Amazon’s souped-up Alexa is ripe for brands.
Amazon recently debuted Alexa for Shopping, combining its Rufus AI assistant with Alexa+, Amazon’s generative AI assistant built into devices and products.
Charlotte Maines, VP of content and advertising for Alexa, told ADWEEK that advertisers are increasingly playing a role in how Alexa shapes how customers shop and find information. Amazon says that Rufus is used by more than 300 million shoppers, while Alexa reaches 600 million devices.
Unlike the standalone Rufus product, Alexa for Shopping pulls in non-shopping data from Alexa+, like what music people listen to or what recipes someone searches for.
