Amazon parcels are prepared for delivery at Amazon’s Robotic Fulfillment Centre.
Nathan Stirk | Getty Images
Amazon is rolling out an artificial intelligence tool designed to help third-party sellers quickly resolve issues with their accounts and fetch sales and inventory data.
The company said Thursday that it’s launching the product, called Amelia, in beta for select U.S. sellers, before introducing it more broadly later this year. Amazon describes it as an “all-in-one, generative-AI based selling expert,” and is making it accessible through Seller Central, the internal dashboard for third-party merchants.
Amelia is the latest generative AI tool that Amazon has brought to market in the past year as it seeks to capitalize on the hype sparked by OpenAI’s ChatGPT. The company has introduced an AI-powered shopping assistant named Rufus, a chatbot for businesses dubbed Q and Bedrock, a generative AI service for cloud customers.
Amazon also plans to upgrade its Alexa voice assistant with generative AI features, CNBC previously reported, and the company has invested billions of dollars in OpenAI competitor Anthropic, its largest venture deal to date.
CEO Andy Jassy told investors earlier this year that the “generative AI opportunity” is almost unprecedented and that increased capital spending is necessary to take advantage of it.
“I don’t know if any of us has seen a possibility like this in technology in a really long time, for sure since the cloud, perhaps since the internet,” Jassy said on the company’s first-quarter earnings call in April.
Andy Jassy on stage at the 2022 New York Times DealBook in New York City, November 30, 2022.
Thos Robinson | Getty Images
Google and Microsoft have introduced rival products to try to ensure their relevance in a market that’s predicted to top $1 trillion in revenue within a decade.
AI has also become more prevalent across Amazon’s e-commerce platform. The company now displays AI-generated summaries of product reviews and it’s launched AI features for third-party sellers that can help them write listings and generate photos for ads.
Amazon also said Thursday it’s launching tools that let sellers create AI-generated video ads and use AI to write product listings in bulk based on their entire catalog. The company said it’s beginning to use generative AI to show personalized product recommendations and listings based on a user’s shopping history. For instance, Amazon would show the term “gluten free” in the description for a box of cereal if a shopper typically searches for products with that phrase.
Amazon made the announcements at its annual conference for sellers hosted in Seattle. Third-party sellers are the heartbeat of Amazon’s dominant e-commerce business. Since about 2017, they’ve accounted for at least half of all goods sold on the site. In the second quarter of this year, that number swelled to 61%.
Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services, told CNBC in an interview that a growing number of merchants are using its AI services. More than 400,000 of Amazon’s millions of third-party sellers have used its AI listing tool, up from 200,000 in June, he said.
With Amelia, Amazon is counting on generative AI to help with a key issue for third-party merchants — account troubleshooting. The company has sprawling teams that help sellers resolve account suspensions and deal with inventory issues, as well as build their business on the site. Merchants have long complained about the difficultly with getting swift resolution or reaching a human when unforeseen issues surface with their accounts.
The company said Amelia can offer help investigating an account issue and, in the future, will be able to “solve the problem on the seller’s behalf.” Mehta described how instead of filling out a form for missing inventory, a seller could ask Amelia to file a claim for them or the tool could resolve the issue automatically.
“There are going to be places where, hey, instead of chatting with seller support or getting on the phone with someone, maybe Amelia is able to do that and do that faster,” Mehta said. “I don’t need to send an email to someone and wait for a response.”
Amazon said Amelia uses Bedrock, a software tool that lets users access large language models from Amazon and other companies like Anthropic and Stability AI. Mehta said Amelia is trained on public data from the web, along with information pulled from Amazon seller resources, FAQs and other public-facing websites.
Mehta said the model isn’t trained on seller-specific data, which is closely guarded.
Amazon said the tool uses retrieval-augmented generation, or RAG, a popular AI industry framework that combines generative AI with long-established methods of information retrieval. It allows the pulling of certain seller-specific information from Amazon’s internal systems without storing it or including it in model training data.
The lawsuit, filed by Musk’s AI startup xAI and its social network business X, alleges Apple and OpenAI have “colluded” to maintain monopolies in the smartphone and generative AI markets.
Musk’s xAI acquired X in March in an all-stock transaction.
It accuses Apple of deprioritizing so-called “super apps” and generative AI chatbot competitors, such as xAI’s Grok, in its App Store rankings, while favoring OpenAI by integrating its ChatGPT chatbot into Apple products.
“In a desperate bid to protect its smartphone monopoly, Apple has joined forces with the company that most benefits from inhibiting competition and innovation in AI: OpenAI, a monopolist in the market for generative AI chatbots,” according to the complaint, which was filed in U.S. District Court for the Northern District of Texas.
An OpenAI spokesperson said in a statement: “This latest filing is consistent with Mr. Musk’s ongoing pattern of harassment.”
Representatives from Apple didn’t immediately respond to a request for comment.
The Tesla CEO launched xAI in 2023 in a bid to compete with OpenAI and other leading chatbot makers.
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Musk earlier this month threatened to sue Apple for “an unequivocal antitrust violation,” saying in a post on X that the company “is behaving in a manner that makes it impossible for any AI company besides OpenAI to reach #1 in the App Store.”
After Musk threatened to sue Apple, OpenAI CEO Sam Altman responded: “This is a remarkable claim given what I have heard alleged that Elon does to manipulate X to benefit himself and his own companies and harm his competitors and people he doesn’t like.”
An Apple spokesperson previously said its App Store was designed to be “fair and free of bias,” and that the company features “thousands of apps” using a variety of signals.
Apple last year partnered with OpenAI to integrate ChatGPT into iPhone, iPad, Mac laptop and desktop products.
Several users replied to Musk’s post on X via its Community Notes feature saying that rival chatbot apps such as DeepSeek and Perplexity were ranked No. 1 on the App Store after Apple and OpenAI announced their partnership.
The lawsuit is the latest twist in an ongoing clash between Musk and Altman. Musk co-founded OpenAI alongside Altman in 2015, before leaving the startup in 2018 due to disagreements over OpenAI’s direction.
Musk sued OpenAI and Altman last year, accusing them of breach of contract by putting commercial interests ahead of its original mission to develop AI “for the benefit of humanity broadly.”
In a counter claim, OpenAI has alleged that Musk and xAI engaged in “harassment” through litigation, attacks on social media and in the press, and through a “sham bid” to buy the ChatGPT-maker for $97.4 billion designed to harm the company’s business relationships.
Jensen Huang, CEO of Nvidia, is seen on stage next to a small robot during the Viva Technology conference dedicated to innovation and startups at Porte de Versailles exhibition center in Paris, France, on June 11, 2025.
Gonzalo Fuentes | Reuters
Nvidia announced Monday that its latest robotics chip module, the Jetson AGX Thor, is now on sale for $3,499 as a developer kit.
The company calls the chip a “robot brain.” The first kits ship next month, Nvidia said last week, and the chips will allow customers to create robots.
After a company uses the developer kit to prototype their robot, Nvidia will sell Thor T5000 modules that can be installed in production-ready robots. If a company needs more than 1,000 Thor chips, Nvidia will charge $2,999 per module.
CEO Jensen Huang has said robotics is the company’s largest growth opportunity outside of artificial intelligence, which has led to the Nvidia’s overall sales more than tripling in the past two years.
“We do not build robots, we do not build cars, but we enable the whole industry with our infrastructure computers and the associated software,” said Deepu Talla, Nvidia’s vice president of robotics and edge AI, on a call with reporters Friday.
The Jetson Thor chips are based on a Blackwell graphics processor, which is Nvidia’s current generation of technology used in its AI chips, as well as its chips for computer games.
Nvidia said that its Jetson Thor chips are 7.5 times faster than its previous generation. That allows them to run generative AI models, including large language models and visual models that can interpret the world around them, which is essential for humanoid robots, Nvidia said. The Jetson Thor chips are equipped with 128GB of memory, which is essential for big AI models.
Companies including Agility Robotics, Amazon, Meta and Boston Dynamics are using its Jetson chips, Nvidia said. Nvidia has also invested in robotics companies such as Field AI.
However, robotics remains a small business for Nvidia, accounting for about 1% of the company’s total revenue, despite the fact that it has launched several new robot chips since 2014. But it’s growing fast.
Nvidia recently combined its business units to group its automotive and robotics divisions into the same line item. That unit reported $567 million in quarterly sales in May, which represented a 72% increase on an annual basis.
The company said its Jetson Thor chips can be used for self-driving cars as well, especially from Chinese brands. Nvidia calls its car chips Drive AGX, and while they are similar to its robotics chips, they run an operating system called Drive OS that’s been tuned for automotive purposes.
Intel’s CEO Lip-Bu Tan speaks at the company’s Annual Manufacturing Technology Conference in San Jose, California, U.S. April 29, 2025.
Laure Andrillon | Reuters
Intel on Monday warned of “adverse reactions” from investors, employees and others to the Trump administration taking a 10% stake in the company, in a filing citing risks involved with the deal.
A key concern area is international sales, with 76% of Intel’s revenue in its last fiscal year coming from outside the U.S., according to the filing with the Securities and Exchange Commission. The company had $53.1 billion in revenue for fiscal year 2024, down 2% from the year prior.
For Intel’s international customers, the company is now directly tied to President Donald Trump‘s ever-shifting tariff and trade policies.
“There could be adverse reactions, immediately or over time, from investors, employees, customers, suppliers, other business or commercial partners, foreign governments or competitors,” the company wrote in the filing. “There may also be litigation related to the transaction or otherwise and increased public or political scrutiny with respect to the Company.”
Intel also said that the potential for a changing political landscape in Washington could challenge or void the deal and create risks to current and future shareholders.
The deal, which was announced Friday, gives the Department of Commerce up to 433.3 million shares of the company, which is dilutive to existing shareholders. The purchase of shares is being funded largely by money already awarded to Intel under President Joe Biden‘s CHIPS Act.
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Intel has already received $2.2 billion from the program and is set for another $5.7 billion. A separate federal program awarded $3.2 billion, for a total of $11.1 billion, according to a release.
Trump called the agreement “a great Deal for America” and said the building of advanced chips “is fundamental to the future of our Nation.”
Shares of Intel rallied as momentum built toward a deal in August, with the stock up about 25%.
The agreement requires the government to vote with Intel’s board of directors. In the Monday filing, the company noted that the government stake “reduces the voting and other governance rights of stockholders and may limit potential future transactions that may be beneficial to stockholders.”
Furthermore, the company acknowledged in the filing that it has not completed an analysis of all “financial, tax and accounting implications.”
Intel’s tumultuous fiscal year 2024 included the exit of CEO Pat Gelsinger in December after a four-year tenure during which the stock price tanked and the company lost ground to rivals in the artificial intelligence boom.