Amazon is launching a new AI tool named Amelia, designed to assist third-party sellers with managing their accounts, accessing sales data, and resolving issues quickly. Currently available in beta for select U.S. sellers, Amelia will be rolled out more widely later this year. Described as an “all-in-one, generative AI-based selling expert,” Amelia is integrated into Seller Central, Amazon’s dashboard for third-party merchants.
Amelia is part of Amazon’s recent push to expand its AI offerings, aiming to leverage the growing interest in generative AI. Over the past year, Amazon has introduced several AI-powered tools, including Rufus, a shopping assistant, and Bedrock, a generative AI service for cloud customers. The company is also preparing to upgrade its Alexa voice assistant with enhanced AI features and has made significant investments in AI companies, including a multi-billion dollar stake in OpenAI competitor Anthropic.
Amazon CEO Andy Jassy highlighted the immense potential of generative AI, likening it to transformative technologies like the internet and cloud computing. He emphasized the need for increased capital investment to fully capitalize on this opportunity, as the market is projected to surpass $1 trillion in revenue within the next decade. Competitors like Google and Microsoft are also actively developing similar AI tools to maintain their foothold in this rapidly evolving space.
Amelia’s primary function is to streamline account troubleshooting for Amazon’s third-party sellers, who have often reported difficulties in resolving account suspensions and inventory issues. The AI tool is designed to help sellers investigate account problems and, in the future, will be capable of resolving some issues automatically. For example, a seller could ask Amelia to file a claim for missing inventory, eliminating the need to fill out forms or wait for support responses.
Amelia operates using Amazon’s Bedrock platform, which allows access to large language models developed by Amazon and other AI companies like Anthropic and Stability AI. The tool employs retrieval-augmented generation (RAG), a method that combines generative AI with traditional information retrieval techniques. This enables Amelia to access specific seller data from Amazon’s internal systems without storing or using it for training, ensuring data privacy and security.
Beyond account management, Amelia will assist sellers in accessing key business insights, such as sales and inventory data. Amazon also announced new AI tools for sellers, including capabilities for creating video ads and bulk writing product listings. These features will enable sellers to generate customized content more efficiently, using information from their entire product catalog.
The announcement was made at Amazon’s annual seller conference in Seattle, where the company emphasized the importance of third-party sellers to its e-commerce ecosystem. Since 2017, third-party sellers have accounted for over half of all goods sold on Amazon, a number that reached 61% in the second quarter of this year.
Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services, noted that over 400,000 sellers have already used Amazon’s AI tools to enhance their business operations. With Amelia, Amazon aims to provide even more support to its sellers, helping them navigate the complexities of e-commerce and grow their businesses on the platform.
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