AMAZON ROLLS OUT NEW AGENTIC AI FOR THIRD-PARTY SELLERS
Amazon
$AMZN just put out this update on its Agentic AI Assistant built on Claude that it says can run a seller's business 24/7
Seller Assistant runs on Amazon Bedrock using Claude models, built through a partnership between Amazon, AWS, and Anthropic. It reasons across a seller's inventory, advertising, listings, and compliance data, connecting the dots a seller used to have to piece together manually, then drafts a recommendation.
New workflows let sellers set it to continuously monitor conditions and act on its own, even when they're not logged in. A seller can say something as simple as "alert me if a top product drops below 4 stars" or as complex as "watch my top category for competitive openings and adjust pricing automatically." Every action gets logged in a full audit trail, and sellers choose upfront whether a workflow just surfaces recommendations or actually takes action on their behalf.
Seller Assistant now also carries persistent memory of each seller's pricing patterns, inventory cycles, and growth goals, memory that follows them across Seller Central, Amazon Quick, and Claude, so context isn't lost switching between tools.
Amazon says seller data stays inside its own infrastructure and is never shared outside Amazon, even as the company launches a new plugin bringing Seller Assistant's intelligence into outside AI tools, starting with Amazon Quick and in beta with Claude. About 90% of Amazon sellers already use third-party AI tools to run their businesses, per Amazon.
It's rolled out to over 90% of Amazon's selling partners worldwide, and sellers accept its recommendations more than 90% of the time.