Project Amelia offers a range of features designed to streamline operations for Amazon sellers:

• Knowledge-based queries: Sellers can ask specific questions and receive relevant, summarized information from reliable sources on Seller Central and beyond.1

• Business metrics: Quick access to sales data, customer traffic information, and other critical business metrics is provided.12

• Issue resolution: The AI assistant will soon offer straightforward resolution paths for complex problems, including diagnosing issues and, in some cases, taking action on behalf of sellers.13

As the system evolves, it will provide increasingly personalized experiences, anticipate seller needs, and proactively resolve issues, transforming into a comprehensive "selling expert" accessible from any page within Seller Central.34

Built on Amazon Bedrock, a managed service for developing generative AI applications, Project Amelia leverages cutting-edge foundation models and AI tools for efficient scaling12. The assistant combines vast general knowledge with Amazon-specific expertise to provide tailored advice to sellers2. Utilizing retrieval-augmented generation (RAG), a framework that merges generative AI with established information retrieval techniques, Amelia can extract specific seller information from Amazon's internal systems without retaining or integrating it into the model's training data3. This approach ensures data protection and security for selling partners while still offering personalized and relevant assistance4.

Sellers leveraging Project Amelia can expect significant advantages in managing their Amazon businesses. The AI assistant offers personalized insights tailored to each seller's unique business model, learning from interactions to provide increasingly relevant advice and support12. By streamlining operations and providing immediate answers and guidance from any page within Seller Central, Amelia enhances efficiency and productivity1. This allows merchants to focus more on building great products and delighting customers, rather than getting bogged down in complex platform management tasks3. As the tool evolves, it aims to become a trusted advisor, empowering sellers to scale their businesses more effectively and drive greater success in Amazon's store2.

Currently in beta for an initial set of U.S. sellers, Project Amelia is set to expand its reach in the coming weeks. The rollout plan includes a phased introduction to additional countries later this year, along with support for languages beyond English.12 As sellers engage with the AI assistant, it will continuously evolve, offering more comprehensive and personalized responses tailored to specific business needs.2