Investing.com -- Amazon (NASDAQ: AMZN) launched Alexa for Shopping on Wednesday, combining its Rufus and Alexa+ technologies to create what it calls a personalized AI assistant for shopping on the Amazon Shopping app, website, and Echo Show devices. The service is rolling out to all U.S. customers this week.

The new assistant merges Rufus's product knowledge with Alexa+'s personalization capabilities, drawing on shopping history, conversations, and preferences from both Amazon.com and Alexa-enabled devices. Rufus helped over 300 million customers in 2025 research and buy products on Amazon's platform.

Customers can ask questions directly in the main Amazon search bar, create shopping guides, compare products from search results, and view up to one year of price history on hundreds of millions of products. The assistant can also schedule routine purchases, add items to carts based on past orders, and search for products across other retailers through Shop Direct.

"Alexa for Shopping is like having an expert personal shopper who already knows you and remembers your preferences, your past purchases, and your conversations," said Rajiv Mehta, vice president of Conversational Shopping at Amazon.

The service provides AI-generated overviews at the top of search results and on product detail pages. Customers can set price alerts and receive notifications when items reach target prices. The assistant can also create Scheduled Actions for recurring purchases or one-time alerts.

For the first time, the complete Amazon shopping experience is available on Echo Show devices, where customers can browse and shop using voice, touch, or both.

All Amazon customers can use Alexa for Shopping for free when signed into their account. No Echo device, Alexa app, or Prime membership is required. The service will roll out to all U.S. customers over the coming week through the updated Amazon Shopping app.