Amazon is opening its seller tool Seller Assistant to external AI systems. At its in-house conference Accelerate in Seattle, the company announced on September 23, 2026, a new plugin that feeds sales data directly into Anthropic’s Claude and Amazon’s own assistant Quick. Sellers are meant to manage inventory, prices, and ads going forward without logging into Seller Central.
Plugin connects seller accounts to Claude in 60 seconds
The so-called Selling Partner Plugin pulls listings, inventory, sales analytics, and account metrics out of Seller Central into the chosen AI assistant, according to Amazon’s official announcement. Setup takes about 60 seconds, the company says, and requires no coding skills. At launch, the connection works with Amazon’s own assistant Quick and, for now in a beta phase, with Anthropic’s Claude – whose models already power the existing Seller Assistant.
Sellers choose which types of data the plugin shares with the external assistant, and every automated action still needs approval beforehand. Eric Burns, Field CTO at Anthropic, explains that the plugin brings data-centered insights directly into a seller’s Claude account. Amazon stresses that every action stays traceable through logs, and that business data does not leave its own infrastructure toward third parties.
Jigar Thakkar, who leads Agentic AI for Business at Amazon, describes the in-house assistant Quick as a powerful, context-aware tool for running a seller business. Until now, sellers had to switch between several Amazon interfaces for this kind of analysis; the plugin instead bundles the information in one place, inside whichever chat tool a seller already prefers.
Automated workflows monitor inventory and prices on their own
According to the company, Seller Assistant now permanently stores each seller’s pricing patterns, inventory cycles, and growth goals – that memory persists across Seller Central, Quick, and Claude instead of resetting with every session. Building on it, ongoing workflows are meant to run in the background, such as a warning when one of a seller’s ten best-selling products drops below four stars, or continuous monitoring of a top category for new competing offers.
One seller from Amazon’s own example material, James Oliver of the retailer Atlas Bar, describes the effect this way: “What used to take an afternoon now happens instantly.” Amazon also announced a new feature called Sellers Canvas: a visual workspace that displays live business data and updates itself automatically for follow-up questions, instead of generating a new spreadsheet each time. Such features are aimed in particular at seasonal sellers whose inventory and pricing planning repeats year after year.
The approach resembles the plugin with which Salesforce and Anthropic have been feeding sales data into Claude since late August: there too, an AI assistant pulls company data directly, so employees don’t have to switch between applications.
Amazon gives away a year of Quick Plus through year-end
Anyone who signs up gets a free twelve-month subscription to the Quick Plus plan, valid through December 31, 2026; primary account holders can also pass the free access on to two team members. What it will cost after that, Amazon leaves open. The plugin itself initially launches only for seller accounts in the US stores, with international expansion planned but no date yet set for Germany or the EU.
Independent sellers account for more than 60 percent of all units sold on the platform, according to Amazon – a business that reportedly brought the company around $46.8 billion in fees in the second quarter, more than its cloud business AWS (independently unverified). The move toward Claude contrasts with how Amazon treats outside assistants in its own storefront: just days earlier, the company had blocked Meta’s shopping agent Muse from its own shop and has since required external agents to identify themselves and follow platform rules.
What will matter is whether Amazon extends the free trial period past the turn of the year or starts charging sellers for AI access afterward. It also remains to be seen how quickly the beta announced for the US will reach other countries, where many Amazon sellers have so far relied on their own automation tools.
