Designed to streamline operations, create more compelling content and enhance the customer experience, Amazon’s 5 new generative AI tools for sellers hold plenty of promise – but, as with all AI tools, there are benefits and there are limitations. We look at how much they’ll really help you, how easy they are to implement and how you can best harness the powers of AI to fuel your growth on the marketplace…
Project Amelia – Your Personal AI Selling Assistant
AI assistant “Project Amelia” is designed to give sellers personalised advice and real-time insights, offering instant access to sales metrics, inventory guidance and even proactive recommendations to grow your business.
And this is all incredibly useful – as long as brands remember to ask questions and not take everything at face value.
For example – can an AI assistant truly grasp the nuances of your specific brand and market?
Are these insights that will translate to tangible results for you? And how can you apply them strategically, based on your brand’s unique situation?
Our take
There’s no doubt Project Amelia will be a useful tool, but Sellers should never rely solely on AI for strategic decisions.
Understanding your market and customer base calls for human insight and experience to interpret Amelia’s data and turn it into an actionable strategy that drives real growth.
Bulk Generative AI Tools for Product Listings
Promising to save Sellers time by generating multiple product listings at once, Amazon’s new bulk Generative AI Product Listing tool works by creating optimised titles, descriptions and bullet points from minimal details uploaded by the brand.
Again, this sounds great – who loves uploading hundreds of new listings?
But again, our advice is to use the AI tool as a first step – and then add your own input into the process.
Why? Two questions…
Will an automated listing really highlight all the things that make your product better than the rest?
Will it capture your brand’s voice and unique selling points, or will your listings feel generic?
Our take
While AI-generated listings can help you get products live faster, they may not be optimised to their full potential.
The key is to use the generative tool, and then fine-tune your AI-generated content so it authentically represents your product and your brand and paints both in the best possible light.
A+ Content Creation
Creating A+ Content for your brand is a no-brainer – these rich, interactive product pages with image carousels and comparison charts can boost sales by up to 20%.
And now, there’s an AI tool to help streamline the process, generating content from a few descriptive terms and product images.
We think you know what we’re going to say though… can AI really capture the essence of your brand?
Is this content that will resonate with your target audience and beat your competition, or is it just something that ticks the basic boxes?
Our take
AI is a great starting point, but don’t settle for generic A+ Content.
Using the AI drafts as your base, elevate the output to tell your brand story compellingly, create an emotional connection to your customers and drive conversions.
AI Personalised Recommendations
Amazon is now using AI to personalise product recommendations and descriptions based on each customer’s shopping habits.
And while this should, in theory, help brands reach more relevant customers, it also raises an important question – are these AI-driven recommendations smart enough to understand the full context of your brand’s unique offering?
For example, if a customer regularly buys gluten-free products, AI might tag your listing with “gluten-free” – but is it surfacing your products to the right customers who will truly appreciate their value?
Our take
Automated personalization can be hit or miss – we would always recommend a more hands-on approach to targeting your ideal customers.
How? Through listings fully optimised to attract and convert the right audience and well-planned, strategic campaigns that are tailored to your brand.
AI-Generated Video Ads
Amazon’s new Video Generator tool helps Sellers create video ads in minutes, using just a single product image.
And this is brilliant, because video is undeniably one of the most effective ways to engage customers.
What’s the con here? Well, AI-generated videos can sometimes lack the creative flair and storytelling needed to truly stand out in what is an incredibly crowded and noisy environment.
Our take
AI-generated videos can help you get content out quickly, but will they capture your brand’s unique story?
Are they engaging enough to help you stand out? And do they have the creative polish and narrative depth you need to turn a basic video into a high-converting ad?
The Bottom Line
There’s no doubt that these new AI tools are impressive, and they’ll definitely help Sellers streamline tasks.
But, as with all AI, relying on it without strategic, human-driven input leaves too many gaps – and those gaps could see your brand slip behind the competition in this most dynamic and busy of marketplaces.
These tools are a great starting point, but they’re just that – a starting point.
Our expert team can help you get the most out of Amazon’s new AI capabilities, bringing our commercial clarity and vision to use these tools in a way that’s designed to deliver your brand and business goals.
Ready to go beyond the basics? Get in touch today.