Rufus is Amazon's first foray into consumer-oriented AI chatbot, and was initially unveiled in February 2024. For the first few months, it was only available in the US, and later it was expanded to India on the company's mobile apps. Notably, the feature continues to remain in beta.

With Amazon Prime Day 2025 running from July 12 to 14, online shopping in India is bracing for another record-breaking weekend. But this year, there’s a new player reshaping how people discover deals: generative AI.