13-05-2025
Amazon's Latest AI Feature Allows Sellers to Upgrade Old Listings
Amazon just keeps upgrading sellers' experience with artificial intelligence.
The e-commerce giant announced Thursday it had launched a new tool to aid the seller experience. Called Enhance My Listing, the tool allows Amazon sellers to upgrade existing listings with AI.
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Amazon has already released a variety of tools to aid seller experience; currently, sellers can create an optimized listing for a new offering on the marketplace with a few simple inputs. The company said that more than 900,000 of its sellers have used its generative AI-powered listing tool; according to the e-commerce company, sellers use what the tools spits out without making major edits 90 percent of the time.
Still, sellers made it clear that, while the AI-powered, from-scratch listings are helpful, they also had an interest in using AI-powered systems to update longer-standing product listings based on seasonal trends, upcoming holidays or otherwise.
'Selling partners update their listings from time to time to ensure they are relevant, reflective seasonal trends, and appeal best to buyers. They've told us these updates can sometimes require substantial effort, so we wanted to simplify this process for them,' Mary Beth Westmoreland, vice president of worldwide selling partner experience, wrote in a company blog.
Amazon powers Enhance My Listing with Bedrock, which enables the company to build generative AI tools and layers more efficiently. The company noted that its new technology can help sellers create 'timely, relevant recommendations for product titles, attributes, descriptions and missing details, saving [them] from having to take on that research themselves.'
So, for instance, if a seller has previously—without the influence of AI—listed a pair of waterproof boots, but failed to mention that they serve consumers well for snowy weather, the tool may be able to help them refine the product description to attract an increased number of buyers. Alternatively, if a seller has listed an item that matches consumers' searches around specific holidays—Valentine's Day, for instance—Enhance My Listing might temporarily change the product's title to garner more search traffic.
Amazon said Enhance My Listing 'has begun rolling out to select U.S. sellers, with expanded availability planned in the U.S. in the coming weeks.' In the meantime, the company has also been working to upgrade some of its other seller-facing technologies, like Project Amelia, which will soon be able to provide specific recommendations and insights based on specific problems sellers face.
Westmoreland said the genesis of technology allows the company to give sellers the best chance to perform well on its marketplace.
'These impactful new tools are the latest examples of how Amazon is leveraging generative AI to transform nearly every experience we know—including how we support independent sellers in creating thriving businesses by selling in our store,' she wrote in the blog. 'We're super excited about the innovation and value that these new offerings provide for sellers, and we will continue to develop additional, innovative AI tools to further enhance the success of Amazon's selling partners.'
