On September 19, Amazon announced the launch of a new AI tool, Project Amelia, designed for third-party sellers.

Project Amelia is built on AWS's Amazon Bedrock service and aims to help third-party sellers quickly resolve account issues and access sales and inventory data. Amazon describes it as an "integrated sales expert powered by generative AI," accessible from any page within the Seller Central.

Currently, the feature has been released in beta to a select group of U.S. sellers, with plans to gradually roll it out to more sellers in the coming weeks. Later this year, Project Amelia will also be phased in across other countries, supporting languages beyond English.

Amazon emphasizes that Project Amelia's goal is to provide sellers with tools to manage and grow their businesses. For instance, sellers will be able to retrieve information such as sales data and ask questions regarding their sales performance. In response, Project Amelia will provide metrics like recent sales and website traffic, comparing them to the same period last year. Additionally, it will assist in addressing issues related to individual product sales and customer traffic, along with helping complete other tasks.

Moreover, Amazon stated that in the future, Project Amelia could offer "additional task management support" and may even "represent sellers in resolving issues," although specific details and timelines have not yet been provided.