Amazon announced on May 13, 2026 that it is retiring the Rufus brand and merging its shopping chatbot with its Alexa+ voice assistant into a single product called Alexa for Shopping. The unified assistant rolls out to all U.S. customers over the coming week across the Amazon Shopping app, Amazon.com, and Echo Show devices, with … The post Amazon Retires Rufus and Launches Alexa for Shopping as Its Unified AI Assistant first appeared on EcomCrew.

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