Amazon rolls out agentic AI to assist sellers

Amazon has unveiled a major upgrade to its Seller Assistant, now powered by “agentic AI” through Amazon Bedrock, designed to act as a proactive, always-on business partner for the millions of independent sellers on its platform.

The new technology goes beyond answering questions, allowing the AI to reason, plan, and take actions with seller approval, helping with tasks from inventory management and compliance to account health monitoring and advertising.

With features like automatically flagging slow-moving stock, guiding regulatory documentation, and generating ad campaigns through Creative Studio, the tool is aimed at cutting costs, avoiding risks, and driving sales growth.

Sellers already report it acting like a personal consultant, while Amazon says the AI will continue learning and expanding capabilities over time. Currently available to U.S. sellers at no extra cost, the enhanced Seller Assistant will roll out globally in the coming months.