Amazon is launching a new AI-powered selling assistant code-named “Project Amelia” to help sellers navigate the nuances of e-commerce, using generative artificial intelligence to answer questions and provide guidance.

This week at the Amazon Accelerate event, Amazon announced a suite of generative AI tools to enhance the shopping experience. Based on how much I shop, the verdict is still out if this is something I should celebrate.

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.