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Amazon is launching a new AI-powered assistant to help third-party sellers overcome e-commerce difficulties.
As confirmed by the company on Thursday at the Accelerate seller conference in Seattle, Amelia is an “all-in-one, generative-AI-based selling expert,” tasked with customer support in areas such as inventories, supply chains, and data.
It is anticipated the tool will eventually progress into an autonomous agent, able to predict the needs of sellers before problems arise. Amelia combines authority on Amazon’s wider platform with a specific focus on a seller’s situation. For example, third-party sellers will be able to use the feature for a business summary or seek advice on pricing and advertising.
The product is launching in the United States in beta form for a select number of sellers on the global marketplace, before a wider, international launch later this year. Amelia will be available via Seller Central, the internal dashboard portal for third-party vendors.
“Generative AI Opportunity”
The launch follows on from Amazon’s previous ventures into AI with the shopping assistant Rufus, the business chatbot known as Q, and the generative AI solution for cloud customers, Bedrock.
The tech giant also has plans to further enhance Alexa with new AI capabilities.
Amazon CEO Andy Jassy told investors earlier this year the company must speculate to accumulate gains from the “generative AI opportunity”, with significant capital funding required. It has already invested billions into OpenAI competitor, Anthropic.
Amazon’s last financial report revealed third-party seller services accounted for more than $148 billion in revenue over the last 12 months, representing almost 25% of the company’s entire revenue total.
