Amazon has upgraded its Seller Assistant for third-party sellers by adding agent capabilities that can monitor inventory, advertising, product pages, and compliance data around the clock. It can automatically adjust prices, seek competitive opportunities, or issue alerts based on rules preset by sellers. This system runs on Amazon Bedrock and utilizes Anthropic's Claude model.

Execution permissions are divided into two tiers: sellers can either receive suggestions only or authorize the system to execute actions directly. Each operation leaves a complete audit trail and is constrained by rules set by the seller. The system includes built-in templates covering high-frequency scenarios such as account health monitoring, order summaries, and pricing analysis. The workflow can continuously monitor condition changes and respond automatically outside of the Seller Central platform.

The new version introduces persistent memory: the system will remember sellers' pricing habits, inventory cycles, and growth targets, synchronizing this information between the seller platform, Amazon Quick, and Claude. The new visual workspace supports scenario simulations and comparisons of different pricing strategies. Amazon has also launched a Seller Assistant plugin, which is fully available on Amazon Quick and in testing on Claude, initially open to U.S. sites with plans to expand to other countries and integrate more platforms in the future. Seller data is retained within Amazon's infrastructure and is not shared externally.

In terms of coverage, related features have been made available to over 90% of partner sellers globally, supporting sellers' native languages, with active users reaching hundreds of thousands and a suggestion adoption rate exceeding 90%. The Seller Assistant was first launched in 2023 as a generative AI tool, with agent capabilities added in September 2025, marking its third major upgrade. James Oliver, founder of the energy bar brand Atlas Bar, stated that what used to take hours to manually input Amazon data into AI tools is now fully integrated, "What used to take an afternoon is now completed instantly."

The accompanying promotional strategy is to offer the tools for free: by December 31, 2026, primary account holders can use Amazon Quick Plus for free for 12 months, with two additional collaborators per account also receiving one year of free access. In the same release batch, Amazon announced logistics measures: the number of pickup points in the U.S. has increased to nearly 30,000, with an estimated 100 million packages expected to be picked up from these points this year; the newly launched Standard Ocean Express shipping service will transport goods via direct rail from the Port of Los Angeles to East Coast warehouses to shorten transport times and reduce stockout risks.

In terms of market mechanisms, this is a platform-led tool descent without financial transactions, but it will change the flow of sellers' budgets. The most direct beneficiary is Amazon: as seller operational efficiency improves, the use of advertising and logistics services will be more robust, making it harder for sellers on the platform to leave. Anthropic's Claude has gained significant commercial usage through Bedrock. Third-party seller SaaS tool providers, such as Helium 10, Jungle Scout, and Pacvue, which offer automatic pricing, product selection, and advertising management tools, are under pressure: as the platform incorporates these functions for free, their subscription revenues and data interface values will be compressed.

Source: Public Information