Amazon's Amelia: Revolutionizing E-Commerce with AI-Powered Seller Support

Recently, Amazon has made significant strides in the e-commerce sector with the introduction of its AI assistant, Amelia, for third-party sellers. Initially launched in beta for a select group of U.S. sellers, it is set to expand nationally and globally, including additional languages, by year-end.

Designed using Amazon Bedrock’s advanced foundational models, Amelia serves as an integrated sales expert. It offers sellers solutions for account queries and access to vital sales and inventory data, providing unique business insights through the Seller Central dashboard.

Amelia’s capabilities are threefold. Firstly, it answers knowledge-based questions by searching reliable sources for comprehensive information summaries. For example, a seller inquiring about holiday preparations would receive tailored advice for their specific situation.

Secondly, Amelia delivers updates on sales metrics, offering an overview of sales and customer traffic, compared year-on-year. Sellers can dive deeper into specific results, such as product performance, to understand factors like sales and traffic growth.

Lastly, Amelia aids in problem-solving by diagnosing issues, sometimes taking action on sellers' behalf. This functionality is designed to minimize operational burdens, saving sellers time by streamlining complex tasks. For instance, if shipments aren't visible in reports, Amelia can investigate and liaise with appropriate teams to resolve such issues efficiently.

According to Dharmesh Mehta, VP of Global Selling Partner Services at Amazon, over 400,000 of Amazon's millions of third-party sellers currently use AI listing tools, a significant increase from 200,000 in June. Importantly, Amelia's training employs public data and does not use seller-specific information, maintaining strict data privacy standards.

Simultaneously, Amazon unveiled an AI Video Generator tailored for advertisers, converting product images into dynamic video showcases. Initially available to a selected group of U.S. advertisers, it will be refined before broader release. This tool promises customizable video creation showcasing product features without additional cost, aiming to enhance advertising efficacy.