Amazon's Rufus AI just drove $12 billion in incremental sales. And they’re shutt
By Brandon Fishman · February 27, 2026 · Curated by George's Blog
Amazon's Rufus AI just drove $12 billion in incremental sales.
And they’re shutting out every competing AI from their ecosystem.
While Walmart is integrating with ChatGPT and Google Gemini to improve product discovery, Amazon is vertically locking down the AI layer of shopping.
300 million customers have used it. And Amazon just announced $200 billion in AI spend this year.
For the first time ever, Amazon is the largest revenue company on Earth.
But this isn’t about retail winning. The real engine underneath is monetization.
AWS = 18% of revenue
3P seller services = 24% of revenue
Advertising = one of the fastest-growing segments in the company
Amazon built a machine where sellers pay to play, pay to ship, pay to advertise, and pay to grow.
Now, Walmart is building the same seller monetization infrastructure, just earlier in the curve.
Which is why I keep saying:
Walmart is an undervalued channel right now.
- Lower competition
- Lower CPCs
- 4,600 physical stores feeding online traffic.
But that window won't stay open forever.
If you’re a brand operator, it’s time to take Walmart seriously.
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