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

Instead of the “more like this” feature that suggests similar, specific items, the new recommendations will be offered as larger categories based on a customer’s shopping habits — such as those catering to holiday events or sporting activities.

Amazon sellers now have access to an AI assistant designed to help them grow their business by answering questions about their metrics, and later, may be able to help them directly resolve issues that arise.