(18) Post | LinkedIn
By Andrew Bell ยท September 29, 2025 ยท Curated by George's Blog
๐จ ๐ฅ๐๐ณ๐๐ ๐ป๐ผ๐ ๐๐ฑ๐ฑ๐ ๐๐ผ ๐๐ฎ๐ฟ๐ ๐๐ต๐ฒ ๐บ๐ผ๐๐ ๐ฎ๐ด๐ฒ๐ป๐๐ถ๐ฐ ๐๐๐ฒ๐ฝ ๐๐ฒ๐
The Flow is becoming even more Agentic:
โณ ๐ฅ๐ฒ๐ฎ๐๐ผ๐ป๐ถ๐ป๐ด โ interpreting the mission
โณ ๐ฆ๐ฒ๐ฎ๐ฟ๐ฐ๐ต๐ถ๐ป๐ด โ pulling from trusted sources
โณ ๐๐ฎ๐๐ต๐ฒ๐ฟ๐ถ๐ป๐ด โ assembling marketplace products
โณ ๐ฅ๐ฒ๐ฐ๐ผ๐บ๐บ๐ฒ๐ป๐ฑ๐ถ๐ป๐ด โ surfacing curated options
โณ ๐๐ฑ๐ฑ ๐๐ผ ๐๐ฎ๐ฟ๐ โ executing the choice
All of these are ๐ฎ๐ด๐ฒ๐ป๐๐ถ๐ฐ ๐ฎ๐ฐ๐๐ถ๐ผ๐ป๐. But ๐๐ฑ๐ฑ ๐๐ผ ๐๐ฎ๐ฟ๐ is different.
It is not guidance, it is ๐ฒ๐ ๐ฒ๐ฐ๐๐๐ถ๐ผ๐ป. The agent is not just helping the shopper decide it is starting to ๐ฎ๐ฐ๐ ๐ผ๐ป ๐ฏ๐ฒ๐ต๐ฎ๐น๐ณ ๐ผ๐ณ ๐๐ต๐ฒ ๐๐ต๐ผ๐ฝ๐ฝ๐ฒ๐ฟ.
๐ช๐ต๐ ๐ถ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ๐
1๏ธโฃ ๐๐ฟ๐ผ๐บ ๐ฟ๐ฒ๐ฎ๐๐ผ๐ป๐ถ๐ป๐ด ๐๐ผ ๐ฟ๐ฒ๐ฎ๐ฐ๐๐ถ๐ป๐ด the workflow now extends all the way to checkout.
2๏ธโฃ ๐ง๐ฟ๐๐๐ ๐ถ๐ป ๐๐ต๐ฒ ๐ฎ๐ด๐ฒ๐ป๐ customers are being trained to let Rufus complete the loop.
3๏ธโฃ ๐๐น๐ผ๐๐ฒ๐ฟ ๐๐ผ ๐ฎ๐ด๐ฒ๐ป๐ฐ๐ every step was incremental, but this one shifts the boundary between suggestion and action.
We are not at ๐ณ๐๐น๐น ๐ฎ๐ด๐ฒ๐ป๐๐ถ๐ฐ ๐ฐ๐ผ๐บ๐บ๐ฒ๐ฟ๐ฐ๐ฒ yet. But ๐๐ฑ๐ฑ ๐๐ผ ๐๐ฎ๐ฟ๐ is the clearest threshold we have seen.
๐ฅ๐๐ณ๐๐ ๐ถ๐ ๐ป๐ผ๐ MERELY ๐ฟ๐ฒ๐ฐ๐ผ๐บ๐บ๐ฒ๐ป๐ฑ๐ถ๐ป๐ด ๐ฎ๐ป๐๐บ๐ผ๐ฟ๐ฒ
๐๐ ๐ถ๐ ๐ฏ๐ฒ๐ด๐ถ๐ป๐ป๐ถ๐ป๐ด ๐๐ผ ๐๐ต๐ผ๐ฝ.
As always, here are other people too you can follow for the latest and greatest in Rufus along with original insights: Oana Padurariu, Max Sinclair, Ritu Java, Danny McMillan
#AIagents #AmazonRufus #AIshopping