COLUMBUS, Ohio — If you’ve ever scrolled through Amazon’s endless product pages on your phone or laptop, you’ve probably searched for the best price — without realizing there’s already a built-in tool to help you do exactly that.

Most shoppers haven’t heard of " Rufus ."

10TV took to the campus of Ohio State, where students' reactions were unanimous: “No, I haven’t” and “That’s pretty interesting — I like that.”

And once they learned what Rufus can do, their answer was simple: “I’d definitely use that.”

Rufus is Amazon’s new AI-powered shopping assistant , quietly tucked into the bottom-right corner of the Amazon app. It’s smart, chatty and designed to make sure you never overpay for a purchase again.

Here’s how it works:

When you tap on an item — say, a desk chair — Rufus doesn’

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