Amazon unveils AI-powered seller assistant with agentic capabilities

Amazon has expanded its suite of generative AI offerings by introducing a new AI-powered agent within its Seller Assistant, designed to help third-party merchants handle operational tasks more efficiently. Announced at its annual Accelerate conference in Seattle, the update brings agentic capabilities to the platform, enabling the tool to not just respond to queries but also take direct action on behalf of sellers, with their consent.

The AI agent can coordinate inventory orders, address account issues and even chart growth strategies, freeing up sellers to focus on innovation and customer engagement. According to Dharmesh Mehta, vice president of worldwide selling partner services at Amazon, over 1.3 million sellers have already tapped into the company’s generative AI listing tools, which can create up to 70% of a product listing. “It really gives the seller a team of experts,” he noted, highlighting how the platform simplifies processes that small businesses often struggle to manage.

Beyond seller operations, Amazon is also extending AI capabilities to its advertising ecosystem. A new beta tool, described as a “creative partner,” leverages Amazon’s retail insights to support campaign development. From audience research to crafting taglines and producing multimedia creatives, the tool is designed to democratize access to high-quality marketing support, particularly for small and mid-sized brands. Early testers like Nestlé Health Science praised its ability to surface new insights and streamline workflows.

Powered by Amazon Bedrock foundation models, the enhanced Seller Assistant and marketing agent mark a significant step in Amazon’s push to integrate agentic AI into commerce and advertising. With third-party sellers contributing to over half of all products sold on the platform, the company sees AI as a way to scale efficiencies while boosting its growing advertising and services business.