Amazon.com Inc. launched Project Amelia, a generative AI assistant designed to help sellers manage and scale their businesses, at its September Accelerate event.

Part of a broader set of AI tools Amazon recently announced, Amelia answers questions and provides insights into metrics like sales and website traffic to help drive productivity and business growth for sellers.

“Project Amelia provides sellers with an all-in-one, generative AI-based selling expert that is always available to immediately provide sellers with the answers, advice, and tools they need to succeed,” Mary Beth Westmoreland, vice president of Amazon’s Worldwide Selling Partner Experience, wrote in a company blog post.

In addition to Amelia, Amazon launched a video generator that allows sellers to create ads from a single product image. The company also introduced A+ Content, a tool for sellers to generate custom content, such as image carousels and comparison charts, for product detail pages — features Amazon claims can boost sales by up to 20%.

Amazon ranks No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s largest online retailers. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database, which ranks the 100 largest such marketplaces by third-party gross merchandise value (3P GMV).

Amazon’s Project Amelia: What it does

Amazon debuted Project Amelia at its Accelerate conference on Sept. 19. Touted by Westmoreland as an “always-available, expert partner,” Amelia is integrated into Seller Central, Amazon’s platform for third-party merchants. It is now in beta for select U.S. sellers and will roll out to more users in the coming weeks, expanding internationally later this year with multilingual support.

Powered by Amazon Bedrock, the company’s cloud platform for building AI applications, Amelia combines general AI capabilities with Amazon-specific marketplace knowledge, offering sellers more tailored and relevant responses.

For example, sellers can ask, “What are the top things I need to do to prepare for the holiday season?” and get personalized advice, Westmoreland said. Amelia also delivers status updates and key business metrics such as sales, units sold, and website traffic, comparing them to the previous year. Sellers can dig deeper into product-specific data by asking more targeted questions like, “What about my cotton T-shirts?”

In the future, Amelia will handle more complex tasks, such as resolving logistics issues like, “I have 300 units on the way and don’t see that reflected in the report. Can someone look into this?” Amelia may even take action on behalf of sellers, according to Westmoreland. While Amazon has not provided a specific timeline, it expects the AI to operate autonomously in many cases.

Video and image AI tools

Alongside Project Amelia, Amazon introduced additional AI-powered tools at the Accelerate conference.

Video Generator, a new tool from Amazon Ads, simplifies video ad creation by generating custom videos from a single product image at no cost. Amazon said it developed Video Generator based on advertiser feedback and industry trends. In a blog post, the company cited a Wyzowl study showing that 89% of consumers want more videos from brands this year, while businesses identified time and cost as the main hurdles to video marketing.

Additionally, Live Image, part of Amazon’s Image Generator suite, enables brands to create short, animated visuals for campaigns. Both tools are now in beta for select U.S. advertisers.

Amazon’s other AI tools

Amazon’s A+ Content allows brands to create custom product pages featuring image carousels and comparison charts, streamlining a previously time-consuming process. It is currently available to U.S. brands for free, with an international expansion planned by year’s end.

New analytics tools also provide sellers with more data-driven insights:

• Customer Journey Analytics identifies trends and pain points in the buyer’s journey, helping to improve the shopping experience and conversions.
• Enhanced Tailored Audiences segments customers by interests, supporting cross-selling and new customer acquisition.
• Business Planner leverages AI to pinpoint growth opportunities using sales and performance data.
• Custom Analytics, set to pilot soon, will offer sellers a comprehensive view of key metrics, from sales to ads.

The tools build on Amazon’s Brand Tailored Promotions, which launched last year to help sellers offer discounts to specific audiences. Since its debut, more than 100,000 sellers have used Brand Tailored Promotions to reach nearly 8 million new customers and drive over 15 million repeat purchases, according to Amazon.

Expanding AI integration

Amazon has steadily expanded AI across its services. Earlier this year, the company introduced AI-powered tools to create product listings, along with Rufus, an AI shopping assistant, and the chatbot Q for businesses and developers. Amazon is also reportedly working on an AI-powered upgrade for Alexa, which will be part of a new paid subscription service.

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