Amazon expands AI capabilities for third-party sellers
Amazon is providing a wide range of new AI-based solutions that will assist sellers participating in its online marketplace perform tasks across the enterprise.
At its Amazon Accelerate annual seller conference held in Seattle Sept. 17-19, Amazon unveiled offerings including the beta of a generative AI-powered personal assistant for sellers code-named Project Amelia, as well as expanding how sellers can use the Buy with Prime service and fully launching Supply Chain by Amazon, an end-to-end automated set of supply chain services.
[READ MORE: Three ways managed supply chains are changing online marketplace sales]
Amazon also released several AI-based solutions designed to assist sellers in areas such as managing returns, creating video ads, personalizing recommendations, and analyzing customer data. An overview follows:
AI-based video creation
A new generative AI solution called Video Generator enables sellers using Amazon’s advertising tools to create video content in a matter of minutes and at no additional cost. Using a single product image, the video generator instantly creates custom, AI-generated videos that showcase a product’s features.
Personalized product recommendations and descriptions
Amazon is also leveraging generative AI to personalize product recommendations categories and product descriptions on its website and shopping app. Based on a customer’s shopping activity, Amazon reviews preferences of marketplace customers to create personalized recommendations and personalized product descriptions for third-party sellers that are more relevant to individual customers.
Content development
A tool called A+ Content automatically create custom seller content, such as image carousels and comparison charts on their product detail pages, driving what Amazon says is up to 20% sales growth. Amazon is also expanding its generative AI product listings capabilities to help sellers create multiple listings at the same time and optimized detail pages.
Customer analytics
Four new customer analytics tools are designed to help sellers optimize data-driven decision making by better understanding their customers. Customer Journey Analytics helps sellers identify trends and pain points in the customer journey to improve the shopping experience, while Enhanced Tailored Audiences organizes customers by interests to assist efforts in cross-selling and attracting new shoppers.
An AI-equipped Business Planner tool highlights key growth opportunities using sales and performance data. And being piloted in the coming weeks, Custom Analytics will let sellers track key business metrics, from sales to ads, for a comprehensive view.
The enhanced analytics tools announced at Accelerate are meant to build on Brand Tailored Promotions, a solution Amazon launched in 2023 to help sellers offer exclusive discounts to specific audiences.
