Lead photo courtesy of Amazon

Amazon is adding new agentic AI capabilities to its Seller Assistant that can continuously monitor and execute routine tasks for businesses selling through its marketplace.

The company detailed the enhancements Sept. 23, further evolving a generative AI tool it first launched in 2023 to help sellers find information, access insights and manage their businesses through Seller Central.

Seller Assistant now maintains persistent memory of a seller’s pricing patterns, inventory cycles and growth goals, allowing its recommendations to become more personalized over time. Amazon said the assistant can reason across areas including inventory, advertising, product listings and compliance rather than addressing each function separately.

New Seller Assistant workflows take that functionality further by allowing sellers to create recurring automations that operate even when they aren’t logged into Seller Central. Users can establish workflows to monitor inventory thresholds, competitive pricing, account health, product ratings and other conditions, with options to either generate recommendations or take approved actions.

Sellers establish the instructions and guardrails in natural language, while Amazon maintains an audit trail of actions. Prebuilt workflows can monitor account health, summarize orders, analyze pricing trends and identify product expansion opportunities.

Amazon said Seller Assistant capabilities have reached more than 90% of its selling partners worldwide in their native languages and have hundreds of thousands of active users. Sellers accept its recommendations more than 90% of the time, according to the company.

Amazon is also launching a Selling Partner plugin that connects Seller Assistant capabilities and marketplace data with outside AI tools. It is initially available through Amazon Quick and in beta with Anthropic’s Claude for U.S. sellers. The connection can incorporate listing information, real-time performance metrics, inventory levels and sales analytics while allowing approved actions to be taken through those AI environments.

The enhancements arrive amid several other major Amazon investments.

On Sept. 21, Amazon announced another $1.9 billion investment in its Delivery Service Partner program for 2027, bringing its cumulative investment in the eight-year program to $21.7 billion. The latest funding includes support for higher driver pay along with AI-powered routing, mapping and safety technology.

Five days earlier, Amazon announced more than $1.5 billion in higher wages for its U.S. core operations workforce, raising minimum starting pay by $1 to $20 per hour and average hourly pay to nearly $24.

Those investments accompany continued expansion of Amazon Business. As MDM reported in July, the B2B marketplace surpassed $60 billion in annualized gross sales during the second quarter and now serves more than 11 million organizations worldwide.

MDM Analysis

Seller Assistant’s significance isn’t another AI chatbot — it’s Amazon embedding AI directly into everyday commerce workflows. Automating pricing, inventory, listings and account management lowers the effort required to operate effectively on its marketplace. For distributors selling through Amazon, that could improve channel efficiency. For those competing with Amazon sellers, it raises the baseline for digital responsiveness. The larger takeaway is that agentic AI is rapidly moving from separate tools into the systems where commercial work actually happens.