An AI assistant named Amelia is launched by Amazon for third-party sellers.

• An AI tool named Amelia assists third-party sellers in resolving account issues and retrieving sales and inventory data promptly.
• Before launching the product nationwide, Amazon is introducing it in beta for a select group of U.S. sellers.
• Amazon's latest generative AI tool is being utilized across its retail portfolio.

An AI tool is being introduced to assist third-party sellers in promptly resolving account problems and obtaining sales and inventory information.

Amazon announced on Thursday that it will launch the product, called Amelia, in beta for select U.S. sellers before introducing it more broadly later this year. The company describes Amelia as an "all-in-one, generative-AI based selling expert" and will make it accessible through Seller Central, the internal dashboard for third-party merchants.

Amazon has recently released several AI tools, including Rufus, Q, and Bedrock, in an effort to capitalize on the popularity of OpenAI's ChatGPT.

Amazon plans to enhance its Alexa voice assistant with generative AI capabilities, as previously reported by CNBC, and the company has recently invested billions of dollars in Anthropic, its largest venture deal to date.

Earlier this year, CEO Andy Jassy informed investors that the "generative AI opportunity" is almost unparalleled and that additional capital spending is required to capitalize on it.

Jassy stated on the company's first-quarter earnings call in April that it was unlikely that any of them had witnessed a technological possibility like this in a very long time, possibly since the cloud or the internet.

To remain competitive in a projected $1 trillion market within a decade, the company has introduced rival products.

Amazon's e-commerce platform has increasingly utilized AI, including displaying AI-generated summaries of product reviews and introducing AI features for third-party sellers to improve their listing and ad generation processes.

Amazon announced on Thursday that it is introducing new tools that allow sellers to create AI-generated video ads and use AI to write product listings in bulk based on their entire catalog. Additionally, the company is beginning to use generative AI to provide personalized product recommendations and listings based on a user's shopping history. For example, Amazon may include the term "gluten free" in the description for a box of cereal if a shopper frequently searches for products with that phrase.

At its annual conference for sellers in Seattle, Amazon announced that third-party sellers are crucial to its thriving e-commerce business. Since 2017, these sellers have accounted for at least half of all goods sold on the site, and in the second quarter of this year, their share grew to 61%.

Amazon's vice president of worldwide selling partner services, Dharmesh Mehta, stated in an interview with CNBC that a significant increase in the number of merchants are utilizing its AI services. Specifically, he revealed that over 400,000 of Amazon's millions of third-party sellers have employed its AI listing tool, which is a 100% increase from the 200,000 sellers that used it in June.

Amazon is leveraging generative AI to address a critical challenge for third-party merchants, which is account troubleshooting. The company has a vast network of teams that work with sellers to resolve account suspensions, manage inventory, and grow their businesses on the platform. However, merchants have consistently expressed frustration with the slow resolution times and difficulty in reaching a human representative when unexpected issues arise with their accounts.

Amelia can assist in resolving an account issue and, in the future, will be able to solve the problem on the seller's behalf. Instead of manually filling out a form for missing inventory, a seller can ask Amelia to file a claim for them or the tool can automatically resolve the issue.

"Instead of communicating with seller support or speaking on the phone, Amelia can handle it faster, Mehta stated. This eliminates the need to send an email and wait for a reply."

Amazon announced that Amelia, a language model, utilizes Bedrock, a software platform that enables users to access large language models from Amazon and other companies such as Anthropic and Stability AI. Mehta stated that Amelia is trained on public data from the web, in addition to information obtained from Amazon seller resources, FAQs, and other publicly accessible websites.

The model, according to Mehta, is not trained on data specific to sellers, which is closely guarded.

Amazon utilizes a tool that employs retrieval-augmented generation (RAG), a widely-used AI industry framework that integrates generative AI with traditional information retrieval techniques. This technology enables the extraction of specific seller data from Amazon's internal systems without storing or incorporating it into the model training data.

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