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Amazon has introduced a new agentic AI service for third party sellers on its main ecommerce marketplace, expanding automation for product listings and inventory management. The company announced the launch on Wednesday, September 23, 2026, and described it as a way to make everyday selling tasks easier for the merchants who sit at the center of its marketplace.
Agents are quickly becoming one of the hottest growth areas in AI because they can carry out several actions in a row with little to no human intervention. A chatbot answers a question and stops. An agent is given a goal, keeps working toward it, and acts along the way. With this release, Amazon is bringing that approach directly into the daily work of running a store on its platform.
What Amazon Launched
The centerpiece of the release is a feature called workflows. Once a seller sets one up, it runs continuously and acts on the seller's instructions. Examples include sending an alert when a store's ratings suddenly decline, or watching the pricing of specific products.
The idea is simple. A seller describes what they want watched or done, and the system keeps doing it without being asked again. Instead of logging in to check a dashboard, the seller is notified when something needs attention.
Workflows live inside Seller Assistant, Amazon's platform for seller support. Seller Assistant can save a profile for each seller, which allows it to tailor recommendations on item pricing, promotions and inventory management to that seller's business instead of offering generic guidance. A seller with a handful of fast moving products has very different needs from one managing a large catalog, and a saved profile gives the assistant context about which one it is dealing with.
Connections to Quick and Claude
Sellers who already use outside AI tools are not left out. The seller agent can connect to those tools through a plugin, with support starting for Amazon's Quick and Anthropic's Claude.
This matters because many merchants have already built their own habits around AI assistants for writing product descriptions, analyzing sales data or drafting customer messages. A plugin approach means they can bring the agent into the tools they already use instead of moving their whole routine into a new interface. It also signals that Amazon is willing to work alongside outside AI providers rather than keeping everything inside its own walls.
Free, Optional and Seller Controlled
Mary Beth Westmoreland, Amazon's vice president of worldwide selling experience, said the new agent will be free for any seller and entirely optional. She added that sellers can choose how much personal data they share with Amazon through the agentic service.
Those two points address the questions sellers are most likely to ask first. Nobody is required to adopt the agent, and there is no added cost to try it. Data sharing is left in the seller's hands, which gives merchants room to decide how much of their business information they are comfortable putting into an automated system.
Why the Launch Matters
Third party sellers make up a large part of what shoppers see on Amazon's marketplace, and running a store there involves constant small decisions. Prices shift, competitors change offers, ratings move and stock levels rise and fall. Keeping up with all of it by hand takes time, and a slow reaction can cost sales.
Agentic tools aim at exactly this kind of repetitive monitoring. By running in the background around the clock, workflows take on the watching so that the seller can focus on the decisions that actually need a person. Amazon's move also fits a wider industry pattern, where large platforms are shifting from AI that answers questions to AI that takes actions on a user's behalf.
What Sellers Should Consider
Automation is only as good as the instructions behind it. A workflow that watches prices or flags rating drops is useful, but sellers will still want to review what the agent suggests before letting any recommendation change their business. Keeping a human in charge of pricing, promotions and inventory decisions remains sensible, especially while sellers learn how the service behaves.
Sellers should also think carefully about the data they share. Because the choice is theirs, it is worth deciding in advance what information the agent really needs to be useful, and sharing only that. The optional nature of the service makes it easy to start small and expand once the results prove themselves.
Benefits for Sellers
Less manual work. Workflows run continuously, so sellers no longer need to check ratings and prices by hand throughout the day.
Faster reaction to problems. An alert about a sudden ratings decline lets a seller look into the cause sooner instead of discovering it days later.
More relevant recommendations. Because Seller Assistant can store each seller's profile, advice on pricing, promotions and inventory can reflect the specific business rather than a one size fits all approach.
No added cost. The agent is free for every seller, so smaller stores can use automation that once required paid tools or extra staff.
Control over data. Sellers decide how much personal data to share, and using the agent is optional, so there is no pressure to opt in.
Works with existing tools. The plugin for Quick and Claude means sellers can connect the agent to AI tools they already use instead of switching their whole setup.
More time for growth. With routine monitoring handled in the background, sellers can spend more of their attention on sourcing products, improving listings and serving customers.
