Today marks another exciting milestone in our Generative AI journey with the launch of Enhance My Listing (EML), a powerful new capability that puts control in sellers’ hands to effortlessly maintain and optimize their existing product listings. Selling partners update their listings from time to time to ensure they are relevant, reflective seasonal trends, and appeal best to buyers. They’ve told us these updates can sometimes require substantial effort, so we wanted to simplify this process for them. Building on what we’ve learned from our listing-creation capabilities and from direct seller feedback, we’re introducing Enhance My Listing to save selling partners time, ensure the highest-quality-listings, and make it seamless for sellers to keep their product content current and compelling.
The path to Enhance My Listing began at the end of 2023 when we introduced Gen AI-powered capabilities to sellers who were creating product listings in Amazon's store. Sellers can now simply describe their products in just a few words, upload a single image, or even provide a URL from their existing websites, and we generate Amazon-style titles and comprehensive product-listing attributes using customer insights and shopping data to ensure listings resonate with customers. Soon after, we rolled out these capabilities for bulk listing creation, enabling sellers to create multiple enriched listings by uploading a spreadsheet. Along the way, we've learned that sellers find these tools really useful and appreciate the added value that our Gen AI listings creation tools provide. Now, more than 900,000 Amazon selling partners have embraced these tools, with sellers accepting AI-generated content with little to no edits approximately 90% of the time. When sellers use our Gen AI tools to create listings, they see a 40% increase in overall listing quality, helping them create content that enhances customer engagement and boosts sales potential.
“We're absolutely blown away by Amazon's Gen AI listings tools,” says Michael and Cynthia Gore, who founded C&M Personal Gifts. Their small business specializes in personalized glassware and has been selling in Amazon for more than a decade. “The AI is wonderful, and it's getting better with time. Now it creates detailed bullet points and descriptions and makes our 800+ listings more uniform. So far, we've created about 300 listings with the tool, and they're more discoverable and shoppable than ever.”
We've seen great results and received positive feedback, but we also learned that sellers want to use these capabilities for more than just creating listings; they also want to leverage these tools for their existing listings. Our selling partners told us that keeping listings unique and relevant requires adaptation to customer preferences, for example, by adding new attributes, adjusting to retail trends, or updating listings to attract holiday shoppers.
“Amazon's Gen AI tools pretty much rock,” says Jason Hunt of Campcraft Outdoors, a family-owned business in Kentucky that specializes in waxed canvas bags and outdoor gear for survival, bushcraft, and camping enthusiasts. “Listings used to take me an hour, but with Gen AI, I just upload photos and have content generated in under 15 minutes. I have listings I haven't touched in years, so updating those without the manual hassle would be just what I need.”
To address this need, we created Enhance My Listing, which integrates seamlessly with the product listings tools that sellers already use today. The service is powered by Amazon Bedrock, allowing us to quickly evolve our Gen AI models based on the most current customer activity and engagement. We put these invaluable insights to work by generating timely, relevant recommendations for product titles, attributes, descriptions, and missing details, saving sellers from having to take on that research themselves. Maintaining discretion, sellers can review, customize, or decline these suggestions with a click, ensuring that listings reflect their expertise while benefiting from Amazon's detailed knowledge.
“Optimizing our existing listings with Amazon's AI tools would be incredibly helpful,” says Ryan Cramer, Gen-Y Hitch's Amazon Channel Manager, whose company offers over 300 automotive hitch products. “Since I handle all our Amazon business myself, I could use this valuable time-saving tool to transform our technical product descriptions into more engaging, relevant content that draws in customers. This could be a game-changer—helping us reach even more buyers looking for great products—not just those who already know the complex automotive terminology.”
Enhance My Listing has begun rolling out to select U.S. sellers, with expanded availability planned in the U.S. in the coming weeks. We look forward to seeing how this tool helps our selling partners and to continue learning and innovating on their behalf.
Enhance My Listing is just the newest AI-powered tool we've created to help sellers streamline their businesses and improve their experiences selling in Amazon’s store. Read on to learn about what else we offer.
Project Amelia adds a personalized Amazon selling expert for every seller
Amazon released a generative AI assistant codenamed Project Amelia in beta to an initial set of U.S.-based sellers. Project Amelia delivers a personal Amazon selling expert that understands a seller’s unique business and provides personalized recommendations, insights, and information to help sellers thrive. As Project Amelia evolves, it will soon be able to recognize business opportunities and diagnose problems, developing key insights on how to grow revenue, optimize inventory, and resolve key issues, and in some cases will even offer to take actions on a seller’s behalf. Sellers can simply ask questions like, “How is my business doing?” and Project Amelia will provide instant and secure access to sales and business metrics, compare trends, and provide guidance. Always available from any page on Seller Central, Project Amelia stands at the ready to tackle strategy questions and provide unique insights tailored to each seller’s business needs.
Expanding generative AI product-listing capabilities to get more products in front of customers faster
In 2023, Amazon began dramatically reducing the time and effort required from sellers to create and manage high-quality product listings by leveraging the latest advances in generative AI. Sellers simply need to input a brief description, a URL from their own brand website, or just provide a product image and generative AI will create high-quality, comprehensive product listings that engage customers and help drive sales. More than 400K sellers globally have already used Amazon’s generative AI product listing tools, and later this year, we will expand on these capabilities by leveraging AI to help sellers create multiple listings at the same time. In the new bulk listing workflow, sellers can upload a spreadsheet containing a sparse set of listing details and let Amazon’s generative AI create rich titles, bullet points, and descriptions for multiple listings at once. These capabilities will help sellers create highly optimized detail pages and get more of their products in front of customers faster than ever before.
A+ Content automatically creates brand storylines that attract customers
Brands on Amazon are able to develop custom content like rich image carousels and comparison charts on their product detail pages. Called A+ Content, it allows them to better communicate their unique value proposition and brand story to customers. A+ Content can drive a sales lift of up to 20% for sellers, but historically, creating this type of high-quality content could require a lot of time and resources: photo shoots, drafting, design, testing, iterating, and so on. Now, brands can streamline the production of their A+ Content by using new generative AI capabilities to easily enhance their product detail pages, create more engaging and informative listings, and generate captivating and authentic lifestyle imagery that highlights their products.
With these powerful new AI capabilities, Amazon is enabling brands to capture the essence of their brand by inputting a few descriptive product terms they want to highlight, like “quality leather” or “versatile for any occasion,” and the tool will generate rich narrative content that highlights the product’s unique qualities. By uploading an image of their product, sellers can also generate captivating background imagery and scenes that bring their products to life and more effectively showcase their brand identity. With these new content creation solutions, even smaller brands that don’t have the in-house capabilities or agency support to create high-quality brand-themed imagery and messaging, can now easily develop impactful content that resonates with customers and increases brand awareness.
Personalizing product recommendations and descriptions for customers
Amazon is innovating with generative AI to personalize product recommendations categories and product descriptions on our website and in our shopping app. Based on a customer’s shopping activity, Amazon reviews the customers’ preferences to create personalized recommendations categories on our homepage and throughout the shopping journey, as well as provide personalized product descriptions that are more relevant to individual customers. For example, instead of offering customers “More like this,” we’re providing more specific recommendations, such as "Gift boxes in time for Mother's Day" or "Cool deals to improve your curling game" based on a customer’s shopping activity. Or, if a customer regularly searches for gluten-free products, the term “gluten-free” may be added to a relevant product description to help the customer find the best product to meet their needs. This improvement is particularly useful for shoppers on mobile devices with limited screen space, helping sellers get their products in front of the right customers more effectively.
Sellers can leverage generative AI to create highly engaging video ads
If a picture's worth a thousand words, then how much is a video? Creating video advertisements is an impactful way to connect and engage with customers. Amazon offers Video Generator, a new generative AI-powered tool that enables sellers using our advertising tools to create visually rich video content in a matter of minutes and at no additional cost. Using a single product image, Video generator instantly creates custom, AI-generated videos that showcase a product’s features. These videos leverage Amazon's unique retail insights to vividly bring a product story to life in ways that are relevant to customers. Now sellers will be able to reimagine the limits of their creativity, while bringing shoppers a more engaging and informative advertising experience.
Leveraging best-in-class AI infrastructure to build long-term seller success
None of these advancements would be possible without Amazon Web Services' (AWS) generative AI capabilities, including Amazon Bedrock. Foundational Models (FMs) are the building blocks of generative AI, and Bedrock’s fully managed service makes it easy to leverage leading FMs as part of building these amazing generative AI-based solutions.
These impactful new tools are the latest examples of how Amazon is leveraging generative AI to transform nearly every experience we know—including how we support independent sellers in creating thriving businesses by selling in our store. We’re super excited about the innovation and value that these new offerings provide for sellers, and we will continue to develop additional, innovative AI tools to further enhance the success of Amazon’s selling partners.
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