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

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

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.


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