Amazon enhances its Seller Assistant service with agentic AI, aiming to transform into a relentless collaborator for sellers.
In a groundbreaking move, Amazon has introduced an upgraded Seller Assistant, a creative studio that transforms conversational prompts into Sponsored Ads enriched with Amazon's shopping-signal data. This innovative tool, built on Amazon Bedrock and incorporating Amazon Nova and Anthropic Claude AI models, is set to revolutionise the way sellers operate on the platform.
The enhanced Seller Assistant offers a host of features designed to streamline and optimise selling processes. It analyses sales patterns and customer behaviour to recommend new product categories, refine marketing strategies, and assemble seasonal playbooks. Furthermore, it monitors inventory levels, flags slow-moving items, and recommends when to mark down or remove products.
However, with great power comes great responsibility. The potential risks for sellers include trusting the system's accuracy and maintaining full control over actions. Transparency into why suggestions are made and clear approval flows will be critical to adoption.
Amazon's expansion of Amelia underscores its strategy to become an operational partner for sellers rather than a passive platform. The company is investing in generative AI to improve product discovery and visibility for sellers. Early users compare Amelia to having a business consultant embedded in their workflow.
One of the key benefits of the new Seller Assistant is its ability to provide immediate answers and actions, eliminating the need to dig through dashboards, as stated by Alfred Mai, founder of ASM Games.
Amazon also plans to guide sellers through international expansion opportunities, broadening the reach of independent sellers. For seasonal surges, the system reviews a seller's catalog, compares historical demand with current trends, and produces a detailed inventory plan.
The upgraded assistant also scans in the background for potential account health issues related to new product safety regulations and customer-service metrics. If a product listing inadvertently implies that it functions as a pesticide, for example, the assistant alerts the seller, explains the regulatory concern, and provides resolution options.
The upgraded Seller Assistant is available to U.S. sellers now, with rollout to other countries planned in the coming months. However, the news does not provide information about which companies besides Amazon in the USA will offer the equipped Seller Assistant from Amazon in the coming months.
A smart bird-feeder brand saw a significant increase in sales using the new tool, with a 338% increase in click-through rates, 89% new-to-brand offers, and a 121% return on ad spend. This success story underscores the potential of the enhanced Seller Assistant to drive growth for sellers across various industries.
The automated document analysis of the assistant checks for missing certifications such as UL standards and guides sellers through what to add and why. With approval, the assistant can implement the fix before the violation disrupts sales.
In conclusion, the upgraded Seller Assistant represents a significant step forward in Amazon's strategy to support independent sellers. By providing a comprehensive, always-on operational partner, sellers can focus on growing their businesses while relying on Amelia to handle the day-to-day tasks.
