Amazon Rufus Adoption is highest amongst Women, the Highly Educated, and Baby Boomers with Artiom Enkov of Gener8

Amazon’s AI shopping assistant, Rufus, reveals counterintuitive adoption trends, with retired Baby Boomers indexing significantly higher than younger, tech-savvy generations. Data from Gener8 indicates that Rufus serves primarily as a transactional tool for mid-journey shoppers rather than a top-of-funnel discovery engine. US users leverage the assistant for comparative selection and complex queries, whereas UK users rely on it for basic factoid retrieval due to current feature limitations. While advertising integration remains in early, low-engagement stages, the shift toward "agentic commerce" suggests that Rufus will soon facilitate recurring purchases for everyday consumables. This research highlights a distinct departure from typical LLM usage patterns, positioning Rufus as a specialized utility for evaluating product alternatives and streamlining purchase decisions rather than a general-purpose conversational AI.