Amazon launches AI agent to help sellers run their businesses
Amazon is giving its third-party sellers a new AI-powered partner to help run their businesses around the clock. On Wednesday, the company announced an upgrade to Seller Assistant, its AI tool for marketplace sellers, transforming it into an always-on agent that can not only monitor accounts but also take proactive action when authorized.
From Helper to Agent
Previously, Seller Assistant served mainly as a support tool, offering insights and recommendations. Now, Amazon is positioning it as a proactive AI agent capable of handling both routine operations and complex business strategies.
“Our agentic AI capabilities are designed to work seamlessly throughout the entire selling experience, which means sellers can go from handling every task themselves to collaborating with an intelligent assistant that works proactively on their behalf around the clock, while always keeping sellers in control,” Amazon wrote in a press release.
The tool can monitor account health, track inventory, flag potential compliance issues, and even propose pricing strategies. Sellers maintain final approval but can delegate many operational tasks to the system.
Smarter Inventory and Compliance Management
One key use case is inventory management. Seller Assistant will flag slow-moving products before they incur long-term storage fees and recommend actions such as lowering the price, removing the item, or keeping it listed. It can also analyze demand patterns to suggest shipment strategies.
On the compliance front, Seller Assistant continuously scans product listings to ensure they meet safety regulations and local laws across different countries. It will alert sellers to any issues and, in some cases, resolve them automatically.
A Step Toward Agent-Driven Commerce
The launch reflects Amazon’s ambition in the emerging field of agent-driven commerce—where AI agents can negotiate, make purchases, or manage transactions on behalf of their users. Other tech giants are eyeing similar territory: just this week, Google unveiled a new payments protocol for AI agents, though Amazon wasn’t listed as a partner.
Amazon is also extending agentic AI to advertising. Sellers will soon be able to generate ads through conversational prompts, further automating the process of promoting their products.
Building on a Growing AI Toolkit
This announcement is part of Amazon’s broader push to embed AI deeper into its seller ecosystem. Recent releases include a video generator for ads and a generative AI listing tool that helps merchants improve product descriptions.
By upgrading Seller Assistant into a true AI agent, Amazon is betting that automation will free sellers from time-consuming operational tasks, allowing them to focus more on innovation, strategy, and growth.
