Ever wondered how to make the most of Prime Day? This year, Amazon's AI is here to help make your shopping experience easier than ever before.
From our newest shopping companion Rufus to Amazon Lens, we've built smart tools that help you discover products you'll love, compare options, and shop with confidence during the event.
Ahead of Prime Day 2025, Here's your guide to using Amazon's AI features to make the most of Prime Day 2025.
Rufus: Your AI shopping assistant
The perfect Prime Day companion, Rufus can answer your specific questions about Prime Day and offer real-time shopping advice about products during the event—generating answers based on listing details, customer reviews, and community Q&As.
Customers can quickly get answers to specific questions about individual products when they are viewing the product page, such as "is this tennis racket good for beginners?”, or “is this jacket machine washable?”
Rufus can also help compare options by answering questions like “what’s the difference between lip gloss and lip oil?” or “compare types of electric razor,” so customers can find the type of product that best suits their needs.
Rufus helps make shopping fast, easy, and convenient during Prime Day and beyond. To ask a question, simply select the Rufus icon in the toolbar at the bottom of Amazon’s mobile app and start typing into the chat dialogue box.
Find out even more ways you can use Rufus here.
AI-generated customer review highlights
Customer reviews have been one of Amazon's most important features since our earliest days, and now our AI-powered review highlights make it even easier for shoppers to make confident purchasing decisions.
These highlights appear at the top of the review section on product pages, providing a quick summary of the most frequently mentioned product features and customer sentiments across written reviews. This at-a-glance overview helps customers quickly determine if a product meets their needs.
Customers can also filter reviews by specific attributes such as ease of use, value for money, or functionality, making it simple to find the information that matters most to them.
Amazon Lens: Search using your camera and photos
Ever spotted something you love but didn't know where to find it? Amazon Lens solves that problem. Our visual search tool helps customers quickly find products they're looking for using just their camera or existing photos from their device.
Simply snap a picture or upload an image from your photo library, and Amazon Lens will show you the exact product or similar items available on Amazon. You can even scan barcodes of items you already own when you want to restock or buy another.
To get started, just tap the camera icon in the search bar at the top of your Amazon shopping app.
Find out more about Amazon Lens here.
Receive personalised Prime Day recommendations
Discover the right deal with personalised deal recommendations including “recommended deals for you,” “deals related to your lists,” “4+ star deals for you,” and “deals related to items in your cart.”
You can find these deals throughout the Amazon shopping app and Amazon.co.uk.
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