Enhanced Generative AI Features Now Available to Amazon Sellers for High-quality Product Listing Creation

Amazon is continuing to innovate on how it helps sellers succeed by giving them the option to provide a URL to their own website and leverage a new generative AI capability to easily create high-quality product detail pages in Amazon’s store.

Generative Artificial Intelligence (AI) capabilities are transforming virtually every experience, and Amazon is continuing to launch new capabilities that meaningfully improve how customers shop in their store, and how their selling partners succeed in creating thriving businesses. One area Amazon was focused on is helping selling partners more easily create high-quality product pages. Previously, creating product pages required significant effort from selling partners to develop and input accurate and comprehensive product details across numerous attributes to build compelling product descriptions that attract the right customers. Amazon is now making it even easier for selling partners to accomplish this with the ability to transform their existing product pages on other websites into rich product listings tailored to Amazon’s store, with far less effort.

Last fall, Amazon started on a journey to dramatically reduce the effort required from selling partners while helping them create even higher-quality product pages. Amazon started by allowing selling partners to provide with only a few words that described their product, and Amazon used generative AI to create compelling product titles, descriptions, and other product details. Amazon followed this with the ability for selling partners to simply upload an image of their product and use generative AI to automatically generate their product title, description, and even more product attributes. These features can also suggest attributes such as color and keywords to help effectively index the product in customer search experiences.

While it is still early days, more than 100,000 of Amazon’s selling partners have already used one or more of Amazon’s generative AI listing tools. Amazon always encourages selling partners to review their generated product details before they submit them to Amazon store, and already, the majority of AI-generated listings are being submitted, with selling partners accepting suggested attributes nearly 80% of the time with minimal edits. Amazon has compared the AI-generated content to non-AI generated content and found improvements across measures of clarity, accuracy, and detail, which can increase a product’s discoverability when customers search in Amazon’s store. Many selling partners also shared that this feature saves them time, so they can focus more of their attention on developing great products, a benefit particularly valuable to small businesses and customers.

“The tool is so helpful and easy to use to improve our product detail pages. Rather than writing full description when listing products, now all we need is to prepare some keywords and a brief description about the products, then Generative AI will take charge to create all detailed content, including title, product highlights, usage… that best introduces our products and brands attractively and effectively.”, excitingly shared a generative AI adopted selling partner from Vietnam in Beauty category on Amazon.

Generative AI has a profound capacity to simplify the effort it takes for Amazon’s selling partners to create great product listings, and Amazon will continue to innovate upon these capabilities. As Amazon expands the breadth of attributes that automatically generate and further improve the quality of generated content, Amazon keeps reducing the effort needed for selling partners to create high-quality product detail pages that resonate with customers.

Amazon has also been hearing from some of selling partners that their products are already listed online on their own direct-to consumer (DTC) website. So, in addition to using sparse amounts of text or an image to generate listings, Amazon is now launching the ability for selling partners to simply leverage their existing listings by just providing Amazon with a URL, which is automatically parsed by Amazon’s generative AI-based features, to seamlessly create high-quality, engaging listings for Amazon’s store. This will further enhance and streamline the process of creating product listings, saving selling partners more time and effort while developing listings for Amazon’s store that appeal to customers and help drive sales. This new capability is starting to roll out now and will be available to U.S. selling partners in the coming weeks. Amazon is excited about how 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.

The generative AI tools Amazon has deployed so far are constantly learning and evolving, and Amazon is excited about the selling partners adoption and AI-generated content quality that Amazon is already seeing. Across the business, Amazon is actively developing powerful new AI tools and capabilities, and Amazon are even more optimistic about the future capabilities and positive seller impact of these offerings. As more selling partners leverage the technology to enhance their own product listing experience, Amazon will provide them with increasingly relevant results, reducing effort for sellers while improving efficacy of generated listings. Improving and streamlining listing creation is an exciting example of how selling partners are already benefiting from Amazon’s generative AI investments, and this is just one more way that Amazon continues to partner with small businesses to create an amazing shopping and selling experience.

T.H (Vietnam Business Forum)