Amazon rolls out Agentic AI Assistant for third-party sellers

Summary

Amazon has launched its Agentic AI Assistant, designed to help third-party sellers manage their businesses around the clock. Announced on September 17, 2025, this new tool operates on Amazon Bedrock, utilizing Claude models developed through a collaboration with Anthropic. The Seller Assistant not only analyzes various seller data—such as inventory and advertising—but also plans and executes actions automatically, offering a more integrated experience for users. It is currently available to U.S. sellers at no additional cost, with plans for international expansion to follow. Notably, sellers reportedly accept its recommendations over 90% of the time, highlighting its efficacy in streamlining operations while keeping seller data securely within Amazon's infrastructure.

Analysis