Amazon lets sellers run Seller Assistant from Claude and Amazon Quick, and adds workflows that act while they are logged out
Amazon says 90% of its selling partners already use outside AI tools. Now its own assistant plugs into them, with human approval on every action.
Amazon announced on September 23 the next version of Seller Assistant, the AI helper built into Seller Central. Two changes stand out.
The first is automation. Amazon is "introducing Seller Assistant workflows: custom automations that run continuously, monitoring conditions, interpreting changes, and responding dynamically, even when the seller isn't logged in to Seller Central." Amazon's own example: "Alert me if any of my top 10 products drop below a 4-star rating and draft a response plan." Sellers choose whether a workflow only suggests or also acts, and when it acts, "sellers stay in control, reviewing and approving them before they're carried out." "Every action is logged with a complete audit trail."
The second is reach. Amazon writes that "90% of Amazon selling partners already use third-party AI tools to run their businesses." So it is "launching the Amazon Selling Partner plugin in Quick and in beta with Claude, with more integrations to follow." The plugin does more than read data: "it can act on it, the same way Seller Assistant does inside Seller Central." For Claude users, Amazon says the connection takes "roughly 60 seconds, no coding required."
Availability is narrow for now: the plugin "is now available in beta for sellers in Amazon's U.S. stores, with international expansion to follow." Amazon is also offering "a free 12-month Amazon Quick Plus subscription, available through December 31, 2026."
For a small business, the shift is simple to state: the assistant no longer waits to be asked.
Open it and check the claim yourself. That is the point.