Amazon’s agentic AI-powered Seller Assistant tool that it introduced last year can now reason, plan, and help sellers take action, the company planned to announce today at its Accelerate seller conference. The company made bold claims about how Seller Assistant can help sellers complete daily tasks, monitor account health, optimize inventory, and develop strategic solutions:
“This represents a significant advancement in how sellers can run their businesses with Amazon. Our agentic AI capabilities are designed to work seamlessly throughout the entire selling experience, which means sellers can go from handling every task themselves to collaborating with an intelligent assistant that works proactively on their behalf around the clock, while always keeping sellers in control.
“Seller Assistant will be able to handle everything from routine operations to complex business strategy, so sellers can focus on innovation and growth.”
One concrete example of how Seller Assistant can help reduce costs – it will proactively flag slow-moving products in Amazon fulfillment centers before they incur FBA long-term storage fees – and make recommendations about when sellers should consider lowering prices or remove certain items from FBA. Seller Assistant will also be able to “analyze demand patterns and prepare shipment recommendations, helping reduce both excess inventory costs and out-of-stock situations.”
Sellers familiar with the chronic issue of Amazon incorrectly flagging listings as “pesticides” might appreciate another example Amazon used to explain the power of the enhanced tool.
In the example, a seller asks Seller Assistant, “Can you please help me with the violation(s) on ASIN B00253TENT?” Seller Assistant responds by telling the seller the listing had been flagged under Amazon’s pesticide policy and, after confirming with the seller it was not a pesticide, explaining that it found a “problematic bullet point.”
Seller Assistant then suggested an alternative, and once the seller approved it, the tool updated the listing and displayed to the seller the following actions it took:
Listing Successfully Updated!
Great news! I’ve successfully updated your listing with compliant content.
Status: ACCEPTED
The Change Made:
- REMOVED: Eliminates mosquitos with state-of-the-art mesh netting
- REPLACED WITH: State of the art mesh screens keeps bugs out while maintaining airflow
This change removes the problematic claim that triggered the pesticide policy violation while preserving the customer benefit you want to communicate.
The Amazon announcement contains details about what the Seller Assistant can do and provided information about how Amazon is extending agentic AI capabilities to advertising through Creative Studio. “This new experience helps sellers develop professional-quality ads through simple conversational prompts, transforming what was a weeks-long process into just hours. By analyzing a seller’s products alongside Amazon’s shopping signals, Creative Studio’s AI feature generates tailored ad concepts and thoroughly explains its reasoning, giving sellers complete control while revealing new insights.”
