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As one of the world's largest e-commerce platforms, Amazon has been constantly adjusting and updating its functions. Recently, it launched five new functions at once, all of which are centered around artificial intelligence (AI), aiming to improve the user shopping experience while accelerating the growth of sellers' performance.
1. Project Amelia
Functional introduction : It is a generative AI assistant that can be understood as a performance consultant for sellers. It has three core functions: knowledge query and answer, status update and indicator analysis, and action and problem solving. For example, sellers can obtain sales data and customer traffic information by asking simple questions, such as "How is my business going?" "How are my cotton T-shirts selling?" etc. Promotion status : The beta version is currently open to some US sellers and will be extended to more US sellers in the coming weeks. It will also be launched in other countries and support other languages in stages later this year. What it means to sellers : It can free sellers from tedious management, allowing them to focus on business development and product innovation. It can also help sellers accurately grasp market trends, optimize product strategies, and improve sales performance.
2. A+ automatically generates brand story lines
Functional update : After the introduction of AI, sellers only need to input product features, such as "high-quality leather" and "suitable for a variety of occasions", etc. AI can automatically generate rich narrative content. It can also generate backgrounds and scenes based on uploaded product pictures to make product displays more vivid and help sellers create product stories. Scope of application : Already available to all US brand sellers, and will be expanded to more sites before the end of the year.
3. Amazon automatically optimizes product titles
Functional principle : Based on AI technology, the product title is automatically adjusted and optimized according to the buyer's search preferences and shopping behavior. For example, based on the habit of buyer A often buying "pure cotton" products and buyer B often searching for "skin-friendly" products, AI will edit the corresponding keywords into the product title. Impact and response : To a certain extent, it helps sellers who focus on segmented attributes to gain more traffic exposure, but some sellers are also worried about copyright infringement. Sellers can focus on product functional attributes in the five-point description and keywords, modify search terms and keywords, and avoid AI automatically modifying titles.
4. Automatically create dynamic ads
Video generator Features : It claims that a product image can be converted into a product display video. Based on Amazon image generator technology, it can automatically generate multi-scene story-style videos based on product details and customer reviews. It can also be customized according to product selling points and functions, creating 720p resolution, 6-9 seconds long (24 frames per second) videos in a few minutes without additional charges. It is currently in the testing phase and is only available to some US sellers.
Live Image Features : It can generate a few seconds of dynamic GIF from a still frame. Sellers select the product in the Amazon Ad console and click the "Generate" button. The AI tool will use generative AI technology to create an image that "integrates into life scenes" in a few seconds based on the product details, and can be personalized by entering text instructions. It is currently being tested with some US advertisers.
5. Generative AI Listing Function
Functions and upgrades : It was launched last year. Sellers can generate the title, product introduction, five-point description, etc. of the listing by inputting simple text. This year's upgrade added the way to generate listings by images and URL links, that is, submit product images or enter external website URLs to generate corresponding content. However, sellers need to carefully check and modify the listings generated by AI to avoid sensitive or infringing words. Seller feedback : Sellers have different opinions on it. Most sellers believe that it is of limited use and that it is difficult for AI to accurately understand demand. White-label sellers believe that it can reduce art costs and help conversions.
In short, although these new features of Amazon are centered around AI, the actual effects vary depending on the needs and usage of sellers. In any case, these features represent the development trend of Amazon, and sellers can take advantage of them to improve sales performance during the peak season. # Amazon new features # AI helps e-commerce # Seller benefits and challenges
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