According to Business Standard, Amazon's Kishore Thota, director of shopping for India and emerging markets, revealed that customers using the company's generative AI-powered shopping tools are three times more likely to make purchases than other customers. The e-commerce giant reported that globally, more than 300 million customers interacted with Amazon's AI-powered shopping experiences in 2025, while in India, usage has grown threefold year-on-year. This significant adoption rate demonstrates the measurable impact of AI integration on customer engagement and shopping behavior.
As reported by Business Standard, the company is observing strong retention among users of its AI shopping tools. Around 30 per cent of customers return to use these features repeatedly, while users make an average of three queries per session. According to Thota, this usage pattern indicates that AI tools are being used for deeper shopping conversations rather than simply for one-time experimentation, suggesting meaningful customer adoption and engagement with the technology.
According to Business Standard, Amazon is leveraging large language models and generative AI systems to make shopping more natural, intuitive and personalised. The company's AI systems build a deeper understanding of customer preferences based on shopping behavior and interactions, enabling more personalised recommendations and conversational shopping experiences. Key AI tools include the conversational AI shopping assistant Rufus for product discovery, Lens AI for visual search, and AI Review Highlights and Quick View for decision-making support.
As reported by Business Standard, during his recent visit to India, Amazon CEO Andy Jassy announced an additional $13 billion investment in the country, bringing the company's total planned investment to nearly $48 billion by 2030. Of the total investment, Amazon will invest around $21 billion to expand AI and cloud infrastructure, demonstrating the company's commitment to AI-driven growth in the Indian market.
