Amazon announced Wednesday the introduction of an always-on AI agent designed to assist third-party sellers on its platform. The company is updating its existing Seller Assistant AI tool with enhanced agentic capabilities, enabling it to handle various business tasks on behalf of sellers. This development aims to streamline operations and support strategic decision-making for businesses utilizing Amazon's marketplace.
According to a press release from Amazon, these agentic AI capabilities are engineered for seamless integration across the selling experience. The company stated that the tool transitions sellers "from handling every task themselves to collaborating with an intelligent assistant that works proactively on their behalf around the clock, while always keeping sellers in control." Amazon further indicated that the updated Seller Assistant would manage "everything from routine operations to complex business strategy," allowing sellers to prioritize innovation and growth.
The expanded functionalities of Seller Assistant include monitoring account health and inventory, developing business strategies, and executing authorized actions. For instance, the AI is designed to identify slow-moving products before they incur long-term storage fees, subsequently recommending actions such as maintaining current pricing, reducing prices, or removing the items. Additionally, the system can analyze demand patterns to generate shipment recommendations and continuously monitor seller accounts for potential issues, including inventory listings that might violate product safety regulations. It can also ensure product compliance across different international selling regions.
This move by Amazon aligns with a broader industry interest in agent-driven commerce, where technology companies envision AI agents initiating transactions or making purchases. Concurrent with Amazon's announcement, Google reportedly released a new payments protocol for agentic transactions on Tuesday, although Amazon was not cited as a partner in that initiative.
Beyond seller management, Amazon also confirmed the integration of agentic AI into its advertising tools. This allows sellers to develop advertising campaigns through conversational prompts, further expanding AI's role in the platform's ecosystem. These additions represent the latest in a series of AI tools Amazon has introduced for third-party sellers, which include a video generator for advertisements and a generative AI tool designed to improve product listing quality.
