Amazon Integrates Generative AI into its Shopping Experience

Amazon is making big moves to enhance the shopping experience on its platform with a range of new generative AI tools. At the Amazon Accelerate event, the retail giant revealed a series of features aimed at improving both customer and seller experiences. These updates will personalize recommendations, streamline marketing efforts for third-party sellers, and improve business management for retailers.

AI-Powered Personalized Recommendations

One of the standout features Amazon is introducing is a generative AI-powered recommendation system that uses customers’ search, browsing, and purchase history to provide more personalized suggestions. Unlike the current “more like this” tool that shows similar products, this new system will create broader categories tailored to customers’ preferences. For instance, if you regularly shop for holiday-related items or specific sporting equipment, your homepage will reflect those interests more prominently.

Amazon’s large language model (LLM) will also make it easier for shoppers to find products with features they care about. For example, if a customer frequently searches for gluten-free items, that preference will be highlighted in product descriptions. Similarly, for customers who shop for specific furniture, like a two-seater sofa, product listings will emphasize that feature more clearly.

If you often search for two-person furniture, Amazon's AI will prioritize that feature in its recommendations.

AI Video Generator for Sellers

In a bid to help third-party sellers on the platform better market their products, Amazon has launched a free AI-powered video generator. This tool uses product images and features to automatically create promotional videos. According to Amazon, this will allow sellers to produce more dynamic marketing content without the high costs associated with traditional video production.

This tool comes at a time when video marketing has become crucial for consumer engagement. Amazon referenced a study by Wyzowl, which found that 89% of consumers want to see more video content from brands, highlighting the increasing demand for visual content.

Live Image Feature for Product Listings

Amazon is also expanding its AI-powered image generation tool that was first introduced last year. The new feature, called "live image," allows sellers to animate still photos of products. For example, a picture of a coffee mug can show steam rising, or a plant can sway as if in the breeze, making product listings more engaging.

Both the live image and video generator features are currently available in beta for select US advertisers. Amazon plans to refine these tools before releasing them to a wider audience.

Project Amelia: AI Chatbot for Sellers

In addition to the marketing tools, Amazon is rolling out Project Amelia, an AI chatbot designed to assist third-party sellers with business insights and personalized recommendations. The chatbot can respond to queries about sales data, traffic, and performance comparisons, offering a detailed snapshot of business health.

Currently, Project Amelia is in beta, available only to a limited group of US retailers, but Amazon plans to expand access to more sellers across the US in the coming weeks, followed by a global rollout later this year.

Amazon's AI Ambitions: Catching Up with Competitors

This wave of generative AI updates reflects Amazon’s push to keep pace with competitors like Google and Meta, both of which have already incorporated AI in their services. In a related move, Amazon has reportedly partnered with Anthropic to integrate Claude AI into future versions of Alexa, after facing challenges with its own in-house AI models.

Conclusion

Amazon’s foray into generative AI signals a major shift in how the platform plans to engage both consumers and sellers. With personalized recommendations, video ad generators, and AI-driven seller assistance tools, Amazon is using AI to enhance the overall shopping experience while providing retailers with powerful new tools to manage and market their products. Expect to see these features play a more prominent role in the coming months as they move from beta to full deployment.