Amazon Launches Agentic AI Service for Third-Party Sellers

Amazon launches an AI agent for third-party sellers to monitor prices, ratings, promotions

Amazon has introduced a new agentic artificial intelligence service designed to help third-party sellers continuously monitor and manage operations on its main e-commerce platform.

Coin Bureau reported the launch in a post on X, citing Amazon’s new seller tools. The service, known as “workflows,” can run continuously based on instructions from sellers, including monitoring product prices and alerting them when customer ratings decline.

The system expands Amazon’s Seller Assistant from a tool primarily used for questions and recommendations into an AI platform capable of carrying out ongoing workflows for sellers. Amazon says Seller Assistant can use information about an individual seller’s business to provide recommendations involving pricing, promotions and inventory management.

Amazon Expands AI Automation for Sellers

The new workflows are designed to operate continuously rather than requiring sellers to repeatedly check their accounts. One example cited in reporting is a workflow that monitors a product’s price or alerts a seller when its ratings suddenly decline.

Seller Assistant can also maintain a profile of each seller and use that information to generate recommendations tailored to the seller’s business. Those recommendations cover areas including item pricing, promotional activity and inventory management.

The approach reflects Amazon’s broader expansion of AI tools for independent sellers. The company said in September that Seller Assistant had more than 230,000 monthly users and was being used to provide tailored insights and recommendations across selling operations.

Claude Integration Adds External AI Access

Amazon is also allowing sellers to connect the new capabilities with AI services they already use. The seller agent can connect through plugins, initially including Amazon Quick and Anthropic’s Claude, according to Reuters reporting cited by Coin Bureau.

Amazon’s own announcement said the Amazon Selling Partner plugin for Claude allows sellers to connect their selling accounts directly to external AI tools, giving those tools access to their Amazon catalog, real-time metrics and recommendations.

The company has also positioned the system as an optional service. Amazon executive Mary Beth Westmoreland said the new agent is free for sellers to use and is not mandatory. Sellers can also determine how much personal and business information they share with Amazon through the service.

Seller Control Remains Part of the Rollout

The ability to set up continuous workflows introduces a different model from conventional AI assistants that primarily respond to individual prompts. Instead, sellers can establish tasks that continue running and monitor specific aspects of their businesses.

Amazon has been adding agentic capabilities to Seller Assistant since its earlier AI initiatives for sellers. The company describes the platform as an AI-powered business partner that can provide recommendations and, with seller permission, take actions on their behalf.

For the newly introduced service, Amazon has emphasized that participation remains optional and that sellers retain control over the information they make available. The new workflows and integrations with Amazon Quick and Claude now give third-party sellers another way to automate ongoing marketplace management.

Writer: Victoria Hale
Technology & Blockchain Writer

Victoria Hale writes about blockchain technology, digital infrastructure, and the intersection of emerging technologies with finance. Her articles explore how new protocols and systems are shaping the evolving digital economy.

She prioritises clarity and accuracy when explaining technical developments to a general audience.