Amazon has announced significant advancements for its seller partners, innovating with cutting-edge generative AI and agentic AI technologies designed to transform the way independent merchants succeed on its platform. These enhancements—built on decades of machine learning expertise—offer more proactive support, greater automation, and unprecedented business insights, empowering sellers to focus on growth while achieving better outcomes for both their businesses and customers.

I’ve been using Seller Assistant almost every day now, and it has become my own personal business consultant, From FBA to sales reports, it knows how to support my business in Amazon’s store and provides me with the answers and actions that I need immediately, rather than me needing to dig around and spend time finding what I need. I had no idea it could do all of this; it even understands sales velocity.

Alfred Mai, founder and CEO of ASM Games.

Introducing Agentic AI: Always-On, Proactive Seller Support

Amazon’s updated Seller Assistant now features agentic AI capabilities, allowing it not just to answer questions but to reason, plan, and proactively execute tasks—always with seller oversight and approval. This breakthrough enables Seller Assistant to monitor inventory, trigger actionable alerts for stock and pricing adjustments, recommend demand-driven shipment strategies, and help sellers prepare for seasonal peaks, all in real time. For example, slow-moving products can be identified and flagged well before storage fees accrue, letting sellers make timely decisions that improve their bottom line.

Additionally, Seller Assistant continuously tracks account health, surfacing compliance risks and guiding sellers through complex documentation or regulatory requirements with step-by-step prompts. The AI can even resolve issues automatically when authorized, helping merchants avoid sales disruptions and costly suspensions.

Empowering Independent Sellers: The Heart of Amazon’s Growth

Today, independent sellers account for more than 60% of total sales on Amazon, collectively surpassing $2.5 trillion in sales since the company first opened its marketplace to outside merchants nearly 25 years ago. These entrepreneurs—ranging from kitchen-table startups to global brands—are the driving force behind Amazon’s marketplace, employing over 2 million people in the U.S. alone to support their Amazon operations in 2024. Average annual sales reached more than $290,000 per seller this year, with over 55,000 sellers generating $1 million or more.

AI-Powered Tools: Redefining Seller Success

Amazon’s new generative AI tools—most notably, the Enhance My Listing feature and the upgraded Seller Assistant—are ushering in the next era of seller empowerment. The Enhance My Listing tool uses generative AI to automatically craft optimized product titles, bullet points, and compelling product descriptions, referencing real-time shopper trends and catalog insights to maximize discoverability and conversions. Sellers can simply upload product images, enter keywords, or provide web links, then review, personalize, and publish AI-generated content with ease.

Creative Studio and AI-Driven Growth Strategies

Amazon is expanding agentic AI to marketing with the Creative Studio tool, which delivers ready-to-launch, data-driven advertising campaigns within hours, not weeks. By analyzing a seller’s product catalogue and shopper signals, these tools generate tailored ad concepts and performance insights, helping sellers reach new audiences with minimal effort. In one example, a smart bird feeder seller more than tripled ad click-through rates and saw a major boost in new-to-brand customers after deploying AI-generated creative.

Seller Assistant also proactively suggests new product opportunities and international expansion strategies, delivering actionable growth plans supported by deep market analysis and historical trend data. This hands-on support enables sellers to focus on product innovation and customer relationships, confident that their administrative, compliance, and marketing needs will be expertly managed.