Update

AI & Technology

Amazon Accelerate 2026: Seller Assistant comes to Claude and Amazon Quick

Last Updated: September 25, 2026

Max

September 23, 2026

4 min

Summarize with AI

COO at Nova Analytics

Max leads operations at Nova Analytics, helping Amazon sellers optimize their business performance through data-driven insights and strategic automation.

Quick Summary

•Amazon announced a Selling Partner plugin on September 23, 2026, launching with Amazon Quick and in beta with Claude
•Amazon says the plugin is available in beta for sellers in its US stores, with international expansion to follow
•Seller Assistant gained persistent memory, a visual canvas and workflows that keep running when you are logged out
•Every primary account holder can claim 12 months of Amazon Quick Plus free by signing up before December 31, 2026
•The plugin reads listings, inventory and sales; Amazon does not hold your cost of goods, freight, duties or VAT

Nova surfaces every Amazon fee, refund, and margin shift in your live P&L, across 23 marketplaces. Check the SKU-level breakdown

On September 23, 2026, at Amazon Accelerate in Seattle, Amazon announced a Selling Partner plugin that brings Seller Assistant into outside AI tools. In Amazon's own words, the plugin is launching "with Amazon Quick and in beta with Anthropic's Claude".

Amazon writes: "Today, 90% of Amazon selling partners already use third-party AI tools to run their businesses."

According to GeekWire, connecting Claude takes about 60 seconds with no coding, and the plugin pulls a seller's listings, inventory levels and sales analytics.

"Quick provides sellers with a powerful context-backed agent to help them run their entire business more efficiently. By integrating Quick, Amazon's selling partner plugin makes it easy to connect their selling business to everything else they use to run their operation, continuously learning their preferences to give them answers and take actions that reflect the full picture of their business."
Jigar Thakkar, vice president, Agentic AI for Business at AWS, in Amazon's announcement

What Amazon announced, and its status

Announcement	Status	What Amazon said
Selling Partner plugin in Amazon Quick	Beta, US stores	Amazon describes the plugin as launching in Quick and in beta with Claude, and says it is available in beta for sellers in its US stores.
Selling Partner plugin in Claude	Beta, US stores	Amazon says it is launching in beta with Anthropic's Claude, with more integrations to follow.
Seller Assistant memory and canvas	Announced	Persistent memory of pricing patterns, inventory cycles and goals, plus a visual canvas for modelling scenarios.
Seller Assistant workflows	Announced	Plain-language automations that keep running when you are not logged in. Each one either surfaces recommendations or acts, and every action is logged.
Amazon Quick Plus, 12 months free	Sign up by December 31, 2026	For every primary account holder globally, plus two co-workers.

Status as stated by Amazon on September 23, 2026. Amazon says Seller Assistant runs on Amazon Bedrock with Anthropic's Claude models.

The one date to act on

The Quick Plus offer is the item with a deadline. Amazon says every primary account holder can sign up for a free 12-month subscription through December 31, 2026, and designate two co-workers. The Next Web reports the same terms.

What most coverage skips

Amazon says plugin connections do not change how it protects seller data, with limits on what a plugin can access, human approval on actions and audit trails. Once account data reaches an outside assistant, though, that assistant's own terms govern how it is handled there. Read them before you connect.

Workflows that act on your behalf are still your actions on your account. Start them in recommend-only mode and switch to acting once you trust the output.

Where Nova fits

This is a real step, and it confirms that sellers want to run their business from an assistant. The plugin reads what is happening on your Amazon account. Amazon does not hold your cost of goods, freight, duties or VAT treatment, which is what Nova adds. We compare the two side by side on the Seller Central MCP server page.

Frequently Asked Questions

Common questions about this topic

Not yet. Amazon says the plugin is available in beta for sellers in its US stores, with international expansion to follow. It has not given dates.

Amazon says 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.

Workflows run continuously, including when you are not logged in to Seller Central. For each one you choose whether it only surfaces recommendations or acts, and Amazon says every action is logged with an audit trail.

Amazon describes it as pulling listings, inventory levels and sales analytics. Amazon does not hold your cost of goods, freight, duties or VAT treatment, so profit after those costs needs a source that does.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

Deep Dive: Related Guides

For more comprehensive analysis on these topics:

→ Claude MCP for Amazon Sellers - Live Data in One Query 2026

Claude MCP finally lets AI answer real questions about your Amazon business. This guide covers what MCP is, what the Amazon MCP landscape looks like in mid-2026, and how to connect Claude to your live Nova data in an afternoon.

→ Amazon Ads MCP vs Nova MCP - What Each One Sees 2026

Amazon's Ads MCP server executes campaign changes. Nova MCP reads the whole business, including the fee and COGS context an ads decision needs. Here is the capability-by-capability comparison and the workflow that uses both.