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Condé Nast signs multi-year licensing deal with Amazon for Rufus shopping assistant

Condé Nast signed a multi-year agreement to license content to Amazon for its AI shopping assistant, Rufus. Terms and price were not disclosed.

NEW YORK, July 10, 2025 Condé Nast signed a multi-year licensing agreement with Amazon to supply content for Rufus, Amazon's AI shopping assistant, Digiday reported. Terms and price were not disclosed.1

Terms of the deal

Condé Nast and Hearst each signed multi-year licensing agreements with Amazon for Rufus. Condé Nast confirmed its Rufus licensing deal but did not specify what content is covered. The first Rufus activations were expected to go live during summer 2025.1 The article did not disclose terms or price, and noted that few details of the Rufus deals have been made public.1

Background

Amazon was building generative AI features into its shopping experience and licensing editorial content to improve answers. The agreements for Rufus sit alongside other AI licensing deals publishers signed with technology companies in 2024 and 2025. Neither company has published the financial structure.

What it means for data sellers

Publisher deals with commerce platforms show that buyers pay for content that improves product recommendations, not only for model training. Sellers should clarify whether content may be shown in full, summarized or used to train, and whether their brand is credited. Because pricing is rarely public, sellers benefit from benchmarking against comparable deals and negotiating term length carefully.

How the deal came together

  1. Amazon sought publisher content for Rufus. Amazon's AI shopping assistant needed reliable editorial content to answer product and lifestyle questions.
  2. Multi-year agreements signed. Condé Nast and Hearst each signed multi-year licensing deals with Amazon.
  3. Activations planned for summer 2025. The first Rufus activations using the content were expected during summer 2025.
  4. Terms kept private. Neither company disclosed price or detailed scope.

Takeaways for companies with data

  • Multi-year terms give the seller predictable revenue while the buyer's product is new.
  • Ask exactly which titles and archives are covered, since scope drives value.
  • Deals can be signed for answer products, not just model training.

Sources

Every numbered reference above points to an entry here. Figures come from these pages as of the date shown at the top of the article. Where a source reports a number it got from unnamed people, the text says so.

  1. Condé Nast and Hearst strike Amazon AI licensing deals for Rufus (Digiday, July 2025)

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About the AI Data Deal Tracker

SellYourAIData tracks publicly reported sales and licenses of data to AI companies, with the price, terms and sources for each. Entries are checked against public reporting and updated as deals change. SellYourAIData was not involved in this deal. To ask what your company's data could sell for, get a free valuation. To report a deal, contact us.