Amazon told investors that its Alexa for Shopping assistant, which replaced Rufus in May, has been used by more than 350 million shoppers over the past year, with active users nearly doubling and interactions rising fivefold in the second quarter. Amazon says US customers using the assistant spend 40% more per order than those who do not. The figures come from the company's own earnings call rather than independent measurement.

• 350M+ shoppers in past 12 months
• interactions up 5x year over year
• 40% higher spend per order (US)
• ~25% higher Prime signup rate