Amazon Rolls Out Agentic AI Service for Third-Party Sellers
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Amazon on Wednesday, September 25, 2026, introduced a new agentic artificial intelligence service for third-party sellers on its main e-commerce site, expanding automation for listing and inventory management.
The service performs multiple actions with little to no human intervention and is free and optional for any seller to use, according to Amazon vice president Mary Beth Westmoreland.
How the autonomous workflows operate
Known as “workflows,” the system runs continuously through the Seller Assistant platform to carry out prompts such as alerting sellers if ratings drop, monitoring product pricing, and connecting to Anthropic’s Claude and Amazon’s Quick.
Amazon built the capability into its Seller Assistant platform. The system stores merchant profiles to generate recommendations for discount schedules, promotions, and reorders.
Integration with external models
Plug-ins connect the service directly to third-party artificial intelligence platforms. The initial rollout supports connections to Amazon Quick and Anthropic’s Claude models.
Mary Beth Westmoreland, vice president of worldwide selling experience at Amazon, said the agentic tool is free and optional for registered merchants. Sellers also control the volume of operational and personal account data shared with the system.
Shift toward autonomous seller operations
Platforms across Asia and Western markets already use generative tools for copywriting. Agentic systems shift the focus to operational execution. Cross-border sellers managing thousands of stock keeping units across multiple time zones can modify listings without waiting for staff review.
Risks center on algorithmic errors and sudden price wars. Margin compression can accelerate across crowded product categories when thousands of automated agents adjust pricing at the same time.
Platform automation timeline
Over the past two years, platform automation has expanded from listing summaries to predictive warehouse inventory placement. Multi-step software agents represent the next stage in reducing support overhead.
Adoption rates across North America, Europe, and Asia-Pacific regional hubs will determine whether Amazon expands plug-in access to more external AI models later this year.
Questions & Answers
Q.What kind of tasks can the new agentic AI service perform for sellers?
What kind of tasks can the new agentic AI service perform for sellers?
The service can alert sellers about dropped ratings, monitor product pricing, and generate recommendations for discount schedules, promotions, and reorders. It supports multiple actions with minimal human intervention.
Q.Which external AI models can this new service connect with at launch?
Which external AI models can this new service connect with at launch?
The initial rollout of the agentic AI service supports direct connections and plug-ins to Amazon's Quick and Anthropic’s Claude models. This allows for integration with external artificial intelligence platforms.
Q.What are the main risks associated with using Amazon's new agentic AI tool?
What are the main risks associated with using Amazon's new agentic AI tool?
Risks primarily involve algorithmic errors and potential price wars. Margin compression could also accelerate in competitive product categories if many automated agents adjust pricing simultaneously.
Q.How will Amazon decide if it should expand access to more external AI models?
How will Amazon decide if it should expand access to more external AI models?
Amazon will determine whether to expand plug-in access to more external AI models later this year based on adoption rates. This will be measured across its North America, Europe, and Asia-Pacific regional hubs.
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