Amazon’s AI chatbot, Rufus, played a pivotal role in boosting Black Friday sales, according to recent insights from market intelligence firm Sensor Tower. Data reveals that purchases initiated through Amazon sessions featuring Rufus climbed by an impressive 100% on Black Friday compared to the previous 30 days, far surpassing the 20% increase seen in sessions without the chatbot.
Day-over-day statistics illustrate a striking 75% uptick for sessions involving Rufus resulting in purchases, overshadowing the 35% rise in sessions that did not utilize the AI assistant. Notably, sessions featuring Rufus not only garnered higher purchase rates but also exceeded overall website traffic, with total Amazon sessions increasing by 20% while those involving Rufus surged by 35%.
Launched in early 2024 and subsequently made available to all U.S. customers later that year, Rufus assists shoppers in discovering products, obtaining recommendations, and comparing options. Its significant impact on Black Friday sales aligns with a rising trend of consumers relying on AI tools for holiday shopping, as data indicates.
According to Adobe Analytics, which monitors over 1 trillion visits to U.S. retail websites, AI-driven traffic surged by 805% year-over-year on Black Friday. This heightened engagement illustrates consumers’ increasing reliance on generative AI chatbots to identify deals and research products. Popular categories benefiting from this trend included electronics, video games, and home appliances.
The effectiveness of AI in enhancing sales conversions was also highlighted by Adobe, revealing that U.S. shoppers directed from an AI service were 38% more likely to make a purchase than those from other sources.
However, Sensor Tower’s data suggests a cautious consumer sentiment amidst economic challenges, as overall gains in mobile app adoption and website visits showed a slowdown compared to 2024. Despite notable increases—24% for Amazon’s app downloads and 20% for Walmart’s on Black Friday—the growth was substantially lower than last year’s figures, which saw jumps of 50% and 75%, respectively.
On Black Friday, website visits for Amazon and Walmart increased by 90% and 100%, respectively, though these figures were less robust compared to the previous year’s surge of 95% and 130%. An Adobe survey found that 48% of participants reported using or planning to use AI for their holiday shopping needs.
