Amazon adds agentic workflows to Seller Assistant and a plugin for Amazon Quick and Claude

Industry News · Retail and E-commerce · September 28, 2026

The marketplace now runs a seller’s growth loop overnight, inside limits the seller sets

Agent-led GTM industry news · Week of September 23 to 28, 2026

Amazon announced on September 23, 2026 that Seller Assistant now runs continuous, seller-defined workflows. A seller can tell it to watch a category and adjust prices when a competitor leaves an opening. A new plugin puts the seller’s Amazon data inside Amazon Quick and Anthropic’s Claude. Sellers accept its recommendations more than 90% of the time.

Amazon published the update on September 23, 2026. Seller Assistant now keeps a persistent memory of each seller’s business patterns, pricing strategy and growth goals. It makes recommendations across inventory, pricing, advertising, listings and compliance, and Amazon says the recommendations improve over time.

The new agentic workflows run without manual steps. Amazon gave two examples. A seller can say: “Alert me if any top 10 products drop below 4-star rating and draft a response plan.” A seller can also say: “Monitor my top category for competitive openings; if found, adjust pricing and refresh listings.” Every action has a complete audit trail and runs inside guardrails the seller defines.

A new Seller Assistant plugin is available now in Amazon Quick and in beta in Anthropic’s Claude. The plugin connects the seller’s Amazon data to the AI tool the seller already uses. The assistant can read performance metrics and take actions with approval, on phone, web and desktop, with continuous context.

Amazon gives all primary account holders a free 12-month Amazon Quick Plus subscription through December 31, 2026, plus free access for two co-workers. The workflows cost nothing extra. US sellers can use the plugin now, and Amazon plans international expansion.

Amazon reported that more than 90% of its selling partners worldwide have Seller Assistant in their native language, that hundreds of thousands of sellers use it and that sellers accept its recommendations more than 90% of the time. Amazon also said 90% of sellers already use third-party AI tools.

James Oliver, an Amazon seller and founder of Atlas Bar, said: “I used to spend hours manually connecting my Amazon data to AI tools. Now it’s all built in.” Eric Burns, Field CTO at Anthropic, said sellers make dozens of decisions a day on pricing, inventory and ads, and Seller Assistant helps sellers who run real businesses.

The takeaway

The platform is now the growth agent for its own sellers. If your customers sell on a marketplace, your tool must connect to the assistant the marketplace gave them, or it will not get used.

Why it matters for agent-led growth

Standing workflows are the unit of agent-led growth. Monitor, then act, inside limits. That is a loop. Write your own growth plays in that exact form and give each one a trigger, an action and a limit.
Acceptance rate is the trust metric. Amazon reports more than 90% acceptance of recommendations. Track the acceptance rate of your own agent’s proposals. Widen the guardrails only when the rate stays high.
Data goes to the assistant the seller already opens. A plugin for Quick and Claude beats a new dashboard. Ship your product as a plugin to the assistants your buyers use every day.
Audit trails make autonomy sellable. Every action is logged and every limit is set by the seller. Build that into your own agents before you sell them to a customer.