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Amazon
TL;DR
Amelia helps with everything from sales trends to ad strategies, 24/7.
Check conversion rates, sales data, and inventory in seconds.
No more waiting for Seller Support responses—Amelia’s always on.
Amazon launched Amelia to simplify selling for third-party vendors.
Saves time on routine queries, so you can focus on growing your business.
Got questions about Amazon selling?
Don’t have time to sift through endless forums?
Amelia is here to help. Amelia is Amazon’s AI tool designed to give you instant support.
Amazon Seller Central can be a challenging place to navigate.
Inventory glitches
Account health warnings
Policy updates
Sellers need answers fast, and waiting around is not an option.
Amelia answers your queries quickly, covering everything from FBA processes to troubleshooting listing errors. No more waiting for responses or scrolling through complicated support pages.
Have a question about refund policies? Ask Amelia.
Struggling with order management? Amelia has solutions.
With just a few clicks, you can tackle issues that might have taken hours otherwise.
Amazon launched Amelia in September to simplify Seller Central for sellers.
Now, let's look into everything you need to know about this new AI assistant and how it can streamline your selling experience.
Quick guide
What is Amazon’s Project Amelia?
Facts about Project Amelia
What can you ask Amelia?
Questions Amelia won't answer
Where can Amazon sellers find Amelia?
Do I still need to hire an Amazon agency if I have Amelia?
Does that mean Amelia’s not as useful?
What is Amazon’s Project Amelia?
Amazon’s Project Amelia is a new AI-powered assistant designed specifically to support Amazon sellers.
It was introduced in September 2024 as a beta version to offer sellers a streamlined way to access information about their sales operations.
Video source: Amazon
What sets Project Amelia apart is its ability to offer a personalized touch. It’s available at all times, meaning sellers can access help without waiting for support staff. Initially, it focuses on providing information and answering questions, but Amazon plans to expand its capabilities, including resolving issues and taking action directly on behalf of sellers.
Facts about Project Amelia
Project Amelia is named after the building where it was developed—Amazon’s Amelia building in South Lake Union. This building is named after Amelia Earhart, the famous aviator known for her adventurous spirit and groundbreaking achievements.
The AI behind Project Amelia runs on Amazon Bedrock, which is an Amazon Web Services (AWS) platform for building scalable generative AI applications. Bedrock provides access to foundational models that power Amelia’s AI capabilities.
Unlike general-purpose AI assistants, Project Amelia is specifically designed for Amazon third-party sellers. It is tailored to provide them with business insights, answer queries about Seller Central, and help them with decision-making related to inventory, sales trends, and advertising strategies.
Project Amelia was launched in September 2024, initially as a beta version for a subset of Amazon sellers in the U.S., with plans to expand its availability in the coming months.
Project Amelia is designed to be accessible at all times, offering support to sellers whenever they need it, without having to wait for Amazon staff to be available.
The AI behind Project Amelia is trained on both specialized knowledge about selling on Amazon and broader generative AI data, allowing it to provide specific advice related to the Amazon ecosystem and general business guidance.
One of Amelia’s standout features is its ability to provide sellers with real-time access to metrics like sales data, conversion rates, and traffic information. Sellers can ask questions and receive data summaries instantly.
While the initial beta version focuses on providing insights and data, Amazon’s plans for Project Amelia include automating problem-solving and task management for sellers, potentially even taking actions like adjusting listings or running promotions.
What can you ask Amelia?
Sales and inventory questions
What are my sales numbers for the past week/month?
How do my current sales compare to last year?
What is my best-selling product this month?
Which of my products have the highest conversion rates?
What is my current inventory level?
Are there any items that are low on stock?
How many units of [specific product] did I sell last week?
Can you show me my best-performing keywords?
What is the total value of my current inventory?
How many units do I need to reorder for [specific product]?
What is my most returned product?
How is the stock movement for [specific product]?
Marketing and advertising questions:
Which advertising campaigns are performing best right now?
How can I improve my product visibility?
What is my average cost per click (CPC) on my campaigns?
Can you suggest high-converting keywords for my products?
How much have I spent on ads this month?
What are the best keywords for the holiday season?
How can I reduce my ad spend without losing visibility?
How should I optimize my listing for better conversion?
Which of my ads has the highest click-through rate (CTR)?
How can I use Amazon Live to promote my products?
What are the trending keywords in my category?
Business performance and metrics questions
What is my current order defect rate (ODR)?
What is my feedback rating over the past 30 days?
How many five-star reviews did I receive this month?
What is my average customer rating?
How has my customer traffic changed over the past month?
What is my return rate?
Can you show me a breakdown of my recent sales by region?
How are my profit margins looking this quarter?
Which products have the highest margin?
How is my brand performing compared to last year?
Product listing and optimization questions
How do I create a new product listing?
What are the requirements for Amazon’s A+ Content?
How can I improve the images on my product listing?
What should I include in my product description for better SEO?
How do I update my product titles and descriptions?
How can I add new variations to my listing?
How can I improve my product ranking?
Can you help me optimize my listing for mobile users?
General Selling and Account Management:
How do I update my bank account information?
What are the fees associated with Fulfillment by Amazon (FBA)?
How do I enroll a product in FBA?
How do I get started with international selling?
How do I open a case with Amazon Seller Support?
What are the requirements for the brand registry?
How do I manage my seller feedback?
How can I contact Amazon support?
How do I handle a customer return request?
How can I check if my account is in good standing?
How do I update my business information on Seller Central?
Seasonal and promotional planning questions
How should I prepare for the holiday season?
What are the most popular products for Christmas?
How do I run a Black Friday promotion?
How can I create a coupon for my products?
What are the best practices for seasonal advertising?
How do I set up a lightning deal?
How do I manage increased holiday sales?
What products should I promote during Halloween?
Technical and issue resolution questions
Why is my listing suppressed?
How can I resolve an IP infringement claim?
How do I fix a stranded inventory issue?
Why is my product flagged as restricted?
How can I improve my shipping speed?
Why is my account suspended, and how do I reinstate it?
How do I handle a chargeback claim?
How do I investigate discrepancies in my sales report?
How can I troubleshoot problems with uploading inventory files?
What steps do I take if my product listing is incorrect?
Insights and strategy questions
What products are trending in my category?
How do I forecast demand for Q4?
What new features are available in Seller Central?
What advertising strategies should I consider for new products?
How do I enter a new market?
How do I target international customers?
What strategies should I use to launch a new product?
How can I improve my brand presence on Amazon?
What are Amazon’s guidelines for product images?
How do I use Amazon’s Vine program for reviews?
Personalized metrics and reports questions
How is my business doing overall?
What are my top 5 best-performing products?
Can you provide a summary of my return rates for the last quarter?
How many new reviews did I receive this month?
What is my average order value (AOV)?
How do I find out which products are underperforming?
Can you show me a report of my FBA fees?
What is my year-to-date revenue?
How many new customers did I gain last month?
What is my current inventory turnover rate?
Customer Insights and Engagement:
What are my customers saying about my products?
How can I improve my response time to customer inquiries?
How do I handle a negative review?
What are the most common customer complaints?
How can I create a better customer experience?
What questions are customers asking about my products?
Questions Amelia won't answer
Amelia can do a lot, but there are some things she just can't handle.
While she’s great with general seller advice, metrics, and product strategies, she has her limits.
She can't help with very account-specific issues like suspension appeals or complex compliance cases that require direct human intervention.
If you're looking for legal advice or want insights beyond Amazon’s ecosystem, like strategies for other e-commerce platforms, Amelia won’t be able to provide that either. She’s also not a replacement for personalized, human support when dealing with nuanced issues that require more than just data. In these cases, sellers will need to reach out to Amazon's support team.
So while Amelia can assist with a lot, knowing where her expertise ends is key. It helps sellers save time by knowing when to ask Amelia and when to escalate to Amazon’s human support.
Here are some examples of questions that Amelia might not be able to help with:
"Can you change my account status?"
Amelia can't change your seller account status or lift a suspension. Issues like account suspensions require direct human review and input.
"Why was my account suspended?"
She can provide general advice on maintaining account health, but she cannot give detailed reasons for specific suspensions or assist with appeals.
"How do I comply with local tax laws in Europe?"
Amelia is great with general selling guidance but won't give specific legal advice about tax compliance or regulatory requirements outside of Amazon’s platform.
"Can you create a custom marketing strategy for my brand?"
While Amelia can suggest general marketing tips and trends, she won't build a fully tailored strategy or dive into brand-specific market analysis.
"Can you call Amazon support for me?"
Amelia can't perform tasks outside the digital platform. Contacting support for further assistance is still up to the seller.
"Can you give advice on selling on eBay?"
Her expertise is focused on Amazon's ecosystem. Questions related to external platforms like eBay or Shopify fall outside her knowledge base.
"Can you adjust my FBA fees?"
Amelia can't change fees or make adjustments to Amazon's financial policies, including FBA fees or storage charges.
"Can you handle a refund request for me?"
While Amelia can guide on how to process refunds, she can’t handle refund requests or intervene in the refund process directly.
"What legal steps should I take in a customer dispute?"
Legal advice remains beyond her scope. Amelia focuses on best practices and data insights, not legal proceedings.
"Can you get me a faster resolution on a case I opened?"
She can help explain how the process works or what to expect, but she cannot expedite Amazon support responses or influence their timelines.
Where can Amazon sellers find Amelia?
You can find Amazon's Project Amelia directly within Seller Central.
It's available as a beta feature, which means not all sellers will have access to it initially. Sellers who are part of the beta can interact with Amelia through their Seller Central dashboard.
Amelia can be accessed from any page within Seller Central for those sellers included in the beta rollout.
As Amazon plans to expand the availability of Project Amelia, it will roll out to more sellers across the U.S. and eventually to other regions.
To check if you have access, log into your Seller Central account and look for any prompts or announcements related to the new AI assistant feature.
Keep an eye on updates from Amazon, as they will communicate to sellers when and if they become eligible for access to Project Amelia.
Do I still need to hire an Amazon agency if I have Amelia?
Yes, Amelia can answer a lot of your questions. It can give you quick sales insights. It can guide you on how to tweak your listings. But it’s not the whole solution.
Amelia’s role is to provide information. It’s there 24/7, ready with answers. But when it comes to crafting a winning strategy? That’s where an agency can help.
Amazon consulting agencies bring experience. They don’t just know Amazon; they understand the market, your competitors, and the trends. They can adjust your approach based on what’s happening right now.
And if a complicated issue pops up? Amelia might recognize it, but solving it is another story. Agencies can manage disputes, handle appeals, and even work directly with Amazon support.
An agency saves time. Managing ads, optimizing listings, and tracking inventory—these tasks take up a lot of hours. Let an agency handle the day-to-day, while you focus on growing your brand.
Does that mean Amelia’s not as useful?
Not exactly. Amelia has a lot to offer.
She’s available 24/7.
She can give quick answers to questions. Think of sales metrics or tips on optimizing your product listings.
She helps when you need to understand trends or get data fast. That can save you time.
But here’s the thing.
Amelia isn’t a strategy expert.
She doesn’t dive into long-term growth plans or build custom ad campaigns. And she won’t offer that hands-on help during a crisis.
She’s perfect for getting immediate insights but can’t replace the expertise of Amazon selling consultants. So, it’s not about Amelia being less useful.
It’s about knowing when to use her strengths—and when you might need more.
