Amazon

Amazon Just Renamed Rufus to Alexa for Shopping. Open-Web Brands, You Need Two Stacks Now.

Amazon retired the Rufus brand on May 13, 2026 and folded its shopping agent into Alexa. The new name is Alexa for Shopping, it lives in the main Amazon search bar, and it ships free to every U.S. shopper with no Echo, no Prime, and no Alexa app required (Amazon). The agent that used to live in a chat window now lives behind every search box Amazon owns. TL;DR: Amazon merged Rufus into Alexa and put the agent inside the main search bar, exposing it to roughly 300 million U.S. shoppers a