Amazon revealed new tools for independent merchants on its ecommerce platform during its annual seller conference Accelerate on September 23, 2026. The new additions feature a plugin enabling sellers to operate their businesses through artificial intelligence assistants.
Additional updates include background automations designed to monitor operations and execute tasks automatically. The upgraded Seller Assistant can now track pricing patterns and inventory cycles continuously.
The plugin represents the most notable announcement from the event. Merchants can now check stock levels, modify product prices, and update listings using Anthropic PBC's Claude or Amazon's own assistant, Amazon Quick.
Mary Beth Westmoreland, Amazon's vice president of worldwide selling partner experience, explained the core objective in an interview with GeekWire. Their vision aims to eliminate the need for sellers to log into Seller Central.
Connecting Claude or Quick to a seller account requires approximately 60 seconds. The assistant can then access all listings, inventory details, sales analytics, and performance metrics to execute tasks inside the user account.
Amazon emphasized that users retain total control over the system. Sellers select which data categories the plugin can access and must approve every action prior to execution.
The plugin launched in beta for U.S.-based sellers on September 23, 2026, with plans for international expansion in the upcoming weeks. Support for Anthropic's Claude arrives as Amazon maintains a major investor relationship with the AI firm and utilizes Claude to power the Seller Assistant.
This integration contrasts with Amazon's recent blocking of Meta Platforms Inc.'s new shopping agent, Muse. Amazon stated that Muse failed to properly identify itself and comply with website rules for external agents.
Amazon intends to add more chatbot integrations in the future. The company also introduced a canvas feature for the Seller Assistant to help merchants strategize pricing options and ad campaign effectiveness.
Amazon is offering every seller a free 12-month subscription to Amazon Quick Plus to encourage adoption among merchants who have not yet utilized its artificial intelligence tools.
The plugin is currently available in beta for U.S.-based sellers, and Amazon will roll out international expansion over the coming weeks.
