This week, several established and emerging companies are announcing new updates that have made their AI smarter in the world of retail. They’re all encouraging signs that can further incentivize AI adoption in the consumer market.

But as one survey found out: strong AI adoption does not always mean strong brand loyalty from your customers, particularly the young ones.

Amazon has released three new updates to its AI assistant for third-party sellers on the platform, promising independent businesses ran by small teams a better chance at competing with larger companies.

For context, Amazon launched Seller Assistant in 2023 to help independent shops on its platform to run their business. Initially, the generative companion could answer questions, produce insights, and simplify tasks. Over time, Amazon introduced agentic capabilities, which meant the AI could then reason, plan, and act on a seller’s behalf with their permission.

One of the new September updates are workflows that run around the clock. Before, the Seller Assistant would only work when asked. Now, the user can set certain parameters for the automation to keep working, without waiting for the user to ask every time. Amazon said every action would have a complete audit trail. There are pre-built templates, which analyze pricing trends and find product expansion opportunities, but the sellers can also make their own workflows from scratch.

The Assistant will also now remember each seller’s pricing patterns, inventory cycles, and growth goals, and this memory is carried across Amazon workspaces and Anthropic’s Claude.

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