Amazon has announced the rollout of Project Amelia, a new AI assistant designed to help independent sellers improve productivity and sales. Currently in beta for select partners, the assistant offers real-time advice and tools in English to help sellers efficiently manage their businesses.
“Project Amelia provides personalized insights and support, available anytime within Seller Central,” said Mary Beth Westmoreland, Amazon’s VP of Worldwide Selling Partner Experience.
Built using Amazon’s Bedrock platform, which offers access to foundation models from AWS and other providers, Amelia draws on deep expertise in selling on Amazon to deliver relevant, tailored responses.
With all that in mind, it’s odd that Amazon does not seem to have rolled out a specific web site; ProjectAmelia.com appears to be an unrelated web site constructed in December 2023 that does not indicate who is behind the project or what it is about.
Meanwhile, Amazon is using “Ask Amelia” for communications with its new AI chatbot; AskAmelia.com is an active web site of Amelia Aesthetics, a plastic surgery group.
Also, Amelia.com appears to have been acquired by Amelia.ai, a European company:
“Amelia offers enterprise AI solutions that are purpose-built to drive real business results. We have the business insight and trusted track record to make AI matter for your business. At Amelia, we enable businesses like yours to thrive in the age of AI.”
Amelia.ai was recently acquired by SoundHound AI in early August 2024.
In other words, the buzzword “Amelia” is being used by several entities and now by Amazon, making it all very confusing for the consumer. At least, we know that Alexa is associated with Amazon!
