On September 11, according to reports from foreign media, Amazon is testing the introduction of ads into its AI shopping assistant, Rufus.

According to the update log released by Amazon this week, sponsored ads may soon appear in the Rufus interface for U.S. users, with ads targeted based on users' search and conversation content. The feature might generate new supplementary text based on existing ad copy to enhance advertising effectiveness.

Rufus was launched in a beta version in February of this year and is now available to all U.S. users through the Amazon app. As an AI-based shopping assistant, Rufus can recommend products based on users' needs and provide detailed product information such as ingredients, quality, and more. Its goal is to help users find products that better meet their needs through a more intelligent shopping experience.

Notably, this ad test is also limited to the U.S. market. An Amazon spokesperson stated that the company plans to further enhance user experience with this ad feature by helping brands and products gain more exposure in users' conversations with Rufus. In this way, Amazon not only provides users with more accurate shopping suggestions but also creates new marketing channels for brands.