Enhance My Listing and other AI marketplace tools. AI News – #1 May

Artificial intelligence has firmly established itself as an almost daily tool for marketers. But what about other branches of digital marketing? It turns out that the AI revolution is also sweeping through marketplace platforms, with market leaders like Amazon boldly implementing innovative solutions to make life easier for sellers and enhance the quality of listings.

Amazon is actively developing tools based on generative artificial intelligence. The latest product of this technology is Enhance My Listing, a feature created to help sellers optimize their product listings.

Picture this: you run a store on Amazon with hundreds or even thousands of products. Each one requires regular updates, seasonal adjustments, or the addition of missing details. Sounds like a Sisyphean task, right? That’s exactly where Amazon’s new tool comes into play.

Enhance My Listing analyzes customer engagement data on the platform (powered by Amazon’s proprietary Bedrock service), automatically suggesting optimal product titles, key attributes, catchy descriptions, and even identifying missing details that could grab a buyer’s attention. Importantly, the seller retains full control over the process—they can accept, reject, or modify AI suggestions before updating the listing in Amazon’s catalog.

The tool is currently being rolled out to a select group of sellers in the United States, with broader availability planned in the coming weeks.

It’s worth noting that this isn’t Amazon’s first foray into using AI to support sellers. As early as 2023, the company introduced a feature to help create product descriptions. Then in March 2024, Amazon launched a tool capable of generating an entire listing based on a product link from the seller’s site, a single image, or even just a few keywords.

The numbers speak for themselves—over 900,000 sellers have already used Amazon’s generative AI tools. Interestingly, the company reports that in over 90% of cases, sellers accept the AI-generated content without making any changes. While that sounds impressive, it’s important to note that this doesn’t necessarily mean the AI is 100% accurate—some sellers may simply not be reviewing the suggestions carefully enough.

Amazon isn’t the only marketplace player recognizing the potential of generative AI in marketing; other platforms like eBay and the popular CMS Shopify are also actively working on similar solutions. Startups like Avataar and Superscale are emerging as specialists in creating AI applications to support sellers in generating marketing assets.

eBay, as early as September 2023, introduced an AI tool capable of generating a complete product listing from a single image. Initially available on iOS and later on Android, the solution automatically creates a title, description, suggests category and subcategory, price, shipping cost, and can even identify the product’s release date. Developers claim this makes the process “painless, easy, and even enjoyable.” Nevertheless, some sellers note that AI-generated descriptions on eBay can be overly lengthy, repetitive, and don’t always precisely reflect the product’s unique features—or flaws.

Shopify hasn’t stayed idle either. In its January 2024 winter update, the company unveiled a suite of innovations, including an AI-powered media editor designed to enhance product images. Sellers can choose from seven background styles (minimalist, vibrant, natural, urban, raw, refined, and surreal) or enter a custom prompt to generate a completely new background. The tool can also match the background style to an existing image, ensuring brand visual consistency, and remove unwanted background elements.

It seems that artificial intelligence has become a permanent fixture in the world of marketplaces, and tools like Enhance My Listing are just the beginning of the revolution. The future of e-commerce is increasingly being shaped by algorithms designed not only to make sellers’ jobs easier but also to personalize the shopping experience for customers. Will it truly play out that way? Tool creators still have a lot of work ahead, and nothing can replace the human touch—but progress in AI is undeniably impressive.

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