Project Amelia is Amazon's new AI-powered personal assistant for independent sellers

In a recent blog post, Amazon shared that it built a new AI-powered personal assistant tailored to support time and resource-constrained independent sellers using Amazon Bedrock. Project Amelia is meant to be an AI-powered sales expert, always available on any page within Amazon's Seller Central to answer sellers' questions and provide personalized insights about each seller's business as it learns more about it over time.

Built using Amazon Bedrock, the company's toolkit to build and scale generative AI applications easily, Project Amelia features a combination of broad world knowledge and specialist knowledge about selling on Amazon to provide relevant and useful answers. Amazon anticipates that it will continue to build on Project Amelia's capabilities so the assistant can answer increasingly complex queries and, eventually, even anticipate sellers' needs, take action on specific tasks, and resolve issues related to their businesses.

Project Amelia has two broad skills: knowledge-based question answering, and status updates and metrics retrieval. Project Amelia's knowledge retrieval skills enable it to answer questions based on reliable sources, including Seller Central. Users can also ask the assistant to bring up sales and customer traffic information, answer general questions about how a business is doing, or more specific ones about a particular product in the seller's storefront. Soon, Project Amelia will also be able to assist sellers in troubleshooting issues and even offer to take action toward solving some of them. These capabilities aim to save sellers' time and effort, enabling them to refocus these resources on growing their businesses.

Project Amelia will initially roll out to select English-speaking sellers based in the US. It will continue to roll out for more English-speaking, US-based sellers over the next weeks before Project Amelia goes into a phased release to make it available to sellers in additional countries and accessible in more languages later this year.