Amazon is launching a new AI-powered selling assistant code-named “Project Amelia” to help sellers navigate the nuances of e-commerce, using generative artificial intelligence to answer questions and provide guidance.

Amazon sellers now have access to an AI assistant designed to help grow their business by answering questions about their metrics, and later, helping to resolve issues that arise. The assistant, code-named Project Amelia and built on AWS's Amazon Bedrock,

Amazon generative AI improving “More Like This” One of the features that polarized buyers was the “More Like This” suggestion panel. It was rather rudimentary and suggeste

Codenamed Project Amelia, the new tool will answer a range of questions, from how to prepare for the holiday shopping season to suggesting the wording of product listings, Amazon said Thursday during its annual Accelerate conference for merchants.

The new AI assistant is currently in beta mode for select Amazon partners in the United States. It will allow sellers to ask questions in English and get guidance about how to efficiently manage their business.