Why This Matters to Distributors: Amazon is expanding Seller Assistant from an AI tool that primarily responds to requests into a system that can continuously monitor pricing, inventory and other business conditions and execute defined tasks. The company is also allowing sellers to connect Amazon data and capabilities to outside AI platforms, beginning with Amazon Quick and Anthropic’s Claude.
Amazon is giving its marketplace sellers new artificial intelligence tools that can continuously monitor inventory, pricing, and other business conditions and, within seller-defined parameters, act without waiting for a new request.
The company introduced new workflows for Seller Assistant, its AI platform for marketplace sellers, that can run around the clock and automate recurring tasks. Amazon also launched a plugin that connects sellers’ Amazon business data and Seller Assistant capabilities to other AI platforms.
The changes represent a significant expansion of Seller Assistant from an AI system that answers questions and recommends actions into one that can monitor operations and execute tasks.
Previously, a seller could ask Seller Assistant to adjust the product price or develop a restocking plan. With the new workflows, sellers can establish instructions that remain active and respond when specified business conditions change.
For example, a seller could direct the system to monitor its 10 best-selling products for ratings that fall below four stars and draft a response plan. Another workflow could monitor a product category for competitive opportunities, then adjust pricing and update listings when it identifies one.
Sellers can create their own workflows or use Amazon templates for monitoring account health, summarizing orders, analyzing pricing trends, and identifying opportunities to expand product offerings. Sellers determine whether a workflow only makes recommendations or is authorized to take actions. Amazon said actions are recorded in an audit trail and can be subject to seller review and approval.
Amazon is also giving Seller Assistant a longer-term memory of individual businesses. The system can retain information about a seller’s pricing patterns, inventory cycles and growth goals and use that history to refine recommendations over time.
Seller Assistant can analyze information across inventory, advertising, product listings, compliance, and other functions. For example, Amazon said the system could identify a change in a product’s competitive position, connect it to an advertising opportunity, identify potential improvements to the product listing, and develop a recommended response.
The second major change extends Seller Assistant beyond Amazon’s Seller Central platform.
Amazon introduced a Selling Partner plugin that can connect product listings, real-time performance metrics, inventory levels, and sales analytics with outside AI tools. Those systems can use Amazon information to analyze a seller’s business and, with seller authorization, take actions through Amazon.
The plugin is initially launching with Amazon Quick and in beta with Anthropic’s Claude. Amazon said it plans to add other integrations.
Quick is Amazon’s general-purpose AI platform for workplace tasks. Sellers using the new plugin can combine their Amazon information with other business data, including financial, marketing and manufacturing information. They can also build specialized AI agents for functions such as pricing, product listings, and inventory replenishment. The system shows sellers what it intends to do and waits for approval before taking an action.
The Claude integration allows sellers to bring Seller Assistant and Amazon marketplace data into Claude alongside other information, including accounting and supplier data. Amazon said sellers can connect their accounts without coding.
Amazon said the integrations do not give outside AI platforms unrestricted access to seller information. Plugin interactions include limits on what information can be accessed, human approval requirements for actions and audit trails. Amazon also said Seller Assistant keeps seller data within Amazon’s infrastructure.
Seller Assistant began in 2023 as a generative AI tool designed to answer questions, surface information, and simplify marketplace tasks. Amazon subsequently added agentic capabilities that allow the system to reason, plan and take actions with a seller’s permission.
Amazon said Seller Assistant capabilities have been rolled out to more than 90% of its selling partners worldwide and that the system has hundreds of thousands of active users. Sellers accept their recommendations more than 90% of the time, according to the company.
Amazon also said 90% of its selling partners use third-party AI tools to operate some part of their businesses, providing the rationale for making Seller Assistant available through other AI platforms.
The Selling Partner plugin is initially available in beta to sellers in Amazon’s U.S. stores, with international expansion planned. Amazon is offering primary account holders a free 12-month Amazon Quick Plus subscription through Dec. 31, 2026. Primary account holders can extend the offer to two additional co-workers.
For distributors and manufacturers that sell through Amazon, the changes expand the range of marketplace operations that can be handled by AI. Pricing, replenishment, product listings, and account monitoring can increasingly be managed through persistent workflows rather than individual seller requests, while sellers retain control over what actions the systems are authorized to take.
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