Generative Artificial Intelligence (AI) is one of the most transformative technologies of recent years. As such, Amazon is focused on developing and deploying this technology and machine learning to improve the customer shopping experience, as well as support the success of business partners and maximise productivity. Indeed, generative AI will mark the next phase of AI work, enabling innovations in a way that, until recently, was not possible.

In particular, Amazon’s sales associates, many of whom are SMEs, manage complex operations on a daily basis, including overseeing supply chains, managing inventory, forecasting sales, building brand awareness and much more. But with generative AI, Amazon is simplifying all of these efforts, giving these sellers more time to focus on creating amazing products for customers to enjoy.

That’s why Amazon has decided to take that commitment to its retail partners a step further today with the launch of new tools powered by generative AI that simplify sellers’ businesses and improve their selling experience on the Amazon shop.

1) Project Amelia: a personalised Amazon sales expert for each sales partner

Amazon has launched, in beta, an assistant called Amelia that uses generative AI and will be enjoyed, in this initial phase, by a group of partners in the United States. This Amelia project offers an Amazon sales expert that provides recommendations, information and personalised data to help sellers thrive and succeed in the shop.

As this assistant evolves, she will be able to recognise business opportunities and diagnose problems, developing key insights on how to increase revenue, optimise inventory and resolve key questions, and in some cases will even offer to take actions on behalf of the seller, with their prior authorisation.

On the other hand, business partners will be able to ask questions such as ‘How is my business doing?’ and Amelia will provide instant and secure access to sales and business metrics, compare trends and offer guidance. Available from any page on Seller Central, Amazon’s seller portal, Amelia will be ready to answer strategic questions and provide unique information tailored to the needs of each business or seller.

2) Increase generative AI capabilities in product listings to reach more customers faster

In 2023, Amazon began dramatically reducing the time and effort required of sellers to create and manage high-quality product listings by leveraging the latest advances in generative AI. Since then, sales associates simply need to enter a short description, a URL to their own branded website or provide a product image, and the generative AI creates high-quality, comprehensive product listings that help drive sales.

More than 400,000 sellers globally have already used Amazon’s generative AI product listing tools and, later this year, it will expand these capabilities by leveraging AI to help sellers create multiple listings at the same time.

So, with bulk listing, sales associates will be able to upload a spreadsheet containing a minimal set of details and let Amazon’s generative AI create rich titles and descriptions for multiple listings at once. These capabilities will help sellers create highly optimised detail pages and reach more customers with products faster.

3) With A+ Content you can automatically create stories to engage customers

Brands on Amazon can develop customised content such as image carousels and comparison charts on their product detail pages. And with the A+ Content tool, they can better communicate their value proposition and brand story to customers.

A+ Content can generate up to 20% more sales for marketers, but historically, creating this type of high-quality content could be time-consuming and resource-intensive: photo shoots, copywriting, design, proofing, etc.

Now, however, brands will be able to streamline the production of their A+ content by using new generative AI capabilities to easily enhance their detail pages, create more engaging and informative listings, and generate captivating and authentic images that highlight their products. With these powerful new capabilities, Amazon makes it easy for businesses and SMEs to capture the essence of their brand by entering a few descriptive terms about the product they want to highlight, such as ‘quality leather’ or ‘versatile product for any occasion’, and the tool will generate rich narrative content that highlights the product’s unique qualities.

In addition, by uploading an image of the item in question, marketers will also be able to generate background images and scenes that bring their products to life and more effectively showcase their brand identity. With these new content creation solutions, even smaller brands that do not have the internal resources or agency support to create images and messaging of this quality can now easily develop engaging content that will grab customers’ attention and increase brand recognition. Meanwhile, this free generative AI tool will be available first to brand owners in the US and then rolled out to other countries later in the year.

4) Personalise product recommendations and descriptions

Amazon is innovating with generative AI to personalise product recommendation categories and product descriptions in its shop and app.

To do this, based on a customer’s shopping activity, Amazon reviews the customer’s preferences to create personalised recommendation categories on the homepage and throughout their shopping journey, as well as providing personalised product descriptions that are more relevant to each individual customer. For example, instead of offering customers ‘More products like this’, customers are provided with more specific recommendations, such as ‘Gift boxes in time for Mother’s Day’ or ‘Great deals to improve your curling game’ based on purchase activity. Or, if a customer regularly searches for gluten-free products, the term ‘gluten-free’ can be added to a product description as relevant to help the customer find the best product to meet their needs.

This enhancement is useful for shoppers, for example, who use their mobile devices with limited screen space, which helps marketers reach the right customers more effectively.

5) Marketers can leverage generative AI to create highly engaging video ads

Creating video ads is a powerful way to connect and engage customers. That’s why Amazon has launched the Video Generator tool, powered by generative AI, which allows sellers using Amazon’s advertising tools to create video content in minutes and at no additional cost.

Using a single product image, Video Generator can instantly create customised AI-generated videos that showcase a product’s features. These videos leverage Amazon’s unique insights to bring a product story to life in a way that is relevant to customers. And now, retail partners will be able to increase their creativity, while providing shoppers with a more engaging and informative advertising experience.