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.

Instead of the “more like this” feature that suggests similar, specific items, the new recommendations will be offered as larger categories based on a customer’s shopping habits — such as those catering to holiday events or sporting activities.

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

Product pages are getting AI in every nook and cranny, with new seller tools that create video ads, item descriptions, and brand stories at the push of a button.

Amazon.com Inc. today announced it’s rolling out a generative artificial intelligence assistant dubbed Project Amelia for independent sellers to provide answers, advice and tools to boost their productivity and sales.

Amazon is launching a new AI-powered assistant to help third-party sellers overcome e-commerce difficulties. As confirmed by the company on Thursday at the Accelerate seller conference in Seattle, Amelia is an “all-in-one, generative-AI-based selling expert,” tasked with customer support in areas such as inventories, supply chains, and data.

Amazon's AI, Amelia is streamlining the selling process for sellers to give shoppers a better user experience.

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