60% of Amazon Shoppers Use Rufus, and Those Who Do Purchase 2.74x More: Ian Simpson of Sensor Tower on Tracking 60,000 Shoppers

Amazon shoppers who utilize the AI assistant Rufus demonstrate a 2.74x higher conversion rate compared to non-users, with 60% of heavy Amazon users incorporating the tool into their shopping sessions. Data from Sensor Tower, which tracked 60,000 US shoppers over 18 months, reveals that Rufus usage is primarily driven by purchase intent rather than casual browsing. During promotional events, Rufus engagement dips as shoppers shift toward browsing, confirming that dedicated buyers rely on the AI to streamline product discovery and final acquisition. While Amazon previously attributed $12 billion in incremental sales to Rufus, this independent analysis suggests that high-intent purchasers are the primary drivers of the tool's success. As agentic commerce evolves, brands must integrate Rufus into their strategies to capture these high-value, goal-oriented customers effectively.