Amazon has significantly upgraded its AI shopping assistant Rufus, adding a 365-day price history feature designed to give consumers deeper insight into whether deals are genuinely worth it.

The new capability allows shoppers to view product pricing trends over 30, 90 and now 365 days directly within Amazon’s platform, removing the need for third-party tools that have traditionally filled the gap. The feature is currently rolling out in the US, UK and India, with broader availability expected, though Australia has not yet been confirmed.

The move reflects Amazon’s broader push to embed AI deeper into the retail experience. Users can access price history via a link on product pages or by asking Rufus questions such as whether an item is at its lowest price or has recently been discounted.

Amazon says more than 50 million customers have already used the feature since its 2024 launch, with shoppers checking price history an average of three times per month.

At the same time, Rufus itself is seeing rapid growth. Amazon CEO Andy Jassy revealed the assistant’s monthly active users have jumped 115% year-on-year, while engagement has surged 400%. The company also claims customers using Rufus are 60% more likely to complete a purchase.

Rufus is evolving beyond a simple chatbot into what Amazon describes as an “agentic” assistant, capable of automating tasks like restocking household goods, tracking price drops and even purchasing items when they hit a set price.

The expansion comes as Amazon doubles down on AI, with plans to spend heavily on infrastructure in 2026. It also signals a strategic shift towards keeping shoppers within Amazon’s ecosystem, rather than relying on third-party AI tools.

For consumers, the added transparency could expose pricing tactics such as short-term discounting. For retailers and brands, it raises the stakes on pricing consistency in an increasingly AI-driven marketplace.