Amazon Turns Seller Assistant Into 24/7 Automation Engine

Amazon says sellers accept Seller Assistant's recommendations more than 90% of the time — and now the company wants that AI to do more than recommend. Amazon is expanding Seller Assistant from a question-answering and recommendation tool into a system that can monitor a seller's business around the clock, automate recurring tasks, and connect Amazon selling data to outside AI tools, including Anthropic's Claude.

The company is rolling out Seller Assistant workflows that run continuously and respond when predefined conditions occur, even when a seller is not logged into Seller Central. In parallel, Amazon is launching an Amazon Selling Partner plugin for Amazon Quick and, in beta, for Anthropic's Claude. The plugin lets sellers bring information from Seller Central into AI tools they already use for broader business operations.

Persistent memory across a seller's business

Amazon launched Seller Assistant in 2023 as a generative AI tool for navigating the marketplace. It later added agentic capabilities allowing the assistant to reason, plan and take permitted actions on a seller's behalf. Amazon says the tool now reaches more than 90% of its selling partners worldwide in their native languages, with hundreds of thousands of active users.

The latest version adds persistent memory. Seller Assistant can now remember a business's pricing patterns, inventory cycles and growth goals rather than treating each conversation as isolated. That context follows the seller across Seller Central, Amazon Quick and Claude, and Amazon says the accumulated information makes recommendations more personalized over time.

The assistant can also connect information across several areas of a business. A question about a product's performance could lead the system to identify a competitive development, examine an advertising or cross-promotion opportunity, propose listing improvements and draft a recommendation — an advantage for small teams where one owner handles inventory, advertising, pricing and marketplace operations simultaneously.

Seller Assistant is built on Amazon Bedrock using Anthropic's Claude models, combined with Amazon's commerce data and systems. Amazon says seller data stays within Amazon's infrastructure and is not shared outside the company. A visual workspace called a canvas lets sellers model scenarios, compare pricing strategies and examine campaign performance with live data.

Workflows that run without the seller

The operational change is the new workflows. Previously, a seller had to initiate each action, such as adjusting the price of an ASIN or building a restocking plan. Now sellers describe what to monitor in plain language and set rules governing what the system can do.

One Amazon example: monitor the seller's 10 highest-performing products and generate a response plan if one falls below a four-star rating. A more aggressive workflow could watch a product category for competitive openings, then adjust pricing or refresh listings when an opportunity appears.

Amazon says every workflow maintains an audit trail, and sellers decide whether a workflow only recommends or takes actions. When actions are enabled, sellers can review and approve them before execution. Pre-built workflows cover account health monitoring, order summaries, pricing trend analysis and product expansion opportunities. Sellers can also build workflows from scratch.

The risk is real. A pricing rule that works under normal conditions could produce unwanted results if competition shifts rapidly or costs rise unexpectedly.

Amazon data flows into Quick and Claude

Amazon says 90% of its selling partners already use third-party AI tools somewhere in their operations. The plugin reduces manual data transfer by connecting inventory levels, sales analytics, listing contributions and real-time performance metrics to a supported AI agent. With appropriate permissions, those agents can initiate actions in the seller's Amazon business — subject to access limits, human approval requirements and audit trails.

Amazon Quick, a general-purpose AI work assistant, is among the first services supporting the plugin. Sellers could build specialized agents inside Quick for pricing, listings or inventory replenishment, combining marketplace data with operational information from other parts of the company.

"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."

The plugin is also in beta with Claude. Amazon says sellers can connect Seller Assistant to Claude in roughly 60 seconds without writing code — useful for businesses already running Claude against accounting or supplier 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. "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."

Early tester James Oliver, founder of Atlas Bar, described the time savings: "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."

Availability and open questions

The selling partner plugin is available in beta for sellers in Amazon's U.S. stores, with international expansion planned later. Amazon did not give a timetable, and it did not name which additional third-party AI platforms will follow or what Quick Plus will cost after the promotional period.

That promotion is concrete: every primary account holder globally gets a free 12-month Amazon Quick Plus subscription, plus the same offer for two additional coworkers. Sign-ups run through December 31, 2026.

The payoff for small sellers will depend on catalog complexity — companies managing many SKUs with frequently changing inventory and pricing have more recurring work to automate than those with small, stable catalogs. Amazon's announcement makes the direction clear: Seller Assistant is becoming a system that monitors businesses continuously and coordinates actions across applications, while owners decide how much control to delegate.