The Claude-powered Seller Assistant can now execute business tasks including inventory shifts and pricing adjustments without human intervention. This tool, which runs on Amazon Bedrock, is available to more than 90% of the company's selling partners globally and can monitor advertising and compliance data 24 hours a day. Merchants currently accept the AI agent's recommendations more than 90% of the time.

Developed in partnership with AWS and Anthropic, the assistant utilizes "workflows" that allow sellers to set automated guardrails using plain English. The system maintains persistent memory of pricing patterns and growth goals across tools like Seller Central and Amazon Quick, including a new beta plugin for Claude. Amazon states that seller data is kept within its own infrastructure and is not shared externally, noting that about 90% of its sellers previously relied on third-party AI tools.