58% of Vendor Central users Have Not Used Amazon AI Tools

25 June 2025

Amazon AI tools: have you used them?

June 2025 has been a big month for Amazon’s AI push. Not only have they started rolling out AI audio product summaries to consumers, it comes on the back of the launch of the Enhance My Listing tool in the US. Building off the existing AI tools that have been around since 2023, Amazon now claims it’s able to to generate a full content page from a few words, a single image, or even the URL of the brand’s own product page.

Many of these newest tools are only available in America for the moment, but Amazon claims over 900,000 selling partners worldwide have used their AI features so far. The question we wanted to ask was: are you one of them?

Are they the timesaver that Amazon claims they are? Or do they generate more work than they’re worth?

 

42% of Vendor Central users polled had used one of Amazon’s AI Tools.

To find answers, we took this question to the Amazon VC Group on LinkedIn, and the results were illuminating. Well into the third year of their availability, less than half of Amazon VC users have used one of the AI tools on offer, showing that Amazon has still has significant room to grow. Some of this can be explained by the geographic restrictions on certain tools. As we have seen in the past, Amazon will often constrain new functionality to their US users, or to a smaller marketplace until they can be confident of the utility and reliability of this service. As such, we can probably expect a larger rollout of AI tools within the next 12-18 months worldwide.

However, some users were quick to point out in the comments that, while they had used the tools themselves, they found time and efficiency savings to be marginal. Some mentioned that the results required significant human input in order to make them usable. In other cases, the quality was so low as to dissuade the teams from using the tools again, finding human-generated content to be more reliable and of a much higher standard.

It’s possible that this reflects an inherent weakness within Amazon’s AI tools themselves, which may take time to mature into a service that’s truly useful without caveats. If you have used Amazon’s AI tools, please let us know what you think of them! Are they the timesaver that Amazon claims they are? Or do they generate more work than they’re worth?