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Amazon has unveiled its latest artificial intelligence (AI) innovation, Amelia, an AI assistant designed to assist third-party sellers in efficiently resolving account issues and accessing key sales and inventory data. Launched in beta today for select U.S. sellers, Amelia will be rolled out more broadly later this year, offering an “all-in-one, generative-AI based selling expert” accessible via Amazon’s Seller Central dashboard.
Amelia is part of Amazon’s ongoing strategy to harness the potential of generative AI, joining other AI-powered tools such as the shopping assistant Rufus, the chatbot for businesses Q, and Bedrock, Amazon’s AI service for cloud customers. Amelia is specifically designed to simplify the complex processes involved in account troubleshooting and business management for Amazon’s growing network of third-party merchants.
“Amelia represents a leap forward in how our third-party sellers can resolve issues and manage their businesses on our platform,” said Dharmesh Mehta, Amazon’s Vice President of Worldwide Selling Partner Services. “With this tool, sellers will be able to ask Amelia to investigate account problems, file claims, and even solve inventory issues automatically — without the need for lengthy forms or waiting on seller support.”
At a time when third-party sellers make up more than 60% of all goods sold on Amazon, Amelia’s launch reflects the company’s commitment to further enhancing seller experience through cutting-edge technology. Over 400,000 merchants are already using Amazon’s AI tools to write product listings and generate images, and Amelia is expected to provide even greater efficiency for sellers looking to troubleshoot their accounts.
Key Features of Amelia:
- Account Troubleshooting: Amelia assists sellers in resolving issues with their accounts, offering step-by-step guidance, and soon will be able to directly solve problems such as missing inventory claims.
- Sales and Inventory Data Access: Sellers can easily fetch sales, inventory, and other crucial data through simple interactions with the AI tool.
- Seamless Automation: Amelia allows for faster resolution of common issues, reducing the need for contacting seller support or sending emails, which can delay business processes.
- Powered by Amazon Bedrock: Amelia uses Amazon’s Bedrock, a software tool that incorporates large language models, and integrates data from seller resources and FAQs to offer accurate, up-to-date support.
Amazon said Amelia leverages retrieval-augmented generation (RAG), a framework that enhances generative AI capabilities by combining it with traditional information retrieval methods. This allows Amelia to pull relevant data from Amazon’s internal systems without storing sensitive seller-specific information.
As third-party sellers continue to drive a significant portion of Amazon’s e-commerce business, the introduction of Amelia demonstrates the company’s forward-thinking approach to simplifying seller operations and enhancing business performance.
“We are investing in the generative AI opportunity, and Amelia is a major step towards improving the seller experience on Amazon. This is about empowering our sellers with tools that can automate, streamline, and optimize their operations,” added Mehta.
With plans to extend Amelia’s capabilities and further integrate AI-driven solutions across its platform, Amazon remains at the forefront of technological innovation in e-commerce. The company also announced that additional AI-powered tools, including the ability to generate video ads and bulk product listings, will be launched later this year.
