At its annual Accelerate conference, Amazon announced it is opening its seller tools to third-party AI agents, starting with a beta integration for Anthropic's Claude and Amazon's own Quick assistant. This move allows merchants to manage aspects of their business, such as inventory and pricing, directly within the AI tools they already use, rather than logging into Amazon's Seller Central.
The new selling partner plugin provides access to Amazon's Seller Assistant intelligence, which can reason, make recommendations, and take action with the seller's permission. The system retains a memory of each seller's business patterns to provide personalized recommendations. Amazon stated that approximately 90% of its selling partners already utilize some form of external AI for their operations.