Black Friday: Amazon’s AI assistant Rufus featured in 38% of sessions in the US

Featured image of the article Black Friday: Amazon’s AI assistant Rufus featured in 38% of sessions in the US

An article by Sophie Baqué

Publication

15 January 2026 à 10h34

Updated on 19 January 2026 à 10h58

Reading time

1 minute

Publication: 15 January 2026 à 10h34, Updated on 19 January 2026 à 10h58

Reading time: 1 minute

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An article by Sophie Baqué

Publication

15 January 2026 à 10h34

Updated on 19 January 2026 à 10h58

Reading time

1 minute

Publication: 15 January 2026 à 10h34, Updated on 19 January 2026 à 10h58

Reading time: 1 minute

Share
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While peak season sales, revealed at the NRF Big Show, rose by 4.1% in the US from November 1 to December 31, 2025, Rufus, Amazon’s conversational chatbot, confirmed its traction. During the Black Friday D-Day, Rufus featured in 38% of sessions in the U.S. The number of sessions initiated by Rufus doubled, whereas those without the AI assistant increased by only 20%. As evidence of adoption, visits involving the AI chatbot grew by 35%, faster than the overall Amazon site (+20%).

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Featured image of the article Sophie Baqué
Sophie Baqué
Featured image of the article Sophie Baqué
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