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Amazon lets sellers run their ecommerce businesses through AI assistants with new plugin

Amazon launched a beta plugin that lets U.S. sellers use Claude or Amazon Quick to manage inventory, pricing and listings without logging into Seller Central, alongside Seller Assistant upgrades.

AI News Feed · 2026-09-24 11:07

The plugin works with Anthropic PBC's Claude and Amazon's own assistant, Amazon Quick, Amazon said. Sellers can connect either assistant to their seller account in about 60 seconds, after which the assistant can pull listings, inventory details, sales analytics and performance metrics and take actions inside the account in the same way a seller would in Seller Central. The company said sellers can choose which types of data the plugin may access and must approve each action before it is carried out on their behalf. Tasks include checking inventory levels, adjusting product prices and updating listings.

Mary Beth Westmoreland, Amazon's vice president of Worldwide Selling Partner Experience, told GeekWire that the company's vision was that sellers would never have to log into Seller Central. According to SiliconANGLE, the decision to support Anthropic's Claude stands out because Amazon this week blocked Meta Platforms Inc.'s new AI agent Muse, which is designed to shop on behalf of users. Amazon said Muse is not allowed to use its store because external agents must identify themselves and follow the rules of its website, and it has not complied. Anthropic has not had that problem; Amazon is a major investor in Anthropic, and Claude already powers Amazon's Seller Assistant. Amazon said more integrations are coming.

Amazon also said it is updating Seller Assistant with a canvas feature that sellers can use to make plans and strategize, such as comparing pricing strategies or analyzing the effectiveness of advertising campaigns. The company is adding automations that can monitor a seller's business in the background and take various actions on the seller's behalf. Seller Assistant can now remember sellers' pricing patterns and inventory cycles on an ongoing basis, Amazon said. To encourage adoption, Amazon said it is offering every seller on its platform a free 12-month subscription to Amazon Quick Plus.

The Accelerate conference is Amazon's annual seller event, where the company presents tools and services for merchants on its marketplace. The new plugin and assistant updates are aimed at reducing the need for sellers to navigate Seller Central manually, while keeping sellers in control of data access and approvals, according to the company. The plugin remains in beta for U.S. sellers, with international expansion planned in the coming weeks.