Amazon is internally forecasting Rufus to indirectly contribute over $700M in operating profits this year, Business Insider’s Eugene Kim reports, citing an internal planning document obtained by BI. The document shows that Rufus, which lost an estimated $285M in 2024, is expected to reach $1.2B in downstream impact profit contributions by 2027. Amazon plans to expand Rufus globally and enhance its AI model for better service.
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