seller
- What changed
- Agentic upgrade to Seller Assistant plus the Selling Partner plugin
- When
- Announced September 23, 2026 at Amazon Accelerate
- Who it affects
- Seller Central users; plugin in beta for US sellers
- What to do
- Start in insights-only mode and set guardrails before allowing actions
Key takeaways
- On September 23, 2026, Seller Assistant gained always-on automations, memory and ad campaign drafting.
- The Selling Partner plugin links Seller Central data to Claude and Amazon Quick, in US beta.
- Start in insights-only mode and set bid caps and price floors before allowing actions.
Seller Assistant milestones
Project Amelia unveiled
Agentic tasks with approval, US
Review-sharing eligibility check added
Automations, memory, Claude plugin
Free Quick Plus sign-up closes
What is Amazon Seller Assistant?
Seller Assistant is Amazon's conversational AI inside Seller Central. Sellers ask questions in plain language about sales, inventory, account health, listings and ads, and the assistant answers using their own account data. PPC Land traces its history to Project Amelia, shown in September 2024, and an agentic expansion in September 2025 that let it monitor accounts and handle inventory and advertising tasks with seller approval, first in the US.
Amazon describes Seller Assistant as free. The 2026 upgrade is about autonomy: it can now keep working when the seller is not logged in.
What launched on September 23, 2026
Amazon's Accelerate recap and trade coverage describe four main changes. Seller Assistant now monitors the business continuously, keeps memory of past decisions so earlier failed tests inform later advice, runs automations in the background, and connects to outside AI tools.
- Always-on automations that run even when the seller is logged out
- Persistent memory of pricing patterns, inventory cycles and goals
- Prebuilt templates for account health monitoring, order summaries, pricing trend analysis and product expansion
- Custom automations described in plain language
- A canvas workspace to compare scenarios, such as pricing options
- An audit log of every action taken
Three levels of autonomy
Amazon says each seller chooses how far the assistant goes: surface insights only, draft actions for the seller to approve, or carry out predefined tasks automatically within set limits. Joy Chang, a director in Amazon's support experience team, said sellers define the task and guardrails, and every action is logged.
Amazon's longer announcement says sellers stay in control, reviewing and approving actions before they are carried out. PPC Land notes that Amazon has not detailed whether approval is per action or set once per automation, so check each automation's settings before relying on it.
Pick an autonomy level
| Insights | Drafts | Acts | |
|---|---|---|---|
| Who executes | You | You approve | Assistant, within limits |
| Risk | None | Low | Needs guardrails |
| Good first use | Account health | Ad campaigns | Daily pricing checks |
Seller Assistant and Amazon advertising
Advertising is where most sellers will feel the change. Seller Assistant now draws on listings, inventory, current campaigns and catalog trends. A seller can ask whether a product is ready to launch; the assistant checks the listing and stock, flags problems and drafts Sponsored Products and Sponsored Brands campaigns for approval or for editing in the ad console.
A new auto-optimization feature adds search terms that perform, pauses weak ones and keeps bids under a maximum the seller sets. Amazon says new campaigns using it reached a first sale 40% faster. Amazon also launched Ads Data Manager, a free tool for connecting first-party customer data to campaigns, and said advertisers using it see 30% better return on ad spend.
- Drafts campaigns after checking listing and stock
- Adds converting search terms, pauses weak ones
- Keeps bids under a seller-set maximum
- Every change is reviewable in the console
Amazon's reported results
The Selling Partner plugin for Claude and Amazon Quick
The new plugin connects Seller Central data, including listings, performance, inventory and sales, to outside AI tools, starting with Anthropic's Claude and Amazon Quick. It launched in beta for sellers in Amazon's US stores. PPC Land reports that interactions include access limits, human approval for actions and audit trails, and that advertising data is not listed among the plugin's connections; Amazon Ads has a separate MCP server.
Amazon is also offering Amazon Quick Plus free for 12 months for the primary account holder plus two additional users, with sign-up closing December 31, 2026, according to PPC Land. Amazon has not said what the plugin or Quick Plus will cost after the offer and beta end.
What is still unclear
The launch leaves open questions that matter for any business handing work to an AI agent. Treat these as reasons to start slowly, not reasons to ignore the tool.
- How approval requests are delivered and whether approval is per action
- Where memory is stored and whether sellers can view or delete it
- How plugin data is handled inside third-party AI tools
- Pricing after the beta and the free Quick Plus year
- How Amazon measures the 90% recommendation acceptance figure
How to switch on Seller Assistant automations safely
The safest rollout mirrors how you would onboard a new team member: give it visibility first, then small, reversible tasks, then more. Make sure the right people have access by reviewing Seller Central user permissions before connecting outside tools.
- Start with insights-only automations for account health and orders
- Move to drafted actions for pricing and ads, approving each one
- Set a maximum bid and a price floor before allowing any automatic action
- Review the audit log weekly for the first month
- Connect the plugin only from the primary account with clear user roles
- Keep a human owner for every automation
What it means for agencies and in-house teams
Seller Assistant will take over routine checks that used to fill an analyst's week: daily order summaries, stock alerts and simple bid changes. The value of people moves to strategy, margin decisions, creative and cross-channel planning. Our guide to AI tools for Amazon sellers compares the wider options, and our 2026 seller features roundup lists every confirmed launch this year.
Where PPC Spider helps
PPC Spider is an Amazon and marketplace agency. Our AI agents and automation service sets up agent workflows with guardrails, and the SpiderOS AI assistant monitors bids, budgets, search terms and stock with target ACoS set from product margin after fees. A free Amazon audit shows which tasks are safe to automate first.
Sources
- Amazon Selling Partners: At Accelerate 2026, Amazon shares new AI tools (sellingpartners.aboutamazon.com/accelerate-2026-recap)
- PPC Land: Amazon's Seller Assistant gains 24/7 pricing and restocking workflows (ppc.land/amazons-seller-assistant-gains-24-7-pricing-and-restocking-workflows/)
- PPC Land: Amazon opens its advertising APIs to AI agents (ppc.land/amazon-opens-its-advertising-apis-to-ai-agents-through-industry-protocol/)
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