Rufus is GONE and Amazon’s New Alexa Shopping AI is WILD

Описание: Rufus is officially gone from this Amazon shopping experience… and Alexa for Shopping is now taking over.

In this video, Johnny from Velocity Sellers jumps into the Velocity Lab to test Amazon’s new Alexa for Shopping interface, explore the new profile-based recommendations, and uncover one of the most interesting new features hiding inside the experience: AI-generated custom merch.

Amazon is now letting shoppers create custom designs with AI, place them onto products like shirts and hoodies, and even generate a custom product page with its own ASIN. But as you’ll see in this test, the system has some very interesting rules about what it will and won’t allow.

Johnny tests the AI merch generator with a cartoon surfing moon drinking a piña colada, tries to push the limits with custom text, and discovers that Amazon’s content filters are definitely watching — especially when it comes to competing retailers like Walmart.

This update could have big implications for Amazon shoppers, Amazon sellers, print-on-demand businesses, custom merch creators, and anyone paying attention to how AI is being integrated into ecommerce.

In this video, we cover:

00:00 Rufus is gone
00:08 Alexa for Shopping takes over
00:15 New Amazon shopping AI interface
00:24 Profile-based shopping recommendations
00:45 Why Amazon profiles matter for households
00:59 AI custom merch beta
01:08 Creating an AI-generated design
01:26 Amazon, Anthropic, Claude, and image generation quality
01:56 Turning AI images into merch
02:20 Testing Amazon’s content filters
02:32 Can Amazon make an “I Love Walmart” shirt?
02:56 Pushing the limits with custom text
03:51 Creating a custom AI merch t-shirt
04:02 Amazon generates a custom ASIN
04:32 Final thoughts and more testing coming soon

Amazon is moving fast with AI, and this is one of the clearest signs yet that shopping, personalization, product discovery, and even custom product creation are all being pulled into one AI-powered experience.

Drop a comment with what you think about Alexa for Shopping replacing Rufus - and whether you would use Amazon’s AI merch tool to create your own products.

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