• Amazon has introduced a new generative AI assistant named Project Amelia, designed specifically for independent sellers on its platform. Currently in beta testing with select partners in the United States, Amelia aims to enhance productivity and sales by providing sellers with answers, advice, and tools tailored to their unique business needs. The assistant is integrated into Seller Central, Amazon's web-based dashboard that independent merchants use to manage their stores. This platform allows sellers to list products, manage inventory, fulfill orders, and track performance. Amelia is designed to be an always-available partner, learning from each seller's operations to offer personalized insights and support. Sellers can interact with Amelia by asking questions in English, such as inquiries about preparing for the holiday season or checking current sales data. The AI assistant responds with relevant information, helping sellers optimize their inventory and promotional strategies based on past performance metrics. For instance, it can suggest best practices for inventory management and highlight top-selling categories from previous seasons. In addition to providing insights, Amelia is expected to assist with more complex issues, such as logistics or reporting problems. For example, if a seller notices a discrepancy in their inventory records, they can ask Amelia for help, and the assistant will guide them through the necessary steps to resolve the issue, potentially connecting them with support services. Mary Beth Westmoreland, Amazon's vice president of worldwide selling partner experience, emphasized that Project Amelia is designed to reduce the operational burdens on sellers, allowing them to focus more on growth. The AI assistant is set to expand beyond the initial beta phase, with plans for a broader rollout to more U.S. sellers and eventual availability in other countries and languages later in the year. Overall, Project Amelia represents Amazon's commitment to leveraging AI technology to enhance the experience of third-party sellers, providing them with tools that can streamline their operations and improve their business outcomes.