Amazon Global Store launches multiple AI tools to rebuild the operation mode of cross-border e-commerce with new technologies

["ebrun original"] "Generative AI, as one of the most revolutionary technologies of this era, will bring huge changes to the entire industry, reconstructing the operation mode of cross-border e-commerce," said Iris Peng, vice president of Amazon China and head of product and seller education for the Asia Pacific region of Amazon Global Store. Amazon has been paying high attention to the development and application of AI and machine learning, hoping to improve customer experience and support sellers to succeed using new technologies.

She pointed out that many of Amazon's sellers are small and medium-sized enterprises. They need to do complicated operations, including managing the supply chain, inventory, sales forecasting, and establishing brand awareness. How to help them simplify these operations is exactly the problem that Amazon aims to solve with generative AI.

At the "2024 Amazon Global Store Cross-Border Summit" held recently, Amazon also announced exploration achievements based on generative AI in recent years and opened up a variety of new tools for Chinese sellers.

1. Amazon Seller Assistant Amelia

In September of this year, Amazon introduced a beta version of the generative AI assistant, code-named Project Amelia, to sellers selling on the US site. It is similar to an Amazon sales expert service, providing personalized suggestions, insights, and information based on the uniqueness of each seller's business.

As Amazon Seller Assistant Amelia evolves, it will soon be able to identify business opportunities, diagnose problems, and provide key insights to promote sales, optimize inventory, and solve critical problems. For example, sellers simply need to ask "How is my business?" and Amazon Seller Assistant Amelia will immediately and securely provide sales and business metrics, comparative trends, and provide guidance and advice.

The beta version will soon start to support Chinese and will be open to testing for some Chinese sellers.

2. Product Detail Page Creation

In 2023, Amazon began using generative AI to help sellers significantly reduce the time and effort required to create and manage product detail pages. Sellers only need to enter a brief description, their brand's website URL, or provide product images, and the generative AI can create high-quality and comprehensive product detail pages. Since its launch in June, there have been over 650,000 sellers worldwide using the generative AI-based product detail page feature.

Amazon will further expand these features. For example, in the new bulk product detail page creation workflow, sellers can upload spreadsheets containing simple product details, allowing Amazon's generative AI to create rich titles, bullet points, and descriptions for multiple product detail pages at once, allowing more products to appear in front of customers more quickly.

3. A+ Detail Page Automatic Brand Story Creation

Brands selling on Amazon can develop custom content on their product detail page, such as rich image carousels and comparison charts. These are referred to as "A+ content" and help brands better convey value propositions and brand stories to customers.

Creating such high-quality content used to require a lot of time and resources, including photography, drafting, design, testing, and repeated revisions. Now, brands can easily solve this with new generative AI functionality. Sellers only need to enter a few key product description phrases they want to highlight, and the AI can capture the essence of the brand, generating rich content to highlight the unique selling points of the product; uploading product images alone can create attractive background images and scenes.

4. Video Generation Tool Video Generator

The video generation tool Video Generator launched by Amazon is a new type of generative AI tool that allows sellers using Amazon advertising products to create visually rich video content in minutes and at no additional cost. Video Generator only needs a product image to immediately create a customized video to showcase product features and present product stories that are relevant to customers.

5. Project P.I., Identifying Issues before Delivering Products to Customers

Combining generative AI and computer vision technology, Project P.I. (Private Investigator) can identify issues before delivering products to customers, such as product damage or color and size errors. Additionally, Project P.I. can help sellers identify the root causes of problems, thereby taking preventive measures to prevent problems from recurring. In the deployed sites, Project P.I. has been proven to skillfully screen hundreds of thousands of items delivered each month and accurately identify product issues.

6. Brand Name Generator for Amazon

At the 2024 Amazon Global Store Cross-Border Summit, Amazon Brand Name Generator made its first appearance and announced opening to sellers selling on the US site. This tool can help sellers quickly create brand naming ideas that conform to overseas consumer cultural context and language expression habits and are easy to recognize and remember.

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