Amazon Alexa for Shopping has started rolling out in India, bringing new artificial intelligence (AI) features to help customers find products, compare prices and manage their online shopping.
Amazon announced the rollout on November 12, 2026, introducing the personalised shopping assistant on selected sections of its Amazon Shopping app and website.
The new service combines Amazon’s product discovery technology Rufus with the personalised capabilities of Alexa+.
It is designed to understand customers’ shopping preferences, previous orders and conversations to provide more relevant product suggestions.
The biggest advantage for Indian shoppers is that the service is available free of cost to customers signed in to their Amazon accounts. Users do not need an Amazon Prime membership or an Echo smart speaker to access it.
Amazon Alexa for Shopping: What Is New?
Alexa for Shopping is an AI-powered shopping assistant that allows customers to interact with Amazon through conversational instructions rather than relying only on traditional product searches.
Customers can ask questions about products, explore different categories and receive personalised recommendations based on their requirements.
The assistant combines product information, shopping history, personal preferences and information from public sources to help customers make purchasing decisions.
For example, someone planning to purchase an air purifier can ask the assistant about important features, suitable models and available options across different price ranges.
Similarly, customers comparing wireless earbuds can receive a side-by-side summary of product features, prices and review highlights.
The assistant can also help customers find suitable gifts, prepare shopping lists and discover products based on their individual requirements.
AI Product Comparison and 365-Day Price History
One of the major features of Amazon Alexa for Shopping is its ability to compare products and provide AI-generated shopping insights.
Amazon will display AI-generated overviews at the top of selected search results and product pages. These summaries are designed to explain important product features and what customers should consider before making a purchase.
The product comparison feature allows shoppers to evaluate different products through side-by-side information covering specifications, prices and customer review highlights.
Another useful addition is price history tracking. Customers can check how a product’s price has changed over the previous 30, 60 or 365 days.
This feature could help shoppers understand whether a product is currently available at a relatively attractive price or whether waiting for another deal may be worthwhile.
Customers can access the price history option directly from eligible product pages or ask the AI assistant for the information.
Deal Alerts and Automatic Shopping Assistance
Amazon has also introduced deal alerts and scheduled shopping actions through Alexa for Shopping.
Customers can set alerts to receive notifications when a product’s price drops or a relevant offer becomes available. They can also create one-time or recurring shopping instructions based on their requirements.
For example, someone who regularly purchases household essentials can ask the assistant to prepare a shopping basket using previous orders.
Customers can also set up recurring instructions to restock products such as atta, tea, detergent and other everyday items when their prices fall below a selected amount.
The assistant can search previous purchases, add frequently ordered products to the shopping basket and prepare items for checkout.
However, customers retain control over the final purchase and can review their basket before completing payment.
 How to Use Alexa for Shopping in India
Indian customers can access the new feature through selected sections of the Amazon Shopping app and Amazon.in website.
To get started, users need to update their Amazon Shopping application and sign in to their Amazon account. They can then look for the Alexa icon in the bottom navigation bar of the mobile app.
On the desktop website, the Alexa icon is available at the top of the screen.
After opening the feature, customers can ask shopping-related questions, compare products, explore recommendations and manage their shopping baskets through conversational instructions.
The rollout is currently taking place on select storefronts, so the feature may not appear immediately for every customer.
 Is Alexa for Shopping Free?
Yes, Amazon Alexa for Shopping is free for customers in India who are signed in to their Amazon accounts.
An Amazon Prime subscription is not compulsory, and customers do not need to purchase an Echo device to use the shopping assistant.
The company has also highlighted that customers can control how their shopping experience is personalised.
Users can view, update and remove information shared with the assistant, including preferences related to family members, pets, interests and dietary requirements.
Amazon has clarified that Alexa for Shopping is designed specifically for shopping-related assistance on Amazon.in. It is not intended to provide general information such as news, financial, legal or medical advice.
The company plans to introduce additional capabilities in India over the coming weeks and months.
The rollout represents another step towards making AI-powered product discovery and personalised online shopping more accessible to Indian consumers.
