Amazon has introduced advanced artificial intelligence capabilities that enable its Seller Assistant to autonomously manage business operations for marketplace vendors, moving beyond simple question-answering to proactive account management and strategic planning.
The enhanced system, powered by Amazon Bedrock and utilising Amazon Nova and Anthropic Claude foundation models, represents what the company describes as agentic AI that can reason, plan and execute tasks with seller approval rather than merely responding to queries.
Mary Beth Westmoreland, vice president of Worldwide Selling Partner Experience, said the technology transforms seller relationships with the platform. “Our agentic AI capabilities are designed to work seamlessly throughout the entire selling experience, which means sellers can go 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,” she explained.
The system automatically monitors inventory levels, alerting sellers to optimisation opportunities before problems arise. When slow-moving products risk incurring long-term storage fees, Seller Assistant flags specific items for price reductions or removal, whilst recommending others to remain unchanged.
Account health management becomes proactive through continuous monitoring that identifies potential policy violations or performance issues before they impact sales. The system scans for regulatory compliance issues, such as product descriptions that inadvertently indicate pesticide functions requiring additional documentation.
For advertising, Amazon’s Creative Studio now generates professional-quality advertisements through conversational prompts, reducing campaign development from weeks to hours. One smart bird feeder manufacturer achieved a 338% increase in click-through rates and 121% return on advertising spend using the AI-powered tool for Father’s Day marketing.
Alfred Mai, founder and CEO of ASM Games, described the system as transforming daily business management through immediate access to answers and actionable insights across FBA operations and sales reporting, eliminating time spent searching for information.
The platform will analyse sales patterns and customer behaviour to suggest new product categories, recommend marketing strategies and provide insights for international expansion. During seasonal peaks, Seller Assistant prepares comprehensive strategies combining historical data with current trends.
Westmoreland noted the technology builds upon Amazon’s 25-year history of developing machine learning applications. “Seller Assistant will be able to handle everything from routine operations to complex business strategy, so sellers can focus on innovation and growth,” she said.
The enhanced Seller Assistant launches initially in the United States marketplace with international rollout planned for coming months at no additional cost to sellers.
