Amazon launched in beta a new personal assistant for salespeople powered by generative AI, codenamed Project Amelia. At the moment, it is only available to sellers in the United States.
As Amazon details, Project Amelia - based on Amazon Bedrock -provides sellers with “an all-in-one, generative, AI-based sales expert that is always available to immediately provide sellers with the answers, advice and tools they need to succeed.”
The idea behind Amelia is to empower sellers with tools to manage their sales profile in the marketplace. It works very simply. Sellers just have to ask the assistant a question and it will give an answer with accurate information and guidance on business management. Project Amelia also “learns about your unique business to offer personalized information and assistance,” explains Amazon in its press release.
In this regard, the company says it will continue to improve Project Amelia's knowledge base and develop its expertise to ensure it covers the specific domains we know are most important to sellers: “As Amelia evolves, it will provide a more personalized experience and increasingly acquire the ability to not only converse with sellers but also anticipate their needs, take action, and solve problems on their behalf.
More specifically, Project Amelia's capabilities cover three key areas:
Knowledge-based questions: sellers can ask specific questions and receive relevant, summarized information gathered from highly accurate and reliable sources in Seller Central and beyond, making it easy to quickly find what they need.
Status updates and metrics: sellers will be able to receive information on sales data, customer traffic to the Amazon profile, and track profile status with questions as simple as “How is my business doing?” Given that question, Project Amelia will provide a summary of performance in detailed metrics and compared to data from the same period in the past year.
In addition, marketers will also be able to drill down into the results by asking additional questions such as, “What's going on with my cotton T-shirts?” Faced with this other question, Project Amelia will provide an overview of sales, growth, customer traffic and more for that specific product.
Actions and problem resolution: Soon, Project Amelia will also be able to offer simple resolution paths for complex problems and tasks by diagnosing problems and, in some cases, the option to take action on behalf of salespeople.
Simply asking Project Amelia to help with a task or resolving an issue, such as “I have 300 units coming in and I don't see that reflected in the report. Can someone look into this?” In this case, sellers will receive personalized guidance and, if needed, assistance in investigating the issue or connecting the seller with support to ensure the issue is resolved as quickly as possible.
Amazon will add numerous features in the future, such as giving additional help to manage tasks or offering to resolve issues on the seller's behalf, although in the latter scenario the company has avoided giving release dates. Project Amelia will be rolled out progressively to additional U.S. sellers in the coming weeks. Amazon says that by the end of this year 2024, it will begin a gradual rollout in other countries and Project Amelia will begin to be accessible in languages other than English.
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