"In the U.S., Amazon sessions that resulted in a purchase surged 100% on Black Friday compared with the trailing 30 days, while sessions that resulted in a purchase and didn't include Rufus increased by only 20%. In addition, Amazon saw a 75% day-over-day increase for sessions that included Rufus and resulted in a purchase, compared with just a 35% day-over-day increase for sessions without Rufus that had resulted in a purchase. The firm also noted that Amazon sessions that involved the AI chatbot outpaced total website sessions. On Black Friday, Amazon's total website sessions increased by 20% day over day, while those that involved Rufus were up by 35%."
"According to e-commerce data from Adobe Analytics, which tracks more than 1 trillion visits to U.S. retail websites, AI traffic to U.S. retail sites increased by 805% year-over-year on Black Friday. This indicates that consumers more heavily embraced generative AI chatbots to find deals and research products this year. The AI tools were mostly used for popular Black Friday deal categories like electronics, video games, appliances, toys, personal care items, and baby and toddler products. Adobe Analytics also noted that the use of AI increased conversions. It found U.S. shoppers who came to a retail site from an AI service were 38% more likely to buy, compared with non-AI traffic sources."
Sensor Tower data shows Amazon sessions that resulted in a purchase and included Rufus surged 100% on Black Friday versus the trailing 30 days, while purchase sessions without Rufus rose 20%. Day-over-day, sessions with Rufus that resulted in purchases rose 75%, compared with 35% for sessions without Rufus. Rufus-involved sessions outpaced total site sessions, increasing 35% day-over-day while total sessions rose 20%. Rufus launched in beta early 2024 and later rolled out to all U.S. customers, helping shoppers find products, get recommendations, and compare products. Adobe Analytics reports AI traffic to U.S. retail sites grew 805% year-over-year on Black Friday and that AI-referred shoppers were 38% more likely to buy. AI tools were most used for electronics, video games, appliances, toys, personal care, and baby products. It remains unclear whether AI directly caused the $11.8 billion record Black Friday spending.
Read at TechCrunch
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