Amazon has launched an improved version of its “Seller Assistant” tool, now using agentic artificial intelligence. Built on its Amazon Bedrock platform and including top models such as Anthropic Claude and Amazon Nova, it does not simply give answers to your questions — it becomes an intelligent partner capable of reasoning, undertaking plans of action, and executing tasks (with the seller’s authorization).
This technology is targeted at the large pool of sellers powering Amazon’s marketplace. With more than 60 % of sourced store-sales occurring from those sellers, Amazon is now offering the assistant to help those businesses “run smarter, not just harder.”
The main highlights include:
Smart inventory and fulfillment optimization. The assistant observes stock levels and notifies sellers about slow-moving inventory that may incur storage fees. The assistant may recommend discounting or removal of these items, and can recommend shipments and distribution method changes that may reduce costs and speed up delivery.
Managed account health. The system constantly scans for potential issues that could affect a seller’s account (for example, regulatory action, customer net promoter score metrics, etc.), alerts the seller, explains the problem, and can even implement approved actions.
Automated compliance tracking. As the seller lists items, the assistant can check for required certifications or documentation (for example, UL.com certificate for electronics), notifying the seller on what is missing and guiding the seller, step-by-step, through required action.
AI driven business strategy and growth tools. The assistant can identify sales patterns, seasonal peaks and product trends to make recommendations in new categories, ads (via its integration with Amazon’s Creative Studio), shipping/fulfillment, and marketing plans.
This upgraded Seller Assistant is already available to sellers in the US, with other countries following over the next few months, provided no additional charge to participating sellers.
Amazon presents this as part of an overall push to shift selling on the platform from manual, reactive work to a model where sellers work with an AI partner. Sellers will be able to concentrate more on innovating their products and developing relationships with their customers, instead of concentrating on routine tasks.
