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Amazon launches Project Amelia, an AI assistant for sellers

TechBrunchBy TechBrunchSeptember 19, 20243 Mins Read
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Amazon sellers now have access to an AI assistant designed to help grow their business by answering questions about their metrics, and in the future, may even directly solve problems that arise. Built on AWS Amazon Bedrock, the assistant is code-named Project Amelia and is initially available in beta to US sellers starting today.

The retail giant said select US merchants will have immediate access, followed by a broader rollout across the U.S. Later this year, the feature will start coming to more countries in languages ​​other than English.

According to Amazon, the goal of Project Amelia is to give sellers tools that allow them to manage and grow their businesses.

Image credit: Amazon

At launch, merchants will be able to pull information such as sales data and customer traffic information and ask the Assistant questions such as, “How is my business doing?” In response, the AI ​​will provide an overview of metrics such as recent sales, sales numbers and website traffic, and compare those metrics to the same period last year.

Sellers can also ask follow-up questions focused on single product sales, growth, customer traffic, etc.

The AI ​​assistant will then be able to solve problems and assist with other tasks as well.

For example, Amazon sellers can ask questions like, “I have 300 items on the way but they're not showing up in the reports. Can someone look into this?” and receive personalized guidance. If necessary, they can be connected to Amazon's support team to investigate the issue further. In that case, the assistant will resemble a traditional chatbot.

Going forward, Amazon said Project Amelia could offer sellers “additional help managing tasks” or even “make suggestions to solve problems on their behalf,” but didn't provide specifics on what that might entail or when it might launch.

Image credit: Amazon

“We're always striving to provide our selling partners with the most effective tools and capabilities to make it easier for them to launch, grow and succeed in their businesses,” reads an Amazon blog post written by Mary Beth Westmoreland, Amazon's vice president of Worldwide Seller Experience. “By leveraging the transformative power of generative AI, we're developing and deploying technology that improves how sellers manage and grow their businesses. Innovative solutions like Project Amelia reduce the time, effort and resources sellers need to manage their businesses, allowing them to spend more time building great products and satisfying customers,” she added.

Amelia's launch follows the launch of Rufus, a consumer AI chatbot that went live in the US this summer. On the consumer side, Amazon is also using AI to help customers find the perfect outfit and enrich product reviews. For sellers, Amazon previously introduced a generative AI tool to help create product listings, and an AI-based background generator for sellers who advertise on Amazon.

Amazon on Thursday also revealed how it is using generative AI to improve product recommendations and descriptions for consumers.



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