内容来源：https://www.geekwire.com/2026/amazon-unifies-alexa-and-rufus-as-ai-rivals-move-into-online-shopping/

内容总结：

亚马逊于本周三正式推出“Alexa购物助手”功能，将旗下电商聊天机器人Rufus与Alexa+智能助手整合，打通亚马逊应用、网站及Echo设备之间的产品搜索、用户偏好及购物行为。此举旨在应对消费者日益依赖ChatGPT、Gemini等AI助手获取购物建议的趋势，通过打造一体化AI购物体验，将用户研究与消费行为留在自家平台。

新功能体现了亚马逊在“代理型AI”（Agentic AI）领域的布局，即AI可代用户执行操作。例如，Alexa购物助手能监控商品价格，在达到目标价时自动下单，或按计划自动补充家用必需品。亚马逊已将购物界面中的“Rufus”品牌替换为“Alexa购物助手”，但Rufus仍将作为底层技术支持部分功能。

行业背景下，ChatGPT、Gemini及Perplexity近期均上线购物功能，谷歌已支持用户在聊天界面内直接结账沃尔玛、Wayfair等零售商商品。亚马逊同时试图阻止竞品AI代理进入其平台：3月联邦法官曾禁止Perplexity的Comet浏览器代用户购物，该禁令暂缓执行。亚马逊当时表示，这是“维护亚马逊客户可信购物体验的重要一步”。

在产品策略上，亚马逊认为，统一且个性化的购物体验比通用AI助手的跨平台比价能力更具用户价值。公司副总裁拉吉夫·梅塔透露，此前因Rufus与Alexa不共享记忆或上下文，用户常需在不同设备重复购物需求。新功能可实现上下文无缝衔接：例如用户可在Echo上与Alexa讨论科学展项目，后续在亚马逊APP中直接要求购买相关材料，无需重复说明；也可在APP中研究笔记本电脑并设置降价提醒，通过Echo收到通知后语音下单。

其他功能包括：直接在亚马逊主搜索栏提问（无需另开聊天窗口）；自动执行定期补货、作者新书提醒、低于设定价自动加购等定时任务；为大额消费提供跨平台比价和评价的自定义选购指南；商品价格历史记录从30/90天扩展至全年。

隐私方面，用户可通过Alexa隐私仪表盘查看和管理对话记录，可删除特定购物对话，或选择不让相关交互作为共享上下文被存储。

亚马逊CEO安迪·贾西在业绩电话会上将第三方AI购物代理比作早期导流电商的搜索引擎，认为其缺乏个性化与购物历史，常无法准确获取价格信息，而用户若想在某家零售商购物，往往会直接使用该店自带的助手。贾西表示，亚马逊的目标是打造“全球最佳购物助手”。Alexa购物助手将于未来一周在美国上线，用户登录亚马逊账户即可免费使用，无需Prime会员、Echo设备或Alexa应用。Echo Show设备（从最新的Echo Show 15和21开始）也将逐步支持完整购物体验。

中文翻译：

亚马逊与Alexa终于实现互联互通。这家科技巨头周三正式推出Alexa购物助手功能，该新功能将旗下Rufus电商聊天机器人与Alexa+智能助手打通，旨在整合亚马逊应用程序、网站及Echo设备上的商品检索、用户偏好与购物行为。

此举正值消费者日益转向OpenAI的ChatGPT、谷歌的Gemini等热门AI助手寻求购物建议之际。亚马逊通过打造更一体化的AI购物体验，力图将用户搜索行为及其产生的消费留在自有平台。

亚马逊多项新功能均体现了向代理式AI的全面推进——该技术可直接代用户执行操作。例如，Alexa购物助手可监测商品价格，在达到目标价位时自动下单，或按预定计划补充家庭日用品。

随着功能整合，亚马逊将从购物界面移除"Rufus"品牌名称，在应用程序和网站中将该聊天机器人替换为Alexa购物助手标识。亚马逊表示Rufus将继续在幕后支撑部分体验功能。

宏观格局：ChatGPT、Gemini及Perplexity近月来均已推出购物功能，谷歌则支持用户在聊天界面直接完成沃尔玛、Wayfair等零售商的结账流程（OpenAI的聊天结账功能因反响平淡已于三月撤回）。

亚马逊同时着手防范竞争对手AI代理入侵平台：联邦法官三月曾裁定禁止Perplexity的Comet浏览器代用户购物，不过该禁令在上诉期间暂缓执行。亚马逊当时声明称此举是"维护亚马逊顾客可信购物体验的重要举措"。

在产品层面，亚马逊坚信，相较于通用AI助手的跨零售商比价功能，统一且个性化的体验更能打动消费者。

上线详情：公司表示Alexa购物助手将于未来一周内在美国上线。通过亚马逊购物应用及官网登录账户的用户可免费使用，无需Prime会员、Echo设备或Alexa应用。

公司还计划将完整亚马逊购物体验引入Echo Show设备，率先面向最新款Echo Show 15和21的Alexa+用户开放，其他设备后续跟进。

应用场景与功能：亚马逊对话式购物副总裁拉吉夫·梅塔表示，由于Rufus与Alexa此前无法共享记忆或上下文，用户常发现自己在某处启动购物"任务"后需在别处重新开始。

"用户无需记得与亚马逊的对话起点，"梅塔在接受GeekWire采访时表示。该功能将用户单次告知的信息转化为跨设备、网站和应用的共享上下文。

他举例道，用户可先在Echo设备上通过Alexa构思科学展项目，随后打开亚马逊应用咨询耗材清单而无需重复说明；亦可在亚马逊应用中研究笔记本电脑，设置价格提醒，当Echo播报降价通知时通过语音指令完成购买。

Alexa购物助手的其他功能包括：

• 直接在亚马逊主搜索栏提问，无需另开聊天窗口
• 定时自动执行任务，如补充家庭日用品、获取心仪作者新书上市提醒、或当商品降至目标价时自动加入购物车
• 针对大宗消费提供定制购物指南，横向对比亚马逊及全网产品的功能、评分与价格
• 产品价格历史记录从30天/90天扩展至全年

隐私事项：亚马逊表示用户可通过Alexa隐私控制面板查看并管理所有Alexa交互与对话记录。

梅塔称用户可删除特定Alexa购物助手对话记录，并选择不让这些交互内容纳入Alexa与亚马逊购物服务间的共享上下文。

亚马逊进化历程：据公司数据，Rufus于2024年上线，2025年已服务超3亿用户。在最近一次财报电话会议上，CEO安迪·贾西表示Rufus月活跃用户同比增长超115%，用户互动量同比提升近400%。

贾西将第三方AI购物代理比作搜索引擎早期为电商导流的模式。他指出这些代理缺乏个性化功能和购物历史记录，常出现定价或产品信息错误，因此希望特定零售商购物的用户更倾向于使用其自有助手。

贾西表示，亚马逊的目标是开发"全球最佳购物助手"。

英文来源：

Amazon.com and Alexa are finally talking to each other.
The tech giant on Wednesday announced Alexa for Shopping, a new capability that connects its Rufus e-commerce chatbot with its Alexa+ assistant, aiming to unify product research, user preferences and shopping activities across Amazon’s apps, websites and Echo devices.
The move comes as consumers increasingly turn to popular AI assistants like OpenAI’s ChatGPT and Google’s Gemini for shopping advice. By creating a more integrated AI shopping experience, Amazon is aiming to keep that research and the resulting purchases on its own platforms.
Several of Amazon’s new features reflect the broader push into agentic AI, which takes action on a customer’s behalf. For example, Alexa for Shopping can monitor prices and automatically purchase an item when it hits a target, or restock household essentials on a schedule.
With the integration, Amazon is retiring the “Rufus” name from its shopping interface, replacing the chatbot with Alexa for Shopping branding in its app and on its website. Amazon says Rufus will continue to power parts of the experience behind the scenes.
Broader landscape: ChatGPT, Gemini and Perplexity have all launched shopping features in recent months, with Google enabling in-chat checkout from retailers like Walmart and Wayfair. (OpenAI pulled back on its in-chat checkout feature in March after it failed to gain traction).
Amazon is also looking to keep rival AI agents off its platform: A federal judge in March blocked Perplexity’s Comet browser from shopping on Amazon on behalf of users, though the order was stayed pending appeal. In a statement at the time, Amazon called it “an important step in maintaining a trusted shopping experience for Amazon customers.”
On the product front, Amazon is betting that a unified and personalized experience will matter more to customers than the ability to compare products across retailers in a general-purpose AI assistant.
Rollout details: Alexa for Shopping will roll out in the U.S. over the coming week, the company says. It will be available for free to customers signed into an Amazon account through the Amazon Shopping app and Amazon.com, with no Prime membership, Echo device or Alexa app required.
The company is also bringing the full Amazon shopping experience to Echo Show devices, starting with Alexa+ customers on the latest Echo Show 15 and 21, with other devices to follow.
Use cases and features: Rajiv Mehta, Amazon’s vice president of Conversational Shopping, said the company saw customers starting shopping “missions” in one place and restarting them somewhere else because Rufus and Alexa didn’t share memory or context.
The idea is that “the customer doesn’t have to think about where they started a discussion with Amazon,” Mehta said in an interview with GeekWire. The feature uses what customers have already told Amazon once, then makes that context available on other Amazon devices, sites, and apps.
For example, citing his own usage, Mehta said a customer could brainstorm a science fair project with Alexa on an Echo device, then open the Amazon app and ask for supplies without re-explaining the project. Or a shopper could research laptops in the Amazon app, set a price alert, and get notified on their Echo when the price drops, and buy it with a voice command.
Other features in Alexa for Shopping include:

• Asking questions directly in the main Amazon search bar, rather than opening a separate chat window.
• Scheduled actions that automate tasks like restocking household essentials, getting alerts when a favorite author releases a new book, or adding a product to a cart when it drops below a set price.
• Custom shopping guides for big purchases that compare features, prices and reviews across Amazon and the web.
• Product price history expanded to a full year, up from 30 and 90 days.
  Privacy implications: Amazon says customers will be able to review and manage their Alexa interactions and conversations through the Alexa Privacy Dashboard.
  Mehta said customers can delete specific Alexa for Shopping conversations and opt out of having those interactions stored as part of the shared context between Alexa and Amazon’s shopping services.
  Amazon’s evolution: Rufus launched in 2024 and was used by more than 300 million customers in 2025, according to the company. On Amazon’s most recent earnings call, CEO Andy Jassy said monthly active users of Rufus were up more than 115% and engagement was up nearly 400% year over year.
  Jassy compared third-party AI shopping agents to the early days of search engines referring business to e-commerce. Those agents lack personalization features and shopping history and often can’t get pricing or product information right, he said, noting that customers who want to shop at a specific retailer will often start with its own assistant as a result.
  Amazon’s ambition, Jassy said, is to develop “the best shopping assistant anywhere.”