Amazon’s big Prime Day pitch is its AI assistant. Is it working?

# Amazon's AI Shopping Tools Are Still Unproven—Despite the Hype Amazon is heavily promoting AI assistants like Alexa and Rufus during Prime Day to help customers find and buy products faster, banking on the fact that over half of American shoppers say they're willing to let AI handle their entire purchase. Early data shows that shoppers arriving through AI tools are converting to sales better than those using traditional search, though Amazon hasn't yet released clear numbers proving its own AI tools are actually driving more sales. The real test is whether this AI-first shopping experience will become a lasting preference or just another short-term trend.