It’s a tale as old as time: A special event is quickly approaching on your social calendar, and you have yet to figure out your look. Might I make a suggestion? Allow me to introduce you to Rufus.
The AI shopping assistant powered by Amazon is designed to make it easier for customers to get the tailored recommendations wherever they are in their shopping journey. While the mega e-tailer is best known as a one-stop-shop for everyday essentials, such as home goods and tech, Amazon has recently been changing the game when it comes to shopping for fashion online. Through a series of new initiatives and partnerships, Amazon Fashion is reimagining how customers discover, browse, and shop modern styles from their their favorite contemporary labels and luxury designers—and at the forefront of this transformation is Rufus.
Launched in July 2024, the AI tool uses customer reviews and Amazon’s community Q&A, as well as information across the web to learn, find out what customers are interested in and create curated suggestions in a conversational way.
As shopping editor for Town & Country, I was skeptical about the tool at first but took it upon myself to play around with it for spring fashion research. As I quickly learned, the key is to be specific as possible by refining your results by providing more details. For instance, using a prompt such as “handbags for spring in pastels or florals” suggested styles from Tory Burch, Coach, and Michael Kors.
Typing in a specific price range can help Rufus tailor better recommendations.
Alternatively, you can give examples of brands you typically shop from for more curated suggestions. A prompt like “spring dresses from brands like Vince, Ronny Kobo, and Cynthia Rowley” came up with recommendations from the aforementioned labels. I also tried specifying a price range by using the prompt “ballet flats for spring between $150-$200.” In return, Rufus offered picks from Stuart Weitzman, Tory Burch, Cole Haan, and Sam Edelman.
Amazon sells tons of designers goods from brands like Coach, Michael Kors, and Tory Burch.
But Rufus doesn’t stop at giving answers—it asks questions, too. If you type in something like “gift ideas for my women,” Rufus will follow up with thoughtful clarifiers such as, “What are her hobbies and interests?” to deliver more relevant results. This interactive approach makes shopping for fashion feel intuitive and personal.
Rufus isn’t the only way Amazon is making online luxury shopping a breeze, either. In addition to Amazon’s Luxury Stores, which launched in 2020 for fashion-forward consumers, earlier this spring the mega-purveyor teamed up with Saks Fifth Avenue to launch a storefront featuring fashion favorites from designer brands like Balmain, Stella McCartney, and Dolce & Gabbana.
Shop Spring Fashion, Suggested by Amazon Rufus
Ronny Kobo Carmine Poplin Dress
Now 40% Off
Stuart Weitzman Stefanie Slingback Flat Ballet
Now 60% Off
Coach Brooklyn Shoulder Bag 28
Michael Kors MK2140 Manhasset Square Sunglasses
“This collaboration with Saks furthers Amazon’s commitment to supporting the luxury industry and increasing our assortment for customers, while maintaining an elevated shopping experience that meets the varying tastes of our diverse customer base,” Jenny Freshwater, Amazon’s Fashion and Fitness Vice President, said in a statement at the time.
Saks on Amazon will be regularly refreshed with new picks from Saks’s collections of women’s and men’s ready-to-wear, beauty, shoes, handbags and accessories.
Don’t expect the innovative developments to stop there: “We’re just constantly thinking about both product and tech innovation, as well as really driving selection,” Freshwater told me during an Amazon trip in upstate New York’s Inness Hotel. “We know our customers love our selection. It’s a wide selection and the best shipping and so that really is at the basis of everything that we’re doing.”
By combining Rufus with thoughtful fashion destinations like Luxury Stores and Saks for Amazon, Amazon Fashion is not only making it easier to find what you love—but also in a more enjoyable way. The future of shopping is here.
Sophie Dweck is the Associate Shopping Editor for Town & Country, where she covers all things fashion, beauty and lifestyle, shares her expertise on the most worthwhile luxury products, tests and writes in-depth reviews on the very best essentials worth investing in, as well breaking news about the latest launches, and of course, reports on the biggest sales and deals to shop no matter the day. Some of her favorite items to date are Gwyneth Paltrow’s ski trial cardigan, the Hotel Chocolat Velvetiser, and ZIIP’s microcurrent device. When Sophie isn’t testing state-of-the art beauty tech or breaking down TikTok aesthetics, she loves indulging in BonBon sweets (Sorbisars, for the win!) and finding the next trend before it goes viral.
