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.com Inc. today announced it’s rolling out a generative artificial intelligence assistant dubbed Project Amelia for independent sellers to provide answers, advice and tools to boost their productivity and sales.

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