Amazon Expands Seller Assistant Into Agentic AI Tool for U.S. Sellers
The system can monitor inventory, flag compliance issues and prepare shipment plans while requiring seller approval for actions.
Amazon has expanded Seller Assistant into an agentic AI system for U.S. marketplace sellers, adding inventory, compliance and shipment-planning functions that can act with permission while keeping merchants in control.
The tool can review inventory, identify products that are moving slowly, recommend markdowns or removals and analyze demand. It can also prepare shipment plans and provide fulfillment recommendations.
Seller Assistant monitors account status and can flag possible product-safety and customer-service issues. It also helps sellers address compliance gaps, including missing certifications.
The system uses Amazon Bedrock, Amazon Nova and Anthropic Claude. It is designed to reason, plan and take action after receiving approval from a seller, extending Seller Central beyond a question-and-answer assistant.
Seller Assistant is available to all sellers in Amazon’s U.S. store at no additional cost. Expansion to other countries is planned.
More than 60% of sales in Amazon’s store come from independent sellers. More than 75,000 independent sellers exceeded $1 million in sales in 2025, a 36% increase from the previous year.
Amazon introduced agentic capabilities for Seller Assistant at its 2025 seller conference. The system can set goals, develop strategies and take actions for sellers after approval.
“Like any good assistant, it’s going to learn and adapt based on how you run your business,” Mary Beth Westmoreland, Amazon vice president of Worldwide Selling Partner Experience, said. “Sometimes working in the background, sometimes acting for you, sometimes offering suggestions, but always there, hard at work.”
The assistant also supports advertising and growth planning. Amazon’s advertising tools can turn conversational prompts into ad concepts, while Creative Studio is designed to reduce ad-development time from weeks to hours.
“I’ve been using Seller Assistant almost every day now, and it has become my own personal business consultant,” Alfred Mai, founder and CEO of ASM Games, said.
