Amazon’s Alexa for Shopping AI assistant is now available in the UK. Any signed-in customers can use it on the Amazon Shopping app and website, with no Prime membership required.
Max Sinclair, Co-founder and CEO at agentic commerce optimisation startup Azoma, says: “Alexa for Shopping is the biggest shift in how Brits shop on Amazon in years, and it’s arriving right before Black Friday. Andy Jassy has told investors that customers who use it spend 50% more, so it’s no surprise Amazon has timed the UK launch for its biggest sales weekend of the year. UK shoppers can now ask a single question and get a tailored shortlist, side-by-side comparisons and checkout in one conversation.”
He adds: “For brands, this is an existential change. Our data shows Alexa personalises 27% more of its answers than Rufus, the assistant it replaces, so every shopper is effectively seeing a different shelf, and a place on that shelf now depends on what Alexa reads about your product. Most brands have no idea what Alexa is telling their customers.”
AI was a key focus area at the 2026 RTIH Innovation Awards.
Check out our winners here.
The awards celebrate global retail technology innovation in a fast moving omnichannel world. Our winners were revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
The event consisted of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
