Amazon has announced the introduction of agentic AI capabilities across its seller platform, aiming to transform how independent sellers manage their businesses. The company says these new features will allow sellers to move from handling all tasks themselves to collaborating with an intelligent assistant that works proactively on their behalf, while maintaining seller control.
According to Amazon, over 60% of sales in its store now come from independent sellers. The company highlights that these sellers have generated $2.5 trillion in sales and created millions of jobs in the United States, contributing significantly to local communities.
The enhanced Seller Assistant, powered by Amazon Bedrock and leveraging technologies such as Amazon Nova and Anthropic Claude, is designed to monitor account health, optimize inventory, anticipate needs, and develop strategic solutions for sellers. With agentic AI, the assistant can now reason, plan, and take action with a seller’s permission.
“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.”
Amazon states that new features are being rolled out for sellers over the coming months. These include intelligent inventory management where Seller Assistant monitors inventory levels and suggests actions like marking down prices or removing items before incurring storage fees. It can also analyze demand patterns for shipment recommendations.
In addition to inventory optimization, Seller Assistant offers proactive account health management by monitoring status for potential issues such as product safety regulation violations or customer service metrics nearing warning thresholds. When asked about account health, the assistant summarizes concerns requiring attention and recommends solutions.
For compliance navigation—often a challenge when expanding into new markets—Seller Assistant provides automated document analysis. For example, if a seller lists an electronics product without proper certification documentation like UL certifications, the assistant alerts them and guides them through compliance steps.
Amazon is also introducing Creative Studio with agentic AI capabilities for advertising creation. Sellers can generate professional-quality ads through conversational prompts—a process Amazon says used to take weeks but now takes hours. One seller who used Creative Studio reported a 338% increase in ad click-through rate compared to other Sponsored Video ads they were running during Father’s Day promotions.
Additionally, Seller Assistant will be able to analyze sales patterns and customer behavior to suggest new product categories or marketing strategies for growth both domestically and internationally.
