Amazon's Seller Assistant Now Runs 24/7 Without the Seller
"Amazon sellers make dozens of decisions a day on pricing, inventory, and ads."
Seller Assistant started in 2023 as a generative AI companion that answered questions and surfaced insights. On September 23, 2026, Amazon announced the version that works whether a seller is logged in or not.
With the new workflows capability, Sellers can describe what they need in plain language, set their guardrails, and the workflow runs continuously, according to the company.
It monitors conditions, interprets changes, and responds dynamically without requiring the seller to ask. Every action is logged with a complete audit trail. Sellers choose upfront whether the workflow surfaces recommendations for their review or takes actions on their behalf, keeping human control at the design stage rather than requiring intervention at every execution.
According to the company, Seller Assistant also now carries persistent memory. Pricing patterns, inventory cycles, and growth goals are stored and follow the seller across Seller Central, Amazon Quick, and Claude, so context is never lost when switching between tools.
The system is built on Amazon Bedrock with Anthropic's Claude models, with seller data staying within Amazon's infrastructure and never shared outside it.
"Amazon sellers make dozens of decisions a day on pricing, inventory, and ads," said Eric Burns, Field CTO at Anthropic. "Amazon Seller Assistant already uses Claude models to help sellers make informed, strategic decisions, and they accept its recommendations more than 90% of the time."
The selling partner plugin is the second major disclosure in the announcement. Ninety percent of Amazon's selling partners already use third-party AI tools to run their businesses, and the plugin is designed to bring Seller Assistant's intelligence into those tools rather than requiring sellers to switch to Amazon's interface.
The plugin connects each seller's Amazon data including listing contributions, real-time performance metrics, inventory levels, and sales analytics, directly to their preferred AI agent.
It does not stop at data access. The agent can act on the seller's Amazon business through the plugin, the same way Seller Assistant does inside Seller Central, with human approval required on every action. Connection takes approximately 60 seconds with no coding required.
According to the company, the plugin launches first in Amazon Quick, Amazon's general-purpose AI companion for business, and in beta with Anthropic's Claude.
Amazon Quick Plus is available free to every primary account holder globally through December 31, 2026, with primary account holders able to designate two additional co-workers for free access. International expansion of the plugin is planned to follow the US beta.
Key Takeaways
- Amazon's Seller Assistant now operates 24/7, enhancing seller efficiency without constant oversight.
- Utilize plain language to set continuous workflows, allowing automated responses to market changes.
- Maintain control by choosing whether to review recommendations or let the assistant act autonomously.
- Benefit from persistent memory that tracks pricing patterns and inventory cycles for informed decision-making.
- Log all actions with an audit trail, ensuring transparency in automated processes.