Rufus upgrade: Price history & auto buy features

Rufus is evolving into a conversational shopping assistant into a more agentic commerce layer because Amazon wants to reduce friction between product discovery and purchase. The newest functionality goes beyond answering product questions: Rufus now helps shoppers check price history, set price alerts, and in some cases use auto-buy to purchase an item automatically when it reaches a target price. These features are being rolled out in the US first and will arrive in EU soon.

The price-history feature gives shoppers a 30- and 90-day view of how a product’s price has moved, so they can judge whether a deal is genuinely attractive or just looks discounted. The auto-buy capability takes this further by letting Prime members ask Rufus to buy an item automatically once it hits a chosen price point, which turns Amazon into a much more proactive shopping environment. Together, these features shift Rufus from an assistant that helps compare options into one that can actively act on behalf of the customer.

That new features reward brands that manage pricing carefully while exposing those with erratic discounts, weak channel control, or poor reseller discipline. It also changes how promotions work, because the purchase can now happen automatically once a target price is reached, which compresses the time brands have to influence the decision. In practical terms, the product page is becoming an executable sales mechanism, and brands that want to win will need cleaner content, tighter pricing strategy, and stronger control over availability and reputation.