Amazon continues its push into generative AI capabilities with the launch of a powerful new tool: Enhance My Listing—aimed to help sellers stay agile by reducing the time and effort needed to maintain engaging product listings. While this new tool offers advantages, it won't be the right fit for every brand—especially those with already established identities and existing creative investments.
What is Amazon's Enhance My Listing Tool?
Amazon’s Enhance My Listing feature is a generative AI tool powered by Amazon Bedrock, and designed to help sellers improve existing product listings by suggesting enhancements to titles, descriptions, and key features.
These suggestions are generated using real-time customer behavior data, seasonal trends, and catalog insights, allowing listings to stay relevant and competitive throughout the year. Currently, the Enhance My Listing tool is only available to select Amazon sellers but is expected to roll out further in the coming months.
It’s important to note that Amazon provides a disclaimer stating: “By using the proposed content, you agree that you have reviewed it, and that it is accurate, complete, and compliant with all applicable laws and Amazon policies, including by not limited to our Program Policies.” This means that it’s still up to the seller to confirm that the AI-generated content is accurate and follows all policies. If you’re unfamiliar with Amazon’s policies, using the Enhance My Listing tool becomes a much more involved task.
When Should Brands Utilize Amazon's Enhance My Listing Tool?
For brands with limited resources, and a brand voice that has yet to be established, Amazon’s Enhance My Listing tool can help jump-start traffic and conversions, leading to increased sales. If you know your Amazon listings aren’t performing well because of subpar content, and you’re looking for a quick fix, the Enhance My Listing tool offers a free solution.
If you’ve spent time and investment into establishing an existing brand voice for your Amazon titles, descriptions and key features, it probably doesn’t make sense to let Amazon’s AI system rewrite that for you. Be wary of utilizing the Enhance My Listing tool unless you’re looking for an overhaul of your existing Amazon content.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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