Amazon Unveils AI Agent to Streamline Seller Tasks

Amazon (AMZN) unveiled a significant upgrade to its Seller Assistant, an artificial intelligence agent designed to empower third-party merchants operating on its platform. This move signals Amazon’s deepening commitment to AI-driven solutions aimed at streamlining operations and fostering growth for its vast network of sellers.

The enhanced Seller Assistant now boasts “agentic capabilities,” marking a transition from a purely advisory role to one where the AI can, with explicit merchant permission, execute actions on their behalf. This transformative feature was showcased at Amazon’s annual Accelerate conference for sellers in Seattle, highlighting the company’s focus on innovation within its marketplace ecosystem.

According to Amazon, this evolution allows sellers to dedicate more resources to strategic initiatives such as product innovation and customer relationship management. By automating tedious operational tasks, the generative AI tool frees up valuable time and reduces the cognitive load on business owners.

Amazon has steadily introduced a suite of AI tools for its third-party sellers, who account for a substantial portion of the total goods sold on the platform. These tools include a previously released product listing generator and a content creation suite featuring image and video generators designed to produce eye-catching advertisements.

Dharmesh Mehta, Amazon’s Vice President of Worldwide Selling Partner Services, emphasized the transformative impact of these tools. He noted that over 1.3 million third-party sellers have already leveraged the generative AI listing tools, which can automate up to 70% of the product listing content. This widespread adoption underscores the value and efficiency these AI solutions bring to sellers.

“It really gives the seller, in some sense, a team of experts,” Mehta stated. “An expert in listing and in pricing and promotions and supply chain, all the things that a small business normally has to either try and learn on their own, hire someone to be an expert, pay someone to be an expert, or sometimes just accept not being that good at, which is not ideal.”

The enhanced Seller Assistant’s capabilities extend beyond simple question-answering. It is now capable of coordinating inventory orders, developing comprehensive business growth plans, and implementing solutions for account issues. Critically, this includes the potential to prevent costly account suspensions, a significant concern for many sellers.

Amazon anticipates further expanding the agentic capabilities of Seller Assistant based on ongoing feedback from its seller community. This iterative approach ensures the tool remains relevant and responsive to the evolving needs of merchants.

The rise of agentic AI tools represents a significant evolution beyond basic generative AI. These tools are designed to execute complex, multi-step tasks with minimal human oversight. This shift reflects a maturation of AI technology, moving from content creation towards autonomous task management and problem-solving. Amazon’s AI Lab has previously explored agentic AI, demonstrating a similar agent capable of action within a web browser.

Seller Assistant leverages Bedrock, Amazon’s comprehensive software tool, which grants access to a range of large language models developed by Amazon, as well as those from prominent AI companies such as Anthropic and OpenAI. This multi-faceted approach allows Amazon to integrate the best available AI models into its seller-facing tools.

Mehta clarified that Amazon has no immediate plans to charge merchants for using Seller Assistant, suggesting its integration is intended to enhance the overall platform experience and support seller growth.

Amazon derives significant revenue from services offered to its sellers, including fulfillment, account management, and advertising, rather than direct sale of the AI tools. Amazon’s seller services generated $40.3 billion in the second quarter of 2025, illustrating the substantial role these offerings play in the company’s overall financial performance.

Amazon initially launched its AI assistant for sellers, under the codename “Project Amelia”, allowing merchants to troubleshoot issues, get inventory planning recommendations, and receive innovative recommendations for listing titles, marking the preliminary steps toward AI support for its seller ecosystem.