Amazon’s AI Chatbot Rufus Drives Record Black Friday Sales Surge

New data reveals Amazon’s AI assistant, Rufus, significantly boosted purchasing activity over the Black Friday weekend. According to figures from market intelligence firm Sensor Tower, sessions using Rufus that resulted in a purchase surged 100% compared to the prior month. This growth dramatically outpaced sessions without the AI tool.

The findings highlight a major shift in how consumers are using artificial intelligence for holiday shopping. Amazon’s total website sessions increased by 20% on Black Friday, but sessions involving Rufus jumped by 35%.

AI-Powered Shopping Outperforms Traditional Browsing

The performance gap was striking. Sensor Tower’s data shows a 75% day-over-day increase for Rufus-involved sessions that led to a purchase. For sessions without Rufus, the increase was only 35%.

This trend was not isolated to Amazon. Adobe Analytics reported an 805% year-over-year spike in AI traffic to U.S. retail sites on Black Friday. Shoppers from AI services were 38% more likely to buy than those from other sources.

Broader AI Adoption Meets Cautious Consumer Spending

The surge in AI use comes alongside nuanced spending patterns. While Black Friday set a record with $11.8 billion in online sales, analysts note higher prices played a role. Salesforce data indicated prices were up 7% on average, while order volumes dipped slightly.

Sensor Tower data suggests more conservative spending overall. Gains in total retail app visits and downloads decelerated from 2024’s pace. An Adobe survey found 48% of shoppers have used or plan to use AI for holiday purchases this season.

The data is clear: AI chatbots like Amazon’s Rufus are becoming powerful drivers of e-commerce conversion. This Black Friday proved that AI assistance is now a critical factor in modern retail success.

A quick knowledge drop for you

What is Amazon’s Rufus AI chatbot?

Rufus is Amazon’s AI shopping assistant. It launched broadly to U.S. customers in 2024. The tool helps users find products, compare items, and get personalized recommendations directly on Amazon’s platform.

How much did AI shopping traffic grow on Black Friday?

According to Adobe Analytics, AI traffic to U.S. retail sites exploded by 805% year-over-year. This indicates a massive, rapid adoption of generative AI tools for deal-hunting and product research during the sales event.

Were consumers spending more money this Black Friday?

Total online sales reached a record $11.8 billion. However, data suggests higher prices, not more orders, drove the figure. Average prices were up 7%, while order volumes saw a slight decrease compared to last year.

Did other retailers see similar AI adoption trends?

Yes. The 805% surge in AI traffic reported by Adobe reflects activity across all tracked U.S. retail sites. The trend indicates a broad consumer shift toward using AI assistants for holiday shopping, not just on Amazon.

What products were people using AI to shop for?

Shoppers primarily used AI tools for popular Black Friday categories. These included electronics, video games, appliances, and toys. Personal care items and baby products were also top categories researched with AI.