In a nostalgic nod to its early days, Amazon has named its latest AI shopping assistant “Rufus,” honoring the beloved Welsh corgi who was a fixture at the company’s first Seattle office in the 1990s. Rufus joins the ranks of AI assistants from major tech companies, each with unique backstories and chosen names meant to evoke distinct personalities. The launch comes just before the 10-year anniversary of Amazon’s original voice assistant, Alexa, which was inspired by the historic Library of Alexandria.
The real-life Rufus, who accompanied Amazon’s early employees during the startup years, wasn’t just a companion. His playful antics and friendly presence quickly became a staple at the Amazon office, helping to shape the company’s now-iconic pet-friendly culture. Employees brought him along during long work hours as Amazon prepared to go public, and soon Rufus became part of the team, fetching tennis balls in the hallways and napping under tables during meetings. In a humorous twist, his paw was even used (with some human help) to launch new website features, including Amazon’s now-famous recommendation algorithm.
After Rufus passed away in 2009, his legacy continued. Amazon’s Seattle campus now includes the Rufus Building, where the new AI shopping assistant was developed, and the company has become well-known for its dog-friendly offices, which currently host over 10,000 registered employee pets. According to Rajiv Mehta, Amazon’s vice president of search and conversational shopping, the decision to name the AI after Rufus was well-considered. “We did extensive research on the name Rufus from many marketplaces that Amazon operates in, and overall, we found that it resonated with customers around the world,” Mehta said.
Unlike Amazon’s Alexa, Rufus does not have a voice interface; instead, it currently responds through text and images, focusing on helping customers with questions about products. Since its soft launch, Rufus has already fielded over 100 million queries from users in the US, UK, and India, offering advice on various purchases. While Mehta declined to confirm any future integration plans with Alexa, he noted that the two AI platforms are managed by separate teams.
The choice of “Rufus” stands out among AI assistant names, which often carry thematic significance. Google’s new assistant, Gemini, references both the Latin term for twins and a partnership between DeepMind and Google Research, while Apple’s “Siri” was named after a Norwegian colleague of its original creator, translating to “beautiful woman who leads you to victory.”
Rufus also appears to have retained some of the charm of his canine namesake. When prompted for information about dogs, the AI assistant responded with warmth, noting that dogs are “one of the most beloved pets in the world” and lauding their loyalty, friendliness, and the health benefits they bring to owners.
With Amazon’s latest AI now deployed in several regions, Rufus is set to carry forward the legacy of the original office dog, embodying the friendly, approachable ethos that Amazon hopes will resonate with customers worldwide.
