Amazon’s Rufus Adds Shopping Memory: What to Know

Amazon's AI shopping assistant, Rufus, has officially launched a new Shopping Memory feature.

Beyond answering product questions about materials, durability, or version updates, Rufus can now synthesize a shopper's past behavior to deliver more precise recommendations—an evolution that moves the AI shopping assistant beyond single-session Q&A.

Unlike traditional, one-off searches, Rufus now supports long-term memory. It can integrate a customer's order history, search queries, time spent browsing, items left in cart, and even prior product reviews to build a more complete profile of consumer preferences.

Early tests show Rufus can accurately recognize past purchases. For example, when asked how many computer mice a user had bought, it listed 12 orders along with dates and links.

In food trials, Rufus identified a preference for fruit-flavored gummies and organic snacks based on prior orders. It can also generate structured shopping lists for events like birthday parties and weddings—covering décor, gifts, and related supplies. That said, the desktop experience currently lacks a “one-click add to cart” which limits convenience for now.

Rufus also goes beyond the classic “You might also like” row. Its logic now connects needs across categories. If a shopper frequently buys organic baby food, the system might suggest toddler snacks next. It can even remember long-term goals—say, training for a marathon in six months—and recommend appropriate gear at each stage.

For Amazon sellers, this shift is both opportunity and challenge. Experts note that black-hat tactics—keyword stuffing, overly long titles, and other legacy “hacks”—will lose traction. Rufus tends to surface high-quality products and brands that consistently meet customer needs. Brands with high satisfaction and low return rates will gain a stronger footing in the algorithm, while unboxing experience, packaging quality, and customer service will directly influence future recommendation weight.

At the moment, Rufus is still early in real-world use, and current data suggests fewer than 3% of transactions rely on the tool. Even so, many in the industry see this as a pivot from pure algorithmic optimization toward an ecommerce model centered on the end-to-end customer experience.

Experts recommend continuing to refine images, titles, and backend keywords—i.e., keep investing in Amazon SEO—while putting more emphasis on brand building. High-quality A+ Content, fast responses to customer questions, product iteration driven by feedback, brand storytelling, and stronger packaging design will all help sellers stand out as Rufus's long-term memory matures.

As Amazon leans into AI-driven, memory-based recommendations, operational excellence beyond the listing matters more than ever. While you strengthen brand content and customer service, a reliable logistics partner can safeguard delivery speed and consistency—the parts your buyers feel most. Forest Shipping is a China-based international freight forwarder that helps Amazon and ecommerce sellers move inventory from China to destination countries (including FBA). If you need dependable routes, DDP options, or help coordinating shipments to Amazon warehouses, Forest Shipping can keep your promise to customers intact.