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By Todd Hassenfelt · November 10, 2025 · Curated by George's Blog
Is this new to you too? A few new items I noticed this morning when looking for some sports apparel.
1. In the apparel carousel, it started off with big boxes with 2 price points- Under $35 for Budget Picks and Under $85 for Splurge Picks.
2. When using the search bar and incorporating a Size acronym (S, M, L, XL), the Ask Rufus About This option appeared which replaced the autofill guess your next word options that are normally in this spot. This happened multiple times but only when I put in a Size acronym.
3. When clicking on that Ask Rufus About This option, it gave me options for Buy For Me and Shop Direct (both not new for me), but the Rufus replies were a bit different as it said "I can see you've been search for North Carolina Tar Heels sweatshirts"
4. Without me asking about my shopping habits, at the bottom of the options it recognized that I am a big basketball fan (true) and suggested which 2 of the options above might be best.
While I was not officially in the Help me Decide feature, it feels like Rufus was incorporating some of those elements in this conversation.
Sharing in case it helps!
#amazon #Rufus