10:16 AM EDT, 09/19/2024 (MT Newswires) -- Amazon.com ( AMZN ) has launched "Project Amelia," a generative AI-powered selling assistant designed to enhance productivity and growth for sellers.

Built on Amazon Bedrock, which offers scalable AI models for building generative apps, the assistant provides "broad world knowledge" with specialized Amazon ( AMZN ) selling expertise to deliver tailored responses designed to drive success selling in Amazon's ( AMZN ) store, and is expected to evolve to offer increasingly personalized responses over time, the company said Thursday.

Project Amelia offers precise, customized responses and support within "Seller Central," providing advice and key metrics to sellers. It is available in beta for select US sellers, with plans for a broader rollout in the US and expansion to other countries and languages later this year.

Amazon ( AMZN ) shares were up 1.6% in recent trading Thursday.

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