Key Takeaways
- Amazon has added agentic AI capabilities to Seller Assistant to help independent sellers manage and grow their businesses.
- The tool can monitor inventory, identify potential issues and provide recommendations across areas such as business operations and compliance.
- Amazon says sellers remain in control because actions can be taken with their permission.
Amazon Expands Seller Assistant With Agentic AI
Seller Assistant is an AI-powered tool designed to help Amazon sellers with different aspects of operating their businesses.
With the new agentic capabilities, the assistant will be able to monitor business activity, identify potential issues and prepare recommendations. Amazon says the tool is intended to provide more proactive support rather than requiring sellers to ask about every individual task.
The system will be able to help sellers with areas such as inventory management, compliance and documentation, allowing them to spend less time handling routine business activities.
Amazon Uses Bedrock and AI Models
Amazon says the updated Seller Assistant is powered by Amazon Bedrock and uses AI models including Amazon Nova and Anthropic Claude.
The combination allows the assistant to work across different seller-related tasks and provide recommendations based on the seller's business needs.
Amazon's approach reflects the company's broader use of generative and agentic AI across its products and services.
Sellers Remain in Control
Amazon says Seller Assistant can take actions with the seller's permission.
This means the system is designed to assist sellers while keeping them involved in decisions and actions affecting their businesses. Sellers can use the assistant to identify potential problems and receive recommendations before deciding what action to take.
The approach gives sellers an option to use AI automation while maintaining control over business activities.
AI Capabilities Extend to Advertising
Amazon has also expanded agentic AI capabilities into advertising through Creative Studio.
The company says these capabilities are intended to help businesses with advertising-related activities and creative work.
The development adds another area where Amazon is using AI agents to automate parts of the seller experience.
Seller Assistant Expands Its Role
Amazon says Seller Assistant is available to all sellers in the U.S. store, with plans to roll out the tool to additional countries in the coming months at no additional cost.
The company says Seller Assistant is already addressing complex challenges, with more capabilities planned for the coming months.
What Amazon's Agentic AI Means for Sellers
The latest update gives sellers access to an AI assistant that can monitor business activity, identify potential issues and recommend actions.
Rather than functioning only as a question-and-answer tool, Seller Assistant is being developed to provide more continuous support across areas such as inventory, compliance and advertising.
Amazon's expansion of agentic AI gives sellers another option for automating routine business activities while retaining control over actions taken through the system.