Amazon.com announced on Thursday a new artificial intelligence application that it says will help its independent sellers with sales metrics, inventory maintenance and product advertising, among other things.

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.

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.

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,