Amazon unveiled an upgraded agentic AI version of its Seller Assistant tool at the Accelerate conference in Seattle. The system operates on the Amazon Bedrock platform, integrating Amazon Nova models with Anthropic Claude to leverage nearly 25 years of marketplace data.
The new tool automates inventory management, monitors compliance to prevent account suspensions, and handles advertising campaigns. It provides strategic growth recommendations based on market trends, though all actions still require final authorization from the seller.
The assistant is currently available to all US sellers at no extra cost, with plans for international rollout. Third-party sellers generate over 60% of total sales on the platform, and previous AI tools have already been utilized by approximately 1.3 million sellers.
Data indicates that sellers accept AI-generated recommendations nearly 90% of the time. Additionally, Amazon launched the Canvas Experience in March 2026, a dashboard for real-time data visualization and scenario planning, currently available in the US and UK.
