Amazon has launched Project Amelia, a new AI-powered assistant designed to help third-party sellers manage and grow their businesses on the e-commerce platform. The tool, currently in beta, aims to streamline operations and provide personalized insights for retailers.
Project Amelia leverages generative AI to offer a range of capabilities, including answering knowledge-based questions, providing status updates and metrics, and assisting with issue resolution. Sellers can interact with the assistant by asking questions like, “How is my business doing?” to receive summaries of sales data, website traffic, and year-over-year performance comparisons.
The idea is to help sellers navigate some of the more complex aspects of running an e-commerce business more efficiently, from interpreting sales data to troubleshooting account issues. By simplifying these tasks, Amazon hopes to free up sellers' time for core business activities like product development and customer service.
The assistant’s capabilities currently focus on three key areas:
- Knowledge-Based Inquiries: Sellers can ask specific questions and receive summarized information from reliable sources within Seller Central and beyond. For example, asking about the top preparations for the holiday season will yield personalized best practices.
- Status Updates and Metrics: By requesting updates like “What are my recent sales figures?” sellers receive real-time data on sales, units sold, and customer traffic, with the option to drill down into specific products or time periods.
- Action and Issue Resolution: In future updates, Project Amelia will assist in diagnosing problems and may offer to take action on behalf of sellers. This could range from investigating inventory discrepancies to resolving account issues, aiming to reduce the time and effort sellers spend on operational tasks.
Amazon built Project Amelia using its Bedrock platform, which provides access to various AI models and tools. The assistant combines broad world knowledge with specialized expertise in Amazon selling practices.
The beta version is currently available to a limited group of U.S. sellers, with plans to expand to more U.S. retailers in the coming weeks. Amazon intends to roll out Project Amelia to additional countries and languages later this year.
As it interacts with sellers, Amazon says Project Amelia learns about their specific businesses, potentially offering more personalized support over time. The company aims to position the tool as a trusted advisor that can anticipate sellers' needs and potentially resolve issues autonomously in the future.