Amazon unveiled during its annual Accelerate conference in Seattle a major upgrade to its Seller Assistant tool, transforming it into an agentic AI system capable of making decisions and executing actions autonomously on behalf of third-party sellers. The tool runs on Amazon Bedrock and combines Amazon’s Nova models with Anthropic’s Claude, drawing on nearly 25 years of marketplace data. Sellers can now automate inventory optimization, compliance monitoring, advertising campaign management, and receive strategic growth recommendations. The system still requires seller authorization before executing any actions. The tool is immediately available at no additional cost to all US sellers, with international expansion planned.
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