Amazon's Project Amelia is like ChatGPT for e-commerce merchants
This is the latest installment of the Marketplace Briefing, a weekly Modern Retail+ column about the ever-changing e-commerce marketplace landscape. More from the series →
Amazon Unveils Project Amelia
Amazon is enhancing its AI tools for merchants with the introduction of Project Amelia, a chatbot-like AI personal assistant aimed at streamlining productivity and boosting sales for sellers. 
During Amazon Accelerate, the company's annual sellers’ conference, various AI-powered features were revealed, including Project Amelia, which can provide business-related assistance to merchants. The beta version of Amelia is currently available to select U.S. sellers, with plans for a broader release in the near future. Amazon intends to launch Amelia in multiple countries and languages beyond English later this year.
Empowering Merchants with AI
Amazon has been heavily investing in AI technologies, leveraging data centers, chips, and real estate to support artificial intelligence operations. The company has previously rolled out AI-driven tools like autogenerated product descriptions and product pages created through simple copy-and-paste actions. With over 400,000 sellers worldwide utilizing Amazon’s generative AI product listing tools, the focus remains on simplifying processes for merchants.
Enhanced Merchant Support with Project Amelia
Amelia acts as a chatbot support system for merchants, assisting in tasks such as summarizing sales data, suggesting retail strategies, and addressing Seller Central-specific queries. The AI assistant can provide personalized business advice, anticipate issues, and offer resolutions on behalf of sellers. Powered by Amazon Bedrock and AWS’s generative AI service, the new AI applications prioritize data protection and seller security.
Expanding AI Capabilities
Amazon is broadening its AI offerings to include features like Video Generator for customized video advertisements, A+ Content for enhanced product detail pages, and personalized product recommendations based on customer shopping history. These AI tools aim to streamline operations, drive sales, and improve the overall shopping experience on Amazon's platform.
Industry Adoption of AI
Retailers across e-commerce platforms are embracing AI technologies to enhance operations and customer engagement. Amazon's efforts align with industry trends, as competitors like Shopify and eBay have also introduced AI-powered tools for merchants. Despite some challenges and concerns, the potential benefits of AI in commerce are increasingly recognized by sellers and industry experts.
Amazon's Supply Chain Enhancements
In addition to AI advancements, Amazon announced a fully managed supply chain service to expedite deliveries and elevate sales for sellers. The new service automates product movement through Amazon's supply chain, offering a simplified end-to-end solution for sellers. Through discounts and improved logistics, Amazon aims to attract more merchants to utilize its comprehensive supply chain services for enhanced operational efficiency and increased sales.
