On Wednesday (23), Amazon launched new AI workflows that can remain continuously active to monitor prices, inventory, reviews and other routines of third-party sellers on the marketplace, even when they are not connected to Seller Central.
The change expands Seller Assistant, the company's AI tool, from an on-demand system into an automation layer capable of tracking business conditions permanently. The seller can define, in natural language, which situations should be monitored and set limits for the agent's actions.
Among the examples presented by Amazon are workflows that alert when important products fall below a certain rating, track competitors' prices, check account health and identify expansion opportunities. It is also possible to configure actions such as price adjustments or listing updates, but the seller remains responsible for approving actions before execution. All activities are recorded in an audit history.
Amazon stated that Seller Assistant now maintains persistent memory about price patterns, inventory cycles and growth goals of each business. With this, the system can maintain context across different sessions and produce more personalized recommendations over time.
According to the company, Seller Assistant's capabilities have already been made available to more than 90% of Amazon's selling partners worldwide, and the tool has hundreds of thousands of active users. The company also states that sellers accept more than 90% of the recommendations presented by the system.
Seller Assistant comes to Claude and Amazon Quick
Amazon also created a plugin that allows taking Seller Assistant data and capabilities to other AI agents. The integration starts with Amazon Quick and, in a beta version, with Claude, from Anthropic.
The plugin can provide the agent with information such as real-time performance metrics, inventory levels, sales data and listing information. The proposal is to allow, for example, a seller to operate agents specialized in pricing, replenishment or catalog without remaining inside Seller Central.
The beta version of the plugin is initially available to sellers in Amazon stores in the United States, with international expansion planned later. The new agentic features are optional and free for sellers, according to Mary Beth Westmoreland, vice president of Worldwide Selling Partner Experience at Amazon.
