Should You Use Amazon’s AI Listing Generator? What It Gets Wrong

Amazon now has AI built into Seller Central that will write or rewrite your listing for you. Its newest version, Enhance My Listing, suggests titles, attributes, descriptions and missing details, and you can accept, reject or edit each suggestion.

A lot of sellers are using it. Amazon says more than 900,000 sellers have used its AI listing tools, and that approximately 90% of the time, sellers accept AI-generated content with little to no edits.

That last number is the problem.

What it gets right

I’ll give it credit where it earns it.

• It finds blank attributes. This is the best part. Backend fields are the biggest reason Amazon’s shopping AI skips a product, and most brands filled them in once years ago and forgot. The tool spots gaps fast.
• It’s fast. For a large catalog with thin listings, it gets you from nothing to something in minutes.
• It uses Amazon’s own data. Amazon says the suggestions draw on how customers engage with products, so it sometimes surfaces terms you missed.

What it gets wrong

• It makes everyone sound the same. If every brand in your category accepts the same suggestions, every listing reads alike. Then the AI has no reason to pick yours.
• It can get facts wrong. When Amazon first launched these tools, it warned sellers to double-check the content. AI writing tools can invent details. A wrong material, size or certification on your listing is worse than a blank one. It can get you returns, bad reviews, or a compliance problem.
• It doesn’t know your customers. It doesn’t know that half your buyers are buying it as a gift, or that the top complaint is about the lid. You do.
• It can overwrite good work. Accept a rewrite on a listing that already converts and you can lose what was working, and you won’t know why sales dipped.

How we use it

We treat Amazon’s suggestions like a junior employee’s first draft. Useful, never final.

1. Take the attribute suggestions seriously. Check each one against the real product, then fill it in.
2. Never accept copy changes on a winning listing without a reason. If a listing converts well, test changes one at a time.
3. Check every fact. Sizes, materials, certifications, compatibility. If you can’t confirm it, it doesn’t go on the page.
4. Write the bullets around real questions. Pull them from your reviews, your Q&A and what you hear from customers, then make sure the AI’s draft answers them.

For how a listing should be built in the first place, read /blog/amazon-listing-optimization-established-brandsAmazon Listing Optimization for Established Brands.

Source: Amazon: Enhance My Listing

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Troy Marchand, CEO

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