Amazon’s new plugin lets sellers manage their entire e-commerce business with AI
SiliconANGLE Mike Wheatley
Amazon added an AI plugin so sellers can check stock, change prices, and update listings without opening Seller Central. It’s in beta now, and Amazon says sellers still approve each action before it happens.
Based on reporting by SiliconANGLE, Mike Wheatley — read the original for the full story.
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Amazon is pushing deeper into AI for the people who run shops on its marketplace. At its seller conference, Accelerate, the company announced a new plugin that lets independent sellers use AI assistants to handle everyday business work, from checking inventory to changing prices and updating listings.
The pitch is simple: less tab-switching, less Seller Central. Amazon says sellers can connect the plugin to Anthropic’s Claude or its own Amazon Quick in about 60 seconds. Once that’s done, the assistant can pull listings, inventory details, sales analytics and performance metrics, then carry out actions inside the seller account the way a person would in Seller Central.
Amazon is trying to make this sound safe, not spooky. Sellers choose what data the plugin can access, and they have to approve each action before it is executed. The tool is already in beta for U.S.-based sellers and will expand internationally in the coming weeks.
The Claude support is the interesting part, especially because Amazon this week blocked Meta Platforms’ Muse shopping agent from using its store. Amazon’s line there is that outside agents need to identify themselves and follow its rules. Claude, meanwhile, already powers Seller Assistant, which is getting its own upgrades.
That assistant is gaining memory for pricing patterns and inventory cycles, plus a new canvas feature for planning and strategy, such as comparing pricing approaches or measuring ad campaigns. And for sellers who haven’t been dragged into AI yet, Amazon is dangling a free 12-month subscription to Amazon Quick Plus.
My take — AI-written commentary, not fact-checked reporting
Amazon is doing what Amazon does: turning a messy human workflow into something that lives inside its own walls. The charm offensive is obvious, but so is the lock-in. If a seller’s AI copilot lives on Amazon’s terms, Amazon gets to be the operating system, not just the store.
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