#Amazon Prime Day is here! But Alexa for Shopping remains a side note, showcasin
By Martin Heubel · June 24, 2026 · Curated by George's Blog
#Amazon Prime Day is here! But Alexa for Shopping remains a side note, showcasing the reality of mass shoppers today.
We often read headlines about Rufus reaching 300 million users and generating $12 billion during its beta phase. But what's not disclosed is that those $12 billion amount to just 2% of Amazon's 2025 online store and third-party services sales.
2%.
This reality is also reflected in the currently ongoing #PrimeDay event:
❌ No prominent AI integration on the homepage
❌ Classic keyword search remains the default
❌ Limited personalisation on the deals page
For those shoppers who do use Alexa for Shopping, some interesting new features have emerged.
You can now:
✅ View ASIN-level price history charts
✅ Set up deal alerts at the category level
✅ Receive personalised deal recommendations
✅ Instruct auto-buys at pre-defined price levels
Interestingly, Amazon does not monetise Alexa's Prime Day search results. Not a single sponsored ad surfaced during my tests.
What other observations have you made today?
👉 Let me know in the comments!
#amazonnews #amazonstrategy