Amazon has introduced a new AI-powered personal assistant called Project Amelia, designed to help third-party sellers manage various aspects of their business on the platform. Announced at the Amazon Accelerate event, Amelia can provide personalized advice, answer questions, and offer proactive guidance on sales, inventory, and advertising strategies. Initially launched in beta for select U.S. sellers, the tool will eventually roll out to more users and international markets. As it evolves, Amelia is expected to autonomously resolve issues such as shipping delays and inventory problems. This initiative is part of Amazon's broader push into generative AI, following other AI-driven tools like Rufus and Bedrock. The move aims to streamline operations for Amazon’s substantial third-party seller base, which contributes over 60% of the company's e-commerce sales.