Amazon Weighs Merging AI Chat Into Its Main Search Bar

Amazon is testing merging its Rufus AI chat into the main search bar, exploring a hybrid interface that would surface AI-generated summaries above traditional product results for some queries. The change could alter attention dynamics in Amazon’s $68.6 billion advertising business by shifting how sponsored search and product ads compete for clicks. Amazon says the move would be gradual and query-dependent — keeping quick purchase flows for straightforward queries and routing open-ended research to Rufus. The company has already upgraded search to better handle natural-language queries and is partnering with feed managers to improve product data. Rufus reportedly generated nearly $12 billion in incremental annualized sales in 2025. Competitor Google has already given AI prime placement in its search, underscoring competitive pressure. Amazon is testing features with subsets of customers; broader rollout and monetization impacts remain uncertain.