Amazon aims to give its marketplace partners a virtual boost with new GenAI tools that can help with everything from content creation to operational initiatives.
In a blog post, Mary Beth Westmoreland, Amazon vice president, Worldwide Selling Partner Experience, made the case that generative AI is among the most transformational technologies today and the company continues to focus on the development and deployment of AI and machine learning to improve the customer experience, support the success of sellers, maximize productivity and tackle human problems. Among its GenAI goals is helping to streamline operations for Amazon sellers, who often are small and medium-sized businesses managing supply chains and inventory as well as forecasting sales and building brand recognition. To help, Amazon is deepening its commitment to sellers with the launch of several new generative AI-powered tools that can make seller businesses more efficient and easier to run.
The tools include Project Amelia, which has been developing a generative AI assistant now in beta testing with an initial set of U.S.-based sellers. Amazon designed Project Amelia to provide a virtual Amazon selling expert that understands a seller’s unique business and provides personalized recommendations, insights and information. Project Amelia will soon be able to recognize business opportunities and diagnose problems, Westmoreland stated, as well as deliver key insights on how to grow revenue, optimize inventory and resolve key issues. In some cases, it can take action on a seller’s behalf. Sellers can ask questions such as: How is my business doing? With that, Project Amelia will provide instant and secure access to sales and business metrics, compare trends and provide guidance.
Amazon’s plans also include establishing generative AI product listings capabilities to get more products in front of customers faster. In a new bulk listing workflow, sellers can upload a spreadsheet containing a sparse set of listing details and Amazon GenAI will create rich titles, bullet points and descriptions for multiple listings at once. As such, sellers can create highly optimized detail pages and get more of their products in front of customers faster than ever before, Westmoreland noted.
Then, what Amazon calls A+ Content automatically creates brand storylines that can attract customers in ways that fuels a seller’s sales lift by up to 20%, Westmoreland said, by using new generative AI capabilities to easily enhance product detail pages, create more engaging and informative listings and to generate eye-catching and authentic lifestyle imagery that highlights partner products.
Amazon is also innovating with generative AI to personalize product recommendation categories and product descriptions on its website and shopping app, Westmoreland asserted. Based on a customer’s shopping activity, Amazon reviews customer preferences to create personalized recommendations categories on its homepage and throughout the consumer shopping journey, with customized product descriptions that are more relevant to individual consumers. So instead of offering shoppers “More like this,” Amazon will generate more specific recommendations – such as gift boxes in time for Mother’s Day or “cool” deals to improve your curling game – based on a customer’s shopping activity. In another application, if a customer regularly searches for gluten-free products, Amazon might add the term gluten-free to a relevant product description to help customers find the product that will best meet their needs. Content improvement can be particularly useful for shoppers on mobile devices with limited screen space and it gives sellers a boost in getting their products in front of the right consumers more effectively.
Amazon also intends to help sellers leverage generative AI to create engaging video ads. Amazon has announced a new Video Generator, a GenAI-powered tool that enables sellers to use the company’s advertising tools to create visually rich video content in a matter of minutes and at no additional cost. With a single product image, Video Generator instantly creates custom videos that showcase product features. The videos leverage Amazon retail insights to bring a product story to life in ways that are relevant to consumers, Westmoreland indicated. As such, Amazon can help sellers make the most of their creativity while bringing shoppers a more engaging and informative advertising experience.
