Fordel StudiosAmazon’s AI chatbot Rufus drove sales on Black Friday
What Happened
On Black Friday, Amazon sessions that resulted in a sale were up 100% in the U.S. when the AI chatbot Rufus was used. They only increased by 20% when Rufus wasn't used.
Our Take
Honestly? 100% vs 20% conversion lift is nuts. But I'm skeptical Rufus is doing the heavy lifting here. You're probably seeing selection bias—power users already knew to use it, and they were *already* ready to buy. Rufus isn't converting fence-sitters; it's greasing the slide for committed spenders. Still useful (friction kills sales), but don't mistake it for conversion magic. Amazon didn't release confidence intervals because the real story might be boring.
This is what AI actually wins at: removing friction for warm leads, not creating demand.
What To Do
If you're building chat-for-commerce, obsess over reducing checkout friction for people who want to buy, not convincing people to buy.
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