Amazon has begun rolling out Alexa for Shopping in India, a personalised AI assistant that combines the product knowledge of its Rufus shopping helper with the personal context of Alexa+. Amazon announced the rollout on 12 November 2026, and the assistant is now appearing on select storefronts of the Amazon Shopping app and the Amazon.in website.

The assistant is free for every signed-in Amazon.in customer, with no Prime membership and no Echo device required. Shoppers open it by updating the Amazon Shopping app and tapping the Alexa icon in the bottom navigation bar, or by finding it at the top of the screen on desktop.

What Alexa for Shopping can do

Alexa for Shopping is built to carry a whole shopping task in conversation rather than answer one-off questions. It can research products, compare options side by side, track prices and build a basket from a shopper's past orders. Amazon says it draws on product information from across the web as well as the shopper's own preferences, shopping history and conversations across Amazon.in and Alexa.

Among the features Amazon lists are AI-generated overviews at the top of search results and on product pages, summarising a category and what to look for before browsing begins. Asking it to compare two products produces a side-by-side summary of features, prices and review highlights. A price-history view shows how a product's price has changed over 30, 60 or 365 days, so shoppers can judge whether a deal is genuinely good value.

Shoppers can also set deal alerts and scheduled actions, such as restocking household essentials each month if the price falls below a chosen level. Amazon says more than 4 million deal alerts were set by customers during the Amazon Great Indian Festival 2026. For larger purchases, such as a 55-inch smart TV or a gaming laptop, the assistant can build a personalised shopping guide comparing options against what matters most to the buyer.

Free to use, with no Prime needed

The rollout is deliberately broad. Amazon says all Amazon.in customers can use Alexa for Shopping for free when signed into their accounts, with no Prime membership or Echo device required. It is appearing first on select storefronts, with more capabilities promised in the coming weeks and months.

Amazon also stresses that shoppers stay in control of personalisation. Preferences shared with the assistant, such as family members' tastes, pets, interests and dietary needs, can be viewed, updated or removed simply by asking. What a shopper shares with Alexa on Alexa-enabled devices can inform shopping on Amazon.in, and browsing and purchases on Amazon.in can in turn make Alexa more helpful elsewhere.

Built on Alexa+ in India

The launch builds on Alexa+, which Amazon introduced in India in September 2026 with support for Hindi and Hinglish and more conversational, context-aware responses. Alexa for Shopping takes the product expertise of Rufus, Amazon's earlier shopping assistant, and pairs it with Alexa+'s personal knowledge.

Amazon says more than 400 million customers worldwide have already used its AI-powered shopping assistance in the past 12 months, and the India rollout is the next step in bringing that experience to one of its largest markets. The timing also lands just ahead of the festive shopping season, when Indian shoppers are comparing prices across categories.

What it will not do

Amazon is clear about the assistant's limits. Alexa for Shopping is intended solely for shopping-related queries on Amazon.in, such as discovering, searching for and comparing products. It is not meant to be used as a source of general information, including news, financial, legal or medical content. Requests beyond shopping, such as controlling smart-home devices or playing music, are handed off to Alexa+ on the Alexa app or Alexa.com.

For Indian shoppers, the practical change is simple: the search bar on Amazon.in now talks back, compares, remembers and watches prices, without asking for a subscription first.