At its annual sellers’ conference, hosted in Seattle this week, Amazon continually told the thousands of independent vendors in attendance that Amazon saw them as partners. Doug Herrington, head of Amazon’s worldwide stores division, told sellers they were a critical part of the “Amazon magic.”

Amazon sellers now have access to an AI assistant designed to help them grow their business by answering questions about their metrics, and later, may be able to help them directly resolve issues that arise.

Dharmesh Mehta, Amazon VP of Worldwide Selling Partner Services. (GeekWire File Photo /) Amazon is launching a new AI-powered selling

The e-commerce giant has launched Project Amelia, a chatbot giving sellers insight into their businesses, along with other gen AI tools.

The new AI assistant is currently in beta mode for select Amazon partners in the United States. It will allow sellers to ask questions in English and get guidance about how to efficiently manage their business.