Amazon Amelia: The Expert AI Tool for Smarter Selling
If you’re an Amazon seller, you already know how much time and effort it takes to manage listings, optimize sales, and keep projects moving smoothly. That’s where Amazon Amelia steps in. Branded as a smart AI assistant, Amelia is designed to act like a personal virtual assistant for Amazon sellers, helping with everything from FBA-related tasks to answering detailed questions about your business. More than just another tool, Amelia represents Amazon’s push to give sellers an expert at their fingertips - one who’s available 24/7.
In this article, we’ll break down exactly what Amazon Amelia is, highlight its key features and capabilities, explore what you can ask Amelia, and show you how to access this new project. Whether you’re just getting started for Amazon FBA or scaling up your selling business, Amelia could be the game-changer you didn’t know you needed.
Table of contents
What Is Amazon Amelia?
Amazon Amelia is Amazon’s pioneering AI assistant, a powerful tool designed to ease the complexity of running an Amazon business. Built atop Amazon’s Bedrock foundation, Amelia acts as your personal seller assistant, delivering fast answers, personalized advice, and even help with project and operational tasks right from Seller Central. As a virtual AI assistant for Amazon sellers, it combines broad marketplace intelligence with deep visibility into your business metrics. Think of it as an expert advisor that’s always on call.
Already, over 400,000 Amazon sellers are using Amazon’s generative AI tool for listing creation and more, up from 200,000 just months earlier - proof that AI is rapidly becoming indispensable to the selling workflow. By aggregating knowledge, delivering status updates, and soon even resolving issues on your behalf, Amelia brings the future of AI-driven selling to life. This is especially handy for anyone doing Amazon FBA or looking for a smart, tailored project ally.
Key Features and Capabilities
So what exactly makes Amazon Amelia stand out as more than just another AI tool? The answer lies in its mix of practical business insights and forward-looking capabilities that are designed specifically for Amazon sellers. Here are the core features that set this AI assistant apart.
Knowledge-Based Questions
One of the most exciting aspects of Amazon Amelia is its ability to act like a true AI assistant for your business. Amazon sellers can ask anything from “How do I prepare for Q4?” to “What’s my return rate?” and Amelia will respond instantly, pulling from Seller Central documentation as well as broader AI knowledge. It’s like having a built-in seller assistant that’s ready with expert answers anytime you need them.
Real-Time Business Metrics
Amelia isn’t just about general advice. It also provides real-time insights into your own business. You can check sales, traffic, conversion rates, or inventory levels, and even compare performance over time with YTD, MoM, or YoY trends. The best part? You can drill down into the data by product or category, which makes managing Amazon FBA selling projects far easier.
Actions and Issue Resolution (Coming Soon)
What really sets this AI tool apart is its future roadmap. Soon, Amelia will be able to diagnose common issues, suggest the right action steps, and even take actions for you, such as investigating missing inventory or fixing listing errors. This feature bridges the gap between data insight and operational support, turning a virtual assistant into a true expert partner for your Amazon FBA journey.
What Amelia Can’t Do
As powerful as it is, Amazon Amelia isn’t a magic wand. There are still things it can’t do, like making financial decisions for you, managing third-party tools outside of Amazon, or replacing the strategic mindset you bring to your business. Instead, think of Amelia as a knowledgeable AI-driven helper that frees up your time so you can focus on the bigger picture of growing your selling business.
What Can You Ask Amelia?
The true power of Amazon Amelia lies in the way it responds to real, everyday questions from Amazon sellers. Whether you’re checking on today’s numbers, planning a campaign, or trying to fix a tricky FBA issue, Amelia is built to deliver quick, accurate answers.
Here are some examples of what you can ask:
Sales & Inventory
“What were my top-selling products last week?”
“How much inventory do I have left for my best sellers?”
“Can you compare this month’s sales to last year’s?”
“Which products are at risk of going out of stock?”
Advertising & Marketing
“What’s my average CPC for Sponsored Products this month?”
“How is my ad performance trending over the past 30 days?”
“Can you suggest new keywords for my running campaigns?”
“Which campaigns are delivering the best ROI right now?”
Listing Optimization
“How can I improve my SEO on this product listing?”
“Does this ASIN qualify for A+ content?”
“Can you suggest better titles or bullet points for my listing?”
“Which of my listings are missing images or key details?”
Account & Operations
“How do I track my Amazon FBA shipments?”
“Can you explain my account health rating?”
“What’s the process for issuing a refund?”
“How do I update my account settings for tax information?”
Customer Feedback
“What are customers saying in my latest reviews?”
“Which products are getting the most complaints?”
“Can you summarize my recent feedback ratings?”
“How can I improve engagement with repeat customers?”
Strategic Insights
“Which products are trending in my category right now?”
“What should I forecast for Q4 this year?”
“Are there seasonal opportunities I should prepare for?”
“Which of my products has the most long-term growth potential?”
By blending business data with broad AI knowledge, Amelia makes it easier for sellers to get both the big picture and the fine details. Instead of juggling spreadsheets and hunting through Seller Central, you can simply ask your AI assistant and get expert answers instantly.
How to Access Amazon Amelia
Right now, Amazon Amelia is available directly within Seller Central, which makes it easy for sellers to find and use without juggling yet another tool. At the moment, Amelia is still in beta, with a gradual rollout to U.S. Amazon sellers already in progress. If you’re eligible, you’ll see Amelia appear as an option inside your Seller Central dashboard.
Over time, Amazon plans to expand access to more countries and add support for multiple languages, making Amelia a truly global virtual assistant for Amazon selling. For now, though, U.S. sellers are the first to experience what could become one of the most powerful expert tools in their business toolkit.
What AI Tools Can Sellers Use Besides Amazon Amelia?
Since Amazon Amelia is still in beta, many sellers don’t yet have access to it. Fortunately, AMZScout already offers a powerful toolkit that goes beyond what Amelia provides. With advanced market and competitor analysis, in-depth keyword research, comprehensive product review insights, and even recommendations for product improvements, AMZScout gives sellers everything they need to make data-driven decisions today.
1. Use AMZScout PRO AI Extension to Get the Insights You Need Now
Even without Amelia, you can rely on AMZScout’s PRO AI Extension to research trends, analyze competitors, and uncover profitable products quickly. It’s like having your own AI assistant to guide early selling decisions. Here’s how to use it:
Install the AMZScout PRO AI Extension. Just enter your email for a free trial, no credit card required.
![Install AMZScout PRO AI]( "Install AMZScout PRO AI")
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Launch the extension. Click the AMZScout icon in your browser toolbar.
Search for a product idea on Amazon.
Check the AI Niche Analysis. This rating (1–10) evaluates demand, competition, and profit margins.
![AMZScout PRO AI Niche Score]( "AMZScout PRO AI Niche Score")
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Dive deeper with AI Product Insights. Select “AI Product Analysis” to view competitor strategies, pricing trends, and detailed performance data.
![AMZScout PRO AI product improvement]( "AMZScout PRO AI product improvement")
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Compare and choose. Save products with “Favorites” and use “Product Comparison” to evaluate them side by side.
2. Understand Customer Sentiment with AMZScout AI Review Analyzer
Another helpful AMZScout feature is its AI-powered Review Analyzer, which helps you make smarter decisions based on real customer feedback. Here’s how it works:
Go to the AI Review Analyzer page. Enter your email to start a free trial (you’ll get one free product check).
Enter the ASIN. Click “Analyze Product by ASIN,” input the ASIN, and hit “Get Review Analysis.”
![AMZScout AI Review Analyzer]( "AMZScout AI Review Analyzer")
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Get the results. The tool generates detailed stats, graphs, and text insights based on real reviews, highlighting customer likes, dislikes, and improvement opportunities.
3. Optimize Listings with AI Tools Already Available
If you’re looking to improve visibility, AMZScout also offers an AI Listing Builder. This tool creates optimized titles, bullet points, and descriptions that include high-ranking keywords to boost your chances of winning clicks and conversions. It’s a practical way to sharpen your listings.
By combining these tools, you can cover many of the same areas that Amazon Amelia will handle (research, optimization, and customer insights) until Amazon completes the rollout.
Final Thoughts
Amazon Amelia represents a major leap forward for Amazon sellers, combining the intelligence of an AI assistant with deep insight into operations and selling strategies. Even though the tool is still rolling out in beta, it’s clear that AI-powered seller assistants like Amelia are shaping the future of e-commerce, helping sellers save time, make smarter decisions, and focus on growth.
For those who don’t have access yet, the AMZScout toolkit offers a practical way to stay competitive, providing AI-driven insights, analytics, and listing optimization tools that can keep your business moving forward.
FAQs
What is Amazon Amelia?
Amazon Amelia is Amazon’s new AI assistant designed to help sellers manage their businesses more efficiently. Still in beta, Amelia supports tasks like customer communication, content creation, and basic insights. While promising, access is limited, and its capabilities are narrower compared to specialized third-party tools like AMZScout.
What is Amelia used for?
Amelia helps Amazon sellers by simplifying tasks such as answering customer questions, drafting product content, and automating routine communications. It’s built to save time and make account management easier. However, Amelia doesn’t yet provide deep analytics, keyword research, or product improvement insights that many sellers need to grow their businesses strategically.
Is Amazon Amelia better than Amazon seller tools?
Not necessarily. Amelia is helpful for managing customer interactions and content, but it lacks robust analytics and data-driven features. Seller tools like AMZScout provide detailed market research, competitor analysis, keyword data, review insights, and product recommendations, giving sellers a competitive edge.
Is Amazon Amelia available to all sellers?
No, Amazon Amelia is still in beta and not available to every seller. Access is currently limited to select accounts, with a wider rollout expected later. Sellers who want similar or more advanced features today can use tools like AMZScout, which are available immediately and provide deeper business insights.
