Project Amelia is a personal assistant initiative launched by Amazon that leverages generative artificial intelligence technology to provide sellers with personalized business advice aimed at boosting productivity and driving seller growth. The project utilizes Amazon Bedrock technology, offering scalable, state-of-the-art foundational models and AI tools to help sellers simplify their sales processes on Amazon while providing more robust avenues for growth. By answering sellers' questions, Project Amelia delivers accurate information and guidance, enabling sellers to manage their businesses more effortlessly and efficiently. It also learns about each seller's unique operations to offer tailored insights and support, accessible from any page within Seller Central.