Reading English policies can be a headache, and opening a separate case for each question is too slow. Many new sellers often get stuck wondering “who to ask, and how to ask.”

Actually, Seller Central has a built-in helper ready whenever you need it—Seller Assistant. Simply chat with it in plain Chinese, and it will combine your store data, interpret Amazon policies, and give tailored advice. It’s online 24/7, ready to use right away.¹

Seller Assistant excels at two things: answering questions and analyzing data.

Ask “what happened”—it checks your data, explains the rules, and clarifies the details.

Ask “what should I do”—it gives advice based on your store’s specific situation.

In other words, it helps you see things clearly and think them through. Actual actions—like editing listings, submitting documents, or creating shipments—still need you to review and confirm in Seller Central.² Treat it as an assistant that understands Chinese, Amazon, and your store, not a robot that pushes buttons for you. This way, you know exactly how it can help, and you can confidently hand off your questions.

In the past, asking cross-border questions in Chinese often got incomplete answers. Now Seller Assistant has been upgraded with native-level Chinese: within a single Chinese conversation, it understands Amazon terms like FBA, AHR, and delisting, and also answers cross-border topics like tariffs, customs clearance, and HS codes—all in continuous Chinese without switching languages.³ For new sellers just getting to know US marketplace rules, this means less translation burden and more context-relevant answers.

Open Seller Central:

New version: Click “Ask Seller Assistant” in the left navigation panel.

New version

Old version

Tips for more accurate answers:

Use plain language—no English jargon needed.

Include details like ASIN, SKU, or category for more relevant replies.

Ask one thing at a time, then follow up with more questions.

If you don’t understand something, just say “explain it more simply.”

Here’s an example. Start with:

“What’s my Account Health Rating (AHR) now? What issues need my attention?”

It will read your account data, tell you your current rating, any pending policy violations, and their impact.

If you don’t understand a violation, follow up:

“Why was ASIN B0XXXX flagged as a violation? How do I handle it?”

It explains the reason and gives steps and appeal guidance. If there are too many terms, just add “explain it more simply,” and it will rephrase in plain language.

The whole process is just a Chinese chat—it does the data checking and rule digging. How you act on it remains your decision.

Not sure where to start? Pick one of these scenarios and send it:

Many sellers don’t only sell on Amazon—they also get orders from independent sites and social commerce. A common dilemma: can Amazon’s warehousing handle orders from those channels too (that is, MCF, Multi-Channel Fulfillment)? Is it worth it? Instead of digging through documents, ask Seller Assistant directly.

“What is Multi-Channel Fulfillment (MCF)? Is it suitable for a multi-channel seller like me?” (SA’s response shown below)

“What is MCF Preferred Pricing? Do I qualify? What promotions are currently available?”⁵

“What delivery speeds and pricing does MCF offer?” “What features are available (like blank box packaging)?”

After a few questions, you’ll have a clear idea of whether to sign up and how to proceed.

Will it change things without my permission? No. It queries, interprets, and recommends. Any edits to listings, submissions, etc., must be confirmed and executed by you in Seller Central.²

What if the answer isn’t satisfactory? Simply follow up, or tell it to “explain from another angle” or “be more specific.” It will continue based on your feedback.

Which marketplaces are supported now? Native-level Chinese Q&A is live on the US marketplace, gradually rolling out to more sites.³

You don’t need to memorize all the features at once. Pick your most urgent problem today, open Seller Assistant, and type your first question in Chinese—it will help you untangle things step by step.

Go ahead to Seller Central and try it out. Start by asking: “What issues does my account currently have that need handling? Please list them by priority.”

Data sources:

1. Seller Assistant’s analysis and suggestions are based on your Amazon store data for reference only. Please make business decisions according to your own situation.

2. Seller Assistant currently mainly provides Chinese Q&A and data analysis; actions like editing listings, submitting materials, and creating shipments still require you to verify and complete them in Seller Central.

3. Chinese Q&A is now live on the US marketplace and will gradually expand to more sites.

4. Buy Box eligibility is influenced by multiple factors, including price, inventory, and account performance.

5. MCF promotions, Preferred Pricing eligibility, and specific terms are subject to real-time information on Seller Central and Amazon’s official pages.

If you have any questions about Amazon, you can use this link (https://wsurl.cc/wg4chn) or scan the QR code to contact an official account development manager: