Amazon rolls out agentic AI assistant for third-party sellers

Amazon just handed its third-party sellers a digital employee that never sleeps. The company unveiled a major upgrade to its Seller Assistant tool during the annual Accelerate conference in Seattle, transforming what was previously a reactive generative AI chatbot into a full-blown agentic system capable of making decisions and taking actions on sellers’ behalf. What the new Seller Assistant actually does The upgraded system runs on Amazon Bedrock, the company’s enterprise AI platform, and combines Amazon’s own Nova models with Anthropic’s Claude. That pairing gives it both Amazon’s deep proprietary marketplace knowledge and Claude’s reasoning capabilities. Sellers can now automate inventory optimization, meaning the system monitors stock levels and flags potential shortages or overstock situations proactively. Compliance monitoring runs in the background, alerting sellers to policy changes or listing issues before they result in suspensions. The tool can also create and manage advertising campaigns and develop strategic growth recommendations based on marketplace trends. All of this draws on nearly 25 years of accumulated seller data from Amazon’s marketplace. Crucially, the syste...