(1) Jon Derkits | LinkedIn
By Jon Derkits · November 3, 2025 · Curated by George's Blog
Back in April, Business Insider reported that Amazon’s Rufus shopping assistant would drive +$700mm in incremental operating profit for the company.
And, on last week’s Q3 earnings call, the company revealed:
“Rufus saw 250 million active customers in 2025, monthly users up 140% year-over-year, and interactions up 210% year-over-year. Rufus is on track to deliver over $10 billion in incremental annualized sales.”
My Take: 🤓
The profitability of Amazon’s Online Stores segment has improved over the past 18 months, with some estimates of 8-9% operating margins.
Assuming these estimates are true, Rufus is generating nearly $1 BILLION in incremental profit.
Keep in mind that Rufus was *just* introduced in July 2024.
Simply stunning.
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#amazon
#rufus
#amazonfba