Rufus AI

Sr. UX Designer
Rufus AI

Project Summary

Ever had to scroll through a long list of product reviews to find the answer to your question about a product? Or spent time scrolling through the product details just to figure out what the dimensions of a product are? Have you ever had to jump from article to article on Google just to figure out what gift you should get for your mom? These are just a few customer frustrations we hoped to solve with our new experience.

In March of 2023, I joined a team that was brought together to develop a new conversational AI for the Amazon app. My role as a Senior UX Designer was to lead our development of core conversational components, mechanics, the first-time user experience, and several other initiatives. After a lot of hard work and trial and error, we announced Rufus to the world in February of 2024.

Rufus is an expert shopping assistant trained on Amazon’s product catalog and information from across the web to answer customer questions on shopping needs, products, and comparisons, make recommendations based on this context, and facilitate product discovery in the same Amazon shopping experience customers use regularly.


We started with a simple invite-only beta and are slowly expanding out to larger and larger groups of customers. We're evaluating as we go and gathering feedback from customers. We expect to constantly iterate and improve. Andy Jassy, CEO of Amazon, announced Rufus in the Q4 earnings call. Since then, the experience has received positive reviews in many publications including Axios, Bloomberg, CNBC, The New York Times, Wallstreet Journal, and many others. Want to know more about this project?

Read more about it here