Amazon is overhauling its Amazon seller central platform with new “agentic” artificial intelligence tools designed to automate many of the operational tasks handled by the more than 2 million independent merchants who sell on its marketplace.
The upgrade centers on an enhanced version of seller assistant, a generative AI system first introduced last year. The tool can now move beyond answering questions to planning, reasoning, and taking action on behalf of sellers — with their approval. The shift signals Amazon’s intent to embed AI as an active business partner for sellers, not just a support tool.
“Seller Assistant will be able to handle everything from routine operations to complex business strategy, so sellers can focus on innovation and growth,” said Mary Beth Westmoreland, Amazon’s vice president of worldwide selling partner experience, in announcing the launch.
Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales.
Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).
How Amazon is using agentic AI for sellers
Powered by Amazon Bedrock and using large language models (LLMs) including Amazon Nova and Claude from Anthropic, the updated system is designed to manage a wide range of tasks sellers have historically handled manually. That includes:
- Monitoring inventory levels and flagging slow-moving products before they rack up storage fees.
- Recommending price changes or removals and creating shipment plans based on demand forecasts.
- Scanning accounts for compliance risks and preemptively resolving issues
- Guiding sellers through product safety and regulatory documentation requirements
- Analyzing sales data to propose new product categories, marketing campaigns, or promotional strategies
“From FBA to sales reports, it knows how to support my business and provides me with the answers and actions I need immediately,” said Alfred Mai, founder and CEO of ASM Games. “It’s like having my own business consultant.”
Amazon is also extending its agentic AI approach to marketing with new capabilities in Creative Studio. The tool lets sellers create professional-quality ads through simple prompts. It analyzes product listings alongside real-time shopping trends to generate ad concepts and explain its reasoning.
One seller producing smart bird feeders used Creative Studio to launch a Sponsored Video ad for Father’s Day. According to Amazon, the campaign achieved a 338% higher click-through rate than other active ads. It also drove 89% new-to-brand purchases, and delivered a 121% return on ad spend.
More than 60% of Amazon’s retail sales now come from third-party merchants, which have generated an estimated $2.5 trillion in cumulative sales. By integrating AI deeply into seller workflows, Amazon is aiming to make its platform more indispensable at a time when sellers are contending with:
- Higher costs
- Tighter regulations
- Increasing competition from rival marketplaces
The upgraded seller assistant is now available to all U.S. sellers at no additional cost, with international rollout planned in the coming months.
“This is just the beginning of what’s possible,” Westmoreland said. “As our agentic AI capabilities evolve, they’ll help sellers spend more time on product innovation and customer relationships while we handle the operational complexity behind the scenes.”
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