Amazon's Alexa for Shopping, which replaced the Rufus shopping assistant in May, is driving significant customer engagement. Active users nearly doubled in the second quarter year-over-year, with interactions up five times year-over-year (Retail Dive - Technology). More than 350 million shoppers have used Alexa for Shopping over the past 12 months, according to CEO Andy Jassy (Retail Dive - Technology).
The financial impact is substantial for Amazon's commerce strategy. U.S. customers who use Alexa for Shopping spend 40% more per order on average compared to shoppers who don't use the AI assistant (Retail Dive - Technology). Additionally, shoppers who try Alexa+ join Amazon Prime at nearly 25% higher rates (Retail Dive - Technology). The tools are particularly popular among younger consumers, with 62% of Gen Z and millennials saying they prefer to shop using AI tools (Retail Dive - Technology).
Agentic commerce is expected to continue growing significantly. The market as a whole could account for $1 trillion in revenue by 2030, according to a study by ICSC and McKinsey & Company (Retail Dive - Technology).