Amazon is rolling out a major evolution of its Seller Assistant, which first launched in 2024 as a generative AI-powered resource for sellers. The upgraded version introduces agentic AI, enabling the system to not only respond to questions but also reason, plan, and take actions with seller approval.

“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.”

The technology is powered by Amazon Bedrock, combining Amazon Nova and Anthropic Claude, alongside decades of seller data and operational expertise. This blend allows Seller Assistant to transition from a passive support tool into a 24/7 AI-powered business partner.

Inventory management has long been a challenge for sellers, requiring complex forecasting and costly decisions. The new Seller Assistant introduces proactive monitoring and recommendations to streamline this process.

The system doesn’t just identify risks — it alerts sellers to specific actions they can take to optimize both costs and growth, such as marking down or removing slow-moving items before storage fees apply, consolidating shipments, or adjusting FBA fulfillment strategies.

To help sellers stay ahead, Seller Assistant can analyze demand patterns across entire catalogs and prepare detailed shipment recommendations. By balancing historical data with current market trends, the tool reduces the likelihood of excess inventory costs while also helping prevent out-of-stock situations during periods of high demand.

Another key feature is account health monitoring, where the system continuously scans for risks such as new product safety regulations or declining customer metrics. Seller Assistant can surface potential issues, explain triggers, and recommend or implement resolutions before problems escalate.

In addition, automated compliance navigation supports sellers when expanding into new products or markets. For example, the assistant can detect missing certifications and then guide sellers step-by-step through the required documentation, ensuring products meet all regulatory standards.

Amazon is extending agentic AI capabilities to advertising with Creative Studio, a tool for generating high-quality ad campaigns through natural language prompts. Sellers can now build Sponsored Video ads in hours instead of weeks, with AI providing tailored concepts, reasoning, and insights.

One seller using Creative Studio for Father’s Day promotions on smart bird feeders reported a 338% increase in click-through rates, 89% new-to-brand offers, and 121% return on ad spend.

Beyond daily operations, Seller Assistant is designed to act as a strategic growth consultant. By analyzing sales patterns, customer behavior, and emerging market trends, it can suggest promising new product categories, recommend optimized advertising and marketing strategies, and provide tailored insights for international expansion.

Instead of waiting for sellers to ask, the system takes a proactive role in developing comprehensive growth plans. These can include everything from product variations and catalog adjustments to pricing recommendations and promotion strategies. Sellers remain in control, but now have access to insights that would traditionally require a dedicated analyst or consultant.

For example, before seasonal peaks such as holiday shopping periods, Seller Assistant can alert sellers with ready-to-implement strategies, coordinating inventory adjustments, promotional campaigns, and marketing launches in advance. Over time, the assistant continues to learn from each seller’s catalog, helping them not only scale existing products but also identify untapped opportunities across new markets and customer segments.

Seller Assistant is currently available to all sellers in the U.S. store at no additional cost, with rollout to other countries planned in the coming months. Amazon says the expansion is part of its broader effort to help sellers grow with AI-powered tools across operations, compliance, and advertising.

Q: What is Amazon Seller Assistant?
A: An AI-powered partner for Amazon sellers that now uses agentic AI to provide proactive insights, strategies, and actions.

Q: What makes this upgrade significant?
A: The system evolves from a reactive tool into a 24/7 agentic AI partner, capable of reasoning, planning, and acting with seller approval.

Q: Which technologies power the new Seller Assistant?
A: It is powered by Amazon Bedrock, leveraging Amazon Nova and Anthropic Claude foundation models.

Q: What new features are included?
A: Inventory optimization, account health monitoring, compliance support, Creative Studio advertising, and AI-driven growth strategies.

Q: Who can access it and when?
A: The tool is available now to all U.S. sellers at no additional cost, with international rollout planned in the coming months.

The launch of agentic AI in Seller Assistant marks a turning point in how independent businesses operate on Amazon’s platform. By combining AI automation with human oversight and embedding intelligence into core workflows — from inventory planning to compliance to advertising — Amazon is reducing friction, saving sellers valuable time, and amplifying opportunities for growth and innovation.

For sellers, the value lies in moving from reactive problem-solving to proactive, strategic business management — with AI as a collaborative partner rather than just a support tool. For Amazon, the move strengthens its position as both a marketplace and a technology platform, differentiating itself from rivals by offering built-in AI-powered infrastructure.

As these capabilities expand globally, Amazon is positioning itself not just as a marketplace, but as a partner powered by AI — one that continuously evolves to meet the needs of millions of sellers worldwide.

If successful, this evolution could set a new standard for AI in e-commerce, transforming how businesses scale on digital platforms.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.