Amazon Announces Amelia, AI Assistant for Sellers

Amazon has introduced Project Amelia, a new AI assistant designed to help sellers improve their performance.

Independent sellers, many small and medium-sized businesses, account for about 60% of items sold on Amazon. Amazon’s continued success is tied to supporting these sellers as they manage their global operations.

To run their businesses effectively, sellers must handle complex tasks like advertising, compliance, and market analysis, often requiring specialized knowledge. Amazon already offers several tools to assist with these challenges.

Project Amelia seeks to simplify how sellers access these tools and offers advice tailored to their specific business needs.

Sellers can ask Project Amelia questions through a chat function on any page within Seller Central. Over time, the assistant learns more about each business, allowing it to provide personalized answers.

Amazon developed Project Amelia using its Bedrock service, which enables the creation of AI-powered applications using models from Amazon and other leading AI companies, including Anthropic, Meta, and Stability AI.

Amazon trained Amelia with a combination of global knowledge and its own expertise in helping sellers succeed on its platform. The tech giant plans to expand the project’s capabilities by improving its personalized recommendations. The goal is to reach a point where Amelia can respond to seller queries and anticipate their needs, take action, and resolve issues automatically.

At present, Project Amelia is available in beta for select sellers in the US, with plans to expand access over the coming weeks. Amazon aims to roll it out to additional countries and introduce more languages by the end of the year.