Amazon says its AI shopping assistant Rufus is so effective it’s on pace to pull in an extra $10 billion in sales

The $10 billion sales estimate is tied to what Amazon internally calls “downstream impact,” a metric the company uses to measure how specific features or services drive additional consumer spending across its marketplace. For Rufus, this means tracking purchases that result from interactions with the chatbot, even if those transactions don’t happen immediately. The company employs a seven-day rolling attribution model to capture delayed conversions.​

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