Amazon has launched a new generative AI-based assistant, codenamed Project Amelia, aimed at revolutionizing how independent sellers manage their businesses on the platform. Built on Amazon Bedrock, this powerful AI tool is designed to provide sellers with personalized insights and tailored business support, helping them streamline operations, make informed decisions, and drive growth.
What is Project Amelia?
Project Amelia is Amazon’s latest AI innovation—a personal assistant for sellers that leverages generative AI to offer expert guidance, quick answers, and actionable insights. Accessible through Amazon Seller Central, the assistant is available 24/7, providing sellers with an always-on partner that learns their unique business needs. The assistant’s capabilities are rooted in Amazon’s decades of experience with machine learning and generative AI, making it a robust tool for sellers looking to optimize their operations.
Key Features of Project Amelia
Project Amelia focuses on three main areas to enhance the seller experience: Knowledge-Based Queries, Status Updates and Metrics, and Actionable Insights and Issue Resolution.
- Knowledge-Based Queries: Sellers can ask Amelia specific questions and receive quick, accurate responses drawn from Amazon’s comprehensive knowledge base. For instance, when asked, “What are the top things I need to do to prepare for the holiday season?” Amelia provides a list of personalized recommendations, best practices, and relevant insights. This capability aims to simplify the complexities of managing a global selling business by offering targeted advice on-demand.
- Status Updates and Metrics: Sellers can easily access critical business data through Project Amelia. By asking questions like, “How is my business doing?” the assistant provides a summary of recent sales, units sold, and customer traffic, along with year-over-year comparisons. Sellers can also request specific product insights, such as querying sales and growth data for individual items like “cotton t-shirts.” This feature gives sellers a granular view of their performance, allowing them to make data-driven decisions quickly.
- Actionable Insights and Issue Resolution: In the near future, Project Amelia will enhance its problem-solving capabilities by diagnosing complex issues and suggesting resolutions. Sellers can inquire about specific challenges, such as inventory discrepancies, and receive immediate assistance or connection to support teams for resolution. Eventually, Amelia will evolve to not only suggest solutions but also take direct actions on behalf of sellers, significantly reducing the time and effort needed to manage routine and complex tasks.
Built on Amazon Bedrock: Scalable and Tailored AI Solutions
Project Amelia is built using Amazon Bedrock, which offers scalable access to advanced foundation models and AI tools. This infrastructure combines broad world knowledge with deep expertise in Amazon’s selling ecosystem, allowing Amelia to deliver highly relevant, tailored responses. Over time, Amazon plans to expand Amelia’s capabilities, incorporating more personalized responses and refining its expertise to better serve sellers’ specific needs.
A Step Towards a More Personalized and Proactive Assistant
The launch of Project Amelia marks only the beginning of Amazon’s broader vision for AI-driven seller support. As sellers interact more with Amelia, the assistant will continue to evolve, learning from each interaction to provide deeper, more personalized advice. Future updates will further refine its ability to anticipate seller needs, suggest proactive actions, and resolve issues, positioning Amelia as an indispensable partner in managing an Amazon-based business.
Rolling Out in Phases
Project Amelia is currently available in beta for a select group of U.S. sellers, with plans to expand to additional U.S. sellers in the coming weeks. Later this year, the assistant will begin a phased rollout internationally and introduce multilingual capabilities, making it accessible to a broader audience.
Empowering Sellers with AI
Amazon’s continuous investment in AI technology reflects its commitment to empowering sellers with cutting-edge tools. By reducing the operational burdens of running a business, Project Amelia enables sellers to focus more on product development, customer engagement, and growth. This innovative AI assistant is a testament to Amazon’s ongoing efforts to harness the transformative potential of AI to benefit its global community of sellers.
With Project Amelia, Amazon is setting a new standard for seller support, leveraging generative AI to create a dynamic, personalized, and proactive selling experience that fosters success in Amazon’s marketplace.
