Amazon Unveils AI Assistant 'Project Amelia' to Help Sellers Boost Business and Resolve Issues

Amazon has introduced a new AI assistant, code-named Project Amelia, designed to help sellers grow their businesses by providing insights into their metrics and, eventually, assisting with resolving issues. Built on AWS's Amazon Bedrock, the assistant is now available in beta for select U.S. sellers, with plans for a broader rollout later this year. It will also expand to more countries and support languages other than English in the near future.

Project Amelia aims to give sellers the tools they need to better manage and scale their operations. At launch, sellers can ask the assistant questions about their business performance, such as “How is my business doing?” The AI will then provide a summary of important metrics like sales data, units sold, and website traffic, even offering comparisons to the same period last year.

Sellers can also dive deeper by asking follow-up questions to get more specific information about the sales or performance of individual products, helping them gain valuable insights into their business.

In future updates, Project Amelia will go beyond data retrieval, assisting with issue resolution. For example, a seller might ask, “I have 300 units on the way, but it’s not reflected in the report. Can someone look into this?” In response, the AI can offer personalized guidance or connect the seller with Amazon’s support team to further investigate the issue.

As the assistant evolves, it will take on more tasks, potentially managing certain business functions or even resolving problems on behalf of the seller. While specifics about these features and a launch timeline haven’t been disclosed, the long-term goal is to streamline business management for Amazon sellers.

“We are always looking for ways to equip our selling partners with the best tools to help them grow their businesses more efficiently,” said Mary Beth Westmoreland, Amazon’s VP of Worldwide Selling Partner Experience. She explained that generative AI technologies like Project Amelia are designed to reduce the time, effort, and resources sellers need to manage their business, allowing them to focus on building products and enhancing customer satisfaction.

Project Amelia follows Amazon’s other AI innovations, such as Rufus, an AI chatbot launched earlier this year to help consumers with shopping queries. Amazon has also been using AI to enhance product recommendations and descriptions, as well as to help customers find clothes that fit. For sellers, the company had previously rolled out AI tools for generating product listings and improving ad content. 

With Project Amelia, Amazon continues to push the boundaries of how AI can support both consumers and sellers, making business management more efficient and user-friendly.