Amazon rolls out autonomous Agentic AI tools to supercharge third-party sellers

Amazon has expanded its Seller Assistant tool with new agentic AI capabilities, shifting the feature from a simple conversational chatbot into an autonomous partner capable of reasoning, planning, and executing complex, multi-step workflows on behalf of third-party merchants.

Unlike standard generative AI companions that only answer prompts, these new agentic capabilities allow the assistant to take direct action such as optimizing inventory adjustments, drafting localized product listings, and managing campaign tweaks—pending seller approval.

The upgraded agentic features are deploying to over 90% of Amazon selling partners worldwide, supporting native-language interactions.

Known as "workflows," the service runs continuously to carry out seller prompts such as an alert if their ratings suddenly decline or monitoring pricing for specific products.

The Seller Assistant platform can store each seller's profile for ⁠custom recommendations, including for item pricing, promotions and inventory management.

The seller agent can connect to AI tools that sellers already use through a plug-in, ⁠initially through Amazon's Quick and Anthropic's Claude services.

The new agent will be free for any seller to ⁠use and optional, said Amazon's Mary Beth Westmoreland, vice president of worldwide selling experience.

Sellers ⁠can decide how much personal data they share with Amazon through the new agentic service

Early metrics show active usage by hundreds of thousands of merchants, with sellers accepting automated recommendations more than 90% of the time.

Alongside the core marketplace update, Amazon introduced new plugins connecting the Seller Assistant with external enterprise intelligence tools like Amazon Quick and Anthropic’s Claude to streamline catalog research and performance forecasting.