- Amazon launches AI tool Amelia, aiding sellers with metrics, inventory, and promotions, serving as a personalised expert.
- Building on Rufus, Amelia handles complex queries and shipment delays, reducing need for human intervention.
OUR TAKE
The introduction of Amelia exemplifies Amazon’s drive towards enhancing seller support through advanced AI. This move not only streamlines operations but also fosters better relationships with third-party vendors, crucial for Amazon’s business model. It reflects a broader shift towards automation in tech, positioning Amazon as an innovator in e-commerce and customer service efficiency.
–Vicky Wu, BTW reporter
What happened
Online retail giant Amazon has unveiled a new artificial intelligence application named Amelia, designed to assist independent sellers with a variety of tasks including sales metrics analysis, inventory management, and product promotion. The announcement came during the company’s annual conference in Seattle, where it showcased the tool’s capabilities to its vast network of approximately 450,000 US-based independent sellers.
According to Dharmesh Mehta, VP of Worldwide Selling Partner Services at Amazon, Amelia is intended to offer sellers their “own personalised expert” in managing their businesses on the platform. The AI application can provide real-time answers to complex queries such as holiday preparation strategies and performance metrics, including units sold and website traffic. Furthermore, the software is slated to eventually handle issues like delayed shipments autonomously, reducing the need for human intervention.
Amelia builds upon the introduction of Rufus, another AI-driven search engine launched earlier this year to enhance customer shopping experiences by making product discovery easier. Amazon has begun integrating advertising into Rufus, indicating a potential revenue stream from marketers paying for preferential recommendations.
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Why it’s important
The launch of Amelia signifies Amazon’s commitment to utilising advanced technologies to streamline operations and improve the seller experience on its platform. By automating customer service and providing detailed insights into business performance, the tool aims to create a more efficient and supportive environment for third-party sellers. Given that more than three-fifths of the items sold on Amazon come from these external vendors, fostering a positive relationship with them is crucial for the company’s continued success.
Furthermore, the deployment of AI tools like Amelia underscores the broader trend within the tech industry towards increased automation. For Amazon, this means not only enhancing the capabilities available to sellers but also potentially reducing costs associated with manual customer support. As the e-commerce landscape becomes increasingly competitive, innovations such as Amelia could give Amazon a significant edge by improving seller satisfaction and operational efficiency.
Overall, the roll-out of Amelia marks another step in Amazon’s ongoing efforts to transform the way businesses operate on its platform, reinforcing its position as a leader in e-commerce and technological advancement.
