One year since Project Amelia was introduced As a Generated Artificial Intelligence (AI) Assistant to answer seller questions, Amazon has upgraded its tools with inference agent AI. and Take action with the seller's approval.
In a press release on Wednesday (September 17) the company said the expanded seller assistant is surpassing Q&A guidance to monitor inventory and manage compliance. and Generate and place ad campaigns e-commerce The giant is a more active partner of millions of independent merchants in that market.
Mary Beth Westmoreland, vice president of Worldwide Selling Partner Experience, said the announcement “represents an important step forward in allowing AI. It's not just about respondingbut with the seller's permission, we take action, plan, plan and support. ”
From conversation help to agent AI
Amelia is a conversational type assistant It could answer operational questions and provide quick guidance. AI is built on Amazon Bedrock, with new iterations going further along with models that include Amazon Nova and Anthropic Claude. It uses insights gathered for nearly 25 years in collaboration with independent sellers to act as what Amazon always describes as an operational partner.
Westmoreland said the feature “will keep you in control of the seller, from handling all the tasks to working with an intelligent assistant who is proactively active for the 24th hour.”
Smarter inventory management
Inventory has long been one of the biggest challenges for Amazon merchants. As Pymnts pointed out Previous reports show that sellers are under pressure to balance storage costs and delivery expectations and Demand forecast. Upgraded Seller Assistant monitors inventory levels and flags items moving slowly before long-term charges apply and We recommend that you mark down or delete a product.
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In the case of seasonal surges, the system reviews the seller's catalogue and compares historical demands with current trends and Create a detailed inventory plan. Recommendations range from allocations between Amazon and Amazon Warehousening and Distribution fulfillment. give Sellers are clearer trade off Between delivery speed and cost.
Compliance and account health
Compliance is different major Friction points for small merchants. The upgraded assistant scans the background for potential account health issues, ranging from safety regulations for new products to customer service metrics that could cause penalties.
If the product listing implies carelessly acting as a pesticide, assistants will warn the seller, explaining the concerns of regulators and Provides resolution options. With approval, you can implement the fix before the violations hinder sales.
For new listings, assistant automated document analysis checks for missing certifications Such a thing As a UL standard and Guide the seller what you add and why.
Advertising and growth
Advertising was another early priority. Last year, Amazon It was Already invested With AI to help sellers sharp Product discovery and visibility. The new creative studio will build on that path, turning conversation prompts into sponsored ads that enrich Amazon's shopping signal data.
In one example, smart Bird Feeder The brands have used the tool to create a Father's Day sponsored video campaign that will increase click-through rates by 338% and generate 89% new brand offers. and We provided a 121% return on advertising spending.
Beyond advertising, assistants can analyze sales patterns and customer behavior, recommend new product categories and improve marketing strategies and Build a seasonal playbook. Amazon said it will guide sellers through opportunities for international expansion.
Seller's reactions and developments
Early users have compared Amelia to incorporating business consultants into their workflows. Alfred Mai, founder of ASM Games, said assistants will provide immediate answers and actions, eliminating the need to dig into the dashboard.
Upgraded Seller Assistant is available to US sellers nowplans are being made to expand to other countries. in The next few months. Pymnts pointed out Last year, Amazon usually measures new tools internationally when initial performance is verified.
Strategic Implications
Amazon's Amelia expansion highlights its strategy of becoming a seller's operational partner rather than a passive platform. By embedding AI into inventory, compliance and Advertising, Amazon not only reduces friction for merchants, but also strengthens retention and loyalty.
Other platforms like Shopify, Walmart, and more and eBay develops its own AI-enabled tools for merchantsbut Amazon's advantage It is based on a combination of market data and fulfillment infrastructure and Integrated services.
Possibilities for sellers Profit Include fewer hours of administrative tasks, lower storage fees, and previous compliance interventions and Smarter advertising campaigns. The risks are also clear. Sellers need to trust the system's accuracy and have full control over the actions. Transparency in why the proposal is I made it, and A clear approval flow is essential for recruitment.
Westmoreland said it's about Amazon's AI handling operational complexity while allowing merchants to focus on building products and customer relationships. “Our Agent AI capabilities are designed to work seamlessly throughout the entire sales experience,” she said.
