Amazon's Rufus AI Chatbot Linked to Higher Black Friday Sales Conversion Rates

New data released by market intelligence firm Sensor Tower indicates that Amazon's AI chatbot, Rufus, contributed to a notable increase in purchase conversion rates during Black Friday sales. According to the firm, Amazon sessions in the U.S. that included Rufus and resulted in a purchase surged 100% on Black Friday, compared with the preceding 30 days. In contrast, sessions without Rufus that led to a purchase increased by 20% over the same period. Further analysis by Sensor Tower showed a 75% day-over-day increase for sessions involving Rufus that resulted in a purchase on Black Friday. This contrasted with a 35% day-over-day increase for purchase-resulting sessions where Rufus was not utilized. The firm also observed that Amazon sessions involving the AI chatbot experienced a 35% day-over-day increase, outpacing the 20% increase for total website sessions on Black Friday. Rufus, which assists Amazon shoppers with product discovery, recommendations, and comparisons, was initially launched into beta in early 2024 before its wider rollout to all U.S. customers later that year. The adoption of Rufus aligns with a broader trend of consumers utilizing AI tools for holiday shopping, according to industry data. Adobe Analytics, which monitors over 1 trillion visits to U.S. retail websites, reported an 805% year-over-year increase in AI traffic to U.S. retail sites on Black Friday. Generative AI chatbots were primarily employed for popular Black Friday categories, including electronics, video games, appliances, toys, personal care items, and baby and toddler products. Adobe Analytics also found that U.S. shoppers originating from an AI service were 38% more likely to complete a purchase compared to those arriving from non-AI traffic sources. While Black Friday spending reached a record $11.8 billion, the direct contribution of AI to this figure remains a subject of ongoing discussion. Salesforce data indicated an average price increase of 7% and a 1% decrease in order volumes, suggesting that higher prices may have influenced the total spending figures. Sensor Tower's data further implied a more conservative consumer spending environment, with decelerated growth in mobile app downloads and website visits for major retailers like Amazon and Walmart on Black Friday 2024 compared to the previous year. For instance, Amazon's mobile app downloads grew by 24% on Black Friday 2024, down from 50% in 2023, while website visits increased by 90%, down from 95% in 2023. A related Adobe survey found that 48% of respondents had either used or planned to use AI specifically for holiday shopping.