Amazon Seller Assistant Adds 24/7 Workflows and a New Plugin for Amazon Quick and Claude
Amazon announced the next stage of Seller Assistant, its AI tool for third-party sellers. The update adds workflows that run around the clock, a memory that carries each seller’s business context from session to session, and a new Selling Partner plugin. The plugin lets sellers use their Amazon data and Seller Assistant’s capabilities inside other AI tools. It launches with Amazon Quick and is available in beta with Anthropic’s Claude.
Latest Technology News: The announcement was written by Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience at Amazon, and came during Amazon Accelerate 2026, the company’s annual seller conference. Below is a clear summary of what was announced, how it works, who can use it now, and what sellers should keep in mind.
Key Takeaways
- Seller Assistant now has persistent memory of each seller’s pricing patterns, inventory cycles and growth goals.
- New workflows monitor a seller’s business continuously, even when the seller is not logged in to Seller Central.
- Sellers choose whether a workflow only recommends or also acts. Actions are approved by the seller before they happen, and every action is logged in an audit trail.
- The new Amazon Selling Partner plugin launches in Amazon Quick and in beta with Claude.
- The plugin beta is available to sellers in Amazon’s U.S. stores. International expansion is planned.
- Every primary account holder worldwide can claim a free 12-month Amazon Quick Plus subscription through December 31, 2026.
What Amazon Announced
Amazon’s announcement has two main parts. The first is an upgrade to Seller Assistant itself, which now remembers seller context and can run automated workflows. The second is the Selling Partner plugin, which takes Seller Assistant’s intelligence out of Seller Central and into AI tools that sellers already use.
Amazon says the goal is to move from an assistant that waits for questions to one that keeps working in the background. Sellers describe what they need in plain language, set limits, and let the system monitor their business and prepare responses.
Where Seller Assistant Stands Today
Amazon first launched Seller Assistant in 2023 as a generative AI companion that answered questions and simplified tasks that once needed several tools. It later added agentic capabilities, meaning the ability to reason, plan and act on a seller’s behalf with permission.
Amazon shared several figures about adoption:
- Seller Assistant has rolled out to more than 90% of Amazon’s selling partners worldwide, in their native languages.
- It has hundreds of thousands of active users.
- Sellers accept its recommendations more than 90% of the time.
Amazon also says Seller Assistant is built on Amazon Bedrock with Anthropic’s Claude models. According to the company, seller data used by Seller Assistant stays within Amazon’s infrastructure and is not shared outside Amazon.
Persistent Memory: An Assistant That Learns Your Business
The biggest change to the core assistant is memory. Seller Assistant now retains information about each seller’s pricing patterns, inventory cycles and growth goals. Amazon says this memory follows sellers across Seller Central, Amazon Quick and Claude, so context is not lost when they switch tools.
In practice, recommendations are meant to become more personal over time instead of starting fresh in every conversation. Amazon adds that each suggestion comes with the reasoning behind it, so sellers can evaluate it, adjust it or ask for alternatives.
Amazon also describes a “canvas,” a visual workspace where sellers can model scenarios, compare pricing strategies and diagnose advertising campaign performance using live data through natural conversation.
Seller Assistant Workflows: Monitoring That Never Sleeps
Before this update, Seller Assistant acted when a seller asked. A seller could request a price adjustment for a specific product or ask for a restock plan, and the assistant would work through it. But many seller tasks follow predictable patterns: checking inventory thresholds, watching competitor prices, reviewing account health alerts. These are important but repetitive.
The new workflows are custom automations that run continuously. They monitor conditions, interpret changes and respond, even when the seller is not logged in to Seller Central.
How workflows are set up
Sellers write instructions in plain language and set guardrails. Amazon gives two examples of what a workflow can look like:
- A simple one: alert the seller if any of their top 10 products fall below a 4-star rating, and draft a response plan.
- A more complex one: watch the seller’s top category for competitive openings, and if one appears, adjust pricing and refresh listings.
Amazon also provides prebuilt templates that can monitor account health, summarize orders, analyze pricing trends and find product expansion opportunities. Sellers can start from a template or build a workflow from scratch.
Who stays in control
For any workflow, prebuilt or custom, the seller decides whether it only surfaces recommendations or also takes actions. When it does take actions, the seller reviews and approves them before they are carried out. Every action is recorded with a complete audit trail. This matters because pricing, restocking and listing changes can affect margins, cash flow and sales.
The Selling Partner Plugin: Bringing Amazon Data to Other AI Tools
Amazon reports that about 90% of its selling partners already use third-party AI tools to run their businesses. The Selling Partner plugin is designed for that reality. Amazon says its vision is that sellers can use the AI agent of their choice while still tapping into Amazon’s data and Seller Assistant’s intelligence.
The plugin connects a seller’s Amazon information directly to their preferred AI agent. That includes:
- Listing contributions
- Real-time performance metrics
- Inventory levels
- Sales analytics
Amazon stresses that this goes beyond reading data. A connected AI agent can also act on the seller’s Amazon business, in the same way Seller Assistant does inside Seller Central.
Safeguards Amazon describes
Amazon says external connections do not change how it protects seller data. Each plugin interaction has defined limits on what the agent can access, requires human approval for actions, and produces a complete audit trail. Amazon has also said it plans to add more third-party AI tools over time and bring the same guardrails and security standards with them.
Amazon Quick: The First Launch Partner
Amazon Quick is Amazon’s own general-purpose AI companion for work. According to Amazon, it can create documents and spreadsheets, carry out deep research, and connect to a user’s email, calendar and files. It works on phone, web and desktop, and conversations carry across devices.
With the plugin, sellers can combine Amazon data with the rest of their operations, such as finance, marketing and manufacturing. Sellers can also build their own agents inside Quick, for example a pricing agent, a listing agent or a restock agent. Amazon says Quick shows what it plans to do and waits for approval before acting.
Jigar Thakkar, Vice President of Agentic AI for Business at AWS, said Quick helps sellers connect their selling business to the other tools they use, while continuing to learn their preferences.
Claude: Beta Access for Sellers
The plugin is also available in beta with Anthropic’s Claude. Amazon notes that many sellers already use Claude to connect data from sales channels, accounting software and supplier systems. With the plugin, those sellers can bring Seller Assistant into Claude alongside their other data. Amazon says the connection takes roughly 60 seconds and requires no coding.
Eric Burns, Field CTO at Anthropic, said Seller Assistant already uses Claude models, and that the plugin now brings its insights into a seller’s Claude account next to their existing accounting and supplier connections.
Amazon also quoted an early beta tester, James Oliver, founder of Atlas Bar, who said the plugin saves the hours he used to spend manually connecting Amazon data to AI tools.
Availability and Pricing
Here is what Amazon has confirmed so far:
- Plugin beta: available to sellers in Amazon’s U.S. stores, with international expansion to follow.
- Free Quick Plus: every primary account holder globally can sign up for a free 12-month Amazon Quick Plus subscription, available through December 31, 2026.
- Extra seats: primary account holders can name two additional co-workers to receive a free year of Quick Plus.
- Cost of the new capabilities: Amazon’s page description says the updates come at no additional cost.
Sellers outside the U.S. should check Seller Central for updates on when the plugin reaches their marketplace.
Why This Matters for Sellers
This section is analysis, not part of Amazon’s announcement.
Running an Amazon business means making many connected decisions each day about stock, prices, ads, listings and compliance. Much of the work is checking data and reacting to changes. Continuous workflows aim to shift that routine monitoring to software, so small teams can spend more time on products, suppliers and customers.
The plugin also reflects a wider trend. Businesses are using several AI tools at once, and platforms such as Amazon are choosing to connect to those tools instead of asking everyone to work only inside their own dashboard.
Practical Points to Keep in Mind
These are general suggestions, not Amazon guidance:
- Start with recommendation-only workflows. Let the system suggest actions for a while and check how good they are before allowing it to act.
- Set narrow guardrails. Limits on price ranges or restock quantities reduce the risk of costly mistakes.
- Review audit trails. The logs are there so sellers can see what was done and why.
- Remember the beta label. The Claude version of the plugin is still in beta, and features may change.
- Keep your own judgment. AI recommendations work from available data and may miss factors such as a supplier delay or a planned product change.
Frequently Asked Questions
What did Amazon announce on September 23, 2026?
Amazon announced new Seller Assistant workflows that run around the clock, persistent memory for Seller Assistant, and a Selling Partner plugin for Amazon Quick and Anthropic’s Claude.
What is the Amazon Selling Partner plugin?
It is a connection that brings a seller’s Amazon data and Seller Assistant’s capabilities into outside AI tools. It links listing contributions, performance metrics, inventory levels and sales analytics, and lets the connected agent take actions with the seller’s approval.
Is the Claude integration available to everyone?
It is in beta. According to Amazon, the plugin beta is available to sellers in its U.S. stores, with international expansion to follow.
Can Seller Assistant change my prices without asking me?
Only if you set it up that way. Sellers choose whether each workflow just recommends or also takes actions, and Amazon says sellers review and approve actions before they are carried out.
Is there a free trial of Amazon Quick?
Every primary account holder globally can sign up for a free 12-month Quick Plus subscription through December 31, 2026, and can add two co-workers.
Does Seller Assistant use Claude?
Yes. Amazon says Seller Assistant is built on Amazon Bedrock with Anthropic’s Claude models.
Bottom Line
Amazon is turning Seller Assistant from a tool that answers questions into one that remembers a seller’s business, watches it continuously and prepares actions for approval. The new Selling Partner plugin extends that to Amazon Quick and, in beta, to Claude. For sellers, the practical next step is to try it carefully: begin with recommendations, add guardrails and check the audit trail.
Source: Amazon, “Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude,” by Mary Beth Westmoreland, September 23, 2026 — aboutamazon.com
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