SEATTLE — Amazon today announced the launch of Enhance My Listing (EML), a generative AI-powered tool designed to help sellers automatically update and optimize their existing product listings. This innovation marks a significant step in Amazon’s broader effort to simplify listing management while driving higher customer engagement and sales performance for its selling partners.
The new capability builds on Amazon’s successful rollout of generative AI tools for listing creation in 2023, which 900,000 sellers have adopted. With EML, sellers can now seamlessly update existing listings by receiving AI-generated suggestions for titles, bullet points, product attributes, and descriptions, based on real-time customer behavior, seasonal trends, and retail signals.
“Sellers have told us that keeping product listings fresh and relevant can be time-consuming,” said Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience. “Enhance My Listing puts the power of generative AI directly into their hands, enabling them to effortlessly improve listings and stay competitive in an evolving retail landscape.”
Powered by AWS and Amazon Bedrock
EML is built on Amazon Bedrock, leveraging advanced foundation models and retail data to provide personalized, actionable content recommendations. Sellers can input a product image, brief description, or website URL, and the tool will automatically enhance listings while preserving brand voice and accuracy. All suggestions can be reviewed, edited, or declined, ensuring seller control.
Real Seller Impact
Early users have reported dramatic time savings and improvements in discoverability. Sellers like C&M Personal Gifts and Campcraft Outdoors say the tool has helped streamline operations and create more uniform, compelling content across hundreds of SKUs.
“We're absolutely blown away by Amazon's Gen AI listings tools,” say Michael and Cynthia Gore, who founded C&M Personal Gifts. Their small business specializes in personalized glassware and has been selling in Amazon for more than a decade. “The AI is wonderful, and it's getting better with time. Now it creates detailed bullet points and descriptions and makes our 800+ listings more uniform. So far, we've created about 300 listings with the tool, and they're more discoverable and shoppable than ever.”
“Amazon's Gen AI tools pretty much rock,” says Jason Hunt of Campcraft Outdoors, a family-owned business in Kentucky that specializes in waxed canvas bags and outdoor gear for survival, bushcraft, and camping enthusiasts. “Listings used to take me an hour, but with Gen AI, I just upload photos and have content generated in under 15 minutes. I have listings I haven't touched in years, so updating those without the manual hassle would be just what I need.”
Rolling Out Now
EML is available to select U.S.-based sellers, with broader availability coming in the following weeks. It is the latest in a suite of AI-driven innovations from Amazon, including AI-generated video ads, A+ content creation, and the recently launched AI assistant Project Amelia, designed to provide personalized business insights and recommendations.
For more on how sellers can streamline and elevate their Amazon listings, visit sellercentral.amazon.com.
