Amazon’s new AI Enhance feature has become one of the biggest updates of 2025. The promise? Automated, optimized, and compliant product listing content. But despite the hype, many sellers remain skeptical.
Some appreciate the time savings. Others report inaccuracies, missing details, or generic SEO content that hurts ranking and conversions.
If you’re already monitoring your listings using tools like SentryKit’s Amazon monitoring tools, you’ve likely seen how frequently Amazon modifies content — and why relying blindly on AI can be risky.
This blog breaks down the real pros and cons — no hype, no fearmongering — so you know exactly when to use AI and when manual optimization is still king.
AI Enhance is Amazon’s built-in tool that automatically rewrites and optimizes listing content. From titles to bullet points, product attributes, and keywords, the AI uses Amazon’s internal data to “improve” your listing.
For a technical breakdown of how it works, check out Amazon’s AI listing enhancement documentation.
The feature is powerful — but as sellers are discovering, not always accurate.
When editing a listing, you’ll see options like:
Enhance – Amazon rewrites your copy
Generate – complete new content
Optimize SEO – adds searchable terms
Fix Compliance – removes restricted claims
Amazon’s AI pulls information from customer reviews, catalog data, competitor listings, and its own search behavior.
Helpful? Yes.
Perfect? Not even close.
AI gives you a full listing draft in seconds — ideal for new sellers or large catalogs.
More structured bullets, consistent tone, and better readability.
AI removes risky phrases that may trigger suppressions.
The clarity boost alone can increase conversion rates.
AI works well as a first draft generator, not a final content writer.
Made-up features, incorrect materials, wrong certifications — these real seller issues lead to returns and negative reviews.
AI removes emotional drivers and brand differentiation.
Replacing high-ranking keywords with irrelevant ones is common.
Unique features? AI often strips them out.
Sometimes it deletes helpful, perfectly legal content.
For practical examples of competition challenges tied to this, check our detailed guide on Amazon Price Wars.
AI “guesses” when information is missing.
Listings end up sounding identical to competitors.
AI optimizes for catalogue consistency, not profits.
Sellers worry Amazon could modify listing content without approval.
No clear rules for where the AI sources certain attribute decisions.
Use AI in these cases:
✔ To clean up messy listings
✔ When fixing compliance warnings
✔ For structure, clarity, and grammar
✔ When generating a first draft for a new ASIN
✔ When English isn’t your strong suit
If you’re just starting out, pairing this with basic listing monitoring via the ASIN monitoring plan is enough to stay safe.
Avoid AI-generated content for:
✘ Medical, supplement, or regulated products
✘ Patented or highly differentiated items
✘ High-converting listings already ranking in top spots
✘ Niche technical products
✘ Brand-story-driven listings
These rely heavily on precision and custom positioning.
Check for accuracy, compliance, and missing details.
In case you need to revert quickly.
AI sometimes removes top-ranking phrases.
Best of both worlds.
Amazon’s own AI may adjust content over time — be prepared.
For official platform updates and policy explanations, see Amazon Seller Central insights.
Amazon’s AI Enhance feature is helpful — but not flawless. It simplifies listing creation, improves compliance, and saves time. But it can also introduce inaccuracies, generic copy, and SEO issues if used without proper oversight.
AI should support your listing strategy — not replace it.
Human expertise still matters.
Use AI for structure, use humans for strategy.
