Amazon Seller Assistant goes agentic with workflows and Quick/Claude plugin

Amazon said Seller Assistant now runs continuous seller-defined workflows and ships a Selling Partner plugin into Amazon Quick and a Claude beta — Bedrock-backed agentic help for listings, inventory, account health, and ads, with seller approval on actions.

SOFTWARE desk — Amazon is turning seller ops into always-on agents that can price, restock, and fix compliance with the seller still holding the Approve button, and it’s wiring that same brain into Quick and Claude where sellers already work.

What the page says a workflow is. A workflow is a custom automation that runs continuously. It monitors conditions, reads the change, and responds, even when the seller is not logged in to Seller Central. Seller Central is the website where a seller runs an Amazon store. The seller describes the job in ordinary language and sets guardrails. A guardrail is a limit the seller sets so the software stays inside a rule. One example on the page: alert me if any of my top 10 products drop below a 4-star rating, and draft a response plan. A more complex example: monitor my top category for competitive openings, and if you see one, adjust my pricing and refresh the listings. Every action is logged with a complete audit trail. An audit trail is the record of what the software did. Prebuilt templates cover account health, order summaries, pricing trends, and product expansion. Sellers can also build a workflow from scratch. For any workflow, prebuilt or custom, the seller chooses whether it only surfaces a recommendation or takes an action. When it takes an action, the seller reviews it and approves it before it is carried out. Previously, the page says, Seller Assistant acted when a seller asked. The examples are “adjust price for this ASIN” and “draft a restock plan,” and it executed with permission. An ASIN is Amazon’s product id, the code on one listing. These lines are the 23 Sep page’s. This desk did not approve a price change.

Memory, models, and where seller data sits, and whose sentence is whose. The 23 Sep page says Seller Assistant now carries a persistent memory of each seller’s pricing patterns, inventory cycles, and growth goals. Persistent means it keeps that picture from one session to the next. The memory follows the seller in Seller Central, in Amazon Quick, and in Claude, so the context is not dropped when they switch tools. Every suggestion comes with the reasoning behind it. The seller can open a canvas, which the page calls a visual workspace for modeling scenarios, comparing prices, and diagnosing an ad campaign on live data. The same page says the assistant is built on Amazon Bedrock with Anthropic’s Claude models. Bedrock is Amazon’s service for running large general models. Claude is Anthropic’s model. The page says Amazon worked with AWS and Anthropic on those models, and combined them with 25 years of Amazon commerce experience. It says Seller Assistant keeps seller data within Amazon’s infrastructure and never shares it outside of Amazon. That sentence is about the assistant itself. It is Amazon’s. A different page, from 17 Sep 2025, says Seller Assistant is powered by Amazon Bedrock and uses Amazon Nova and Anthropic Claude. Nova is Amazon’s own model family. This filing does not treat the 23 Sep 2026 page as naming Nova. Nova is the 2025 page’s word.

The adoption numbers, and whose they are. The 23 Sep page says Seller Assistant’s capabilities have rolled out to over 90% of Amazon’s selling partners worldwide, in their native language. It says the assistant now has hundreds of thousands of active users, and that sellers accept recommendations over 90% of the time. Over 90% of partners means more than 9 in 10 selling partners, if that claim holds. Hundreds of thousands is the company’s scale. It is not an exact headcount. Over 90% acceptance means more than 9 in 10 recommendations were accepted, if that claim holds. The same page says that today 90% of Amazon selling partners already use third-party AI tools to run their businesses. That 90% is a different sentence from the rollout figure. Do not add the two 90s together. The page also says delivering this intelligence to millions of sellers is the scale it is building for. Millions is the page’s word. These figures are Amazon’s. This desk did not count users.

The plugin, and what it is allowed to do. Amazon is launching the Selling Partner plugin in Quick, and in beta with Claude, with more integrations to follow. Beta means a limited release, not a finished switch for every country. The plugin connects a seller’s Amazon data — listing contributions, real-time performance, inventory levels, and sales analytics — to the agent the seller already uses. The page says the outside agent does not only read. It can act, the same way Seller Assistant acts inside Seller Central. External connections, the page says, do not change how Amazon protects seller data. Every plugin interaction has boundaries on what it can access, human approval on actions, and a complete audit trail. The plugin is available in beta for sellers in Amazon’s U.S. stores. International expansion is to follow. That is a plan on the page. It is not a switch this desk can flip outside the United States. Quick, on this page, is an AI companion for work. It creates documents and spreadsheets, does research, and connects to email, calendar, and files. It runs on phone, web, and desktop, and a conversation can move from one device to the next. Inside Quick, a seller can build a pricing agent, a listing agent, or a restock agent. Quick shows what it intends to do and waits for approval before it acts. Every primary account holder globally can sign up for a free 12-month Amazon Quick Plus subscription, available through December 31, 2026. A primary account holder can also name two co-workers to receive a free year of Quick Plus at no extra cost. Through December 31, 2026 is the page’s window for that offer. These lines are Amazon’s. This desk did not open a Quick account.

Who is quoted on the 23 Sep page, as quotes, not as measured sales. Jigar Thakkar, vice president, Agentic AI for Business at AWS, said Quick gives sellers a context-backed agent for the whole business, and that the plugin connects the selling business to the rest of the operation. Eric Burns, field CTO at Anthropic, said sellers make dozens of decisions a day on pricing, inventory, and ads. He said Seller Assistant already uses Claude models, and that sellers accept its recommendations more than 90% of the time. He said the plugin brings those insights into a seller’s Claude account alongside accounting and supplier data, and that connecting an Amazon account to Claude is a snap, with no coding. The page, just before that quote, says sellers get access to Seller Assistant in Claude, connected in roughly 60 seconds, no coding required. James Oliver, Amazon selling partner and founder of Atlas Bar, said he used to spend hours connecting Amazon data to AI tools, and that what took an afternoon now happens instantly. Early beta testers, the page says, report meaningful time savings. A quote is not a clock this desk timed, and “meaningful” is the page’s adjective. More than 90% in the Burns quote is his sentence. It lines up with the page’s “over 90%” acceptance line. It is not a second study. This desk did not audit Atlas Bar.

The earlier page, so the picture on this card has a home. On 17 Sep 2025 the same author published “Amazon introduces agentic AI across the seller experience, transforming how sellers manage their businesses.” The structured datePublished is 2025-09-17T13:01:55.880Z, which is 9:01 a.m. Eastern. That page announced agentic capabilities: the assistant can reason, plan, and help take action with the seller’s permission, around the clock, with the seller still in control. It is the page that names Bedrock, Nova, and Claude in one sentence. It describes account-health monitoring. The example: if a product description inadvertently says the product functions as a pesticide, which the page calls a regulated product that needs extra documentation, Seller Assistant alerts the seller, explains the concern, and offers resolution options. If the seller approves, the assistant implements the solution and clears the warning before it becomes a problem. That is the behavior in the hero image. The hero is Amazon’s product screenshot of Seller Central: a Seller Assistant chat on an account-health page, with an Approve control, on a listing rewrite tied to a pesticide claim. The store name and the listing words on the screen are the illustration. They are not a seller this desk identified. That 2025 page also says Seller Assistant is available to all sellers in the U.S. store, with a rollout to other countries in the coming months, at no additional cost. “Coming months” and “U.S. store” are the 2025 page’s availability line. The 2026 page’s “over 90% worldwide” is a later claim. Do not treat them as one sentence. The 2025 page also describes inventory plans, compliance documents, and ad creative. This filing does not rerun those examples.

Reuters, independent, the same day. Greg Bensinger’s story is “Amazon rolls out new agentic AI for third-party sellers,” datelined San Francisco, Sept 23. The readable copy this desk obtained prints September 23, 2026, 1:03 p.m. UTC, which is 9:03 a.m. Eastern. Reuters says Amazon on Wednesday introduced a new agentic artificial-intelligence service for third-party sellers on its main store, to make listing and inventory work easier. It says the service, called workflows, runs continuously for prompts such as an alert if ratings drop, or monitoring prices on specific products. It says Seller Assistant can store each seller’s profile for custom recommendations on pricing, promotions, and inventory. It says a plug-in connects the agent to tools sellers already use, initially Amazon’s Quick and Anthropic’s Claude. It reports Westmoreland, under the title “vice president of worldwide selling experience,” saying the new agent will be free for any seller to use and optional, and that sellers can decide how much personal data they share with Amazon through the new service. Free, optional, and the personal-data choice are Reuters’s report of her remarks. They are not sentences on the two Amazon pages this desk read. The Amazon pages say “at no additional cost” on the 2025 U.S. rollout, and a free Quick Plus year through 31 Dec 2026 on the 2026 page. This desk’s direct request for the Reuters page was blocked. The lines above are the article text this desk was able to read. Do not treat a blocked page as a second draft.

Plain English for the rest of the card: Seller Assistant = Amazon’s helper for people who sell on Amazon. agentic = it can plan steps and take actions, not only answer a question. workflow = an automation that keeps running under rules the seller sets. guardrail = a limit on that automation. audit trail = the record of what it did. ASIN = Amazon’s id for one product listing. Seller Central = the seller’s control site. Bedrock = Amazon’s service for running large models. Claude = Anthropic’s model. Nova = Amazon’s model family, named on the 17 Sep 2025 page, not in the 23 Sep 2026 announcement text this desk read. Quick = Amazon’s work assistant. Quick Plus = the subscription the 23 Sep page offers free for 12 months through 31 Dec 2026, for a primary account holder and two co-workers. beta = a limited release. plugin = the connection that lets Quick or Claude read Amazon seller data and act, with a person approving the action. over 90% of partners, hundreds of thousands of users, and over 90% acceptance are the 23 Sep page’s figures. The separate 90% is the share of selling partners the page says already use outside AI tools. 4-star and top 10 are the page’s example, not a rule this desk measured. 60 seconds is the page’s connect-time line for Claude. This filing is the 23 Sep workflows and plugin announcement, with the 17 Sep 2025 page as the earlier agentic record and the home of the hero.

PRIMARY here: Amazon’s 23 Sep 2026 page, “Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude,” at aboutamazon.com — Tier A PRIMARY, the company’s own record. The structured time is 2026-09-23T13:00:08.829Z. The byline, the 7 min read label, the workflows, the guardrails, the audit trail, the 4-star and top-10 example, the pricing-and-listings example, the ASIN example, the Bedrock and Claude sentence, the data-stays-inside sentence, the persistent memory, the canvas, the over-90% worldwide rollout, the hundreds of thousands of users, the over-90% acceptance line, the separate 90% on third-party AI tools, the plugin’s data list, human approval, the U.S. stores beta, the free 12-month Quick Plus offer through December 31, 2026, the two co-workers, the roughly-60-seconds line, and the Thakkar, Burns, and Oliver quotes are that page’s. The 17 Sep 2025 page, “Amazon introduces agentic AI across the seller experience,” structured time 2025-09-17T13:01:55.880Z, is the earlier primary. Bedrock plus Nova plus Claude, the pesticide approval example, and U.S.-store availability at no additional cost are that page’s. Reuters, 23 Sep 2026, Greg Bensinger, is the independent same-day wire. NOT claimed: that this desk counted users, opened Seller Central or Quick, approved a listing, timed a 60-second connect, treated Nova as a sentence on the 2026 page, treated the 2025 “coming months” line and the 2026 “over 90% worldwide” line as one fact, treated Reuters’s “free,” “optional,” and personal-data lines as sentences on the Amazon pages, named the store on the screenshot as a customer, a stock tip, or investment advice. Distinct from the already-filed digitalocean-managed-agents, clara-agentic-intelligence, and proofpoint-agentic-dai.