Amazon Upgrades Seller AI Assistant, Opens Cross-Tool Integration and Launches Free Subscription

On September 25, 2026, Amazon officially launched the upgraded version of its Seller Assistant AI, simultaneously releasing a connectivity plugin compatible with external AI tools and opening the application channel for related benefits to sellers worldwide. Initially launched as a generative AI companion, the tool originally offered only Q&A and operational data retrieval capabilities. Based on sellers' proactive service demands, it has been continuously iterated, now accumulating hundreds of thousands of active users, with a 90% adoption rate for the tool's operational recommendations. The fully upgraded tool is built on Amazon Bedrock and is positioned as a 24/7 AI operations partner, covering the entire operational workflow from store launch and daily management to business growth.

The upgraded tool features persistent memory, retaining seller-specific business information such as pricing patterns, inventory turnover cycles, and growth targets, with memory syncing across work scenarios without loss. Combining Amazon's 25 years of e-commerce operational expertise with large model capabilities, the tool performs cross-functional business logic reasoning to output personalized recommendations in areas such as inventory management and pricing strategy, with recommendation accuracy improving over time. All recommendations include transparent decision logic for sellers to evaluate and adjust business strategies. Through natural language dialogue, sellers can perform data visualization, operational scenario simulation, and marketing campaign effectiveness diagnostics in a dynamic workspace, replacing the cumbersome process of manually integrating data across multiple systems.

The new version adds 7*24 automated workflow capabilities, accompanied by customizable operational guardrails. Previously, the tool could only respond to direct seller instructions and could not handle repetitive tasks that do not require real-time decision-making. Now, sellers only need to describe their needs in plain language and set corresponding parameters for the tool to monitor market dynamics around the clock, automatically completing routine tasks such as restocking, competitor pricing tracking, and price adjustments, without requiring sellers to stay logged into Seller Central. The platform offers pre-built workflow templates for quick activation and also supports sellers in building custom processes from scratch. All automated actions leave a complete security audit trail, and sellers can review before execution, retaining full operational control.

The simultaneously released connectivity plugin syncs real-time operational data, product listing contributions, inventory levels, and sales analytics directly to sellers' daily-use AI tools, granting external AI the same store operation permissions as the native assistant within Seller Central. The plugin is initially compatible with Amazon's proprietary AI tool Quick and is also in beta testing with Anthropic's Claude. Relevant statistics show that 90% of Amazon's partner sellers are already using third-party AI tools, and the plugin's capabilities help sellers integrate on-platform operational data with off-platform financial and production data in the same interface, providing a complete view of their business operations.

Accompanying this feature launch, all global platform main account holders can claim a 12-month free subscription to Amazon Quick Plus before the end of 2026, helping small and medium seller teams match the operational tool configurations of scaled enterprises.

This article was first published on the official website of Ebrun.