Generative AI marks the next phase of Amazon's AI work, enabling innovation in ways that were not previously possible.

Amazon sellers, many of whom are small and medium-sized businesses, manage complex operations, such as overseeing supply chains, managing inventory, forecasting sales, and building brand recognition. With generative AI, Amazon is streamlining these efforts, giving sellers more time to focus on developing innovative products that delight customers.

Amazon is now deepening its commitment with the launch of several new generative AI-powered tools that streamline sellers’ businesses and enhance their experience in Amazon’s store. Here’s what is new:

• Project Amelia – a personalised Amazon selling expert for every seller

Amazon has released a generative AI assistant, codenamed Amelia, in beta for an initial set of US-based sellers. Project Amelia provides a personal Amazon selling expert that understands a seller’s unique business and offers personalised recommendations, insights, and information to help sellers thrive. As Project Amelia evolves, it will soon be able to recognise business opportunities, diagnose problems, and develop key insights on growing revenue, optimising inventory, and resolving critical issues. In some cases, it will even offer to take actions on a seller’s behalf. Sellers can ask questions such as, “How’s my business doing?” and Project Amelia will provide instant and secure access to sales and business metrics, compare trends, and offer guidance. Always available from any page on Seller Central, Project Amelia is ready to handle strategy questions and provide tailored insights for each seller’s business needs.

• Expanding generative AI product listing capabilities to get more products in front of customers faster

In 2023, Amazon began significantly reducing the time and effort required for sellers to create and manage high-quality product listings by leveraging generative AI. Sellers only need to input a brief description, a URL from their brand website, or provide a product image, and generative AI will create high-quality, comprehensive product listings that engage customers and help drive sales. More than 400,000 sellers globally have already used Amazon’s generative AI product listing tools. Later this year, these capabilities will expand, enabling sellers to create multiple listings simultaneously. In the new bulk listing workflow, sellers can upload a spreadsheet containing minimal listing details, allowing Amazon’s generative AI to create rich titles, bullet points, and descriptions for several listings at once. These features will help sellers optimise detail pages and get more products in front of customers quickly.

• A+ Content – automatically creating brand storylines that attract customers

Brands on Amazon can develop custom content, such as rich image carousels and comparison charts, on their product detail pages. This is called A+ Content and allows sellers to communicate their unique value proposition and brand story to customers more effectively. A+ Content can drive a sales lift of up to 20%, but historically, creating this content required significant time and resources – photo shoots, drafting, design, testing, and iterating. Now, brands can streamline the production of A+ Content using generative AI to enhance product detail pages, create more engaging listings, and generate authentic lifestyle imagery to highlight products.

With these new AI capabilities, Amazon enables brands to capture the essence of their identity by inputting descriptive product terms such as “quality leather” or “versatile for any occasion.” The tool then generates rich narrative content highlighting the product’s unique qualities. Sellers can also upload a product image to generate captivating background imagery and scenes that bring the product to life. These solutions allow even smaller brands, without in-house capabilities or agency support, to create high-quality, brand-themed imagery and messaging that resonates with customers and increases brand awareness.

This free generative AI tool is available to brand owners in the US and will be rolled out to additional countries by the end of the year.

• Personalising product recommendations and descriptions for customers

Amazon is innovating with generative AI to personalise product recommendations and descriptions on its website and in its shopping app. Based on a customer’s shopping activity, Amazon reviews preferences to create personalised recommendation categories on the homepage and throughout the shopping journey. Personalised product descriptions are also provided, ensuring greater relevance to individual customers. For example, instead of offering “More like this,” Amazon can provide more specific recommendations, such as “Gift boxes in time for Mother’s Day” or “Cool deals to improve your curling game,” based on shopping activity. For customers regularly searching for gluten-free products, the term “gluten-free” may be added to relevant product descriptions to help them find the best options. This improvement is particularly beneficial for mobile shoppers, helping sellers target their products more effectively.

• Leveraging generative AI to create highly engaging video ads

"If a picture’s worth a thousand words, then how much is a video?" Creating video advertisements is an impactful way to connect with and engage customers. Amazon has now introduced Video Generator, a new generative AI-powered tool enabling sellers to create visually rich video content in minutes at no additional cost. Using a single product image, Video Generator instantly creates custom, AI-generated videos that showcase a product’s features. These videos utilise Amazon’s retail insights to vividly bring a product’s story to life, offering customers a more engaging and informative advertising experience.

Leveraging best-in-class AI infrastructure for long-term seller success

None of these advancements would be possible without Amazon Web Services' (AWS) generative AI capabilities, including Amazon Bedrock. Foundational Models (FMs) are the building blocks of generative AI, and Bedrock’s fully-managed service makes it easier to leverage leading FMs as part of developing generative AI-based solutions.

These new tools demonstrate how Amazon is leveraging generative AI to transform experiences, including how it supports independent sellers in creating thriving businesses on its platform. Amazon remains excited about the innovation and value these new offerings provide for sellers and will continue to develop additional AI tools to further enhance the success of its selling partners.