Amazon’s AI chatbot for sellers is Seller Assistant, a software feature in Seller Central—not a physical Amazon device. It began as a conversational tool for seller questions and business information; Amazon now describes it as also monitoring operations and, with seller-defined permission, preparing or taking certain actions.
What is Amazon Seller Assistant?
Seller Assistant is Amazon’s AI-powered helper for people who sell in its store. Sellers interact with it in Seller Central, where Amazon says it can draw on information about their businesses. Amazon’s original Project Amelia announcement described an always-available selling expert that could answer questions and surface seller-specific business metrics. For example, Amazon suggested asking, “How is my business doing?”
Amazon’s later description presents a broader role: Seller Assistant can connect sales, inventory, advertising, and compliance information, monitor for issues, and help a seller decide what to do. Amazon says sellers can choose whether it surfaces insights, drafts actions, or acts within limits they set, and that actions are logged. Those are Amazon’s descriptions of the product, not independent test results.
What can Seller Assistant help sellers do?
Amazon describes use cases across several parts of running a store. They are examples of intended capabilities; the announcements do not establish that every capability is enabled for every seller or marketplace.
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- Account health and listings: Surface account or listing issues and help sellers understand what needs attention. Amazon gives “How’s my account health?” as an example prompt.
- Compliance: Help sellers find and understand documentation requirements.
- Advertising: Amazon’s 2026 announcement describes a workflow that checks listing and inventory readiness, drafts campaigns, and can optimize search terms and bids within a seller-set bid cap.
- Business planning: Bring together business information to help sellers spot trends and consider next steps.
Amazon says Seller Assistant has evolved from answering questions toward continuous monitoring and configurable workflows. Whether it can take action, rather than merely provide guidance or draft a recommendation, depends on the configured permissions and the specific feature.
How the Seller Central tool differs from the external AI plugin
Amazon’s September 2026 announcement describes two ways to use Seller Assistant-related capabilities. The plugin is a connection to external AI workspaces, not a separate chatbot device.
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| Approach | Where it is used | Data and capabilities Amazon describes | Availability noted by Amazon |
|---|---|---|---|
| Seller Assistant in Seller Central | Within Seller Central | Conversational help with seller business context; monitoring and configurable workflows, including recommendations, drafts, or permitted actions. | Amazon’s September 29, 2026 recap calls it a free tool. The recap does not give a complete country-by-country or account-by-account availability list. |
| Seller Assistant plugin | External workspaces, initially Amazon Quick and Anthropic Claude | Can connect seller data and selected skills, such as interpreting sales trends and optimizing listings, to those workspaces. | Amazon says the new plugin starts in the U.S. The announcement does not establish that all sellers have access. |
The plugin expands where selected seller data and skills can be used; it should not be confused with a physical product or with a guarantee that every Seller Assistant function is available in an external workspace. Amazon’s Accelerate 2026 recap and Seller Assistant overview describe these developments.
When did Amazon announce the chatbot, and who can use it?
Amazon first introduced the tool as Project Amelia, describing an initial beta for a group of U.S. sellers and a planned expansion. A later announcement described the move toward an agentic assistant and said it was available at no additional cost to U.S. store sellers at that time. Amazon’s September 29, 2026 recap describes Seller Assistant as a free conversational tool and says the external plugin starts in the U.S.
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These announcements provide rollout snapshots, not a current availability matrix. Access can vary by feature, marketplace, and seller account; the cited material does not specify the complete set of eligible countries or cohorts. Sellers should check their own Seller Central account for access to particular features.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What Amazon’s reported figures do—and don’t—show
Amazon’s September 29, 2026 recap reports that sellers act on Seller Assistant recommendations about 90% of the time. It also says new campaigns using the described auto-optimization saw a first sale 40% faster. These are company-reported figures; the recap does not provide an independent evaluation or enough detail to treat them as guaranteed outcomes for an individual seller.
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- Alexa can show you more - Echo Show 5 includes a 5.5” display so you can see news and weather at a glance, make video calls, view compatible cameras, stream music and shows, and more.
- Small size, bigger sound – Stream your favorite music, shows, podcasts, and more from providers like Amazon Music, Spotify, and Prime Video—now with deeper bass and clearer vocals. Includes a 5.5" display so you can view shows, song titles, and more at a glance.
- Keep your home comfortable – Control compatible smart devices like lights and thermostats, even while you're away.
- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
Amazon also reports that more than 60% of sales in its store come from independent sellers and that independent sellers employ more than two million people in the U.S. These figures describe Amazon’s seller ecosystem, not Seller Assistant’s effectiveness.
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- Your everyday assistant: See recipes and calendars at a glance, easily find meal inspo and manage your shopping lists. With Alexa+, find recipes based on foods you love, make reservations, order groceries, and more.
- Simple Smart Home control: Pair and control thousands of devices that work with Alexa without needing a separate smart home hub. Easily view your camera feeds. Manage lights, thermostats, and more using the display or your voice. With Omnisense technology, you can activate routines via temperature, presence, or visual ID detection.
- Crystal-clear video calls: Video calls feel natural with a centered, auto-framing camera, 3.3x zoom, and noise reduction technology. Use live view to check in on your family, pets, and more while you're away.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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