Amazon announced a new generation of Seller Assistant, its artificial intelligence-powered assistant for sellers, with three major changes: persistent memory that tracks each seller’s business context, workflows that operate around the clock to carry out routine tasks, and an extension that enables the assistant’s capabilities to be used from within other artificial intelligence tools, starting with Amazon Quick and an experimental version with Anthropic’s Claude.
Amazon says Seller Assistant, which it launched in 2023, has reached more than 90% of its selling partners worldwide and in local languages, with hundreds of thousands of active users. According to the company, sellers accept the assistant’s recommendations in more than 90% of cases.
Memory That Goes Beyond a Usage Session
Seller Assistant now saves persistent context that includes pricing patterns, inventory cycles, and growth goals for each seller. This memory carries across Seller Central, Amazon Quick, and Claude, so the assistant does not start from scratch when the tool is switched. Amazon says recommendations become more personalized with repeated interaction, while showing the reasoning behind each recommendation so the seller can evaluate or modify it.
Sellers can also use an interactive visual workspace to analyze live data, compare pricing strategies, model scenarios, and diagnose campaign performance through conversation.
From Responding to Requests to Continuous Monitoring
The Seller Assistant workflows feature allows sellers to describe an automation in natural language and define clear boundaries for what the system can do. A workflow can monitor inventory levels, competitive price changes, product ratings, and account health alerts, then send recommendations or take actions according to the approved settings.
Ready-made templates include monitoring account health, summarizing orders, analyzing price trends, and finding opportunities to expand products. Custom workflows can also be created. The seller chooses whether the system will merely display recommendations or take actions on the seller’s behalf, with human approval remaining required before actions are executed. Every step is recorded in a complete audit log.
What Changes in Practice?
The update moves Seller Assistant from a tool that sellers ask for an analysis or action when needed to an operational layer that continuously monitors store activity. This may reduce manual work on repetitive tasks, but it makes control design and human review essential factors, particularly when a workflow allows prices to be modified or listings to be updated automatically.
An Extension for Quick and Claude
The Amazon Selling Partner plugin connects seller data, such as listing contributions, real-time performance indicators, inventory levels, and sales analytics, to the artificial intelligence tool the seller chooses. Rather than merely reading the data, the tool can take actions on Amazon activity using the same mechanism used inside Seller Assistant.
The extension is initially available within Amazon Quick, a business assistant that can create documents and spreadsheets, conduct research, and connect to email, calendars, and files. Sellers can create agents for pricing, listings, or restocking, while Quick displays the proposed action and waits for approval before executing it. The extension is also available in an experimental version with Claude, with plans for additional extensions.
Amazon emphasizes that external integrations are subject to clear access limits, human approval for actions, and complete audit logs, and that seller data remains within Amazon’s infrastructure and is not shared outside it, according to the company’s description.
The extension is currently available in an experimental version to sellers in Amazon’s U.S. stores, with international expansion to follow. Amazon says every global primary account holder will also receive a free 12-month Quick Plus subscription, but the source text does not clarify the activation details or timing in the available excerpt.