New data released over the weekend by market intelligence firm Sensor Tower shows a significant spike in the use of Amazon’s AI chatbot, Rufus, during Black Friday. In the U.S., Amazon sessions that led to a purchase rose by 100% on Black Friday compared with the previous 30-day average, while purchase sessions without Rufus saw a more modest 20% lift.
The data also highlights that Amazon recorded a 75% day-over-day jump in purchase sessions that involved Rufus, far outpacing the 35% increase seen in sessions without the AI assistant.
Sensor Tower further noted that interactions involving Rufus grew faster than Amazon’s overall website traffic. While total Amazon sessions climbed 20% day over day on Black Friday, sessions that used Rufus surged by 35%.
Amazon initially introduced its AI shopping assistant in early 2024 as a beta feature before expanding access to all U.S. customers later in the year. Rufus now supports shoppers by helping them discover products, receive tailored recommendations, and compare items directly within the platform.
The strong Black Friday performance underscores a broader trend: more shoppers are turning to AI tools to guide their holiday purchasing decisions.
