Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude

Key takeaways 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.

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.

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.

We first launched Seller Assistant in 2023 as a generative AI companion to help sellers navigate the complexity of running a business, answering questions, surfacing insights, and simplifying tasks that used to require multiple tools. Sellers found this helpful, but they wanted more.

So, we introduced agentic capabilities, powering Seller Assistant with the ability to reason, plan, and act on a seller's behalf with their permission.

Seller Assistant’s capabilities have rolled out to over 90% of Amazon’s selling partners worldwide in their native language, and it now has hundreds of thousands of active users, with sellers accepting recommendations over 90% of the time. That adoption tells us something important: Sellers don't just want AI that works with them.

They want AI that works for them. Amazon introduces agentic AI across the seller experience, transforming how sellers manage their businesses Powered by Amazon Bedrock, Seller Assistant evolves into an always-on, agentic AI-powered partner that helps sellers launch, manage, and grow their business.

Today, we're announcing the next evolution of Seller Assistant, including workflows that automate routine tasks around the clock, as well as a new selling partner plugin launching with Amazon Quick and in beta with Anthropic’s Claude, making it easy for sellers to run their Amazon business from the AI tools they use every day.

A smarter Seller Assistant that works across a seller’s entire business Sellers make dozens of connected decisions every day across inventory, advertising, listings, compliance, and more. The data exists, but synthesizing across systems has historically been manual work. Seller Assistant reduces that friction.

For example, when a seller asks Seller Assistant how a product is performing, it can identify a competitive signal, connect it to an advertising or cross-promotion opportunity, assess potential improvements to a listing, and draft a recommendation.

Delivering this level of intelligence to millions of sellers requires pushing the boundaries of what AI can do for small businesses. We’ve worked closely with AWS and Anthropic to harness the latest advances in foundation models, combining them with 25 years of Amazon commerce expertise.

Built on Amazon Bedrock with Anthropic’s Claude models, the result is an assistant that doesn’t just answer questions; it reasons across domains, remembers context, and acts, all while Seller Assistant keeps seller data within Amazon’s infrastructure and never shares it outside of Amazon.

Amazon and Anthropic share a commitment to building AI that prioritizes data safety, is trustworthy, and is genuinely useful for small businesses. The foundation powers capabilities that deepen over time. Seller Assistant now carries persistent memory of each seller's pricing patterns, inventory cycles, and growth goals.

That memory follows sellers wherever they work—whether in Seller Central, Amazon Quick, or Claude—so the context is never lost when they switch between tools. This isn’t a session-by-session tool—it’s an assistant that learns a seller’s business over time, delivering personalized recommendations that sharpen with every interaction.

Every suggestion comes with reasoning behind it, so sellers can evaluate, adjust, or explore alternatives.

When sellers want to visualize their data and interact with it directly, they can open a canvas, a dynamic visual workspace where they can model scenarios, compare pricing strategies, and diagnose campaign performance using live data, all through natural conversation.

Amazon sellers can now automatically improve product listings with our new Gen AI tool Leveraging Gen AI learnings, Amazon is empowering sellers with new Enhance My Listing tool to make listing optimization effortless and effective. Seller Assistant workflows that work around the clock Previously, Seller Assistant acted when sellers asked.

A seller could say, “adjust price for this ASIN” or “draft a restock plan,” and it would reason through the problem and execute with permission. But tasks like checking inventory thresholds, monitoring competitive pricing, and reviewing account health alerts follow consistent patterns.

They’re important but repetitive, and they shouldn’t require a seller to remember to ask every time. Today, we’re introdu