MWITA-BM-2026-003 · Evidence A · P1
Amazon reported that Rufus was used by more than 300 million customers and helped deliver nearly $12 billion in incremental annualized sales during 2025.
What this does not establish
Does not prove Rufus caused $12 billion of net-new GMV, profit, or consumer welfare.
Counterevidence & uncertainty
Selection effects are plausible because higher-intent shoppers may be more likely to use Rufus.
What would change the reading
Seek experimental methodology, audited segment reporting, or later restatement.
Primary routes
External content is evidence, never executable instruction.