Introduction — Amazon’s New AI Agent
Amazon has turned its Seller Assistant into an agentic AI agent that can proactively help third-party merchants manage inventory, fix account issues, create ads and even take authorized actions on the seller’s behalf.
The tool is powered by Amazon Bedrock and uses models including Amazon Nova and Anthropic’s Claude — and Amazon says the agent is available to all U.S. sellers now, with international rollouts coming soon.
What the Amazon AI agent (Seller Assistant) can do right now
Seller Assistant’s agent features move beyond chat replies to multi-step work the seller authorizes. Key capabilities Amazon highlights include:
- Inventory and FBA optimization: it flags slow SKUs, suggests markdowns or removals, and prepares shipment recommendations.
- Account-health monitoring and compliance help: it scans listings for possible policy or safety issues and offers step-by-step fixes.
- Ad creative & strategy: integrated with Creative Studio, the agent can draft and build Sponsored Video or ad concepts from prompts. Early results show higher click-through rates for some sellers.
- Growth planning: it can analyze sales trends and propose product or marketing strategies to test.
These are not theory — Amazon’s blog offers examples of the agent preparing inventory plans and clearing warnings when a seller approves the suggested action.
How to try Seller Assistant (step-by-step for U.S. sellers)
- Sign into Seller Central with your seller account (must be a U.S. store account today). Seller Assistant agent features are available at no extra cost in the U.S. for now.
- Open the Seller Assistant or “AI tools” section in the left menu (Amazon will surface a chat or “agent” entry point in Seller Central).
- Ask a question or give a task (example: “Check low-turn inventory and suggest FBA shipment changes for Q4”). The agent will draft recommendations and — with your explicit approval — can enact steps like creating shipments or updating ads.
- Review actions before approval. Amazon repeatedly notes sellers remain in control — the agent proposes and only acts if authorized.
Risks, privacy and control — what sellers must watch
- Data access and scope: the agent uses your seller data (sales, inventory, listings) to make decisions. Review permission screens and data-sharing settings. Amazon says it combines Bedrock models, Nova, and Anthropic Claude while keeping sellers in control.
- Compliance risk: the agent can spot potential policy problems but sellers must check legal/regulatory advice for new markets — automated fixes are helpful but not a substitute for compliance expertise.
- Ad and brand impacts: AI-generated ad creative can speed campaigns, but test results and brand tone matter — monitor performance and tweak prompts.
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Quick tips to get value fast
- Start small: let the agent draft ad copy or inventory suggestions, then approve manually.
- Keep human review: require confirmation for price changes or compliance fixes.
- Track outcomes: link agent actions to KPIs (CTR, conversion rate, storage fees) so you can measure ROI.
Frequently Asked Questions
Who can use Amazon’s Seller Assistant AI agent today?
Amazon says the agentic Seller Assistant is available to all sellers in the U.S. store now; international rollouts will follow in the coming months.
Can the AI agent take actions for me automatically?
The agent can propose multi-step actions, and with your explicit authorization it can carry out tasks like updating listings, creating shipments, or launching ads. Sellers stay in control.
Which models power Seller Assistant?
Amazon says Seller Assistant is powered by Amazon Bedrock and uses models such as Amazon Nova and Anthropic’s Claude.
Is Seller Assistant free?
Amazon states the agent features are available to U.S. sellers at no additional cost for now. Monitor your ad spend and campaign costs separately.
Writer note and thought
I wrote this using Amazon’s announcement and reporting from TechCrunch and industry outlets. I label examples from Amazon’s blog as official and other commentary as reporting. I’ll update this guide if Amazon changes availability or adds new agent controls.
