Amazon Introduces AI Chatbot 'Project Amelia' for Marketplace Sellers

Amazon has launched an AI-powered chatbot named Project Amelia, designed to assist third-party sellers on its marketplace. This innovative tool aims to help sellers resolve account issues and analyze valuable data more efficiently.

Project Amelia is part of Amazon's broader AI initiatives, which include generative AI tools like Bedrock for cloud users and an AI-bot to aid shoppers in finding products. The chatbot focuses on three main areas: answering knowledge-based questions, providing status updates and metrics, and eventually solving problems proactively.

Initially, Project Amelia offers sellers a centralized platform to get accurate information and guidance, eliminating the need to sift through FAQs and help centers. For example, sellers can ask how to prepare for the holiday season and receive personalized advice on inventory, promotions, and key dates for Prime eligibility.

Beyond answering questions, Project Amelia can compile personalized data such as sales and inventory figures, and compare them with previous years. This allows sellers to gain insights into specific products or broader business trends.

Mary Beth Westmoreland, Amazon's Vice President of Worldwide Selling Partner Experience, highlighted the comprehensive support Project Amelia provides. "Sellers need to build products that meet customer needs, comply with regulations, advertise effectively, forecast sales trends, and manage supply chains. Project Amelia simplifies these tasks, making it easier for sellers to grow their business," she said.

Currently, Project Amelia can answer questions and search through seller-specific data. The next phase will enable the chatbot to offer solutions and potentially take actions on behalf of sellers. For instance, it could address issues like missing inventory by directing someone to investigate.

Westmoreland also mentioned that Amazon plans to enhance Project Amelia's capabilities by learning from user interactions and expanding its knowledge base. "As Amelia evolves, it will provide more personalized responses, anticipate seller needs, and resolve issues proactively," she added.

Project Amelia is built using Amazon's Bedrock suite of generative AI tools, integrated with AWS and featuring foundation models from companies like Anthropic and Meta. The chatbot is currently in beta in the US, with a broader rollout planned for later this year. It will be accessible on any page within the Seller Central dashboard.