Amazon is pushing its Seller Assistant beyond answering questions and generating recommendations, giving small businesses new ways to automate inventory, pricing, account monitoring and other recurring tasks while connecting their Amazon selling data to outside AI tools.
The company is rolling out new Seller Assistant workflows that can monitor a seller’s business around the clock and respond when predefined conditions occur. Amazon is also launching an Amazon Selling Partner plugin for Amazon Quick and, in beta, Anthropic’s Claude. The plugin gives sellers a way to bring information from Seller Central into AI tools they may already use for broader business operations.
For small businesses that sell on Amazon, the changes could reduce some of the repetitive work involved in managing inventory, tracking product performance, monitoring competitors and maintaining listings. They also represent a significant step toward letting AI systems take actions inside an Amazon business rather than simply analyzing data or answering questions.
Amazon says sellers will continue to control those actions through approval requirements, seller-defined guardrails and audit trails. That distinction will matter for small companies considering whether to let an AI system influence decisions involving pricing, inventory or customer-facing listings.
Seller Assistant Gains Memory Across a Seller’s Business
Amazon originally launched Seller Assistant in 2023 as a generative AI tool designed to help sellers navigate the company’s marketplace. The company later added agentic capabilities that allow the assistant to reason, plan and take permitted actions on behalf of a seller.
Amazon says Seller Assistant capabilities have now reached more than 90% of its selling partners worldwide in their native languages. The company also says the assistant has hundreds of thousands of active users and that sellers accept its recommendations more than 90% of the time.
The latest version introduces persistent memory. Seller Assistant can remember information such as a business’s pricing patterns, inventory cycles and growth goals rather than treating every conversation as an isolated interaction.
That context can follow a seller between Seller Central, Amazon Quick and Claude. Amazon says the system can use the accumulated information to make recommendations that become more personalized over time.
The assistant can also connect information across several areas of an Amazon business. For example, a question about a product’s performance could lead the system to identify a competitive development, examine an advertising or cross-promotion opportunity, identify potential improvements to the product listing and draft a recommendation.
For smaller companies, that type of cross-functional analysis could be particularly useful when one owner or a small team handles inventory, advertising, pricing and marketplace operations simultaneously.
Amazon says Seller Assistant is built on Amazon Bedrock using Anthropic’s Claude models and combines those models with Amazon’s commerce data and systems. According to the company, seller data used by Seller Assistant remains within Amazon’s infrastructure and is not shared outside Amazon.
Sellers can also use a visual workspace Amazon calls a canvas to explore business information through natural-language conversations. The tool can be used to model scenarios, compare pricing strategies and examine campaign performance using live data.
New Workflows Can Monitor Tasks Continuously
The more significant operational change may be the introduction of Seller Assistant workflows.
Previously, a seller generally had to initiate an action by asking Seller Assistant to perform a task, such as adjusting the price of an ASIN or developing a restocking plan. The new workflows can run continuously, monitoring conditions even when a seller is not logged into Seller Central.
Sellers describe what they want the system to monitor using plain language and establish rules governing what it can do. One example provided by Amazon involves monitoring the seller’s 10 highest-performing products and generating a response plan if one falls below a four-star rating.
A more aggressive workflow could watch a product category for competitive openings and then adjust pricing or refresh listings when an opportunity appears.
That degree of automation could save time, but small businesses will need to consider carefully how much authority they give an automated system. A pricing rule that works under normal market conditions, for example, could produce an unwanted result if competition changes rapidly or a seller’s costs increase unexpectedly.
Amazon says every workflow maintains an audit trail. Sellers can also decide whether a workflow should only make recommendations or be allowed to take actions. When actions are enabled, sellers can review and approve them before they are carried out.
Amazon is providing pre-built workflows for common activities including monitoring account health, summarizing orders, analyzing pricing trends and identifying possible product expansion opportunities. Businesses can also create workflows from scratch.
Amazon Data Comes to Quick and Claude
Amazon is also opening Seller Assistant to other AI environments through its new selling partner plugin.
The company says 90% of Amazon selling partners already use third-party AI tools in some part of their operations. The plugin is intended to reduce the need to manually move information between those services and Seller Central.
The plugin can connect information including inventory levels, sales analytics, listing contributions and real-time performance metrics to a supported AI agent. More importantly, supported agents can do more than analyze the data: with the appropriate permissions, they can initiate actions in a seller’s Amazon business.
Amazon says plugin interactions include limits governing what information an AI agent can access, human approval requirements for actions and audit trails showing activity.
Amazon Quick, one of the first services supporting the plugin, is a general-purpose AI work assistant that can create documents and spreadsheets, conduct research and connect with files, calendars and email. For sellers, that creates the possibility of combining marketplace information with operational data from other parts of the company.
A business could, for example, build specialized agents inside Quick for pricing, listings or inventory replenishment. Amazon says Quick will show sellers what an agent intends to do and wait for approval before taking an action.
“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.”
Claude Integration Targets Sellers Already Using AI
The Amazon Selling Partner plugin is also entering beta with Anthropic’s Claude. Amazon says sellers can connect Seller Assistant to Claude in roughly 60 seconds without writing code.
That could be useful for businesses that already use Claude with accounting information, supplier data or other operating systems. Instead of separately exporting Amazon information, those businesses could analyze marketplace performance alongside other company data.
“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.”
Amazon cited early tester James Oliver, founder of Atlas Bar, as an example of the time savings the company hopes the integration can provide.
“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,” says James Oliver, Amazon selling partner and founder of Atlas Bar.
Availability and What Small Sellers Should Watch
The selling partner plugin is available in beta for sellers in Amazon’s U.S. stores, with international expansion planned later. Amazon did not provide a specific timetable for that broader rollout.
Amazon is also offering every primary account holder globally a free 12-month Amazon Quick Plus subscription. Sellers can designate two additional coworkers to receive the same offer at no additional cost. Sign-ups are available through December 31, 2026.
For small sellers, the immediate value will likely depend on how much time they currently spend moving between marketplace dashboards, spreadsheets and separate AI tools. Companies managing many SKUs or frequently changing inventory and pricing may have more opportunities to automate recurring work than businesses with a small, stable catalog.
Owners should still treat automated actions as business decisions rather than simple administrative conveniences. Pricing changes can affect margins, inventory recommendations can influence cash flow, and listing modifications can alter how products appear to customers. Businesses adopting the workflows may want to begin with recommendation-only settings, establish narrow guardrails and review audit trails before allowing greater automation.
The beta status of the plugin is another consideration. Amazon says more integrations will follow, but the announcement does not specify which additional third-party AI platforms will receive support or when those connections will become available. The release also does not state what Quick Plus will cost sellers after the promotional subscription expires.
Even with those questions, the direction is clear: Amazon is turning Seller Assistant from an AI tool sellers consult into a system that can continuously monitor parts of their business and coordinate actions across multiple applications. For small companies with limited staff, that could shift more routine marketplace management to AI while leaving owners responsible for defining the rules, approving important actions and deciding how much control they are comfortable delegating.
