Amazon Showcases Key Use of AI Behind the Scenes that Could be Implemented Front of House

Amazon has revealed three new ways in which artificial intelligence has been rolled out to enhance its already industry-leading business model.

00:48 05 July 2025

One of the biggest and most influential bodies in all of commerce, let alone eCommerce, has revealed three new ways in which artificial intelligence has been rolled out to enhance its already industry-leading business model. The goliath of a company almost certainly unveiled this to show to its investors that the buzzword of the moment is being developed and tapped into, helping to avoid drops in share prices akin to Apple at the start of June.

In any case, Amazon has showcased that is it now using a form of generative AI mapping known as Wellspring to improve delivery accuracy. Agentic AI has also been incorporated within Amazon Robotics to facilitate their next development for warehouse helpers. Finally, there’s also the demand forecasting model powered by artificial intelligence. It’s this final deployment of AI that could pave the way for other businesses if pivoted slightly.

Analysing Data to be Predictive and to Personalise

The main selling point of artificial intelligence right now is its ability to take huge quantities of data collected from across a whole range of inputs and to then analyse them and boil down the results. This way, businesses can quickly get suggestions or just see the bigger picture for key statistics. From there, a business can alter their operation to be more refined based on the results of analysing a mass of data that humans simply can’t.

Importantly, as was discovered in a paper that raises doubts as to the ability of advanced AI to solve complex problems from Apple, humans still need to interpret and act on the data crunched by an AI program. What Amazon has achieved with its AI is a program that will take data, crunch the data, and then offer up a forecast to help manage inventory and stock up on items where trends suggest the company should do so.

It’s a supply chain helper for Amazon, but at its core, it’s a show of how AI can be tweaked to offer personalised solutions. In this case, it’s for individual regions covered by a business: the Amazon report offers the example of analysing sunscreen sales in Cape Cod, Massachusetts, in the summer months to assess demand. From here, the AI could be pivoted into leveraging a personalised approach further.

Personalisation on Vast Platforms

People have become accustomed to massive platforms, and it’s this that’s one of the big selling points for Amazon. There are just so many choices there and plenty of ways to search. This is true of eCommerce sites and entertainment sites. Anyone who visits an online-based entertainment platform like Netflix or The Hippodrome will find an abundance of options and many that suit their preferences.

Right now, sites like the online casino organise libraries into specific categories based on player preferences to enhance the navigation experience. You’ll see tabs like Tournaments, Big Bass Slots, King Millions, Crash, and Gold Blitz that all pertain to a handful of games along with Top 10, New Slots, Live Casino, All Games, and so on. It’s as refined as large platform organisation can be right now, going further than mere genres to segment by features.

Eventually, this set up could be refined by an AI program for each individual player. Like Amazon’s AI analyses previous data to recommend stock in each area, and AI on large content platforms could analyse individual user behaviour on the platform to curate their landing page. This could include recommendations based on tags, volatility, features, themes, and the like in a convenient window to help navigation even further.

Leveraging AI to tailor an experience to individual customers should be the goal of deploying the tech in business. Given what Amazon has shown so far, that reality might not be too far away.