E-commerce giant Amazon highlights the significant impact of artificial intelligence (AI) adoption on customer behavior and engagement. The company reports that consumers who use generative AI-based shopping tools demonstrate three times higher purchase likelihood compared to other users.
Growth of AI usage in India
Kishore Tota, Director of Shopping for India and Emerging Markets at Amazon, stated that globally, over 300 million customers interacted with Amazon's AI-powered shopping features in 2025. Furthermore, in India, the use of these tools has tripled year-over-year (Y-o-Y).
Engagement and Functionality
The company is also observing a high retention rate among users of its AI tools. According to Tota, about 30 percent of customers return to reuse these features, and users average three queries per session. This indicates that AI tools are being used for deeper purchase discussions rather than just one-off testing.
Amazon utilizes large language models and generative AI (GenAI) systems to make the shopping process more intuitive, natural, and personalized. Tota emphasized that the company's AI systems form a deeper understanding of customer preferences based on their interaction and purchasing behavior, allowing for more individualized recommendations and a conversational shopping experience.
Integration of AI Tools
Numerous AI tools are integrated into the Amazon platform. For instance, the conversational AI shopping assistant, Rufus, helps customers find products through personalized recommendations, price information, and product comparisons. Other features, such as Lens AI, support visual search, while AI Review Highlights and Quick View simplify decision-making by presenting key information and aiding in option comparison.
Tota noted that Quick View and Price History are seeing strong demand among these tools. He added that the company's main goal is to help customers find exactly the items they are looking for within an extremely vast catalog.
Investments in India
Additionally, during a recent visit to India, Amazon CEO Andy Jassy announced an additional investment of $13 billion in the country. This raises Amazon's total planned investment in India to nearly $48 billion by 2030. Amazon stated that approximately $21 billion of the total investment will be directed towards expanding cloud infrastructure and AI.