Those capabilities are now available to more than 90% of Amazon selling partners worldwide in their native languages, according to the company. Amazon said Seller Assistant has hundreds of thousands of active users and that sellers accept its recommendations more than 90% of the time.
The latest update pushes the assistant further into ongoing business operations. New Seller Assistant workflows can monitor conditions even when a seller is not signed in to Seller Central, then respond according to instructions and guardrails set in advance.
A seller could, for example, create a workflow that watches ratings on top products and prepares a response plan when one falls below a certain threshold. Another workflow could monitor a category for competitive opportunities, then propose pricing or listing changes.
Amazon is also providing templates for recurring jobs such as monitoring account health, summarizing orders, reviewing pricing trends, and identifying possible product expansion opportunities. Sellers can also create their own workflows using natural-language instructions.
For each workflow, the seller decides whether the system should only make recommendations or proceed toward taking action. Amazon says sellers remain involved when actions are required, with review and approval before execution. The system also keeps an audit trail of activity.
The underlying Seller Assistant is built on Amazon Bedrock and uses Anthropic’s Claude models. Amazon said the assistant can reason across different areas of a seller’s operation, retain context, and act while keeping seller data inside Amazon’s infrastructure.
Seller Assistant is also gaining persistent memory tied to an individual business. The system can retain information about areas such as pricing behavior, inventory patterns, and growth goals, allowing that context to carry between Seller Central, Amazon Quick, and Claude.
Amazon is pairing that memory with a visual workspace where sellers can explore live data conversationally. The company says users can model scenarios, compare approaches to pricing, or investigate advertising performance inside the workspace.
The second major part of the release is the Amazon Selling Partner plugin. It connects information such as listing contributions, inventory, sales analytics, and real-time performance metrics to supported AI agents outside Seller Central.
The plugin is designed to support actions as well as data access. Amazon says an outside AI agent can use the same Seller Assistant capabilities available inside Seller Central, subject to access controls, approvals, and audit records.
Amazon is launching the plugin first in Amazon Quick and as a beta integration with Claude, with additional services planned later.
Quick is Amazon’s general-purpose AI work assistant for tasks including documents, spreadsheets, research, and connected workplace data. Through the Selling Partner plugin, sellers can combine Amazon information with other parts of their operation and create specialized agents for jobs such as pricing, listings, or restocking.
“Quick provides sellers with a powerful context-backed agent to help them run their entire business more efficiently,” said Jigar Thakkar, vice president of 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 available in beta to sellers in Amazon’s U.S. stores, with international expansion planned. Amazon is also offering primary account holders worldwide a free 12-month Quick Plus subscription through December 31, 2026, with the option to extend the same offer to two additional coworkers.
The Claude integration gives sellers another route into the same underlying Seller Assistant capabilities. Amazon said sellers can connect their accounts to Claude without coding and use Amazon information alongside other data they may already have linked there.
“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.”
Amazon says the goal is to make Seller Assistant available wherever sellers already work rather than keeping its capabilities confined to Seller Central. The new workflows add continuous automation inside Amazon’s own seller tools, while the plugin extends those capabilities into outside AI environments.
This analysis is based on reporting from Amazon.
Image courtesy of Amazon.
This article was generated with AI assistance and reviewed for accuracy and quality.
