Amazon on Wednesday introduced a new agentic artificial intelligence service for third-party sellers on its main e-commerce marketplace, expanding automation features for easier listing and inventory management, Reuters reported from San Francisco.
The service is known as “workflows” and sits on Amazon’s Seller Assistant platform. It is designed to run continuously to carry out seller prompts, including an alert if ratings suddenly decline or monitoring of pricing for specific products. Reuters framed the launch against broader momentum for agents, which can perform multiple actions with little or no human intervention.
Seller Assistant can store each seller’s profile for custom recommendations on item pricing, promotions, and inventory management. The seller agent can also connect to AI tools sellers already use through a plug-in, initially through Amazon’s Quick and Anthropic’s Claude services.
Mary Beth Westmoreland, Amazon’s vice president of worldwide selling experience, told Reuters the new agent will be free for any seller to use and optional. Sellers can decide how much personal data they share with Amazon through the agentic service.
The Wednesday push puts Amazon’s own seller-side automation on the main marketplace at a moment when platforms are racing to move from one-off chat answers to always-on commercial agents. For third-party merchants, the pitch is continuous monitoring and recommendations rather than a single chat reply, with sellers retaining control over how much personal data the agent may use. The Seller Assistant launch is distinct from Amazon’s separate fights over unauthorized shopping by outside consumer agents, including the Muse shopping block AI Tech Daily covered earlier.
This brief covers the Seller Assistant workflows launch for third-party sellers on Amazon’s main marketplace. It does not cover consumer shopping-agent access disputes or earlier Amazon AI product wires.