Amazon's search bar is now an AI shopping assistant that remembers your conversations

Amazon is rolling out Alexa for Shopping, merging Rufus and Alexa+ into one AI assistant for shopping across its app and website.

The assistant adds conversational search, product recommendations, comparison, and checkout, while remembering context from earlier Alexa interactions.

Conversation history now carries across Echo devices, the Amazon app, and Echo Show, making shopping more personalized and seamless for U.S. users.