Prime Highlight
- Amazon upgrades its Seller Assistant, Project Amelia, with agentic AI that can reason, plan, and take seller-approved actions.
- The update aims to reduce seller workloads, improve compliance, and enhance growth opportunitiesfor marketplace merchants.
Key Facts
- Project Amelia is built on Amazon Bedrockand powered by Nova and Anthropic Claude models, offering inventory, compliance, and advertising support.
- Early testing showed strong results, with one brand achieving a 338% increase in ad click-through ratesusing AI-powered Sponsored Ads.
Background
Amazon has introduced a major update to its Seller Assistant, Project Amelia, by adding agentic AI capabilities that can reason, plan, and take approved actions. The eCommerce giant announced the move on Wednesday (Sept. 17), calling it a new step in making AI a hands-on partner for marketplace sellers.
Mary Beth Westmoreland, vice president of worldwide selling partner experience, said the step allows AI “not just to respond, but to reason, plan, and help take action with a seller’s permission.”
The enhanced assistant, built on Amazon Bedrock and powered by Nova and Anthropic Claude models, now helps sellers monitor inventory, manage compliance, and build advertising campaigns.
A major concern is inventory management. The system identifies stock moving slowly and applies long-term charges, suggests markdowns, and forecasts seasonal spikes by instituting previous demand patterns. It also recommends product partition between Fulfillment by Amazon and Amazon Warehousing in cost and delivery equilibrium.
Risks that the assistant scans for compliance include product safety issues or the absence of certifications. It raises awareness among the sellers, clarifies the problem, and provides solutions before accounts are impacted by violations.
Sponsored Ads are now built through simple prompts using Amazon shopping data to enhance the performance of the campaigns created by Advertising tools. Preliminary tests revealed high response rates with one brand increasing its click-through rates by 338%.
The tool is currently on the market in the U.S. and will soon be expanded to other markets. Amazon said the goal is to reduce seller workloads, improve compliance, and support growth, while keeping merchants in control of all actions.
