Amazon’s AI tool, Amelia, aimed at helping third-party sellers quickly resolve account issues and access critical business data.
Amazon has introduced a new AI assistant, Amelia, designed to assist third-party sellers in managing their accounts. The tool, which uses GenAI, is currently in beta for select U.S. sellers and will be more widely available later this year. Amelia helps sellers troubleshoot account issues, fetch sales and inventory data, and automate tasks like filing claims for missing inventory. Accessible through Amazon’s Seller Central, Amelia is part of the company’s ongoing effort to leverage AI to enhance the seller experience.
One of the main challenges Amelia addresses is the difficulty many sellers face when trying to resolve account problems. Traditionally, resolving issues like account suspensions or inventory discrepancies required lengthy interactions with Amazon’s support teams. Amelia aims to streamline this process by using GenAI to investigate and potentially solve issues automatically. Instead of waiting for human assistance, sellers can now ask Amelia to perform tasks like filing claims or resolving inventory issues.
Amelia also helps sellers by providing access to vital data. Using Amazon’s Bedrock framework, the tool retrieves seller-specific information without storing it or including it in its training. This ensures sellers’ data privacy while improving the speed and accuracy of responses. Amelia can quickly pull information from Amazon’s internal systems, saving sellers time and reducing manual work. As Amazon continues to invest heavily in GenAI, Amelia represents a major step in its efforts to automate and improve account management for third-party sellers.
In addition to resolving issues, Amelia is part of Amazon’s broader AI strategy. The company is already using GenAI to generate product listings, create video ads, and offer personalized recommendations. These innovations help sellers save time, boost efficiency, and improve customer engagement.