Project Amelia to Seller Assistant: Amazon's AI Helper for Sellers Explained

Project Amelia was Amazon's codename for a generative AI assistant for sellers, announced on 19 September 2024 as a beta for select US sellers. It is now called Seller Assistant. For Amazon.in, Amazon says Seller Assistant is free, already live in Seller Central, available 24x7 in English and Hinglish.

What was Project Amelia?

TechCrunch reported on 19 September 2024 that Amazon had debuted an AI assistant for sellers, built on Amazon Bedrock. At launch it answered questions about a seller's business: ask "How is my business doing?" and it returned recent sales, units sold and traffic, compared with the same period last year. Amazon said later versions would help investigate problems such as inventory missing from reports and might connect sellers with Amazon's support team.

It started as a beta for select US sellers, with a wider US rollout and more countries and languages planned. Amazon gave no India date at the time.

Is Project Amelia the same as Seller Assistant?

Yes, as far as we can tell, but Amazon has not published a "rename" notice. Amazon's September 2025 article on the agentic upgrade does not mention Project Amelia by name, and describes the earlier Seller Assistant as a generative AI-powered expert for sellers. Press coverage links Amelia to that earlier Seller Assistant. If you search for "Project Amelia" today, Seller Assistant is the product you want.

What changed in 2025 and 2026?

Sources for the table: and. The India row comes from Amazon's India page, which carries no explicit date but ties the launch to Prime Day 2026.

What does Seller Assistant do for Amazon.in sellers?

Amazon India's page lists these abilities:

• Guides new sellers through onboarding for their category.
• Drafts listings from a photo, a URL or a text description, including attributes, category and a fee breakdown.
• Tracks inventory, suggests reorders and flags slow-moving products.
• Recommends the single action likely to have the biggest sales impact.
• Finds products with international demand and helps with export compliance and launch tracking.

Amazon says it is built on Amazon Bedrock with Amazon Nova and Anthropic Claude models. For the listing-from-image feature in detail, see Amazon AI listing from an image or URL.

How do I use it?

1. Log in to Seller Central with your normal account. Type the address yourself or use your saved official bookmark.
2. Open Seller Assistant. Amazon says it is already live.
3. Ask in plain English or Hinglish. Start with questions you can check yourself, such as "which of my products are slow-moving?"
4. Read what it suggests. If it offers to make a change, compare it with your own data first.
5. Approve only what you understand. Amazon says the assistant acts on a seller's behalf only with permission.

What are the limits and what is not confirmed?

• Accuracy: Amazon states that sellers using AI listing tools cut routine task time by 70% and that Seller Assistant pre-fills up to 70% of listing work. These are Amazon's own early figures, and the page does not give the method.
• Fee breakdown: It gives a fee breakdown at listing time. Confirm against the Amazon India seller fee guide and the current rate card before you price.
• India features vs US features: Amazon's US pages mention account-health monitoring and workflows. Amazon's India page does not list them. Whether each US feature is on Amazon.in today is not confirmed.
• Quick and Claude plugin: In beta for US stores. No India availability stated.
• Account problems: A chat assistant does not replace the formal appeal process. For how suspensions work, see Amazon account health.

Should I rely on it for ads or pricing?

Use it as a second opinion, not as the decision maker. Its recommendations are based on your sales data and Amazon's data. It does not know your landed cost, your cash flow or your plan for the next sale. Amazon reports that sellers accept its recommended actions more than 90% of the time, but that is the sellers' own choice, not a measure of whether the advice made money.

What does Amazon say about adoption in India?

Amazon India's September 2026 seller release describes Seller Assistant as a conversational AI partner available 24x7 in English and Hinglish, and says seller interactions with the tool have grown 7.5x year over year. The same release says AI listing tools are used by over 2 lakh sellers to simplify catalogue creation and improve product discoverability. These are Amazon's own numbers. The release does not say how "interactions" are counted, so read 7.5x as a sign of rising use, not proof of better sales.

A practical first week with Seller Assistant

Treat the first week as a trial on questions where you already know the answer, so you can judge accuracy.

1. Day 1: Ask for your slow-moving products and compare the list with your own inventory sheet.
2. Day 2: Ask it to draft one listing from a photo of a product you already sell. Compare the attributes, category and fee breakdown with your live listing.
3. Day 3: Ask for the single action with the biggest sales impact. Note what it says, and check the reason it gives against your numbers.
4. Day 4 to 5: Ask about reorder timing for your best ASIN. Compare with your supplier lead time, which the tool cannot see unless you tell it.
5. Day 7: Write down which answers were right, which were wrong, and which were too general to use. Decide what you will use it for from there.

Keep a note of anything it gets wrong, and use the feedback option if one is offered.

FAQ

What was Project Amelia? It was Amazon's codename for a generative AI assistant for sellers, announced on 19 September 2024. It started as a beta for select US sellers and answered questions about sales and traffic. It is the earlier form of Seller Assistant.

Is Seller Assistant available in India? Yes. Amazon India's seller news page says it is live in Seller Central, free for sellers, and available 24x7 in English and Hinglish. The page has no explicit date but links the launch to Prime Day 2026.

Does Seller Assistant cost anything? Amazon says it is free for sellers. Its US article says it comes at no additional cost, and its India page says free for all sellers. Check Seller Central if Amazon later changes that.

Can Seller Assistant make changes without asking me? Amazon says it can act on a seller's behalf only with permission. For example, if you approve a fix for a flagged listing, it carries it out. Always read the proposed change first.

Can it fix a suspended account? Amazon's pages do not say so. Suspensions go through the platform's own appeal process. Blooprint does not offer account reinstatement either; we explain the platform's steps in our account suspension guide.

Does it work in Hindi? Amazon India's page names English and Hinglish. Hindi in Devanagari script is not mentioned, so do not assume it is supported.

Next step

Seller Assistant is a good starting point for questions about your own account. When you need a person to check the plan against your margins, catalogue and ad data, Blooprint's Amazon account management team works with sellers on Amazon.in every day.