Amazon's AI chatbot gets a new look! But no dedicated domain name yet

Amazon recently launched Project Amelia, a new AI assistant designed to help independent sellers boost productivity and sales. The assistant is currently being tested with select partners, offering real-time advice and tools for sellers to efficiently manage their business. Mary Beth Westmoreland, vice president of partner experience for Amazon Worldwide Sales, said, “Project Amelia provides personalized insights and support that is readily available in the Seller Center.”

Built on Amazon's Bedrock platform, Amelia leverages foundational models from AWS and other providers, combined with Amazon's expertise in sales, to provide relevant and customized responses. Curiously, however, Amazon does not appear to have launched a dedicated website; ProjectAmelia.com, a website unrelated to the project and created in December 2023, shows no indication of the people or content behind the project.

Amelia.ai website

Meanwhile, Amazon interacts with the new AI chatbot via “Ask Amelia,” but AskAmelia.com is actually an active website for plastic surgery group Amelia Aesthetics. Additionally, Amelia.com appears to have been acquired by European company Amelia.ai, which specializes in enterprise AI solutions and was acquired in August 2024 by SoundHound AI. This series of brand overlaps is confusing for consumers; after all, at least we know about Alexa's direct association with Amazon.

With these developments, the launch of Project Amelia will undoubtedly spark more discussion in the market, but it will also need to address issues of brand identity and user experience.