Tech Desk 
Jun 20, 2024
Amazon is set to unveil its generative artificial intelligence (AI) tools to a broader range of sellers. As of Thursday, sellers in France, Germany, Italy, Spain, and the UK can now use these tools to enhance product listings by generating detailed descriptions, titles, and related information.
Enhanced product listings
Sellers can also "enrich" existing product listings by automatically adding missing details. This expansion comes nine months after Amazon initially announced plans to integrate generative AI technology for sellers.
Although the company has not specified all the markets where this technology will be available, it has primarily been restricted to the US However, an Amazon forum post revealed that the tools were quietly released in the UK a few weeks ago.
Amazon reported that more than 30,000 sellers are likely utilising these AI-enabled listing tools in the UK and certain EU markets.
Streamlined listing process
Amazon is promoting these new tools to help sellers list products more efficiently. Sellers can go to the "List Your Products" page, input relevant keywords describing their product, and hit the "Create" button to generate a new description. Additionally, sellers can create descriptions by uploading a photo through the "Product Image" tab.
The AI can generate product titles, bullet points, and other details, which sellers can edit as needed. However, due to the propensity for large language models (LLMs) to make errors, it is advisable to review the AI-generated descriptions before finalising them.
Ongoing AI development
“Our generative AI tools are constantly learning and evolving,” Amazon stated on its UK platform two weeks ago. “We’re actively developing powerful new capabilities to make generated listings more effective and make it even easier for you to list products.”
Previously, Amazon introduced a tool that allows sellers to create product listings by uploading a URL to their existing website. It is unclear when this functionality will be expanded to Europe or other markets outside the US
Potential regulatory issues
While Amazon is well-versed in AI and machine learning across its extensive e-commerce operations, introducing AI to European markets raises potential regulatory concerns.
Robert Tekiela, Amazon's Vice President of Selection and Catalogue Systems, explained: “With our new generative AI models, we can infer, improve, and enrich product knowledge at an unprecedented scale and with dramatic improvement in quality, performance, and efficiency. Our models learn to infer product information through diverse sources, latent knowledge, and logical reasoning. For example, they can infer a table is round if specifications list a diameter or infer the collar style of a shirt from its image.”
