“Our vision was that they would never have to log into Seller Central. We would just bring it to them where they work,” Mary Beth Westmoreland, Amazon’s vice president of Worldwide Selling Partner Experience, told GeekWire.
Amazon announced on Wednesday a plugin that lets independent sellers run their Amazon business from an outside AI assistant. The first two are Anthropic’s Claude and Amazon Quick, its own AI assistant for work. The Amazon Selling Partner plugin launches in Quick and in beta in Claude, with more integrations to follow.
It connects a seller’s listings, inventory levels, sales analytics and performance metrics to the outside assistant. That assistant can then act on the account, as Seller Assistant does inside Seller Central. Sellers approve actions before they are carried out, and every interaction has an audit trail, according to Amazon.
What the plugin does
Amazon said 90% of its selling partners already use third-party AI tools to run their businesses. Connecting Claude takes roughly 60 seconds and no coding, the company said. The plugin is in beta for sellers in Amazon’s US stores, with international expansion to follow.
Amazon is also offering a free 12-month Amazon Quick Plus subscription. Every primary account holder worldwide can sign up until 31 December 2026. They can add two co-workers at no extra cost.
“The Seller Assistant plugin for Claude now brings these data-driven insights into sellers’ Claude account alongside their existing accounting and supplier data connections,” said Eric Burns, field CTO at Anthropic.
Seller Assistant, first launched in 2023, already runs on Anthropic’s Claude models through Amazon Bedrock. Amazon said it has reached more than 90% of selling partners worldwide and has hundreds of thousands of active users. Sellers accept its recommendations more than 90% of the time.
It now keeps a persistent memory of each seller’s pricing patterns, inventory cycles and growth goals. That memory carries over into Quick and Claude. New workflows run continuously in the background, even when the seller isn’t logged in. A seller can ask for an alert when a top product drops below a four-star rating, for example. A workflow can also adjust prices when a competitive opening appears. Sellers choose whether a workflow only recommends or also acts, and they approve actions before they happen.
The fees, the FTC and Muse
GeekWire reported the launch from Amazon’s Accelerate seller conference in Seattle. It noted that the fees Amazon charges sellers brought in $46.8bn in the second quarter. Those fees are one of the issues in the Federal Trade Commission’s antitrust case against Amazon. The case is set for trial in March 2027. Amazon has denied the allegations.
The launch also comes days after Amazon blocked Meta’s Muse from its store. Muse is an AI agent that shops on behalf of consumers. Amazon says outside agents need to identify themselves and follow the rules of the sites they use, GeekWire reported. Amazon still decides which AI platforms the seller plugin supports.