Amazon is rolling out a series of generative AI tools for third-party sellers built on Amazon Web Services' models and Amazon Bedrock.
The announcement of the tools highlights how Amazon can showcase AWS and its advertising capabilities with its commerce platform. Among the tools of note is Project Amelia, which serves as a personal selling expert.
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Project Amelia, which is in beta and built on Amazon Bedrock, understands a seller's business and provides recommendations, insights and information. Amazon said Project Amelia will ultimately be able to recognize opportunities, diagnose issues, offer tips on how to grow revenue and optimize inventory and act as an agent to take action autonomously.
Project Amelia can:
- Answer knowledge-based questions with personalized information and best practices.
- Serve up sales data, traffic information and business metrics.
- Resolve issues and take actions.
Other genAI tools being rolled out to Amazon sellers, typically small and midsized businesses, include:
Generative AI content and product listings. Amazon said it is upgrading capabilities with its genAI product listings so sellers can create multiple listings and workflows at the same time. For instance, a seller could upload a spreadsheet with listing details and Amazon genAI would create titles, bullet points and descriptions.
A+ Content, which gives brands on Amazon the ability to develop custom content, images, carousels and iterate. A+ Content is available today in the US with more countries rolling out by the end of the year.
Personalized product recommendations on the website and in Amazon's shopping app. Amazon uses genAI to tailor recommendations based on time, topic and season. Amazon said:
"By analyzing product attributes and customer shopping information, like preferences, search, browsing, and purchase history, we leverage a Large Language Model (LLM) to edit a product title to highlight features that we believe are most important to the customer and their current shopping activity. To ensure these titles accurately reflect what matters most to each individual, another LLM, known as an evaluator LLM, challenges and improves the results, assuring customers see the best possible product information."
GenAI video ads. Amazon is leveraging genAI and its ad unit to create video ads. Amazon launched Video Generator, which will give sellers Amazon's ad tools to create video based on a single product image for free.
