At the Amazon Accelerate seller conference on September 23, 2026, Amazon officially announced that Seller Assistant has been upgraded to Seller-Assistant Workflows, an agent-capable AI for sellers. It is now being tested for US marketplace sellers at no additional cost.

🚀 Core upgrade capabilities

Persistent business memory: The system automatically remembers each seller's pricing patterns, inventory turnover cycles, and long-term growth goals, so its inventory and pricing suggestions become increasingly aligned with your actual operations over time.

24/7 automated execution: Even when sellers are not logged in, the tool continuously monitors preset conditions and automatically completes routine tasks such as restock reminders and price adjustments. Every action leaves a complete, traceable audit log.

Custom safety guardrails: Sellers simply describe workflow rules in everyday language to set operating boundaries, and can choose whether a workflow only provides suggestions or is allowed to execute automatically. Permissions remain fully controlled by the seller.

Cross-tool integration: Through the new Selling Partner plugin, Seller Assistant capabilities can be connected to Anthropic's Claude and Amazon Quick. Sellers can directly access Amazon backend business data from their preferred AI tools to create custom AI agents for pricing, Listing optimization, and more.

📌 Current available benefits

All US marketplace sellers can use this feature for free, with no additional subscription fees.

Primary account holders can claim a 12-month free Amazon Quick Plus subscription before December 31, 2026, supporting two additional team members.

A Canvas visual workspace has been introduced, integrating supply chain, orders, marketing, finance, and other tools into a unified view. Every page includes built-in intelligent assistance entry points from Seller Assistant.

💡 Seller usage recommendations

In the early stage, set all workflows to "recommendation only" mode. After verifying that AI decisions fully match your operating habits, gradually enable automatic execution permissions to avoid unexpected actions affecting store operations.

1. Basic setup (5 minutes)

Switch to the new Seller Central: Click the "New Seller Central" toggle at the top of the page. After entering the new interface, the Seller Assistant conversation entry will automatically appear in the lower right corner.

Initialize business memory: In the first conversation, enter "Sync my store's pricing rules, inventory turnover cycles, and core SKU profit targets for the past 3 months" to help the system quickly build your dedicated business baseline.

Lock global permissions: Set the default execution mode for all workflows to "recommendation only." Do not enable any automatic execution permissions for the first 30 days, and manually review all AI suggestions before applying them.

2. Five ready-to-use preset workflows (enable immediately)

No need to build from scratch. Enable the following five high-frequency tasks directly in Seller Assistant's "Preset Workflow Library":

Account health monitoring: Automatically tracks store performance metrics, sorts anomalies by urgency, and provides early warnings for account risks.

Pricing analyzer: Scans active Listings 24/7, automatically identifies SKUs that have lost the Featured Offer, and generates repricing plans that do not fall below your preset profit floor.

Order and return summary: Daily summarizes delayed shipments, unfulfillable orders, and high-return-rate products, pushing pending reminders as soon as possible.

Automated review request tool: For eligible shipped orders, automatically generates compliant review request messages. You confirm and send them in bulk with one click.

Inventory stockout alerts: Combines your historical sales and in-transit shipments to generate restock reminders 7 days in advance, preventing stockouts for core SKUs.

3. Custom workflow building (3 must-do scenarios)

Describe rules in natural language and generate a dedicated automated process in 3 minutes:

Core SKU rating protection: Enter "When any of my top 10 SKUs drops below 4.2 stars, immediately push a reminder and generate a negative review response plan."

Ad waste interception: Set the rule "Scan all SP ad campaigns daily, automatically identify keywords with zero conversions for 3 consecutive days and ACOS above your threshold, and generate a negative keyword suggestion list."

Slow-moving inventory cleanup: Automatically filter SKUs with inventory turnover over 60 days each week, and generate a combined optimization plan of tiered price reductions, coupons, or removal orders.

4. Team and security configuration

Sub-account permissions: Assign view/suggestion review permissions for corresponding workflows to operations, customer service, and supply chain members. Sensitive actions (refunds, bulk repricing) can only be finalized by the primary account.

Enable full audit logs: All workflow execution records, AI suggestions, and manual actions are fully logged and can be reviewed at any time to prevent misoperation.

Connect external AI tools: Use the Selling Partner plugin to sync store data to Claude or Amazon Quick and generate more complex custom operating agents.

5. Daily usage rhythm

10 minutes daily: Check urgent anomaly alerts, pricing suggestions, and ad waste warnings pushed by AI.

1 hour weekly: Review inventory optimization plans, update advertising strategies, and adjust workflow rule thresholds.

1.5 hours monthly: Review the full month's workflow performance, optimize your business background knowledge base, and make future AI recommendations better fit your operating habits.

The Claude plugin is still in testing and initially mainly open to US marketplace sellers; other marketplaces may not be fully open yet.
Also, a high adoption rate of AI suggestions does not mean they are always correct. For key actions involving pricing, ads, inventory, and Listing modifications, manual review is still recommended to avoid misjudgments affecting account health.

If your store already runs multiple marketplaces or has many SKUs, you can first use preset templates to test "account health monitoring, order summaries, and pricing trend analysis," then gradually turn veteran operational experience into reusable workflow rules.