Amazon is rolling out a new AI-driven assistant, codenamed Project Amelia, aimed at helping online merchants navigate the complexities of e-commerce. Revealed during Amazon’s annual Accelerate conference for merchants, the assistant is designed to answer a wide range of seller questions, from preparing for the holiday rush to optimizing product listings. By leveraging artificial intelligence, Amazon aims to simplify the selling process for its merchants, who account for the majority of sales on its platform.
A Competitive Edge in AI
As competition heats up among tech giants like Microsoft, Google, and OpenAI, Amazon is positioning itself as a leader in applying AI to e-commerce. Amelia follows Amazon’s other AI initiatives, such as Amazon Q, a workplace chatbot, and Rufus, a consumer tool for comparison shopping. For merchants, Amazon has already launched software that helps with optimizing product listings, modifying images, and now, creating product videos.
According to Dharmesh Mehta, Amazon’s Vice President overseeing seller services, Amelia will initially be available in beta to a subset of U.S. sellers. A full rollout is expected in the next month, with plans to introduce it globally and in multiple languages later this year. Amelia is built on Amazon’s Bedrock platform, which enables access to various large language models. However, the specific models currently powering Amelia were not disclosed by Mehta.
Opportunities for Merchants
Although Amazon merchants weren’t specifically asking for an AI chatbot, Amazon believes that Amelia could be a game-changer in simplifying online selling. “Sellers often tell us, ‘Hey Amazon, I’ve got to juggle a lot of things to succeed, and I want to be an expert in these areas because it directly impacts my business,’” Mehta said. Amelia is designed to help merchants streamline their operations and focus on growing their businesses.
The assistant can provide insights into product performance, surface recommendations for improvement, and over time, will become more personalized, anticipating merchants’ needs. Amelia will also gain the ability to take action on behalf of sellers, making it a proactive tool for day-to-day operations.
In one demonstration, Amelia surfaced key bullet points about a seller’s product line and provided suggestions for improvement. Another scenario showed how Amelia can help sellers troubleshoot product shipments that aren’t showing up in Amazon’s records. If the system is unable to resolve the issue, it can connect sellers directly with Amazon’s support team.
A Key Milestone in AI-Driven E-Commerce
This innovation signals Amazon’s ambition to automate the relationship with millions of third-party sellers, many of whom have long expressed concerns about their dependence on algorithms that sometimes lead to unfair account suspensions. Amelia is positioned to not only streamline tasks but also help address concerns quickly, ensuring that sellers feel supported and empowered in running their online businesses.
The financial opportunity for merchants is significant. With AI assistance, merchants can optimize listings, improve customer experience, and streamline logistics—all of which contribute to increased sales and profitability. For Amazon, this move strengthens its position as the top destination for online merchants, offering them cutting-edge tools to thrive in a competitive market.
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