Key takeaways
- Amazon has upgraded its Seller Assistant with AI agentic functionality that can help users sell online with a wide range of helpful features.
- New functionalities include developing ads, suggesting new product categories, and developing growth plans.
- The features are now available for US sellers and will roll out to international merchants “in the coming months.”
Another day, another artificial intelligence feature that can help businesses sell online: Amazon is announcing an agentic AI update to its Seller Assistant platform.
AI continues to evolve at break-neck speeds, with every business under the sun making an effort to roll out the innovative technology on their platforms. From generative tools for developing copy to chatbots that can guide you through setup, you can find them pretty much everywhere in 2025.
Amazon is, of course, among those making a big push to make the technology part of its platform, and a big change just came to one of its more valuable assets.
Amazon Adds Agentic AI to Seller Assistant
Announced in a company blog post, Amazon is adding some seriously helpful functionality to an AI offering called Seller Assistant. If you’re unfamiliar, Seller Assistant is a generative AI tool announced by Amazon last year that provided users with quick answers to questions, directing users to helpful resources to solve their problems.
With this recent announcement, though, Seller Assistant is getting a big upgrade. The agentic AI improvement will give the platform a lot more power, allowing it “to reason, plan, and help take action with a seller’s permission.”
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Seller Assistant is available at no cost to all sellers in the US right now, but it isn’t available outside the country just yet. Amazon does promise that it “will be rolled out to other countries in the coming months.”
What Can Seller Assistant Do Now?
The initial release of Seller Assistant last year wasn’t too exciting, with simple generative tools that can be found pretty much anywhere. Now, though, Seller Assistant is getting an upgrade that will provide some serious firepower for businesses looking to sell online.
Here are some of the things that Seller Assistant can now do?
- Actively monitor inventory levels
- Deliver a analysis of issues requiring immediate attention
- Automate compliance navigation
- Develop professional ads through conversational prompts
- Suggest promising new product categories
- Recommend advertising and marketing strategies
- Develop comprehensive growth plans
Will Seller Assistant Actually Help?
Selling online can be pretty hard in 2025.
With the tariff situation causing undue strife and the economy forcing many to tighten their purse strings, sellers need every tool they can find to make a difference. Luckily, it sounds like the improvements to Seller Assistant could do a lot to actually improve your revenue.
“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 in the Amazon press release
Let’s be honest, AI hasn’t fully proven its value to businesses just yet. Many are reporting that the technology provides almost no return-on-investment so far, leading some companies to dial back AI adoption.
Still, if Seller Assistant can actually deliver this kind of assistance to businesses trying to stay afloat in 2025, it could be poised for a comeback for those trying to sell online.
