Key takeaways
Seller Assistant now carries persistent memory of each seller's business, delivering personal recommendations on topics like inventory management and pricing that sharpen over time.
New Seller Assistant workflows give sellers the power to continuously monitor and execute routine tasks like restocking and pricing adjustments with full audit trails and seller-defined guardrails.
A new plugin brings Seller Assistant's intelligence into the AI tools sellers already use, launching first with Amazon Quick and in beta with Anthropic's Claude—with a free 12-month Quick Plus subscription to help them run their business on and off Amazon.
We first launched Seller Assistant in 2023 as a generative AI companion to help sellers navigate the complexity of running a business, answering questions, surfacing insights, and simplifying tasks that used to require multiple tools. Sellers found this helpful, but they wanted more. So, we introduced agentic capabilities, powering Seller Assistant with the ability to reason, plan, and act on a seller's behalf with their permission. Seller Assistant's capabilities have rolled out to over 90% of Amazon's selling partners worldwide in their native language, and it now has hundreds of thousands of active users, with sellers accepting recommendations over 90% of the time. That adoption tells us something important: Sellers don't just want AI that works with them. They want AI that works for them.
Today, we're announcing the next evolution of Seller Assistant, including workflows that automate routine tasks around the clock, as well as a new selling partner plugin launching with Amazon Quick and in beta with Anthropic's Claude, making it easy for sellers to run their Amazon business from the AI tools they use every day.
A smarter Seller Assistant that works across a seller's entire business
Sellers make dozens of connected decisions every day across inventory, advertising, listings, compliance, and more. The data exists, but synthesizing across systems has historically been manual work. Seller Assistant reduces that friction. For example, when a seller asks Seller Assistant how a product is performing, it can identify a competitive signal, connect it to an advertising or cross-promotion opportunity, assess potential improvements to a listing, and draft a recommendation.
Delivering this level of intelligence to millions of sellers requires pushing the boundaries of what AI can do for small businesses. We've worked closely with AWS and Anthropic to harness the latest advances in foundation models, combining them with 25 years of Amazon commerce expertise. Built on Amazon Bedrock with Anthropic's Claude models, the result is an assistant that doesn't just answer questions; it reasons across domains, remembers context, and acts, all while Seller Assistant keeps seller data within Amazon's infrastructure and never shares it outside of Amazon. Amazon and Anthropic share a commitment to building AI that prioritizes data safety, is trustworthy, and is genuinely useful for small businesses.
The foundation powers capabilities that deepen over time. Seller Assistant now carries persistent memory of each seller's pricing patterns, inventory cycles, and growth goals. That memory follows sellers wherever they work—whether in Seller Central, Amazon Quick, or Claude—so the context is never lost when they switch between tools. This isn't a session-by-session tool—it's an assistant that learns a seller's business over time, delivering personalized recommendations that sharpen with every interaction. Every suggestion comes with reasoning behind it, so sellers can evaluate, adjust, or explore alternatives. When sellers want to visualize their data and interact with it directly, they can open a canvas, a dynamic visual workspace where they can model scenarios, compare pricing strategies, and diagnose campaign performance using live data, all through natural conversation.
Seller Assistant workflows that work around the clock
Previously, Seller Assistant acted when sellers asked. A seller could say, "adjust price for this ASIN" or "draft a restock plan," and it would reason through the problem and execute with permission. But tasks like checking inventory thresholds, monitoring competitive pricing, and reviewing account health alerts follow consistent patterns. They're important but repetitive, and they shouldn't require a seller to remember to ask every time.
Today, we're introducing Seller Assistant workflows: custom automations that run continuously, monitoring conditions, interpreting changes, and responding dynamically, even when the seller isn't logged in to Seller Central. It's the difference between having an assistant you can call on and having one that's always working for you.
Sellers describe what they need in plain language, set guardrails, and the workflow goes to work. A workflow can be as simple as "Alert me if any of my top 10 products drop below a 4-star rating and draft a response plan." Or more complex: "Monitor my top category for competitive openings. If you see one, adjust my pricing and refresh the listings." Every action is logged with a complete audit trail.
Prebuilt templates that monitor account health, summarize orders, analyze pricing trends, and find product expansion opportunities help sellers get started immediately. Sellers can also build custom workflows from scratch. For any workflow, prebuilt or custom, sellers choose whether it just surfaces recommendations or takes actions on their behalf. When it takes actions, sellers stay in control, reviewing and approving them before they're carried out.
Bringing Seller Assistant's intelligence to the AI tools sellers already use
Today, 90% of Amazon selling partners already use third-party AI tools to run their businesses. Our vision is that sellers can use the AI agent of their choice to help them run their business, and we will make it easy for them to do so. The new selling partner plugin is a big step toward that vision.
We are launching the Amazon Selling Partner plugin in Quick and in beta with Claude, with more integrations to follow. For the first time, sellers can bring the intelligence behind Seller Assistant, its reasoning, recommendations, and ability to take action, into the AI tools they already use every day.
The plugin connects a seller's Amazon data, including their listing contributions, real-time performance metrics, inventory levels, and sales analytics, directly to their preferred AI agent. But this goes way beyond data access. Their AI doesn't just read from their Amazon business; it can act on it, the same way Seller Assistant does inside Seller Central.
These external connections don't change how Amazon protects seller data. Every plugin interaction is protected by clear boundaries on what it can access, human approval on actions, and complete audit trails.
The plugin launches first in Amazon Quick and Anthropic's Claude
Amazon Quick is an AI companion built for work. It creates documents and spreadsheets, conducts deep research, and connects to the email, calendar, and files a person already works in. It is a general-purpose AI agent that helps businesses, and it works across phone, web, and desktop with conversations that carry from one device to the next.
For Amazon sellers, Quick becomes even more powerful with the selling partner plugin. Sellers can use the plugin to bring their Amazon data in alongside the rest of their operations, such as financial, marketing, and manufacturing, so their AI sees the full picture. Sellers can build their own agents inside Quick: a pricing agent, a listing agent, or a restock agent, and Quick shows what it intends to do and waits for approval before acting.
"Quick provides sellers with a powerful context-backed agent to help them run their entire business more efficiently," said Jigar Thakkar, vice president, Agentic AI for Business at AWS. "By integrating Quick, Amazon's selling partner plugin makes it easy to connect their selling business to everything else they use to run their operation, continuously learning their preferences to give them answers and take actions that reflect the full picture of their business."
The selling partner plugin is now available in beta for sellers in Amazon's U.S. stores, with international expansion to follow. Additionally, every primary account holder globally can sign up for a free 12-month Amazon Quick Plus subscription, available through December 31, 2026. Primary account holders can also designate two additional co-workers to receive a free year of Quick Plus at no extra cost.
Many sellers already run parts of their business through Anthropic's Claude, connecting data across channels, accounting software, and supplier systems. With the selling partner plugin (currently in beta), those sellers will get more than just their Amazon data in Claude; they will get access to Seller Assistant, connected in roughly 60 seconds, no coding required.
"Amazon sellers make dozens of decisions a day on pricing, inventory, and ads, and Seller Assistant is helping sellers who are running real businesses making real decisions every day," said Eric Burns, field CTO at Anthropic. "Amazon Seller Assistant already uses Claude models to help sellers make informed, strategic decisions, and they accept its recommendations more than 90% of the time. The Seller Assistant plugin for Claude now brings these data-driven insights into sellers' Claude account alongside their existing accounting and supplier data connections. It's a snap to connect Amazon accounts to Claude for strategic recommendations built on a seller's whole business, empowering sellers to earn more sales, more conversions, and faster growth."
Early beta testers are already seeing a huge impact on their business operations. "I used to spend hours manually connecting my Amazon data to AI tools. Now it's all built in. It's like magic. What took an afternoon now happens instantly," said James Oliver, Amazon selling partner and founder of Atlas Bar.
We are committed to expanding secure plugin connections to additional third-party AI tools over time, because meeting sellers where they already work, and bringing our guardrails and security standards along with us, is the best way to help them grow.
What this means for sellers
A small team can now operate with the strategic depth and operational reach that in the past was available only to much larger companies. Sellers participating in early beta access to the tool report meaningful time savings and the ability to take on more, without more complexity. That's the point: Every seller, regardless of size, gets the tools to compete and grow on their own terms.
We'll continue to deepen Seller Assistant's capabilities, expand the selling partner plugin to more tools, and meet sellers wherever and however they choose to work.