Amazon (NASDAQ:AMZN) unveiled several generative artificial intelligence tools on Thursday in an effort to aid small businesses and third-party sellers with their accounts. The first tool, known as Amelia,

Amazon has launched multiple Generative AI tools to simplify and boost the shopping experience, available to resellers and customers.

Amazon is launching a new AI-powered selling assistant code-named “Project Amelia” to help sellers navigate the nuances of e-commerce, using generative artificial intelligence to answer questions and provide guidance.

Amazon sellers now have access to an AI assistant designed to help grow their business by answering questions about their metrics, and later, helping to resolve issues that arise. The assistant, code-named Project Amelia and built on AWS's Amazon Bedrock,

Codenamed Project Amelia, the new tool will answer a range of questions, from how to prepare for the holiday shopping season to suggesting the wording of product listings, Amazon said Thursday during its annual Accelerate conference for merchants.

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.

The beta version rolled out to a select group of sellers on Thursday, and the company plans to bring access to additional U.S. sellers over the next few weeks. Down the line, Amazon plans to make it available in other countries and in languages other than English.