New data from Sensor Tower confirms what many of us suspected but couldn’t yet prove: AI-assisted shopping on Amazon has quietly crossed the threshold from experiment to default behavior. During the 2025 holiday season, Amazon’s AI assistant Rufus didn’t just influence shopping — it captured a disproportionate share of actual purchases. In this recap of my recent article for The Drum, I break down what the data really tells us, why Amazon’s headline claims may have undersold the impact, and how AI-assisted journeys are reshaping conversion dynamics.

I also unpack what this means for retailers and brands as AI becomes a primary decision aid. From late-funnel “rescue” moments, to early decider confidence boosts, the evidence suggests we’re not dealing with a single funnel anymore. And if AI assistants replace search as the dominant interface, the future of retail media may depend less on placement, and more on inclusion.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] Why AI-assisted shopping is no longer a novelty and how Rufus captured 66% of purchases on Black Friday

[01:02] Andy Jassy’s $100B Rufus claim and why the industry struggled to validate it

[02:22] How Amazon positions Rufus against third-party AI shopping agents

[03:26] The strategic restraint that sets Rufus apart from other retailer AI experiments

[04:45] Sensor Tower’s “cart reconsideration” journey and a surprising 50% conversion rate

[08:21] What AI-assisted shopping means for the future of retail media monetization

Links & Resources

• My full article on The Drum - While everyone debates agentic shopping, Amazon’s Rufus is racking up sales
• Sensor Tower research results - Retail Embraces AI: How Did Rufus Impact Amazon's November Sales?
• Read my related articles:
  • The 3 Ways Agentic Commerce Could Destroy Retail Media
  • Amazon is playing agentic commerce chicken. Other retailers should not.
  • At NRF, Retailers Say "Bring On All The Bots"
• Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn