Amazon released 5 new features at once, and sellers' sales are expected to increase significantly!

As one of the largest e-commerce platforms in the world, Amazon's adjustments to platform functions and policy updates can be said to be "a small change every three days and a major change every five days", jumping back and forth between providing benefits to sellers and "digging holes" for them.

So, can the five major features recently launched by Amazon be considered benefits?

It is reported that the core of these five new functions are all artificial intelligence (AI). According to Amazon, the platform has always attached great importance to the development and deployment of artificial intelligence and machine learning; these functions can not only enhance the user shopping experience, but also accelerate the performance growth of sellers.

According to the introduction, Project Amelia is a generative AI assistant, which can be understood as a performance consultant provided by Amazon for sellers to some extent. It will provide sellers with appropriate business suggestions based on their business characteristics.

Currently, the beta version of Project Amelia is available to some US sellers. It will be gradually extended to more US sellers in the coming weeks. Later this year, Project Amelia will also be launched in other countries in phases and support languages ​​other than English.

Specifically, Project Amelia has three core functions, namely knowledge query and answer, status update and indicator analysis, and action and problem solving. Taking the status update and indicator analysis function as an example, sellers can quickly obtain sales data and customer traffic information by simply asking questions such as "How is my business going?" or "How are my cotton T-shirts selling?" This real-time data feedback mechanism greatly enhances the seller's market adaptability.

The launch of Project Amelia is undoubtedly a great boon for sellers. It not only frees sellers from tedious daily management, allowing them to devote more energy to business development and product innovation, but also allows sellers to more accurately grasp market trends, optimize product launch strategies, and improve sales performance with the help of Amelia.

Previously, when creating A+ content, sellers had to complete multiple steps by themselves, including shooting, writing, designing, and editing. Now Amazon has updated this content and introduced AI into it.

According to Amazon, sellers only need to enter the product features they want to emphasize, such as "high-quality leather" and "suitable for a variety of occasions", and AI can automatically generate rich narrative content that emphasizes the product features!

In addition, sellers can also upload product pictures, and AI will generate backgrounds and scenes based on these pictures to make the product display more vivid and help the brand image stand out.

At the same time, through this tool, sellers can also easily create product stories that resonate with buyers. This feature is currently available to all US brand sellers and will be expanded to more sites before the end of the year.

Amazon's automatic product title optimization function is based on artificial intelligence technology. It automatically adjusts and optimizes product titles according to buyers' search preferences and shopping behaviors to better meet buyers' needs and promote transactions.

Specifically, based on each user's purchasing habits, Amazon personalizes recommended product titles on the platform homepage and throughout the shopping process. It no longer provides users with the option of "more similar products", but instead provides specific suggestions based on shopping activities.

For example: Buyer A often buys "pure cotton" products, AI will edit the keyword "pure cotton" into the product title; Buyer B recently frequently searches for "skin-friendly" products, then AI may add "skin-friendly" to the product description to ensure that it is highlighted.

This also means that two people viewing the same product may see different images or different titles.

This function helps sellers, especially those who focus on segmented attributes and features, to gain more traffic exposure to a certain extent. However, some sellers said that the title was changed by AI, and they had to bear the consequences of infringement themselves, and they didn’t even know why their account was suspended.

There is only one way to deal with this, which is to take the path of AI and leave AI with nowhere to go. Amazon AI arbitrarily modifies product titles because it believes that product titles do not accurately reflect keywords. Therefore, sellers can focus on the functions and attributes of products in the five-point description and keywords, and further modify search terms and keywords, so that AI will have nothing to do with this function.

The two new features of the advertising section are: Video generator and Live Image . Currently, both are in the testing phase and only some US sellers can use them, but it does not prevent us from getting to know them in advance.

Video generator

Video Generator claims that it only needs a product picture and can convert it into a product display video through certain processing.

The video generator is based on Amazon's image generator technology and can automatically generate multi-scene story-style videos based on product details and customer reviews. In addition, it can be customized according to the unique selling points and features of the product, creating visually rich video content in just a few minutes without any additional cost.

According to some sellers, the video clips produced by the video generator are usually 6-9 seconds long, with a resolution of 720p (24 frames per second). They are automatically generated around the seed product image and can be completed in up to five minutes, with four variations to choose from.

Live Image function

Live Image can generate a few seconds long animated GIF from a still frame , allowing sellers to quickly create short animated advertising materials. This feature is part of the Image generator.

Sellers only need to select the product in the Amazon Ad console and then click the "Generate" button . This AI tool will use generative AI technology based on the product details to automatically create a set of images that "integrate into life scenes" within a few seconds . The image content can also be personalized by entering text commands.

Indeed, this is equivalent to generative AI taking over the work of the artist and saving an operation salary! However, it should be noted that Amazon currently does not provide a sample of the video generator, nor does it disclose the detailed technical details of the tool and the real-time image function.

Currently, these two features are only being tested with some US advertisers and will be fine-tuned for a period of time before they are officially released. However, Amazon has made it clear that it will improve these features based on the feedback from sellers participating in the test, so the full launch of these two features is almost certain.

Strictly speaking, this feature was launched last year. With this feature, sellers only need to enter simple text to generate the listing title, product introduction, and five-point description, which greatly helps sellers improve the efficiency of listing creation.

This year, Amazon upgraded the original function and added two new ways to generate listings: image generation and URL link generation. Submitting product images can generate titles, product introductions, five-point descriptions, attributes, etc.; entering the URL of an external website can generate an Amazon-formatted listing from the product details page of the external website.

However, the AI-generated listings still need to be carefully checked and modified by the seller. After all, AI cannot avoid sensitive or infringing words.

As for whether Amazon’s new features can replace traditional e-commerce designers, sellers have mixed feedback!

Most sellers tend to believe that it is of limited use, as AI cannot accurately understand their needs and cannot produce satisfactory pictures and videos for display; however, white-label sellers believe that it effectively reduces art costs and helps with conversions!

Finally, more applications of generative AI are definitely the trend of Amazon, but there is no need for cross-border people to fall into deep AI anxiety. After all, no matter what tool it is, it serves productivity. I hope that cross-border people can take advantage of Amazon’s tools during the peak season and get a lot of orders!