Amazon Seller Assistant Review & Pricing (2026)

Amazon Seller Assistant

AI Agents for Amazon Sellers

Amazon Seller Assistant is Amazon's own AI assistant built into Seller Central. Introduced as a question-answering tool and extended with agentic capabilities announced in September 2025, it reasons over account data, plans multi-step work, and carries out actions once a seller approves them. Amazon states it runs on Amazon Bedrock using Amazon Nova and Anthropic Claude models, covering FBA inventory and shipment planning, account health monitoring, and compliance document checks.

It suits sellers who already run their business in Seller Central and want first-party data without connecting an external tool. Amazon states it is available to sellers in the United States store at no additional cost, with other countries rolling out later. Actions require seller permission, so a person stays in the decision loop.

Capabilities
Conversational Account Queries
Sellers ask questions in plain language and receive answers drawn from their own Seller Central account data.
FBA Inventory Monitoring
Flags slow-moving products before long-term storage fees apply and recommends whether to leave, mark down, or remove each item.
Shipment Planning
Analyses demand patterns to prepare shipment recommendations across fulfillment centers and Amazon Warehousing and Distribution.
Account Health Alerts
Scans account status for listing and customer service issues, explains what triggered each warning, and offers resolution options.
Compliance Document Analysis
Reviews listing documentation and flags missing certifications such as safety certification on electronics.
Permissioned Action Execution
Implements a chosen resolution with seller approval rather than acting unprompted.
Canvas Workspaces
Assembles interactive dashboards that regenerate as sellers ask follow-up questions or change assumptions.
Growth Planning
Analyses sales patterns to suggest product categories, advertising approaches, and international expansion options.
Strengths
Included at no additional cost for Seller Central users.
Operates on first-party account data without an API connection, data export, or third-party authorisation.
Requires seller permission before applying changes, keeping a person in the decision loop.
Spans inventory, account health, compliance, and growth planning rather than a single function.
Amazon reports more than 230,000 monthly users and a recommendation acceptance rate above 90 percent.
The canvas workspace lets sellers test scenarios conversationally before committing to a decision.
Considerations
Amazon confirmed availability to sellers in the United States store, with wider country availability described as rolling out rather than complete.
Parts of Amazon's announcement are written in future tense, so capabilities in a given account may differ from the announcement.
It does not operate autonomously on account changes, so a person must approve each action.
Scope is limited to the Amazon store and does not cover other sales channels or off-Amazon operations.
There is no API, no standalone login, and no way to use it without an eligible Seller Central account.
The canvas visual workspace was documented for the United States and United Kingdom only as of March 2026.
An unrelated third-party browser extension is also called Seller Assistant, so the two are easily confused.
Pricing
Free
Included with a Seller Central account at no additional cost
Visit website
CategoryAI Agents for Amazon Sellers
TypeSoftware
Pricing modelFree
MarketplacesAmazon US store, wider rollout in progress
Best forSellers managing inventory and account health in Seller Central
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