Amazon has announced the rollout of new agentic AI features for its Seller Assistant, aiming to streamline business management for independent sellers on its platform. The company said these upgrades will allow artificial intelligence to not only respond to queries but also reason, plan, and take action with seller approval.
For over two decades, Amazon has integrated machine learning and AI into its operations, including tools that support third-party sellers. Last year’s launch of Seller Assistant introduced generative AI capabilities designed to answer questions and guide users through resources. According to Amazon, the latest update brings agentic AI that can proactively assist with both routine tasks and complex strategies.
“This represents a significant advancement in how sellers can run their businesses with Amazon. Our agentic AI capabilities are designed to work seamlessly throughout the entire selling experience, which means sellers can go from handling every task themselves to collaborating with an intelligent assistant that works proactively on their behalf around the clock, while always keeping sellers in control. Seller Assistant will be able to handle everything from routine operations to complex business strategy, so sellers can focus on innovation and growth,” Amazon stated.
The upgraded Seller Assistant uses technology powered by Amazon Bedrock as well as models like Amazon Nova and Anthropic Claude. These systems draw upon years of accumulated knowledge supporting independent businesses on the platform.
“I’ve been using Seller Assistant almost every day now, and it has become my own personal business consultant,” said Alfred Mai, founder and CEO of ASM Games. “From FBA to sales reports, it knows how to support my business in Amazon’s store and provides me with the answers and actions that I need immediately, rather than me needing to dig around and spend time finding what I need. I had no idea it could do all of this; it even understands sales velocity.”
Independent sellers account for more than 60% of total sales on Amazon’s marketplace. Many choose the platform due to access to a range of tools aimed at growing their businesses while maintaining competitive costs compared with other options.
Among the new functions available is intelligent inventory optimization for Fulfillment by Amazon (FBA). The updated tool monitors inventory levels in real time and alerts users about slow-moving products or items at risk of incurring long-term storage fees. It also analyzes demand patterns across catalogs and suggests shipment recommendations tailored toward minimizing excess costs or out-of-stock scenarios.
Seller Assistant will now continuously monitor account health by flagging potential compliance issues or customer service metrics nearing warning thresholds before they impact performance. For example, if a product description inadvertently signals regulatory concerns—such as suggesting pesticide functionality—the assistant notifies the seller about documentation requirements or offers resolution steps.
Automated compliance navigation is another addition: when listing electronics or expanding internationally, Seller Assistant identifies missing certifications or standards based on local regulations and guides users through necessary documentation updates step-by-step.
Agentic AI capabilities have also been extended into advertising via Creative Studio—a feature enabling sellers to generate professional-quality ads using conversational prompts rather than lengthy manual processes. By analyzing product data alongside shopping trends within Amazon’s AI Shopping Assistant, Creative Studio delivers ad concepts backed by clear reasoning. In one instance cited by Amazon, a seller used Creative Studio’s tools ahead of Father’s Day promotions for smart bird feeders; results included a 338% increase in click-through rates versus other video ads running concurrently.
Seller Assistant further assists in developing business growth strategies by examining historical sales data alongside current trends—proactively preparing seasonal marketing plans or suggesting new product variations for consideration.
According to an Amazon report, independent small businesses selling through its marketplace have collectively generated $2.5 trillion in sales over time while creating millions of jobs across U.S communities.
