Amazon Launches US Beta of AI-Powered Seller Assistant Plugin

Amazon is expanding its Seller Assistant into a persistent AI agent for merchants, introducing new capabilities such as a permanent memory for business context, autonomous workflows for recurring tasks, and a new plugin that integrates with Amazon Quick and Anthropic's Claude. The Seller Assistant, built on Amazon Bedrock and using Claude models, now serves over 90% of global sellers in their respective languages and reaches hundreds of thousands of active users. Merchants can define workflows in natural language to automate tasks like inventory monitoring, price changes, and account checks, with options for recommendations or executed actions, all logged and controlled by the seller. The plugin, initially in beta for US sellers, allows merchants to access sales data, inventory, and performance metrics directly within Quick and Claude, and to trigger actions within their Amazon business. Amazon is also offering a free 12-month Quick Plus subscription for account holders. This move positions Amazon as a provider of agentic infrastructure for merchant operations, with plans for further integrations with other AI platforms.