Got Questions About Selling on Amazon?
Selling on Amazon can be confusing, especially when you’re searching for quick answers. Many sellers spend hours digging through forum threads and outdated help pages just to solve one issue.
Tired of Endless Forum Searches?
Inventory problems, account health alerts, and constant policy changes make Amazon Seller Central feel overwhelming. When something goes wrong, waiting isn’t an option—sellers need immediate, reliable support.
Meet Amelia: Amazon’s AI-Powered Assistant
To solve this problem, Amazon introduced Amelia, an AI-powered assistant designed to provide instant help inside Seller Central. Amelia delivers fast, accurate responses without long wait times or unclear documentation.
How Amelia Helps Amazon Sellers
First and foremost, Amelia supports sellers with:
- Inventory and FBA logistics
- Listing errors and fixes
- Account health alerts
- Policy-related questions
- Refunds, order tracking, and updates
As a result, tasks that once took hours can now be resolved in just a few clicks.
Why Amazon Introduced Amelia
To begin with, Amazon launched Amelia in September to make Seller Central simpler, faster, and more accessible for sellers at every level. In other words, the goal was to reduce friction and improve everyday seller interactions.
What This Means for Your Business
With this in mind, Amelia allows sellers to focus less on troubleshooting and more on growing their business. Consequently, daily operations become more efficient. Let’s now explore what this AI tool can do—and more importantly, how it’s designed to improve your day-to-day operations.
What Is Amazon’s Project Amelia?
Essentially, Project Amelia is Amazon’s latest AI assistant built specifically to assist Amazon sellers.
Notably, launched in September 2024 in its beta phase, the tool aims to simplify how sellers access key details about their operations.
What truly makes Project Amelia stand out, however, is its personalized support and 24/7 availability. Previously, sellers often had to wait for customer service representatives to get help. Now, they can access assistance instantly. Currently, the tool is designed to answer questions and deliver information quickly. Meanwhile, Amazon plans to enhance it further so it can handle tasks and resolve issues directly for sellers.
Facts About Project Amelia
- To begin with, Project Amelia gets its name from the Amazon building where it was created—the Amelia building, located in South Lake Union. Notably, that building itself honors Amelia Earhart, the pioneering aviator celebrated for her bold achievements and trailblazing spirit. In this way, the name reflects innovation and forward-thinking values.
- At the same time, this AI assistant is powered by Amazon Bedrock, an AWS platform built to support scalable generative AI applications. Specifically, Bedrock enables Amelia to tap into foundational AI models that drive its smart responses and insights. As a result, sellers receive faster and more accurate support.
- In contrast to standard AI tools, Project Amelia is purpose-built for Amazon’s third-party sellers. More importantly, it delivers tailored assistance by offering insights into sales performance, helping with Seller Central–related questions, and supporting key decisions on advertising, inventory, and trends. Consequently, sellers gain more relevant and actionable guidance.
- Initially, Project Amelia was introduced in beta in September 2024 and was rolled out to a select group of U.S.-based sellers. Looking ahead, Amazon plans to expand access in the near future as the tool continues to evolve. Therefore, more sellers are expected to benefit from its capabilities.
- Another key advantage of Amelia is its round-the-clock availability. Because of this, sellers gain instant access to help without waiting for live support agents. As a result, operational delays are significantly reduced.
- Behind the scenes, the AI powering Amelia is trained using a combination of Amazon-specific selling knowledge and broader generative AI datasets. This approach, in turn, enables it to deliver actionable advice within the Amazon ecosystem as well as more general business suggestions. Ultimately, this improves decision-making for sellers.
- Equally important, a major highlight of Amelia is its real-time data access. For example, sellers can request instant updates on metrics such as traffic, sales figures, and conversion rates. In response, they receive clear summaries on demand, making data analysis faster and easier.
- For now, while the beta version primarily focuses on analytics and insights, Amazon has broader plans. Over time, the company aims to enhance Amelia’s capabilities so it can eventually perform actions, such as updating listings or launching promotions, on behalf of sellers. In the long run, this could significantly streamline seller operations.
What can you ask Amelia?
Sales and Inventory Inquiries
- To begin with, what were my total sales over the past week or month?
- In comparison, how do my current figures compare with this time last year?
- Which item is leading in sales this month?
- More specifically, which of my listings has the highest conversion rate?
- What’s the stock status for my inventory?
- Do I have any products nearing low stock?
- For reference, how many units did I sell last week?
- Additionally, can you pull up my top-performing keywords?
- What’s the total value of the inventory I currently have?
- How many units should I reorder?
- Which product is returned the most?
- Overall, how is inventory turnover looking for me?
Marketing and Advertising Queries
- Which of my ad campaigns are seeing the best results?
- What are the best ways to increase visibility for my listings?
- What’s my average CPC for ad campaigns?
- Can you recommend effective keywords for conversions?
- How much have I spent on advertising this month
- What keywords are trending for the holidays?
- How can I cut ad costs while keeping visibility high?
- What improvements can I make to increase conversions?
- Which ad is getting the highest CTR?
- How do I leverage Amazon Live to promote my products?
- What are the hot keywords in my product category?
Performance and Metrics Tracking
- What’s my current order defect rate?
- What’s my seller feedback score over the past 30 days?
- How many 5-star reviews did I get this month?
- What’s my average customer rating?
- How has website traffic shifted this past month?
- What’s my current return percentage?
- Can I view my recent sales breakdown by region?
- What do my profit margins look like this quarter?
- Which items have the highest profitability?
- How does my brand performance compare to last year?
Listing and Optimization Help
- To begin with, how do I set up a new product listing?
- Before moving forward, what are Amazon’s rules for A+ Content?
- From a visual standpoint, how can I enhance my product images?
- From an SEO perspective, what SEO elements should go into my product description?
- When updates are needed, how do I update my listings’ titles or descriptions?
- As my catalog grows, how can I add variations to my current listings?
- To improve performance, what steps can I take to improve my product rankings?
- Considering mobile behavior, can you help me optimize listings for mobile shoppers?
Account and Seller Support
- First of all, how do I change my bank account info?
- Before enrolling, what fees come with using Fulfillment by Amazon?
- To get started, what’s the process to enroll a product in FBA?
- As I expand, how do I start selling internationally?
- If I need assistance, how can I raise a case with Seller Support?
- For brand protection, what are the steps to join the brand registry?
- On the customer side, how do I manage customer feedback?
- When issues arise, what’s the best way to reach Amazon support?
- After a sale, how should I process a return from a customer?
- For monitoring purposes, how do I check my account’s current health status?
- Whenever updates are required, how can I update my business details on Seller Central?
Seasonal and Promotional Strategy
- How do I get ready for the holiday shopping period?
- What are the top-selling products for Christmas?
- How can I launch a promotion for Black Friday?
- How do I create discount coupons?
- What are seasonal ad best practices?
- How do I set up a Lightning Deal?
- How do I manage the sales spike during the holidays?
- What products should I highlight for Halloween?
Technical Issues and Troubleshooting
- Why has my listing been suppressed?
- What do I do if I receive an IP infringement notice?
- How can I fix stranded inventory problems?
- Why is one of my items marked as restricted?
- How can I boost my shipping performance?
- What are the steps to resolve an account suspension?
- How should I respond to a chargeback issue?
- How can I investigate unusual figures in my sales reports?
- What do I do if there’s a problem uploading inventory files?
- How can I correct a listing that displays incorrect information?
Strategic Insights and Planning
- What items are trending in my category right now?
- How do I predict demand for Q4?
- What are the newest tools in Seller Central?
- What marketing strategies work well for new products?
- How do I break into a new market?
- How can I reach more global customers?
- What’s the best launch plan for a new item?
- How do I build a stronger brand on Amazon?
- What are the image guidelines Amazon requires?
- How do I use Amazon Vine to collect reviews?
Reports and Personalized Metrics
- Can you summarize how my business is doing overall?
- What are my five top-performing products?
- Show me my product return summary for the last quarter.
- How many new customer reviews did I get this month?
- What’s my average order value
- Which listings are not meeting expectations?
- Can I get a breakdown of my FBA-related fees?
- What’s my total revenue so far this year?
- How many new buyers did I gain last month?
- What’s my current inventory turnover rate?
Customer Feedback and Engagement
- What feedback are customers giving about my products?
- How can I improve response times to buyer messages?
- How should I respond to a negative review?
- What are the most frequent customer concerns?
- How can I create a better experience for buyers?
- What kind of questions are shoppers asking about my listings?
Questions Amelia won’t answer
Amelia is a powerful tool for managing your Amazon business, but there are certain areas where her capabilities stop.
While she’s excellent for providing seller guidance, performance insights, and product strategy tips, she isn’t equipped to deal with everything.
For example, Amelia can’t assist with highly account-specific problems like suspension appeals or intricate compliance issues that require human review and resolution.
She also isn’t able to offer legal advice or support strategies for platforms outside of Amazon. If your question falls outside the Amazon ecosystem or requires a customized human touch, Amelia won’t be the right solution. In such cases, it’s best to contact Amazon Seller Support for direct assistance.
Understanding what Amelia can and cannot do helps you get the most out of her capabilities—and saves time by directing complex matters to the right place.
Here are some examples of what Amelia may not be able to assist with:
“Can you change my account status?”
Amelia doesn’t have the ability to alter your seller account settings or reinstate a suspended account. Account suspensions must be reviewed and handled by Amazon’s support team.
“Why was my account suspended?”
While she can share general tips for maintaining good account health, she won’t be able to provide specific reasons for individual suspensions or support the appeals process.
“How do I comply with European tax laws?”
Amelia is helpful with general selling tips, but she doesn’t offer legal or tax-specific guidance related to regional regulations outside of Amazon.
“Can you build a marketing strategy for my brand?”
Although Amelia can recommend advertising best practices and highlight trends, she won’t develop custom marketing plans tailored to your brand’s unique goals or niche.
“Is it possible for you to contact Amazon support on my behalf?”
Amelia functions within the digital environment and can’t perform tasks like making calls or sending messages to support on your behalf.
“Can you help me sell on eBay?”
Her functionality is strictly focused on Amazon. Advice on third-party marketplaces like eBay or Shopify is outside her knowledge base.
“Can you change my FBA fees?”
Amelia cannot alter Amazon’s fee structures. Matters related to FBA charges or financial adjustments must be directed to Amazon’s billing support.
“Can you process a refund for me?”
While she can provide step-by-step guidance, Amelia isn’t able to carry out refund transactions or make decisions about customer reimbursements.
“What legal action should I take against a customer?”
Amelia does not provide legal counsel. She’s best used for operational insights, not legal matters or dispute resolution.
“Can you speed up my open case resolution?”
She can explain how the case resolution process works, but she doesn’t have the authority to influence timelines or escalate issues directly.
Where Can Amazon Sellers Find Amelia?
Amazon sellers can access Amelia, Amazon’s AI-powered assistant, directly inside Seller Central.
Amazon currently offers Amelia in beta, with access limited to selected sellers. If you’re enrolled in the beta program, you can find Amelia within your Seller Central dashboard.
You can launch Amelia from any page in Seller Central, allowing you to get instant support while managing your account.
Amazon continues to expand Amelia’s availability, beginning with sellers in the U.S. and gradually rolling it out to additional marketplaces.
To see if you have access, sign in to Seller Central and look for any notifications or banners related to the new AI assistant.
Be sure to monitor official Amazon announcements to know when broader access to Project Amelia becomes available.
Do I still need to hire an Amazon agency if I have Amelia?
While Amelia is a powerful tool that offers quick insights, listing suggestions, and data-based answers, it doesn’t replace the value of an experienced Amazon agency.
Amelia’s strength lies in providing information around the clock. It helps with common questions and offers helpful guidance. But when it comes to creating and executing a robust, long-term strategy, an agency brings more to the table.
Amazon consulting agencies offer real-world experience and strategic expertise. They stay on top of market shifts, competitor moves, and evolving trends, giving your business a competitive edge.
If complex challenges arise, Amelia can help identify them, but it won’t be able to fully resolve things like account suspensions or policy disputes. Agencies can step in to handle appeals, manage support cases, and navigate Amazon’s more complex systems.
They also save you time. From ad management to listing optimization and inventory oversight, agencies handle the daily tasks so you can focus on scaling your business and strengthening your brand.
| Feature/Capability | Amelia | Amazon Seller Consulting Agency |
| Availability | Available 24/7 to provide instant insights and responses. | Generally operates during business hours, with ongoing support from account managers when needed. |
| Expertise Scope | Offers insights using Amazon’s internal data and AI-driven recommendations. | Brings deep knowledge and strategic thinking beyond the Amazon platform. |
| Response Type | Delivers quick, direct responses to specific questions and metrics. | Develops custom strategies based on the unique goals and challenges of your business. |
| Data Analysis | Instantly pulls metrics like sales performance, returns, and traffic. | Provides comprehensive evaluations of market trends, competitors, and overall sales activity. |
| Complex Issue Handling | Can identify and suggest solutions, but has limited ability to act. | Manages disputes, appeals, and communicates directly with Amazon on your behalf. |
| Advertising Campaigns | Offers general recommendations for campaign creation and optimization. | Designs and manages detailed ad strategies with targeted execution and budget control. |
| Cost | Typically included within Amazon services or subscription plans. | Pricing varies based on service level, with different packages available. |
| Customization | Generates adaptive AI-based suggestions over time. | Builds and adjusts personalized strategies aligned with your specific brand goals. |
| Adapting to Changes | Provides updates on recent changes in Amazon policies or trends. | Proactively adjusts plans to align with new marketplace updates and shifting conditions. |
| Human Interaction | Doesn’t offer emotional insight or personal business understanding. | Delivers tailored support and builds long-term partnerships with ongoing expert feedback and assistance. |
Does that mean Amelia’s not as useful?
Not at all—Amelia is incredibly helpful in many ways.
She’s accessible around the clock.
She provides fast responses to common questions, whether it’s about your sales performance or tips to fine-tune your listings.
She’s also great for spotting trends and pulling up data quickly, which can make decision-making faster and easier.
But here’s the catch.
Amelia isn’t built for deep strategy.
She won’t map out long-term plans, run tailored ad campaigns, or walk you through complex situations step-by-step.
She excels at delivering instant insights, but she’s not a replacement for the strategic guidance and hands-on support offered by Amazon consultants. So, it’s less about Amelia not being useful and more about understanding the right moments to rely on her versus when expert help is needed.
