Amazon's new AI shopping assistant starts reaching Indian customers

A new way to shop Amazon.in

Amazon has begun rolling out an AI shopping assistant called Alexa for Shopping on select storefronts of its Amazon Shopping app and the Amazon.in website in India 2

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. It is free for any customer signed into an Amazon account, with no Prime membership or Echo device needed 2

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The company frames the assistant as a way for shoppers to research, compare and manage purchases with personalised AI help 2

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. Per Amazon, the assistant ties together two products Amazon already had: the product-discovery work of its Rufus assistant and the personalised context of Alexa+ 2

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What it actually does

Per Amazon's description, the assistant can research products, compare items side by side on features, prices and review highlights, and recommend things based on your history. It can also track prices and set deal alerts. It can run recurring jobs, such as restocking an item when its price drops below a threshold, build a basket from past orders and manage checkout 2

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Search results and product pages also gain AI-generated overviews at the top, summarising a category and what to consider before buying 2

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. A Price History button shows how a product's price moved over 30-day, 60-day or 365-day windows, or you can just ask Alexa 2

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. Deal alerts are already popular in India: Amazon says customers set more than 4 million of them during the Great Indian Festival 2026 2

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On mobile, the feature sits behind the Alexa icon at the foot of the navigation bar in the updated Amazon Shopping app; on desktop the icon is at the top of the screen 2

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Personalisation across Amazon's ecosystem

The assistant learns from what you share. You can view, update and remove that information, including preferences about family members, pets, interests and dietary needs. You can also edit it by talking to the assistant 2

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. Per Amazon, data flows both ways. What you tell Alexa on an Echo device can shape your Amazon.in shopping. Your Amazon.in conversations, browsing and purchases can inform Alexa's personalisation across Amazon Music, Kindle and Fire TV 2

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. Requests beyond shopping, like smart home control or music, get handed over to Alexa+ in the Alexa app or on Alexa.com 2

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It builds on groundwork Amazon laid in September, when Alexa+ launched in India with support for Hindi and Hinglish and the ability to remember preferences between requests 1

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. Amazon says more than 400 million customers worldwide used its AI shopping assistance over the past 12 months 2

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Not everyone can see it yet: the rollout covers select storefronts only, so many Indian customers will find no trace of it in their app 2

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. Amazon says more capabilities will arrive in India in the weeks and months ahead 2

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