Mary Beth Westmoreland on building higher-trust product pages with Generative AI
Speaker: Mary Beth Westmoreland, Vice President, Selling Partner Experience
Who this is for: Catalog managers, content leads, brand owners, and agencies focused on PDP quality, conversion, and reducing returns.
The idea that matters
Mary Beth’s core message was simple. Generative AI is now part of everyday catalog work inside Seller Central. In her words, Amazon is “continually inventing ways to make selling easier, more efficient, more powerful, and just more fun.” What is new is the shift toward agentic AI that can understand context, plan tasks, and act on your behalf while you keep final control.
Why you should care: higher quality pages with less busywork, plus a workflow that stays aligned to what customers are actually searching for as trends move.
What you can use today inside Seller Central: AI-generated lifestyle images for A+
You can create contextual A+ images without a full shoot. This speeds testing for categories where lifestyle proof moves conversion.
If you need these images turned into polished, brand-safe A+ modules every week, our team can handle the pipeline end to end through A+ Content Studio.
Instant listing creation
Provide a short description, an image, or even a product URL and Amazon drafts titles, bullets, and attributes in minutes. Bulk via spreadsheet is supported, so you can clear large backlogs quickly.
If you need a system to do this week after week with voice and claims reviews before publishing, our Amazon Account Management program builds that cadence around your ASINs.
Enhance My Listing
This was the most requested upgrade. The tool analyzes search behavior and your PDPs, then recommends specific enrichments and missing attributes to raise performance. Mary Beth’s example was Alpineverse’s tent page. The tool surfaced as an “instant pop-up” for casual campers and “lightweight fabric with cooling ventilation” for experts so one PDP could speak to both groups.
If you want these recommendations triaged, approved, and measured weekly instead of ad hoc, start with an Account Audit. We turn the findings into a continuous enrichment loop via Listing Optimization.
Continuous monitoring and alerts
It does not stop at publishing. Underperforming listings get flagged with what to fix next so your catalog keeps improving as customer behavior shifts.
If you prefer those alerts routed to owners with SLAs and before-after reporting, we fold that into your operating rhythm with Amazon Account Management.
Proof it works
Mary Beth shared adoption data that shows real traction at scale.
- 1.3 million sellers have used the GenAI listing tools
- The system now generates more than 70% of required attributes automatically
Sellers accept the recommendations about 90% of the time with minimal edits
Her takeaway was that this is already mainstream. If your catalog still depends on manual rewrites and case-by-case updates, you are below the new baseline.
What is coming next
Mary Beth positioned this as the start of an agentic phase. Expect proactive account health, ongoing compliance guidance as you expand globally, inventory optimization alerts tuned to seasonality and stockouts, and an AI-powered Creative Studio for faster ad content.
If you want these streams wired into weekly ops so insights become actions inside one sprint, plug them into Amazon Account Management. If fast badges and delivery promise are the bottleneck, align catalogue speed with your supply chain through Global Shipping & Logistics.
Operator insights you can act on now
- Make enrichment continuous. Treat Enhance My Listing like a standing weekly review, prioritized by revenue weight and gap size. If you need a clean start and a scoring model, begin with an Account Audit.
- Tie completions to outcomes. Attributes and images are inputs. Track their impact on search conversion, add to cart, and return rate. We wrap this into dashboards as part of Listing Optimization.
- Scale creative without scaling costs. Use AI lifestyle images and Video Generator to cover angles quickly, then invest saved budget in offer tests and packaging improvements through A+ Content Studio.
- Prepare your SOPs for assistants that act. Define what AI drafts, what it can submit for review, and what always needs human approval. We set those guardrails and audit logs inside Amazon Account Management.
- Do not outpace your promise. Faster pages only help if you can keep fast delivery coverage when demand spikes. If that is at risk, bring in Global Shipping & Logistics to right-size buffers and upstream storage.
The through line
“Yes, the tech is awesome,” Mary Beth said, “but what’s even cooler is that all of these launches have been built based on your needs.” Amazon is pushing content generation, guidance, and logistics closer to the seller. Your job is to remove the remaining friction and focus your people on judgment, voice, and offer design. If you prefer to run this as a system rather than a project, start with an Account Audit and we will map the workflow. Then Amazon Account Management runs the loop weekly with Listing Optimization, A+ Content Studio, and, if needed, Global Shipping & Logistics to keep the delivery promise aligned with conversion.
Coming up next….
Jay Richman — Vice President, Amazon Ads
Amazon Ads creative and partner tooling, how brands can iterate and measure creative more effectively.
