Amazon is launching a new AI-powered selling assistant code-named “Project Amelia” to help sellers navigate the nuances of e-commerce, using generative artificial intelligence to answer questions and provide guidance.

Amazon.com announced on Thursday a new artificial intelligence application dubbed Amelia to help its independent sellers with sales metrics, inventory maintenance, and product advertising, among other things.

Amazon.com Inc. today announced it’s rolling out a generative artificial intelligence assistant dubbed Project Amelia for independent sellers to provide answers, advice and tools to boost their productivity and sales.