Amazon’s newest AI tool is designed to enhance product listings

Amazon said Thursday it is releasing a new generative AI-powered tool to help merchants improve their listings with missing details or attributes.

Sellers often have hundreds of products listed on Amazon, and they need to update information related to them from time to time, which can be a cumbersome task. The e-commerce tech giant wants sellers to use its new AI-powered tool, called Enhance My Listing, to make the chore easier.

The tool automatically suggests product titles, attributes, descriptions, and missing details to sellers based on seasonal trends. Sellers can accept, reject, or modify these suggestions before updating the product listing in Amazon’s catalog.

Amazon said it uses its own Amazon Bedrock service for generative AI models to get insights from customer engagement on the platform. Enhance My Listing is rolling out to select sellers in the U.S. starting today, with an expanded rollout scheduled for the coming weeks.

The company introduced generative AI tools for sellers starting in 2023 with a feature that helped them write product descriptions. In March 2024, Amazon added a tool that allowed sellers to create a listing by inserting a product URL from their websites. That feature also lets sellers upload a single image or write a few words to generate a listing.

Amazon said that over 900,000 sellers have used its generative AI tools to date. The company added that over 90% of the time merchants accept AI-generated content without any edits.

That’s not necessarily an endorsement of the tools’ accuracy, to be clear — it could be that some sellers aren’t reviewing the outputs closely.

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Amazon isn’t the only company trying to infuse generative AI into marketing. Google, eBay, Meta, and Shopify have released multiple tools in this category. Startups like Avataar and Superscale are also working on helping sellers create marketing assets via AI-powered applications.