Amazon sellers in Australia can now benefit from an expanded range of generative artificial intelligence (AI) tools to simplify the process of product listing creation – including a new URL listing capability, as well as enriching existing product listings to better resonate with customers and help drive sales.
“The rollout of these tools will significantly streamline administrative tasks for Australian sellers, freeing up valuable time for other business priorities,” Amazon said.
New URL listing capabilities
Amazon has expanded its generative AI capabilities for selling partners, with a new URL listing feature. This tool enables selling partners to start listing on Amazon with a product URL, such as a product on a seller’s own direct-to-consumer (DTC) website. This is automatically parsed by the generative AI tool to create high-quality, engaging listings for Amazon’s store, which the seller will review and submit. The tool can also suggest attributes such as colour and keywords to help effectively index the product in customer discovery experiences. “This will further enhance and streamline the process of creating product listings, saving selling partners time and effort while developing listings for Amazon’s store that appeal to customers and help drive sales.”
Simplifying product listing creation
In addition to the new capability, Amazon recently launched other generative AI-powered tools to simplify the listing creation process. As well as providing a URL to help create listings, sellers can also provide a few descriptive words or upload a product image. The generative AI then suggests compelling product titles, descriptions, and other details that are high-quality and designed to be engaging for customers. Sellers must review these generated product details before they submit them to ensure accuracy and completeness.
These capabilities use large language models, a type of machine learning model specifically trained on large amounts of data – including Amazon’s own product catalogue – that can recognise, summarise, translate, predict, and generate text and other content, to help build more comprehensive product descriptions. Almost 4,500 selling partners have already used one or more of Amazon’s generative AI listing capabilities to list on Amazon.com.au.
Director of Seller Services, Australia Amit Mahto said, “For our selling partners, writing product descriptions manually can be time-consuming. These AI capabilities reduce time spent drafting listings, enabling sellers to focus on their core business. It also helps improve the customer shopping experience by providing compelling product information.”
Enriching existing product listings
In addition to generative AI tools to create new product listings, Amazon is also leveraging generative AI capabilities to analyse and enrich existing product listings, automatically adding missing information and improving overall content quality. “This feature saves sellers valuable time and enhances the customer experience by providing richer, more comprehensive product information and is due to commence by the end of 2024.”
Other applications of AI
Amazon has long used AI to support selling partners. Amazon pioneered the use of AI for personalised product recommendations based on customer behaviour data, which enables sellers to surface highly relevant product listings to interested customers. Amazon also uses advanced machine learning models to forecast demand and help automate inventory management, ensuring that selling partners can better plan their inventory and make sure they don’t end up being out of stock of popular products. “With AI-powered pricing tools, sellers gain insights into dynamic pricing strategies based on real-time data, helping them maximise their pricing strategy,” the company said.
“Amazon’s generative AI tools are constantly learning and evolving to better streamline operations for sellers, enhance customer engagement, and help drive seller growth and success. These new innovations are built and hosted in AWS, leveraging a number of powerful foundational models made easily accessible through Amazon Bedrock to best meet the needs of Amazon’s selling partners and customers.”
In Australia, more than 14,000 businesses sell in Amazon’s stores.
