Amazon announced on Wednesday that it is introducing an always-on AI agent to help sellers on its platform run their businesses. The company is updating its AI tool for third-party sellers, called Seller Assistant, to handle tasks on the seller’s behalf.
The new agentic AI capabilities are designed to work seamlessly throughout the entire selling experience. This allows sellers to transition from handling every task themselves to collaborating with an intelligent assistant that works proactively around the clock, while always keeping the seller in control. Amazon states that Seller Assistant will be able to manage everything from routine operations to complex business strategy, freeing sellers to focus on innovation and growth.
Seller Assistant can now monitor account health and inventory, and it can also help develop strategies and take action when authorized. For example, when a seller reviews their inventory, the tool will flag slow-moving products before they incur long-term storage fees. It will then recommend whether to leave the item as is, lower the price, or remove it altogether. The assistant will also analyze demand patterns and prepare shipment recommendations.
The tool continuously monitors a seller’s account to flag potential issues and actions, such as inventory listings that might violate new product safety regulations. It can also automatically ensure that all of a seller’s products meet compliance requirements in every country where they are sold.
Agent-driven commerce is an area of intense interest for tech companies, which envision a future where agents can initiate deals or make purchases for their clients. On Tuesday, Google released a new payments protocol for agentic transactions, although Amazon was not named as a partner.
Amazon also announced that it is bringing agentic AI to advertising, allowing sellers to develop ads through conversational prompts.
Today’s announcement is the latest in a series of AI tools Amazon has rolled out for third-party sellers. Other tools include a video generator for ads and a generative AI tool that helps merchants improve their product listings.