Project Amelia offers three primary functionalities to enhance seller experience on Amazon's platform. Firstly, it provides knowledge-based responses, allowing sellers to ask specific questions and receive relevant, summarized information from reliable sources on Seller Central and beyond.1 Secondly, the AI assistant offers quick access to critical business metrics, including sales data and customer traffic information.2 Lastly, Amelia will soon be capable of diagnosing problems and offering resolution paths for complex issues, potentially taking action on behalf of sellers in some cases.13 These features are designed to simplify operations and help sellers manage their businesses more efficiently within the Amazon ecosystem.

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 assistance.

Merchants using 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 over time12. By streamlining operations and offering immediate guidance from any page within Seller Central, Amelia enhances efficiency and reduces the time and effort required for various tasks3. This allows sellers to focus more on product development and customer satisfaction. Additionally, the tool's ability to simplify complex processes, such as inventory management and regulatory compliance, empowers sellers to scale their businesses more effectively on the platform2.

Initially available to a select group of U.S. sellers, Project Amelia is set for a phased rollout. The beta version will expand to additional U.S. sellers in the coming weeks, with plans to introduce the AI assistant in other countries by the end of the year12. As part of its global expansion, Amazon aims to offer support in languages beyond English, making the tool accessible to a diverse range of international sellers2. This gradual deployment strategy allows Amazon to refine and enhance Amelia's capabilities based on user feedback and real-world performance.