. Rufus can answer questions and offer comparisons.
The artificial intelligence assistant can offer general tips on product categories, such as what to consider when choosing headphones. It can also provide contextual recommendations based on specific activities (such as hiking) or events (holidays or celebrations). She can also recommend gifts for people with certain tastes or offer holiday shopping advice.
Rufus can also answer more specific questions about the specific product page the person is viewing. Once Rufus is in beta, it will be accessible by typing a question or speaking in the Amazon search bar. The Rufus chat window will appear at the bottom of the screen.
Source: Ferra
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