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- Seller Assistant now takes autonomous actions with permission, not just answers questions
- Powered by Amazon Bedrock, Nova, and Anthropic Claude AI models
- Five core capabilities: inventory optimization, account health, compliance, creative generation, and growth strategy
- Free for all US sellers; rolling out December 2025, international Q1 2026
Nova surfaces every Amazon fee, refund, and margin shift in your live P&L, across 21 marketplaces. Check the SKU-level breakdown
Key Dates & Deadlines
US rollout begins
Free for all US Seller Central users
International expansion
EU and UK marketplaces
Full autonomy features
Advanced agentic capabilities
What's Happening
Amazon has upgraded Seller Assistant from a reactive chat tool to a fully agentic AI system. The new version can take autonomous actions on your behalf, from adjusting inventory to creating marketing assets. This is Amazon's answer to the question: what if AI could actually run parts of your business? What we observe from running these dashboards: the SKUs at the edge of the catalog move first, not the hero ASINs.
Powered by Amazon Bedrock, Nova, and Anthropic Claude, Seller Assistant now goes beyond answering questions. It monitors your account proactively, identifies issues before they become problems, and takes action with your permission. Think of it as a 24/7 virtual assistant that actually knows Amazon inside and out.
Five Core Capabilities
Intelligent Inventory Optimization
Analyzes sales velocity, seasonality, and supplier lead times to recommend restock quantities. Can auto-create purchase orders and alert you to aging inventory.
Proactive Account Health Management
Monitors account health metrics in real-time. Alerts you to policy violations, negative feedback trends, and A-to-Z claims before they impact your account.
Automated Compliance Navigation
Understands category-specific requirements and documents needed. Guides you through appeals, certifications, and listing restrictions with step-by-step workflows.
Creative Studio Integration
Generates A+ Content, product images, and video ads through natural language prompts. Creates multiple variations for testing without design skills.
AI-Powered Business Growth Strategy
Identifies expansion opportunities based on your catalog performance. Suggests new product opportunities, marketplace expansion, and advertising strategies tailored to your business goals.
Before vs After: What Changes
| Task | Old Seller Assistant | New Agentic AI |
|---|---|---|
| Inventory alerts | You ask about stock levels | Proactively alerts you 14 days before stockout |
| Policy violations | Explains policies when asked | Monitors 24/7, alerts before account impact |
| A+ Content creation | Provides templates and guides | Generates full A+ modules from product data |
| Restock decisions | Answers questions about IPI | Calculates optimal quantities, considers lead times |
| Growth opportunities | Not available | Suggests new products and marketplace expansion |
Who Benefits Most
Solo Sellers
High Impact
No team? AI handles operations you'd need to hire for
New Sellers
Very High
Skip the learning curve on compliance and policies
Agencies
Moderate
Reduces operational overhead per client
Pro Tip: Permission Controls
Agentic AI requests permission before taking actions. You can set it to "suggest only" for sensitive operations like inventory changes, or "auto-approve" for routine tasks like listing optimizations. Start conservative, then expand permissions as you build trust.
What You Should Do Now
- 1.Access Seller Assistant in Seller Central: look for the chat icon in the bottom right of Seller Central. The new agentic features are rolling out to all US sellers through December 2025.
- 2.Start with Inventory Insights: Ask Seller Assistant to analyze your inventory health. It will identify slow-moving SKUs, stockout risks, and optimization opportunities you might miss.
- 3.Test Creative Generation: Use natural language to request A+ Content or product images. Review quality before publishing. The AI learns from your feedback to improve future outputs.
- 4.Set Up Proactive Alerts: Configure which notifications you want Seller Assistant to monitor. Account health, inventory levels, and policy updates are good starting points.
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Frequently Asked Questions
Common questions about this topic
Verified Sources
- Amazon News - Seller Assistant
- Amazon Seller Central Help
- TechCrunch AI Coverage
All information verified from official Amazon sources and trusted industry analysts as of publication date.
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