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The upgraded Seller Assistant tool can reason, plan, and execute tasks autonomously, powered by Amazon Bedrock and drawing on nearly 25 years of marketplace data.
Amazon just handed its third-party sellers a digital employee that never sleeps. The company unveiled a major upgrade to its Seller Assistant tool during the annual Accelerate conference in Seattle, transforming what was previously a reactive generative AI chatbot into a full-blown agentic system capable of making decisions and taking actions on sellers’ behalf.
What the new Seller Assistant actually does #
The upgraded system runs on Amazon Bedrock, the company’s enterprise AI platform, and combines Amazon’s own Nova models with Anthropic’s Claude. That pairing gives it both Amazon’s deep proprietary marketplace knowledge and Claude’s reasoning capabilities.
Sellers can now automate inventory optimization, meaning the system monitors stock levels and flags potential shortages or overstock situations proactively. Compliance monitoring runs in the background, alerting sellers to policy changes or listing issues before they result in suspensions. The tool can also create and manage advertising campaigns and develop strategic growth recommendations based on marketplace trends.
All of this draws on nearly 25 years of accumulated seller data from Amazon’s marketplace.
Crucially, the system still requires seller authorization before executing actions. The tool is immediately available to all US sellers at no additional cost, with international expansion planned.
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Scale and adoption tell the story #
Third-party sellers account for over 60% of all sales on Amazon’s platform. Amazon’s previous generative AI tools had already engaged approximately 1.3 million sellers.
Sellers have reportedly been accepting AI-generated recommendations nearly 90% of the time.
A follow-up product called the Canvas Experience launched in March 2026, adding a visual, interactive dashboard designed for real-time data visualization and scenario planning. Initially available in the US and UK, Canvas gives sellers a way to see what the AI is thinking, not just what it recommends.
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