Amazon's Seller Assistant Expands with Round-the-Clock Workflows and Claude Plugin
Amazon is introducing new Seller Assistant workflows that monitor seller accounts continuously and respond to predefined conditions, automating tasks like inventory and pricing management. The company is also launching a plugin that connects Seller Central data to Anthropic's Claude and Amazon Quick, enabling use of external AI tools. Sellers maintain control through approval requirements and audit trails, while the assistant now features persistent memory across sessions.
The Seller Assistant's evolution traces back to its 2023 debut as a basic generative AI helper for navigating Amazon's marketplace. Since then, Amazon has layered on agentic functions that let the system reason through tasks and execute permitted actions independently. Adoption figures show broad reach: the tool now serves over 90 percent of selling partners in their native languages, with hundreds of thousands of active users and a recommendation acceptance rate exceeding 90 percent.
Under the hood, the assistant runs on Amazon Bedrock infrastructure using Anthropic's Claude models, combined with Amazon's own commerce data. Amazon emphasizes that seller information stays within its systems and is never shared externally. The new canvas workspace allows sellers to explore business scenarios conversationally using live data, while the plugin extends Seller Central information into external AI environments like Amazon Quick and Claude, currently in beta.
This expansion could meaningfully shift how small e-commerce operators allocate their time, potentially freeing owners from repetitive inventory and pricing tasks. However, it may also raise questions about how comfortable small businesses feel delegating customer-facing decisions to automated systems, even with guardrails in place. The persistent memory feature could create more personalized assistance over time, but sellers may need to weigh efficiency gains against the risk of AI-driven errors affecting their marketplace reputation.