Amazon’s AI chatbot Rufus experienced a significant surge in usage on Black Friday in the United States, driving higher purchase rates compared to sessions without the tool, as reported by Sensor Tower.
Sensor Tower’s data revealed that Amazon sessions resulting in a purchase increased by 100 percent on Black Friday compared to the previous 30 days. In contrast, sessions leading to purchases without Rufus involvement rose by only 20 percent over the same period. This disparity highlights Rufus’s role in enhancing conversion during peak shopping. Day-over-day metrics further underscore this impact: sessions including Rufus that resulted in purchases grew by 75 percent, while those excluding Rufus increased by 35 percent. Overall website sessions on Amazon expanded by 20 percent day-over-day on Black Friday, yet sessions involving Rufus advanced by 35 percent, indicating accelerated adoption of the AI assistant amid heightened traffic.
Rufus entered beta testing in early 2024 and became available to all U.S. customers later that year. The chatbot assists shoppers by identifying products, offering recommendations, and enabling comparisons. These functionalities allow users to navigate vast inventories efficiently, particularly during high-demand events like Black Friday, where quick decision-making influences buying behavior.
The rise in Rufus usage aligns with a wider trend of consumers relying on AI for holiday shopping assistance. Adobe Analytics, monitoring over one trillion visits to U.S. retail websites, recorded an 805 percent year-over-year increase in AI-generated traffic to these sites on Black Friday. This growth reflects greater integration of generative AI chatbots in deal discovery and product research processes. Shoppers directed queries toward prominent Black Friday categories, including electronics, video games, appliances, toys, personal care items, and baby and toddler products, where AI tools provided targeted insights and comparisons.
Beyond traffic volume, AI engagement boosted purchasing outcomes. Adobe Analytics determined that U.S. shoppers arriving at retail sites via AI services demonstrated a 38 percent higher likelihood of completing a purchase than those from non-AI sources. This elevated conversion rate stems from AI’s ability to deliver precise recommendations, aligning user intent with available offerings and streamlining the path to checkout.
