Amazon Gives Sellers AI Control Over Their Stores Without Logging In

Amazon.com Inc. unveiled a suite of seller-focused capabilities designed to streamline how independent merchants operate on its platform, featuring a new plugin that delegates business management tasks to artificial intelligence. The announcement came during Amazon's Accelerate seller conference and includes background automations alongside an upgraded Seller Assistant with expanded memory capabilities.

The standout feature centers on a plugin enabling sellers to handle core operational duties—checking stock levels, modifying prices, refreshing product details—through Anthropic PBC's Claude or Amazon's own Quick assistant. Merchants no longer need direct access to the Seller Central interface for these functions.

Mary Beth Westmoreland, Amazon's vice president of worldwide selling partner experience, articulated the company's ambition: "Our vision was that [sellers] would never have to log into Seller Central." The setup process requires roughly 60 seconds to link either Claude or Quick to a seller account, after which the assistant gains access to listings, inventory details, sales data and performance indicators—mirroring the capabilities available within Seller Central itself.

Amazon emphasized that sellers retain authority over their accounts. They can restrict which data categories the plugin may access and must authorize each action before execution. The plugin launched in beta for U.S.-based sellers, with international availability expected within weeks.

The decision to integrate Claude stands out given Amazon's concurrent move to block Meta Platforms Inc.'s Muse AI agent from its marketplace. Amazon cited Muse's failure to comply with identification requirements and platform rules for external agents. Anthropic faces no such restrictions, a position likely strengthened by Amazon's substantial investment in the company and existing partnership—Claude already powers the current Seller Assistant. Amazon indicated additional integrations are forthcoming, suggesting support for alternative chatbots may follow.

Beyond the plugin, Amazon enhanced the Seller Assistant with a canvas feature for strategic planning, enabling merchants to evaluate competing pricing approaches or assess advertising campaign performance. To encourage broader adoption, Amazon is providing all platform sellers with complimentary access to Amazon Quick Plus for 12 months.