Amazon has updated Seller Assistant into an always-on AI agent that can work for sellers across the day and night. The agent can monitor account health, check inventory, flag risks, suggest actions, and take approved steps when the seller grants permission. The tool runs on Amazon Bedrock and aims to reduce routine work so sellers can focus on growth.
Seller Assistant features
Seller Assistant now watches a seller account continuously for issues. It can spot slow-moving stock before long-term storage fees appear, and it can recommend whether to lower price ship items or remove them from inventory. The agent can also scan listings for new compliance rules in each country and flag items that need attention. When sellers allow action, the assistant can make changes or prepare shipments.
The agent can draw on Amazon data to build ad campaigns and creative assets from a simple prompt. Amazon is testing these ad tools in beta so sellers can generate audience research and ad copy with less manual work. The seller keeps control at every step and can approve or edit any plan the agent proposes.
Amazon says the new agent can help with both routine tasks and strategy-level work. The company built the tool on its Bedrock stack and tied it to seller data and to FBA rules so the assistant can make context-aware suggestions. Sellers who already use generative tools for listings and video ads may see the agent add automation to these flows.
What sellers gain
The agent promises time savings and fewer missed signals. For smaller sellers, this may free up hours each week that they can spend on product design or customer care. For larger sellers, the agent may help scale tasks that are hard to staff. Amazon framed the move as part of a wider push into agent-driven commerce, where software can handle multi-step tasks on behalf of users.
Some sellers and observers will watch privacy settings and controls closely. Combining local store data with cloud AI raises questions about data access and about how decisions are traced and reversed. Amazon says sellers remain in control and can limit which actions the agent may take. The company also plans to refine safeguards as the feature reaches more accounts.
This launch follows prior work such as Project Amelia and other seller tools that used generative AI to answer questions and suggest listing edits. The new always-on agent builds on those foundations and pushes toward more proactive assistance. Amazon will roll the feature out in stages and will seek feedback from sellers as it expands capabilities.
