Amazon Expands Seller Assistant Into AI Agents That Automate Pricing and Listings

Amazon on September 23, 2026, at Accelerate in Seattle, upgraded Seller Assistant and launched a Selling Partner plugin for Amazon Quick and, in beta, Anthropic's Claude. The 2023 tool gained agentic features on September 17, 2025. It now keeps persistent memory of pricing patterns, inventory cycles, and growth goals, and runs continuous workflows—such as alerting when a top product drops below four stars—even when sellers are offline. Sellers approve actions before they run. The plugin lets outside AI tools use Amazon listing, inventory, and sales data and act on accounts with approval. Claude connects in about 60 seconds with no coding. Amazon said Seller Assistant reaches more than 90% of selling partners worldwide, has hundreds of thousands of active users, and sees recommendations accepted more than 90% of the time. It also said 90% of partners already use third-party AI tools. A free 12-month Quick Plus offer runs through December 31, 2026, for primary holders plus two co-workers. Days earlier Amazon blocked Meta's Muse from its store. Westmoreland said the vision was that sellers would never have to log into Seller Central. No right-rated coverage is in the record.