Amazon’s Rufus, Beta is bringing more conversation to search and browse. Take this example for a simple search of an NFL Football. Well it is deep into the NFL season and the 2024 season Super Bowl is right around the corner. So why not.

In my search for an NFL football, I was pleased to notice Rufus stop by to say hello and offer assistance where I can choose other product categories like jersey’s or helmets. This was a different way to cross-sell or up-sell me from the same ole ways of the past. I’m a fan of this more engaging experience. What about you?