Personalized business advice is delivered by Amazon’s Project Amelia with the help of GenAI

Amazon has introduced a new AI-driven assistant for sellers, called Project Amelia, currently in beta. This tool is designed to streamline the complexities of managing a global selling business on Amazon by offering personalized support and insights. Project Amelia leverages generative AI to help sellers with a range of tasks, from answering queries to providing detailed business metrics and resolving issues.

Managing a business on Amazon involves navigating various challenges, such as product development, compliance, advertising, and supply chain management. While Amazon already offers numerous tools, Project Amelia aims to make the process even easier. Sellers can simply ask Amelia questions and receive immediate, tailored advice. Available within Seller Central, this AI assistant learns about a seller’s unique business to offer insights and guidance based on their specific needs.

Built using Amazon Bedrock, Amelia combines the general AI knowledge used in various solutions with in-depth expertise in Amazon selling. This allows it to deliver accurate, relevant responses. At launch, Amelia can answer questions, provide key business metrics, and offer sellers a more efficient way to manage their operations.

In addition to knowledge-based queries like “What do I need to do to prepare for the holiday season?”, Amelia can offer status updates and data on business performance, such as sales numbers and customer traffic. More advanced capabilities, such as issue resolution and task management, will be added soon. For instance, sellers could ask Amelia about inventory discrepancies, and the assistant will investigate or connect them to support.

Initially available to a limited group of U.S. sellers, Project Amelia will expand to more sellers and countries later this year. As sellers use it, the AI will evolve, providing increasingly personalized and insightful assistance. By reducing the time sellers spend managing operational details, Amelia allows them to focus more on growing their business and creating great products.