Amazon launches AI assistant to help online merchants prosper
Amazon.com Inc. is introducing an artificially intelligent assistant called Project Amelia to assist online merchants in managing their businesses. This new tool, unveiled during Amazon's annual Accelerate conference for merchants, is designed to provide guidance on various aspects such as preparing for the holiday season and optimizing product listings.
AI Tools for Online Merchants
Amazon has been actively deploying AI tools to stay competitive in the market, facing rivals like Microsoft Corp., Alphabet Inc.'s Google, and Open AI. Among these tools is Amazon Q, a workplace chatbot that aids corporate customers in information retrieval, coding, and performance evaluation. Rufus, another AI tool, allows consumers to compare prices and research products on Amazon's online store.
For merchants, who constitute a significant portion of sales on Amazon's retail sites, the company has introduced software to enhance product listings, create appealing images, and soon, product videos. Project Amelia is currently in beta for a select group of merchants in the U.S., with plans for a broader rollout in the coming month.
Features of Project Amelia
Project Amelia is built on the Bedrock software platform, facilitating access to large language models from external companies and Amazon's proprietary models. Amazon Vice President Dharmesh Mehta mentioned that Amelia has been developed using a diverse range of models. While acknowledging that sellers may not have explicitly requested an AI chatbot, Mehta emphasized the tool's potential in simplifying the online selling process.
In a demonstration, Mehta showcased how Amelia can provide sellers with product insights and personalized recommendations. Over time, the assistant aims to offer a more tailored experience and enhance its ability to anticipate merchants' requirements. Additionally, it is expected to become more proficient in taking proactive actions on behalf of sellers.
Automation and Seller Support
Amazon has been progressively automating interactions with its third-party sellers, albeit facing criticism from some sellers who feel disadvantaged by algorithmic decisions. In the event that Amelia cannot address a query, it can seamlessly connect sellers with Amazon's support teams for further assistance.
As Amazon continues to innovate with AI technology, Project Amelia represents a significant step towards empowering online merchants and streamlining their operations in the competitive e-commerce landscape.
