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Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude
Amazon is upgrading its Seller Assistant tool with agentic AI, enabling the AI to reason, plan, and execute routine business tasks autonomously with seller permission.
Why it matters
Small business owners can automate repetitive tasks like pricing and inventory monitoring, allowing small teams to compete with larger companies by reducing manual operational work.
The big picture
This update aligns with global trends of increasing AI adoption and efforts to provide practical AI tools to small merchants, similar to the training programs launched for Grab partners.
The details
The plugin is currently in beta for U.S. stores, with international expansion to follow. Primary account holders can sign up for a free 12-month Amazon Quick Plus subscription through December 31, 2026. The tool is built on Amazon Bedrock using Anthropic's Claude models and has reached over 90% of Amazon's selling partners.
What's next
Amazon plans to expand secure plugin connections to additional third-party AI tools over time.
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In this article
Technologies
Countries
Key connections
Amazon owns Seller Assistant
Amazon owns Quick Plus
Amazon owns Seller Central
Seller Assistant is built with Agentic AI
powering Seller Assistant with the ability to reason, plan, and act
Seller Assistant is built with Generative AI
launched Seller Assistant in 2023 as a generative AI companion
Seller Assistant is built with Amazon Bedrock
Powered by Amazon Bedrock, Seller Assistant evolves
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Seller Assistant is built with Claude
Built on Amazon Bedrock with Anthropic’s Claude models
Seller Assistant is built with Foundation Models
harness the latest advances in foundation models
Jigar Thakkar works at AWS
Jigar Thakkar, vice president, Agentic AI for Business at AWS
Eric Burns works at Anthropic
Eric Burns, field CTO at Anthropic
Amazon is a partner of Anthropic
Amazon and Anthropic share a commitment to building AI
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