The news: Amazon on Wednesday unveiled an enhanced version of its AI-powered Seller Assistant that weaves agentic AI across the entire seller journey.
The pitch: The upgrade shifts sellers from doing everything themselves to collaborating with an intelligent assistant that handles compliance checks and strategy work like inventory optimization and demand forecasting.
Small businesses often juggle multiple roles that range from building listings, running promotions, managing supply chains, and moving inventory. Traditionally, they either master these skills, hire experts, or outsource. Amazon’s new tool aims to give sellers the equivalent of an expert team across all areas of their business.
By streamlining seller operations, Amazon not only helps businesses run more efficiently but also improves its own marketplace and the customer shopping experience.
The details: The assistant can take over many mundane but crucial tasks that directly affect sales.
- For example, a seller can snap a photo or type a short description, and the tool will generate a product listing. Already used by 1.3 million sellers, this feature produces over 70% of the required listing content. Sellers accept the AI’s draft more than 90% of the time. The quality of AI-generated listings is also higher than manually created ones, which aids conversion rates.
- It also rolled out a new agentic AI tool inside its Creative Studio that streamlines ad creation with conversational prompts. By combining product data with Amazon’s shopping signals, it generates tailored ad concepts and explains the reasoning behind its decisions, giving sellers a strong starting point to quickly refine into finished ads.
- One bird feeder brand used the tool to design a Father’s Day Sponsored Video ad that delivered a 338% higher click-through rate against other active Sponsored Video ads, with 89% new-to-brand sales and a 121% return on ad spend.
More advanced features: Seller Assistant also tackles complex tasks.
- Inventory management: It tracks stock levels, flags slow movers before storage fees hit, and recommends whether to discount, remove, or retain products. It also analyzes demand trends to guide shipping decisions, helping sellers avoid both overstock and stockouts.
- Business strategy: The tool studies sales and customer behavioral patterns to suggest new product categories, recommend optimized marketing strategies, and guide international expansion. Beyond answering questions, it can proactively build growth plans and take action when sellers choose.
- Seasonal planning: Before major shopping peaks, Seller Assistant alerts sellers with ready-to-implement strategies, using historical data and current trends to prepare detailed plans for top-selling products. Once the seller approves the plans, it coordinates promotions, inventory shifts, and marketing launches.
- Product development: By analyzing a seller’s catalog and sales data, it can highlight promising product variations worth exploring.