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

Andy Jassy sits and holds up his fingers as if to describe how small something is (Credit: F. Carter Smith / Bloomberg—Getty Images)

In case you were unsure about Amazon’s ability to monetize artificial intelligence, “the everything store” assigned a staggering dollar figure to the performance of its AI shopping assistant, Rufus, estimating the chatbot will generate an additional $10 billion in annualized sales for the company.​

The disclosure came during Amazon’s third-quarter earnings call on Thursday, when CEO Andy Jassy shared new metrics demonstrating the tool’s growing influence on customer behavior. According to Jassy, 250 million shoppers have used Rufus this year, with monthly active users growing 140% year over year and interactions increasing 210%.