Amazon Seller Assistant – Plugin for Amazon Quick and Anthropic’s Claude

Sellers can now automate routine tasks 24/7 with Seller Assistant and bring their Amazon data and Seller Central insights into the AI tools they already use. Since initially launching Seller Assistant as a generative AI companion, Amazon has continuously sought to simplify the complexities of running a business.

While the early tool helped answer questions and surface insights, sellers expressed a need for more proactive support. In response, Amazon introduced agentic capabilities, empowering Seller Assistant to reason, plan, and act on a seller’s behalf.

With hundreds of thousands of active users and a 90% recommendation acceptance rate, the feedback is clear: sellers want AI that works for them, not just with them. Powered by Amazon Bedrock, Seller Assistant has evolved into an always-on AI partner designed to help sellers launch, manage, and grow their businesses effortlessly.

Persistent Memory and Personalised Recommendations Seller Assistant now carries persistent memory of each seller’s business, delivering personal recommendations on topics like inventory management and pricing that sharpen over time. Sellers make dozens of interconnected decisions daily.

Previously, synthesising this data across systems required tedious manual effort. Now, Seller Assistant significantly reduces that friction. By combining the latest foundation models with 25 years of commerce expertise, Amazon created a tool that actively reasons across domains.

Seller Assistant retains a persistent memory of pricing patterns, inventory cycles, and growth goals. This memory follows the seller wherever they work, ensuring no context is lost. It is a deeply integrated assistant that learns the nuances of operations over time.

Every suggestion comes with transparent reasoning, allowing sellers to evaluate or adjust strategies. Sellers can even visualize their data in a dynamic workspace to model scenarios and diagnose campaign performance using natural conversation.

24/7 Workflows and Seller-Defined Guardrails New Seller Assistant workflows give sellers the power to continuously monitor and execute routine tasks like restocking and pricing adjustments with full audit trails and seller-defined guardrails. Previously, the assistant only acted upon direct requests.

Critical but repetitive tasks—like checking inventory thresholds or monitoring competitive pricing—shouldn’t require constant manual prompts. To solve this, Amazon is introducing custom automations that run continuously. These workflows monitor market conditions and respond dynamically around the clock, even when the seller isn’t logged into Seller Central.

Sellers simply describe their needs in plain language and set specific parameters. For example, a workflow can monitor a top category for competitive openings and automatically adjust pricing to stay ahead. Prebuilt templates help sellers get started instantly, while custom workflows can be built from scratch.

Every action is securely logged with a complete audit trail, and sellers always remain in control, reviewing actions before they are executed.

Seamless Integration with Amazon Quick and Anthropic’s Claude A new plugin brings Seller Assistant’s intelligence into the AI tools sellers already use, launching first with Amazon Quick and in beta with Anthropic’s Claude—with a free 12-month Quick Plus subscription to help them run their business on and off Amazon.

Recognizing that 90% of selling partners already utilize third-party AI tools, Amazon’s vision is to make it effortless for sellers to use the agent of their choice. This new plugin connects a seller’s real-time Amazon data, listing contributions, inventory levels, and sales analytics directly to their preferred AI.

It goes beyond simple data access; the external AI can now actively act on the business just as Seller Assistant does inside Seller Central. Launching first in Amazon Quick and Anthropic’s Claude, the plugin allows sellers to view their full operational picture alongside external financial or manufacturing data.

To help sellers experience this integration, every primary account holder globally can sign up for a free 12-month Amazon Quick Plus subscription (available through the end of 2026).

This access empowers small teams to operate with the strategic depth of a much larger enterprise, giving every seller the advanced tools needed to compete and grow on their own terms.