Amazon Brings Seller Assistant to Claude and Amazon Quick

Amazon on September 23, 2026, announced the next evolution of Seller Assistant, its AI companion for sellers, adding persistent memory, always-on workflows, and a new Selling Partner plugin that brings the assistant’s intelligence into outside AI tools, launching with Amazon Quick and in beta with Anthropic’s Claude.

The announcement, written by Mary Beth Westmoreland, vice president of Worldwide Selling Partner Experience, arrived during Amazon Accelerate 2026, the company’s seller conference, which Amazon’s events page describes as officially underway with thousands of sellers attending. The conference schedule opened with a fireside chat on September 22, 2026, followed by General Sessions on September 23 and September 24, 2026.

Persistent Memory and Always-On Workflows

Seller Assistant now carries persistent memory of each seller’s pricing patterns, inventory cycles, and growth goals, and that memory follows sellers across Seller Central, Amazon Quick, and Claude instead of resetting between sessions. Every suggestion comes with the reasoning behind it so sellers can evaluate, adjust, or explore alternatives, according to the announcement.

Previously, Seller Assistant acted when sellers asked, handling requests such as adjusting a price for a specific product or drafting a restock plan. The new workflows are custom automations that run continuously, monitoring conditions, interpreting changes, and responding dynamically even when the seller is not logged in to Seller Central. Sellers describe what they need in plain language and set guardrails. Amazon’s examples range from alerting a seller when any of their top 10 products drops below a 4-star rating and drafting a response plan, to monitoring a category for competitive openings and then adjusting pricing and refreshing listings. Every action is logged with a complete audit trail.

Prebuilt templates monitor account health, summarize orders, analyze pricing trends, and find product expansion opportunities, and sellers can also build custom workflows from scratch. For any workflow, prebuilt or custom, sellers choose whether it only surfaces recommendations or takes actions on their behalf, and when it takes actions, sellers review and approve them before they are carried out.

The Selling Partner Plugin in Amazon Quick and Claude

The Selling Partner plugin connects a seller’s Amazon data, including listing contributions, real-time performance metrics, inventory levels, and sales analytics, directly to the seller’s preferred AI agent, and the connected agent can take actions on the seller’s business the same way Seller Assistant does inside Seller Central. Amazon said 90% of its selling partners already use third-party AI tools to run their businesses, and it described the plugin as a step toward its vision of sellers using the AI agent of their choice.

Amazon said the external connections do not change how it protects seller data. Every plugin interaction carries clear boundaries on what it can access, human approval on actions, and complete audit trails, according to the announcement, and Amazon said it is committed to expanding secure plugin connections to additional third-party AI tools over time.

Amazon Quick is the company’s general-purpose AI companion for work. It creates documents and spreadsheets, conducts deep research, connects to the email, calendar, and files a person already uses, and works across phone, web, and desktop. With the plugin, sellers can bring their Amazon data in alongside operations such as financial, marketing, and manufacturing, and they can build their own agents inside Quick, such as a pricing agent, a listing agent, or a restock agent. Quick shows what it intends to do and waits for approval before acting.

“Quick provides sellers with a powerful context-backed agent to help them run their entire business more efficiently,” said Jigar Thakkar, vice president of Agentic AI for Business at AWS.

Sellers using Anthropic’s Claude get access to Seller Assistant connected in roughly 60 seconds with no coding required, alongside their existing accounting and supplier data connections, Amazon said. Eric Burns, field CTO at Anthropic, said the plugin brings Seller Assistant’s data-driven insights into sellers’ Claude accounts, and he noted that Seller Assistant already uses Claude models. Amazon said sellers participating in early beta access report meaningful time savings and the ability to take on more work without more complexity.

“I used to spend hours manually connecting my Amazon data to AI tools. Now it’s all built in. It’s like magic. What took an afternoon now happens instantly,” said James Oliver, an Amazon selling partner and founder of Atlas Bar.

Seller Assistant Background, Availability, and Offer Terms

Amazon first launched Seller Assistant in 2023 as a generative AI companion that answered questions, surfaced insights, and simplified tasks for sellers. On September 17, 2025, the company introduced agentic AI capabilities for the assistant, powered by Amazon Bedrock and drawing on Amazon Nova and Anthropic Claude models so it could reason, plan, and act with a seller’s permission. That announcement noted that independent sellers account for more than 60% of sales in Amazon’s store.

Amazon reports that Seller Assistant’s capabilities have since rolled out to more than 90% of its selling partners worldwide in their native language, that the assistant now has hundreds of thousands of active users, and that sellers accept its recommendations more than 90% of the time. Built on Amazon Bedrock with Anthropic’s Claude models, the assistant keeps seller data within Amazon’s infrastructure and never shares it outside Amazon, the company said.

The Selling Partner plugin is now available in beta for sellers in Amazon’s U.S. stores, with international expansion to follow. Every primary account holder globally can sign up for a free 12-month Amazon Quick Plus subscription and can designate two additional co-workers to receive a free year of Quick Plus at no extra cost. The offer is available through December 31, 2026.