Amazon Seller Assistant Plugin: Sellers Can Now Run an Amazon Store From Claude

September 25, 2026. Amazon has started letting third-party AI agents into the tools its sellers use to run their businesses. At its Accelerate seller conference in Seattle on September 23, the company announced a selling partner plugin that brings Seller Assistant, the agent built into Seller Central, into Amazon Quick and, in beta, into Anthropic's Claude. Mary Beth Westmoreland, Amazon's vice president of worldwide selling partner experience, told GeekWire the vision was that sellers "would never have to log into Seller Central." For the e-commerce brands and agencies we work with, that is the first time a marketplace of this size has said its back office is meant to be operated by an agent the seller brings.

What Amazon announced

1. The plugin. It connects a seller's listings, real-time performance metrics, inventory levels and sales analytics to their chosen AI agent, and the agent can act on the account the way Seller Assistant does inside Seller Central. Amazon says connecting Claude takes about 60 seconds and no code. It is in beta for sellers in Amazon's U.S. stores, with international expansion to follow, and Amazon says more integrations will come after Claude and Quick.
2. Workflows that run while you are logged out. Seller Assistant can now run continuous automations in plain language, such as alerting when a top product drops below a 4-star rating and drafting a response plan, or adjusting prices when a competitive opening appears. Every action is logged with an audit trail, and sellers choose whether a workflow only recommends or also acts, with review and approval before actions are carried out.
3. Memory. Seller Assistant keeps persistent memory of a seller's pricing patterns, inventory cycles and growth goals, and that memory follows the seller across Seller Central, Quick and Claude.
4. The numbers. Amazon says Seller Assistant has reached over 90% of its selling partners worldwide, has hundreds of thousands of active users, and sees its recommendations accepted more than 90% of the time. It also says 90% of selling partners already use third-party AI tools.
5. The sweetener. Every primary account holder worldwide can claim a free 12-month Amazon Quick Plus subscription through December 31, 2026, plus a free year for two co-workers.

Why the timing matters

GeekWire's report puts the announcement days after Amazon blocked Meta's Muse, a consumer shopping agent, from its store, and sets out the stakes: independent sellers account for more than 60% of units sold on Amazon, seller fees brought in $46.8 billion in the second quarter, more than AWS, and advertising brought in $19.8 billion, up 26%. Amazon is choosing which agents get in. Sellers' agents get a door; shoppers' agents from rivals do not.

What it means for operators

If you sell on Amazon, the useful part is not the chat. It is that a monitoring agent with write access to your store now comes with the three controls an agency would otherwise have to build: scoped data access, human approval on every action, and a complete audit log. Start with recommendation-only workflows on the things that quietly cost money, such as stock-outs on the top ten ASINs, price moves by named competitors and rating drops, and only promote a workflow to acting once its recommendations have been right for a month. If you also sell through your own store, the same watch-and-alert pattern is what we run as a managed service for Shopify app reviews, where a rating slipping under four stars is the trigger and a drafted response is the output. And for brands that want their own agent rather than Amazon's, the pattern Amazon has just validated, a plugin that exposes data and guarded actions to whatever agent the operator already uses, is exactly what an AI automation agency builds against a CRM, an order system or a multi-channel e-commerce stack.