Amazon launches agentic AI service for third-party sellers

Amazon has introduced an agentic artificial intelligence service for third-party sellers on its main e-commerce site, widening the automation tools available to merchants for listing and managing inventory.

Agentic AI systems are emerging as one of the fastest-growing areas in the field because they can carry out multiple actions with little or no human involvement.

The new service, described as "workflows," operates continuously to execute seller instructions. These can include raising an alert when a seller's ratings decline suddenly or monitoring prices for specific products.

A companion platform, Seller Assistant, can retain each seller's profile to generate tailored recommendations covering item pricing, promotions and inventory management.

The seller agent can also link to AI tools that merchants already use through a plug-in, starting with Amazon's Quick and Anthropic's Claude services.

According to Mary Beth Westmoreland, Amazon's vice president of worldwide selling experience, the agent will be free for any seller to use and remains optional. Sellers can choose how much personal data they share with Amazon through the new service.