Amazon introduces Rufus, an AI tool showing price history to help shoppers spot real discounts.

Amazon has launched Rufus, an AI assistant that helps shoppers evaluate whether sale prices are truly discounts by showing a product’s 30- and 90-day price history. Available to logged-in users, Rufus aims to combat misleading deals and overspending during events like Prime Big Deal Days by revealing if current prices are genuinely low. Testing showed a tire pump’s discount was a real bargain, while other marked-down items had not actually dropped in price. The tool provides transparency to reduce impulse buys and improve decision-making, part of Amazon’s effort to build trust in its marketplace.