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By Vanessa Hung · September 22, 2025 · Curated by George's Blog
Search bars don’t solve problems. But Amazon’s new Seller Assistant just might
This is what started as “Project Amelia” beta last year, but now as a "Seller Assistant" that has been re-engineered to follow you through workflows, propose a plan, and even take approved steps while you stay in control.
What stands out is not only what it can do, but how it does it. It feels personalized and close to your account.
What is different now
🤌 It works across the journey. Listing, inventory, account health, compliance, advertising, and growth planning.
🤏 It is proactive. Flags slow movers before fees hit, watches health metrics, and proposes fixes.
🤝 It stays with you. You can ask a question, jump into the page it suggests, and keep the thread going if the first path is wrong.
That changes how you troubleshoot. Instead of opening a case, waiting, and re-explaining the issue, you can redirect in real time and refine the path.
So this is more like a co-pilot that stays with you through the workflow.
Where to put it to work first
✅ Inventory and FBA optimization. Ask for a pre-holiday plan that balances AWD vs FBA, routes to fastest speeds, and avoids aged fees. Approve the plan or edit it.
✅ Account health. Ask for a status summary, what triggered each warning, and the exact steps to clear it. Approve the resolution when it makes sense.
✅ Compliance. When listing, let it check the documentation and standards, then walk you through what is missing and why.
✅ Growth planning. Ask for category expansion ideas mapped to demand signals and required ops changes, not just a list of keywords.
Is it perfect? No. It is still learning. But it raised the standard, and when used well, it saves hours on tasks that used to be stop-and-start across multiple tabs.
The real opportunity isn’t in asking “what does this policy mean?” but in learning to ask the assistant. The sellers who treat it like a back-and-forth partner will get the most leverage.
#Amazon #Sellers #AccountHealth #AI