News

Amazon introduces AI agent to run seller operations

Amazon debuts an always-on AI agent for third-party sellers. Here’s what marketers and eCommerce pros should expect.

Patrecia Meliana

29 Sep 2025 • 4 min read

Amazon just took another big step in the agentic AI race, this time aimed at helping sellers automate the grind of eCommerce management.

In a move that could reshape how marketers and brand operators manage their presence on Amazon, the tech giant has upgraded its Seller Assistant tool into a fully-fledged AI agent. This 24/7 assistant is designed not just to flag issues or surface data, but to recommend actions, perform routine tasks, and even offer strategic input. Sellers remain in control of what gets implemented.

This article explores how Amazon’s new AI agent works, what it means for digital commerce marketers, and how it fits into the bigger trend of agent-driven automation across the industry.

Short on time?

Here is a table of content for quick access:

What's new with Amazon Seller Assistant?

Amazon’s latest announcement upgrades its Seller Assistant into a more autonomous, always-on AI tool designed for third-party sellers. According to the company, the tool can now proactively manage routine operations and offer strategic guidance. This goes far beyond basic notifications or static dashboards.

Here’s what the upgraded Seller Assistant can now do:

Inventory analysis: Flags slow-moving SKUs before they incur long-term storage fees and suggests actions like price cuts or removal.
Demand forecasting: Analyzes product trends and recommends shipment strategies.
Regulatory compliance: Scans listings for potential violations and helps sellers stay compliant across markets.
Proactive alerts: Continuously monitors account health and flags operational risks early.

Amazon is also bringing conversational AI to Amazon Ads. Sellers will be able to create ad campaigns using simple prompts, reducing friction in the campaign creation process.

Why it matters: agentic AI is getting real

This is not just another smart dashboard. Amazon’s move signals that agent-driven commerce is starting to play a real role in how businesses operate.

In Amazon’s case, the AI is positioned as collaborative. The assistant handles repetitive or complex tasks, but humans approve final decisions.

That mirrors industry momentum. Just a day earlier, Google launched a payments protocol to support agent-based transactions. While Amazon is not listed as a partner yet, the timing underscores growing interest in AI agents that can handle transactions, workflows, or business ops.

For Amazon, integrating AI deeper into seller workflows creates stickier loyalty. When sellers rely on built-in AI for compliance, shipping, and campaign work, they are less likely to turn to external tools or agencies.

What marketers should know

Marketers managing eCommerce operations or working with Amazon sellers should take note of three key implications:

1. AI-powered efficiency is now expected

This tool allows brands to automate everything from inventory strategy to campaign creation. If your team is still handling these tasks manually, you are losing speed and likely falling behind.

Tool tip: If you already use tools like Helium 10, see how Amazon’s native AI overlaps or complements your current stack.

2. Marketing and operations need tighter coordination

Seller Assistant will influence pricing, shipping decisions, and listing health. These directly affect how products perform in search, how they are positioned in campaigns, and how customers interact with the brand. Marketing teams should sync up with ops more frequently.

3. Audit your AI workflows

Even though sellers have the final say, AI-driven suggestions are becoming more influential. Make sure you regularly check what the agent is doing, what it's recommending, and how that aligns with your brand and messaging. This includes compliance and reputation management.

Amazon’s new AI agent might look like a backend upgrade, but its impact will be felt across marketing, operations, and customer experience.

With AI tools now helping manage inventory, flag policy violations, and shape ad strategy, marketers can no longer treat automation as a bonus. It is becoming the baseline.

Staying proactive, informed, and cross-functional is the only way to stay competitive in this new seller landscape.

This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month? Book a discovery call today.