Amazon has introduced its latest generative AI tool, Amelia, designed to help third-party sellers manage their accounts more efficiently. Amelia aims to streamline account troubleshooting and provide quick access to sales and inventory data, enhancing the experience for sellers who power much of Amazon’s e-commerce platform. Initially released in beta for select U.S. sellers, Amelia will become more widely available later this year.
Amelia, The All-in-One AI Assistant for Sellers
Amazon describes Amelia as an “all-in-one, generative-AI-based selling expert.” Sellers can access Amelia through Seller Central, the platform’s dashboard for third-party merchants. This tool is part of Amazon’s ongoing efforts to integrate artificial intelligence into its services. It follows the footsteps of other generative AI products like the AI shopping assistant Rufus and the AI-powered chatbot for businesses, Q.
As Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services, explained, “There are going to be places where, hey, instead of chatting with seller support or getting on the phone with someone, maybe Amelia can do that, and do that faster.” Amelia is designed to resolve issues swiftly, such as account troubleshooting, which has been a pain point for many sellers.
Amazon’s investment in AI is not limited to seller support. The company has been integrating AI throughout its platform, including AI-generated product reviews, AI tools for creating video ads, and features that allow sellers to write product listings in bulk. Amazon’s AI capabilities also extend to personalized product recommendations, helping to tailor the shopping experience for individual customers. For example, shoppers frequently searching for “gluten-free” items will see those terms in relevant product descriptions.
CEO Andy Jassy has emphasized the potential of generative AI, stating, “I don’t know if any of us has seen a possibility like this in technology in a really long time, for sure since the cloud, perhaps since the internet.” Jassy views this as a unique opportunity for Amazon to continue leading in tech, particularly in the e-commerce and cloud markets.
One of Amelia’s primary advantages is its ability to address account issues quickly, a major challenge for many third-party sellers. Merchants have long expressed frustration with Amazon’s complex processes for resolving account suspensions and inventory issues. Mehta shared that Amelia could soon be able to “solve the problem on the seller’s behalf,” potentially automating claims for missing inventory or other troubleshooting tasks.
This capability is built on Amazon’s Bedrock software, which uses large language models from Amazon and other AI companies, including Anthropic and Stability AI.
It’s crucial to note that Amelia utilizes publicly available data and Amazon’s seller resources for training. However, it does not incorporate seller-specific data, guaranteeing private information security.
Amelia is the latest in Amazon’s series of AI-powered tools, but it won’t be the last. As more sellers adopt AI services, the company is looking to enhance its offerings to stay ahead of the competition. Mehta noted that over 400,000 of Amazon’s millions of third-party sellers have already used its AI-powered listing tools, and this number is expected to grow.
Amazon’s rivals, including Google and Microsoft, are also investing heavily in AI technologies, aiming to capture their share of a market projected to generate over $1 trillion in revenue within the next decade. As these companies race to develop the next generation of AI-driven tools, Amazon’s launch of Amelia places it firmly at the forefront of this competitive landscape.
Amazon’s AI-Powered Future
Amazon plans to integrate AI further into its platform, offering enhanced generative AI features for Alexa and other services. As generative AI becomes more prevalent, Amazon is poised to continue innovating in this space, leveraging AI to improve both the seller and buyer experiences on its platform.
Third-party sellers remain a critical component of Amazon’s business model, accounting for 61% of the goods sold on the platform in the second quarter of this year. With AI tools like Amelia, Amazon aims to make the seller experience smoother, faster, and more efficient, ensuring that these merchants can focus on growing their businesses.
Amelia represents a major step forward in Amazon’s AI strategy, offering third-party sellers a tool to streamline their operations and resolve issues more effectively. As Amazon continues to roll out advanced AI technologies across its platform, the introduction of Amelia highlights the company’s commitment to innovation and its desire to empower sellers with cutting-edge solutions. In a fast-evolving e-commerce landscape, Amelia is poised to make a significant impact, helping Amazon stay ahead in the generative AI race.