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Amazon’s Generative AI Tool and Listings why a human touch matters

As Amazon introduces two new cutting-edge generative AI tools aimed at SME brands, we explore the benefits, and how best to unlock their capabilities for your brand…

These two new AI tools – one designed to simplify the listings creation process and one designed to enrich existing listings – are now available for sellers across the UK and EU.

And, already used by more than 30,000 selling partners, they seem to be going down a storm. 

7 out of 10 small business owners using generative AI reported already experiencing tangible benefits, including time savings and improved content quality.

And a May 2024 survey by Censuswide got the following feedback from early adopters in the UK:

  • Users agreed AI could or had benefited their business by:
    • Saving time – 79%
    • Improving content – 73%
    • Improving profitability – 73% 
    • Enhancing customer service – 72%; and 
    • Reaching more international customers – 71%
  • They also felt that AI could help reduce the time spent writing product descriptions from eight hours to one hour per month, on average…
  • And reduce time updating product descriptions from seven hours to one hour per month, on average.
  • With participants saying their key challenge was attracting new customers, around a third (32%) thought that AI-generated content could increase a product’s discoverability.

Sounds good, right?

There’s no doubt that good AI automations help streamline processes, giving back valuable time and allowing brands to turn their focus to other critical aspects of their businesses.

But, as with all AI offerings, their powerful capabilities are still best used in combination with a human touch – human input being essential for differentiation and maintaining a brand’s unique voice.

More detail on those two new Generative AI Tools

1. Product Listings Tool (for new listings)

Designed to “make listing new products easier than ever”, this AI tool generates high-quality and engaging product titles, descriptions and other listings details from just a few descriptive words and/or a product image.

2. Enriched Product Listings Tool (for existing listings)

Designed to help optimise existing listings, this AI tool analyses and enriches  existing product information, automatically completing missing details and improving overall content quality to provide richer, more comprehensive product information that enhances the customer experience.

The Essential Human Touch

But, while generative AI tools offer brilliant benefits, our opinion is that they don’t eliminate the need for human input. 

A lot of AI content is very similar in terms of how it feels and reads – not great to help differentiate your brand and products against your competition.

Instead, the true power of these tools is unlocked when they’re combined with human creativity and strategic input.

A little extra effort allows you to introduce your own creative spin, ensure the brand tone of voice is consistent and avoid just being another generic listing.

The result is a best of both worlds – a time-saving, data-driven, AI-generated framework that you can tweak to be more engaging, unique and resonant.

Want expert help to elevate your Amazon listings? Our team can help – get in touch today.

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