Amazon adds always-on Seller Assistant workflows and a Claude plugin

Amazon on Wednesday added always-on Seller Assistant workflows and a sanctioned plugin so Anthropic’s Claude and Amazon Quick can act on Seller Central data with human approval. Seller Assistant already handled on-demand agentic actions when merchants asked; this launch is the 24/7 layer plus a path into tools they already use.

In an About Amazon post dated September 23, 2026, Mary Beth Westmoreland, vice president of worldwide selling partner experience, said the assistant now keeps persistent memory of each seller’s pricing patterns, inventory cycles, and growth goals. New workflows monitor conditions and execute routine work—restocking, pricing, account-health checks—even when the merchant is logged out of Seller Central. Sellers describe the job in plain language, set guardrails, and choose whether a workflow only recommends or takes action. Every step is logged. When it acts, sellers review and approve first.

The stack runs on Amazon Bedrock with Anthropic’s Claude models. Amazon says Seller Assistant keeps seller data on Amazon infrastructure and never shares it outside Amazon. The plugin is a separate path: it shares bounded Seller Central data with the chosen agent under access limits, human approval on actions, and complete audit trails. Amazon says the assistant’s memory still follows the seller across Seller Central, Quick, and Claude.

Amazon says the assistant has rolled out to more than 90% of selling partners worldwide, in their native language, with hundreds of thousands of active users and sellers accepting recommendations more than 90% of the time. It also says about 90% of selling partners already use third-party AI tools.

The Selling Partner plugin is meant to meet them there. It launches in Amazon Quick and in beta with Claude, connecting listings, live performance metrics, inventory, and sales analytics—and letting those agents act the same way Seller Assistant does inside Seller Central. Amazon says connecting Claude takes roughly 60 seconds and no coding. The beta is for U.S. stores first. Anthropic’s marketplace lists the Amazon Selling Partner connector as currently in beta.

Reuters also reported the workflows, the Quick/Claude plugin, and Westmoreland’s statement that the new agentic service is free and optional. Westmoreland told GeekWire the vision is that sellers “would never have to log into Seller Central.” Primary account holders worldwide can also claim a free 12-month Amazon Quick Plus subscription through December 31, 2026, and designate two coworkers.

This is Amazon’s sanctioned sell-side channel for outside agents: Claude-powered automation, inside Amazon’s rules. Per GeekWire, Amazon blocked Meta’s Muse shopping agent days earlier and still chooses which seller plugins get in; the company says more plugins are planned.

Read Westmoreland’s announcement for workflow templates and guardrail details, then check the Claude marketplace listing if you sell in U.S. stores.

Sources