The updated Seller Assistant leverages Anthropic's Claude models and Amazon Bedrock to automate listing refreshes, ad adjustments, and stock management for third party merchants. This agentic AI can execute business tasks 24 hours a day without requiring a user to be logged in, using persistent memory to track pricing patterns and growth goals. Amazon has deployed the tool to more than 90% of its selling partners globally, noting that sellers accept the AI's recommendations over 90% of the time.

The system now includes a plugin that integrates with Amazon Quick and a beta version for Claude, allowing vendors to manage their performance data through external tools. Amazon states that all merchant data remains within its own internal infrastructure and is not shared externally. Approximately 90% of sellers on the platform already use various third party AI tools to assist in their operations.