Using Amazon’s Rufus AI Deal Checker

Amazon’s Rufus is a built-in AI shopping assistant that helps you compare products faster and spot whether a “deal” really is one, useful for anyone buying kit for work or keeping an eye on market pricing.

What Is Rufus AI?

Amazon’s Rufus is Amazon’s generative AI shopping assistant inside the Amazon Shopping app and on Amazon’s website. You can ask it questions in plain English about a product you’re viewing, and it will summarise useful details (features, suitability, differences between options) using Amazon’s catalogue information plus signals such as customer reviews and Q&A. For business buyers, it’s handy for cutting down research time, checking fit for purpose quickly, and avoiding purchases based on vague specs or marketing fluff.

What Rufus Is Good For

– Quick product comparisons, e.g., asking what’s different between two models, or which one best fits a use case (home office, travel, light design work, small business NAS, and so on).

– Plain English answers to practical questions. For example, “Will this work with…?”, “Is it quiet?”, “Is it suitable for video calls?”, “How portable is it?”.

– A reality check on discounts. Rufus can surface price history (typically over 30 or 90 days) so you can see whether today’s price is genuinely good or just a short-term promotion.

How to Use Rufus

– Open Amazon on the Amazon Shopping app or Amazon.co.uk in your browser.

– Go to a product page for something you’re considering buying.

– Open Rufus by tapping or clicking the Rufus or AI chat prompt (it appears as a chat-style assistant on supported pages).

– Ask a focused question, such as “What’s the difference between this and [other model]?”, “Is this suitable for a small office with 10 users?”, or “What are the common problems people mention in reviews?”.

– Check the deal properly. Ask Rufus, “Show price history”, or tap the Price history option where shown. Switch between 30 days and 90 days if available to see whether the price is trending up, stable or genuinely discounted.

– Use the answer to decide fast. Shortlist the best option, or move on before you waste time or budget on the wrong specification.

Why UK Businesses Should Care

If you buy equipment regularly, Rufus can work as a fast first pass, i.e., it speeds up comparison shopping, turns messy listings into clearer decisions, and makes it harder for superficial discounts to slip through procurement. It won’t replace due diligence for big-ticket purchases, but it’s a new way to trim time spent on everyday buying and price checking.