Amazon Introduces AI Tools to Enhance Independent Sellers’ Experience
Amazon.com Inc. has unveiled new tools aimed at simplifying operations for independent sellers on its ecommerce platform, including a groundbreaking plugin that integrates artificial intelligence assistants into their businesses. This announcement was made at Amazon’s annual seller conference, Accelerate.
The newly introduced tools feature automations designed to monitor seller activities in the background and perform various tasks autonomously. Among these innovations is an upgraded Seller Assistant that now continuously learns and remembers sellers’ pricing strategies and inventory cycles.
Notably, the plugin represents a significant advancement. Sellers can utilize AI tools like Anthropic PBC’s Claude or Amazon’s own assistant, Amazon Quick, to manage tasks such as checking inventory levels, adjusting product prices, and updating listings—all without needing to access the Seller Central portal. According to Mary Beth Westmoreland, Amazon’s vice president of worldwide selling partner experience, the goal is to minimize the necessity for sellers to log into Seller Central.
Connecting Claude or Quick to a seller’s account is streamlined, taking just about 60 seconds. Once linked, these AI assistants can access all relevant listings, inventory details, sales analytics, and performance metrics. They can then execute actions within the seller’s account as if they were operating directly in Seller Central.
Amazon assures sellers that they retain complete control over their data and can specify which information the plugin is permitted to access. Furthermore, sellers must approve each action before it is executed. Currently, the plugin is available in a beta version for sellers based in the U.S. and is expected to roll out internationally in the coming weeks.
Interestingly, Amazon’s decision to support Anthropic’s Claude comes shortly after it blocked Meta Platforms Inc.’s AI agent, Muse, which was intended to shop on behalf of users. Amazon cited that external agents must adhere to its website’s rules and clearly identify themselves; apparently, Muse did not comply. In contrast, Anthropic, with whom Amazon maintains a strong partnership, has avoided such complications. This collaboration includes Claude powering the Seller Assistant, with plans for additional integrations to accommodate users favoring other chatbots in managing their Amazon businesses.
Additionally, the Seller Assistant is being enhanced with a new canvas feature that allows sellers to formulate strategies, such as comparing different pricing approaches and evaluating the success of advertising campaigns. To encourage adoption of its AI tools, Amazon is offering a complimentary 12-month subscription to Amazon Quick Plus for all sellers on its platform.