Amazon introduced new agentic artificial intelligence tools on Wednesday for its third-party sellers, enabling automated management of product listings, pricing, promotions, and inventory with reduced human involvement.

The updates expand the existing Seller Assistant into persistent "workflows" that monitor seller accounts continuously. These can trigger alerts for issues like sudden rating drops and execute tasks such as price adjustments or restocking recommendations, subject to seller-defined guardrails and approval. The system stores individual seller profiles to deliver customized suggestions based on past patterns in pricing, inventory cycles, and growth goals.

A new selling partner plugin extends these capabilities beyond Amazon's Seller Central portal. It integrates first with Amazon Quick and, in beta, with Anthropic's Claude, allowing external AI agents to access listings, real-time performance metrics, inventory levels, and sales analytics. Sellers select data permissions and approve actions before execution, with full audit trails maintained.

The features are free and optional for all sellers. Primary account holders worldwide can also claim a free 12-month subscription to Amazon Quick Plus through December 31, 2026. The rollout targets U.S. stores initially in beta, with plans for broader international availability.

Amazon Vice President Mary Beth Westmoreland described the shift as moving from reactive assistance to proactive, continuous operation that reduces the time merchants spend in the platform. Third-party sellers account for the majority of sales on the site, and the tools aim to streamline operations for those businesses.

The announcement occurred at Amazon's annual Accelerate seller conference in Seattle. It aligns with broader industry movement toward agentic AI systems capable of multi-step reasoning and execution with limited direct input.