Amazon VP on Rufus and the Future of Search

Shopping is shifting from keyword-based search toward AI-driven, conversational guidance. Rajiv Mehta, Amazon.com’s vice president of Search and Conversational Shopping, joins Bloomberg Intelligence analyst Poonam Goyal on this episode of the Tech Disruptors podcast to discuss Rufus, Amazon’s AI shopping assistant that integrates large language models with the company’s commerce data and personalization capabilities. Rufus helps customers identify suitable products using natural language, images and even handwritten lists. Mehta outlines how features such as price history, “help me decide,” image upload and agentic tools like price alerts and auto-buy are reshaping product discovery, conversion and customer loyalty on Amazon — and why he expects highly personalized, agent-supported shopping experiences to define the next phase of retail.