Amazon Says Rufus Gives It An Edge In Agentic Commerce Race

Amazon’s first-quarter earnings call sounded less like a retail update than a briefing on the next phase of cloud computing. The overwhelming majority of the discussion centered on AWS, artificial intelligence infrastructure and the chips Amazon says are now becoming a major business of their own.

But beneath the talk of Trainium, Bedrock and data centers was a more revealing retail story: Amazon, like everyone else, is still trying to figure out what agentic AI will actually mean for shopping, advertising and the future of eCommerce.

CEO Andy Jassy made clear that Amazon sees AI agents as the next major interface between consumers and commerce. He called the opportunity in agentic commerce “very good for customers,” and said he expects it to be good for Amazon as well. The clearest expression of that strategy is Rufus, Amazon’s AI shopping assistant, which Jassy said has improved substantially over the past year. Monthly active users for Rufus are up more than 115%,…

https://www.pymnts.com/amazon/2026/amazon-says-rufus-gives-it-an-edge-in-agentic-commerce-race/

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