How Amazon uses AI in Prime Day 2025 to personalize the shopping experience

Amazon is preparing for its 2025 Prime Day, which will take place from July 8 to 11, with a clear focus on enhancing the shopping experience through artificial intelligence–powered tools. During the 96-hour event, exclusive to Prime members, AI will help users find exactly what they need at attractive prices—saving time and increasing relevance.

How does AI work on Prime Day?

Amazon’s AI-driven shopping tools analyze each user’s preferences and behavior to deliver:

• Personalized deals: Tailored to users' interests and buying habits.
• Fast, effective search: Reduces the time spent finding relevant products
• Optimized navigation: Helps users compare and select with smart recommendations.

Rufus: AI Assistant in the Amazon Experience

Rufus is one of the most prominent examples of how Amazon applies conversational AI to guide users during the shopping journey. This assistant, integrated into the browsing experience and powered by natural language processing, helps to:

1. Generate personalized buying guides
2. Offer real-time product recommendations
3. Understand user context and history to adapt the experience

To activate these features, user authentication is required. This allows Amazon to link each interaction with accurate and enriched data, strengthening its predictive ecosystem.

Implications for Marketing and CRM

At Hike&Foxter, we identify three key takeaways for companies managing customer relationships, especially in retail and e-commerce:

1. AI is now part of the user experience: It doesn’t just classify or segment—it engages, guides, and personalizes in real time.

2. Login as an opportunity: More than a gate, authentication is the entry point to capture valuable data for better personalization.

3. Actionable real-time data: Every click or search becomes a signal that adjusts promotions, catalog ordering, and logistics dynamically.

How Can You Apply This Logic to Your Business?

While Amazon operates at scale, the approach is replicable. We recommend:

• Integrating conversational AI into your sales and support channels
• Connecting authentication, navigation, and browsing history with your CRM
• Designing predictive experiences based on context and user behavior
• Activating real-time analytics to optimize promotions and user experience

The real value of AI lies in activating data with precision—at exactly the right time. Amazon’s strategy shows how AI is no longer just a backend tool, but the core of a truly dynamic shopping experience.