Rufus: In 2025, Amazon’s AI chatbot generated US$12 billion in sales

Featured image of the article Rufus: In 2025, Amazon’s AI chatbot generated US$12 billion in sales

An article by Sophie Baqué

Publication

10 February 2026 à 17h52

Updated on 16 February 2026 à 16h46

Reading time

1 minute

Publication: 10 February 2026 à 17h52, Updated on 16 February 2026 à 16h46

Reading time: 1 minute

An article by Sophie Baqué

Publication

10 February 2026 à 17h52

Updated on 16 February 2026 à 16h46

Reading time

1 minute

Publication: 10 February 2026 à 17h52, Updated on 16 February 2026 à 16h46

Reading time: 1 minute

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After very encouraging results in Q3 and on Black Friday 2025, when 38% of Amazon sessions used Rufus, Amazon’s annual report confirms the strong traction of the AI chatbot. In 2025, Rufus alone generated US$12 billion in additional revenue for an e-commerce division that gained US$22.3 billion over the period. In absolute terms, Amazon’s e-commerce sales grew by 9% to US$269.3 billion last year, with 54% of the division’s growth coming solely from Rufus. By comparison, in 2024, e-commerce acco

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Featured image of the article Sophie Baqué

Sophie Baqué

Featured image of the article Sophie Baqué

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