Amazon has recently announced the launch of a new feature called “Enhance My Listing” (EML), marking a decisive acceleration in its generative artificial intelligence implementation strategy.
The tool, designed to give sellers greater control in managing and optimizing their product listings, will in fact allow them to save valuable time and improve content quality. Human presence in the drafting phase is unlikely to be completely replaced, but it is certainly a valuable aid for those who want to make these tasks more efficient.
Moreover, Amazon explained that the launch of this new feature is directly linked to the numerous feedback provided by selling partners, who have repeatedly pointed out that periodically updating listings to keep them relevant required considerable effort.
EML is, in this sense, Amazon’s response to this need: offering a tool that not only simplifies the optimization process but also ensures that listings remain updated and optimized to attract potential buyers.
The feature also integrates with the tools already available on Amazon’s selling platform and is based on the capabilities of Amazon Bedrock, which supports the rapid evolution of AI models in response to the latest shopping trends. By leveraging this data, Amazon’s new tool can generate relevant suggestions for product titles, attributes, descriptions, and missing details. Sellers are always kept at the center of the decision-making process, with the ability to review, customize, or reject any suggestion with a single click.
AI tools for sellers
The path that led to the development of “Enhance My Listing” began towards the end of 2023, Amazon recalls. At that time, the company introduced the first AI-based features to support sellers in creating listings. More than 900,000 selling partners have already adopted these AI tools. And in doing so, they accepted the generated content with minimal or no edits in 90% of cases.
The results have been positive. According to the company, sellers using these tools have seen a 40% increase in overall listing quality. And, consequently, they’ve experienced improved customer engagement and sales potential.
The initial implementation of these tools allowed sellers to create listings starting from a simple product description. It then continued with uploading a single image or, if preferred, providing a URL from their existing websites. The system automatically generates “Amazon-style” titles and complete attributes. It uses customer information and purchasing data to ensure that listings align with the intentions of potential buyers. Subsequently, Amazon extended these features to bulk listing creation, enabling multiple enhanced listings to be generated simultaneously by uploading a simple spreadsheet. Positive feedback from sellers clearly influenced the evolution of these tools.
The “Enhance My Listing” feature was initially rolled out to selected sellers in the United States, with plans for expansion in the coming weeks.
Project Amelia: the AI personal assistant for every seller
Among the latest innovations in AI applied to seller support is Project Amelia, a generative AI assistant now available in beta for an initial group of U.S. sellers. It serves as a truly personalized Amazon sales expert that understands the specifics of each business. A virtual assistant that provides advice, insights, and tailored information to help sellers thrive in Amazon’s complex ecosystem.
With the continued evolution of the project, Amelia will soon be able to independently recognize business opportunities. It will also be able to diagnose issues and develop insights to increase revenue and optimize inventory. In some cases, it may even offer to take action on behalf of the seller. Interaction with Amelia is extremely intuitive. Sellers can simply ask questions like
“How is my business doing?”
and instantly receive
- access to sales and business metrics
- comparative trend analyses
- tailored strategic insights.
Available from Seller Central, Project Amelia represents ongoing support, ready to address strategic matters and provide insights tailored to each seller’s specific needs.
>>> Also read our article: Innovative packaging—Amazon’s new solutions for the packaging of the future. <<<
A+ Content enhanced by artificial intelligence
Brands on Amazon also have the option to enrich their product detail pages with customized content. This includes image slides and comparison charts through the A+ Content feature.
As is well known, A+ Content can boost sales by up to 20%. However, creating it requires significant time and resources for
- photoshoots
- text drafting
- design
- iterations.
Thanks to new generative AI features, brands can now drastically simplify the production of this content. They can improve detail pages by creating more engaging listings and generating eye-catching visuals.
With these powerful features, brands can capture the essence of their identity simply by entering a few descriptive terms they want to highlight, such as “quality leather” or “versatile for any occasion.” The tool will automatically generate rich narrative content that showcases the product’s unique qualities. Additionally, by uploading an image of the product, sellers can generate backgrounds and settings that bring their items to life, more effectively showcasing the brand’s identity.
This is clearly a particularly interesting opportunity, especially for smaller brands that lack in-house capabilities or agency support to create high-quality images and messaging.
Personalizing the shopping experience for customers
Amazon is also innovating on the shopping experience front, implementing generative AI to personalize recommendations, categories, and product descriptions. Based on each customer’s purchase activity, Amazon
- creates personalized recommendation categories
- provides product descriptions more relevant to individual needs.
It thus significantly improves the relevance and effectiveness of the shopping journey.
Instead of offering generic suggestions like “Similar products,” Amazon can now provide specific recommendations such as
- Gift packs in time for Mother’s Day
- Great deals to improve your tennis game
- and so on,
based on the customer’s purchase history. Likewise, if a customer regularly searches for gluten-free products, this attribute can be highlighted in relevant product descriptions. This makes it easier to find the most suitable items.
This is a significant improvement—and, we imagine, especially useful for mobile shoppers. On small screens, space is limited, and sellers must present their products more effectively to the right customers, increasing conversion chances.
>>> Also read our article: FBA or FBM—How to calculate the optimal stock quantity. <<<
AI-generated advertising videos
Creating video content is clearly one of the most effective ways to connect with and engage potential customers. For this reason, Amazon now offers Video Generator, an innovative tool based on generative AI that allows sellers to create visually rich video content in minutes and at no additional cost, transforming advertising possibilities on the platform.
By using a product image, the generator creates customized videos that dynamically and engagingly showcase the item’s features. The videos leverage Amazon’s vast retail data and, in doing so, tell the product’s story in ways that are relevant to potential buyers.
>>> Also read our article: How to sell on Amazon USA – The Complete Guide for European Sellers. <<<
Technological infrastructure and future prospects
Finally, it is worth sharing that at the heart of these innovations lies the AI infrastructure developed by Amazon Web Services (AWS)—specifically, Amazon Bedrock.
Foundation Models (FMs) are the building blocks of generative AI. Bedrock’s managed service simplifies the use of advanced models in the creation of innovative solutions to support sellers.
It should also be noted that these new tools are only the beginning of the transformation of the selling experience through generative AI. In an increasingly competitive landscape, Amazon’s ability to implement accessible AI solutions is a significant advantage for sellers of all sizes. It can democratize access to marketing tools that were previously only available to large companies.
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