Amazon's AI, Amelia is streamlining the selling process for sellers to give shoppers a better user experience.

At its annual sellers’ conference, hosted in Seattle this week, Amazon continually told the thousands of independent vendors in attendance that Amazon saw them as partners. Doug Herrington, head of Amazon’s worldwide stores division, told sellers they were a critical part of the “Amazon magic.”

The retail giant is also releasing an AI video generator for making product ads and a chatbot assistant for third-party sellers.

Amazon (NASDAQ:AMZN) unveiled several generative artificial intelligence tools on Thursday in an effort to aid small businesses and third-party sellers with their accounts. The first tool, known as Amelia,

Codenamed Project Amelia, the new tool will answer a range of questions, from how to prepare for the holiday shopping season to suggesting the wording of product listings, Amazon said Thursday during its annual Accelerate conference for merchants.