Amazon has launched a new always-on AI agent within its Seller Assistant platform to help third-party sellers manage tasks, optimize operations, and grow their businesses. The update marks Amazon’s latest step in expanding AI-driven tools for its marketplace community.
According to the company, the enhanced Seller Assistant can now handle everything from monitoring account health and compliance to suggesting inventory strategies and shipment plans. The AI agent works proactively, flagging issues such as slow-moving products, regulatory risks, or upcoming storage fees, and then recommending actions like price adjustments or removals.
Amazon says the technology is designed to collaborate with sellers while keeping them in control, offering support in both day-to-day management and long-term business planning. Beyond operations, the tool is also moving into advertising, allowing sellers to create campaigns using simple conversational prompts.
The launch comes amid rising competition in the AI commerce space. Just a day earlier, Google unveiled a payments protocol for agent-driven transactions, highlighting the industry’s race to define how intelligent assistants will reshape digital trade.
Amazon has already rolled out other AI-driven features this year, including a video generator for product ads and generative AI tools to refine listings. With this latest upgrade, the company is positioning Seller Assistant as an end-to-end digital partner for millions of merchants worldwide, blending automation with business strategy.