According to reports, Amazon is launching a new artificial intelligence application to help its independent sellers with sales metrics, inventory maintenance, and product advertising, among other things.

The move is part of a broader Big Tech effort to adopt technology for greater automation.

The software, named Amelia, instantly answers many questions about preparing for the holidays and how the seller's business is faring, including sales volume and website traffic.

The software will then be able to help sellers solve problems, such as shipping delays, without human intervention.

Amazon showed that Amelia can quickly recall a seller's sales data and other metrics. The company also offered suggestions for preparing for major holidays, such as promotions and purchasing advertising on Amazon, as per reports.

Dharmesh Mehta, vice president of worldwide selling partner services, Amazon says, “Amelia is meant to give sellers their personalized expert in selling on Amazon. It needs to be a deep expert in all these kinds of core parts of running your selling business.”

Amazon which relies on third-parties to supply more than three out of every five units it sells, has had an at-times testy relationship with sellers, particularly over fees.

By automating some of the seller customer services, Amazon may be able to more inexpensively handle complaints and other difficulties that would otherwise require human intervention.

The company has announced the launch of Amelia during its annual conference in its hometown where many of its roughly 450,000 U.S. independent sellers converge for tips and tricks, and to learn about new products and services.

Amelia follows Amazon's announcement earlier this year of Rufus, a generative AI search engine it added to its website to help customers find more products. Amazon has since begun selling ads within Rufus, suggesting that marketers may pay in exchange for software recommendations.