Amazon opens Seller Assistant to Claude and Quick

Amazon is turning Seller Assistant into a more active AI operator for merchants on its marketplace. The assistant now keeps persistent context about a seller’s pricing patterns, inventory cycles and growth goals, and can use that memory across Seller Central, Amazon Quick and Claude.

The more important change is action. Amazon says sellers can create workflows that continuously watch signals such as inventory thresholds, competitive pricing, reviews and account-health alerts. Those workflows can draft recommendations or take seller-approved actions, with guardrails and audit trails.

Amazon is also launching a selling partner plugin for external AI tools. It starts in Amazon Quick and is in beta for Anthropic’s Claude. The plugin connects listing data, performance metrics, inventory levels and sales analytics to the agent a seller already uses. Amazon says the agent can act on the business through Seller Assistant, not just read data from it.

This matters because it moves marketplace AI from advice into operating loops. For sellers, the practical promise is less manual work across pricing, restocking, ads and listings. For everyone watching AI agents, it is another large platform exposing controlled business actions to general-purpose assistants while trying to keep humans in the approval path.