Amazon Optimisation
Where Amazon Rufus is live today (and where it’s likely going next)
Rufus is now widely available in the U.S., U.K., Canada, India, Japan and across major EU5 markets, with desktop + mobile app support in each of those regions (most moved from beta to general availability during 2025). Expect further rollouts to remaining Amazon marketplaces (e.g., Australia, Mexico, Brazil, Netherlands, Sweden, Poland, UAE, Saudi Arabia, Turkey, Singapore) as Amazon targets “at least 13” additional markets beyond the earliest launches.
1 November 2025
5 min read
Mobile app + Desktop availability for Rufus exists in the following countries -
United States
United Kingdom
Canada
India
Japan
Germany
France
Italy
Spain
European markets began in beta during late-2024 and transitioned to broad availability through 2025.
What this means for brands
Rufus is now a default surface in the world’s largest Amazon markets and across the EU5, influencing discovery, comparison, and purchase nudges directly inside the store. For most shoppers, it’s one tap (app) or one click (desktop) away.
Desktop matters: Amazon has emphasised desktop rollouts in Europe (not just mobile), so PDP structure, Q&A, and comparison-friendly copy need to read well in longer answer blocks.
Where Rufus is likely to launch next (LMO7 view)
Amazon’s internal planning (reported) pointed to expansion to “at least 13 international markets” beyond the early launches. Given Amazon’s marketplace footprint and the 2025 cadence, the high-probability next wave includes: Australia, Mexico, Brazil, Netherlands, Sweden, Poland, UAE, Saudi Arabia, Turkey, Singapore (and potentially Belgium). These are inferred from (a) Amazon’s marketplace presence and (b) the public expansion targets reported for Rufus.
Why these markets first?
Installed base + logistics + Prime penetration (AU, MX, BR).
Active EU marketplaces not yet explicitly confirmed (NL, SE, PL, BE).
Gulf markets with fast Amazon growth (UAE, Saudi).
Regional hubs with high English usage (SG).
Caveat: Until a country’s About Amazon site posts a live announcement, treat the above as forecast, not confirmation. We’ll keep this list updated as official posts land.
Rollout timeline highlights
Feb–Sep 2024: U.S. launch → general availability; U.K. launch announcements.
Late 2024: EU beta (Germany, France, Italy, Spain).
2025: Canada, India, Japan move to general availability; EU markets emphasise desktop and broader access in retail comms.
How to check if Rufus is live in your locale
On mobile, update the Amazon Shopping app and look for the chat bubbles + sparkle icon on the nav bar. On desktop, look for the Rufus icon near the top-left. If present, your market is enabled.
United States
United Kingdom
Canada
India
Japan
Germany
France
Italy
Spain
European markets began in beta during late-2024 and transitioned to broad availability through 2025.
What this means for brands
Rufus is now a default surface in the world’s largest Amazon markets and across the EU5, influencing discovery, comparison, and purchase nudges directly inside the store. For most shoppers, it’s one tap (app) or one click (desktop) away.
Desktop matters: Amazon has emphasised desktop rollouts in Europe (not just mobile), so PDP structure, Q&A, and comparison-friendly copy need to read well in longer answer blocks.
Where Rufus is likely to launch next (LMO7 view)
Amazon’s internal planning (reported) pointed to expansion to “at least 13 international markets” beyond the early launches. Given Amazon’s marketplace footprint and the 2025 cadence, the high-probability next wave includes: Australia, Mexico, Brazil, Netherlands, Sweden, Poland, UAE, Saudi Arabia, Turkey, Singapore (and potentially Belgium). These are inferred from (a) Amazon’s marketplace presence and (b) the public expansion targets reported for Rufus.
Why these markets first?
Installed base + logistics + Prime penetration (AU, MX, BR).
Active EU marketplaces not yet explicitly confirmed (NL, SE, PL, BE).
Gulf markets with fast Amazon growth (UAE, Saudi).
Regional hubs with high English usage (SG).
Caveat: Until a country’s About Amazon site posts a live announcement, treat the above as forecast, not confirmation. We’ll keep this list updated as official posts land.
Rollout timeline highlights
Feb–Sep 2024: U.S. launch → general availability; U.K. launch announcements.
Late 2024: EU beta (Germany, France, Italy, Spain).
2025: Canada, India, Japan move to general availability; EU markets emphasise desktop and broader access in retail comms.
How to check if Rufus is live in your locale
On mobile, update the Amazon Shopping app and look for the chat bubbles + sparkle icon on the nav bar. On desktop, look for the Rufus icon near the top-left. If present, your market is enabled.