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What Amazon Business’ New Gen-AI Tools Mean for Distributors

Amazon Business has unveiled a new suite of generative-AI tools designed to help organizations better manage spend, automate purchasing and uncover savings. We cover the key details, how they align with broader tech vendor trends and what's important for distributors to keep in mind for their digital commerce strategy.

November 12, 2025

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Out of its two-day Reshape conference, Amazon introduced a set of new generative-AI tools for its B2B buyers and sellers via Amazon Business.

Key capabilities include:

  • Amazon Business Assistant – A conversational, AI-powered assistant built on Amazon Bedrock (and underlying AWS infrastructure) that appears directly in an Amazon Business account, offering recommendations on how to buy more efficiently (based on past purchasing history), account configuration support and interactive guidance.

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