Amazon introduces agentic AI across seller platform

Amazon announced on September 17, 2025, the launch of advanced agentic AI capabilities across its seller platform, marking a significant shift from passive assistance to active business partnership. The enhancement transforms Seller Assistant from a question-answering tool into an autonomous agent that monitors accounts, optimizes inventory, and manages advertising campaigns around the clock.

According to Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience, the agentic AI represents "a significant advancement in how sellers can run their businesses with Amazon." The technology enables sellers to move from handling every task themselves to collaborating with an intelligent assistant that works proactively on their behalf, while maintaining seller control over business decisions.

The system operates through Amazon Bedrock, leveraging Amazon Nova and Anthropic Claude foundation models combined with Amazon's 25-year experience supporting marketplace sellers. This infrastructure enables the AI to monitor account health, optimize inventory, and anticipate seller needs while developing strategic solutions for business growth.

Autonomous inventory management capabilities

The agentic AI provides real-time inventory monitoring that alerts sellers to optimization opportunities before costs accumulate. When sellers review FBA inventory, the system proactively flags slow-moving products before long-term storage fees apply. It recommends specific actions for each item, determining which products should maintain current pricing versus those requiring markdown or removal.

For seasonal demand preparation, Seller Assistant analyzes entire product catalogs by comparing historical data with current market trends. The system delivers detailed inventory plans within moments, recommending optimal allocation between FBA fulfillment centers and Amazon Warehousing and Distribution to achieve fastest delivery speeds with lowest storage costs.

Alfred Mai, founder and CEO of ASM Games, described his experience using the enhanced system. "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."

Proactive compliance monitoring system

The autonomous system continuously scans seller accounts for potential compliance issues, including inventory listings that might violate product safety regulations and customer service metrics approaching warning thresholds. This proactive monitoring helps sellers resolve problems before they impact sales performance.

When sellers inquire about account health, the system provides comprehensive analysis highlighting issues requiring immediate attention. It explains triggering factors and recommends specific corrective actions. For products inadvertently described as pesticides—which require additional regulatory documentation—the AI alerts sellers to risks, explains regulatory concerns, and provides multiple resolution options with clear outcomes.

The system can implement approved solutions automatically, clearing warnings before they escalate into account restrictions. This automated compliance navigation builds on Amazon's existing monitoring capabilities that track compliance across multiple platforms.

Creative Studio advertising transformation

Amazon extended agentic AI capabilities to advertising through Creative Studio, a new conversational tool that transforms campaign development timelines from weeks to hours. The system analyzes seller products alongside Amazon's shopping signals to generate tailored advertising concepts with detailed explanations of its reasoning process.

According to advertising technology expert Karsten Weide, "By lowering the creative barrier, Amazon Ads keeps more campaigns inside its ecosystem - and makes advertising on Amazon easier, faster, and cheaper." The integration enables advertisers to brainstorm, iterate, and launch polished ads across Sponsored Brands, Sponsored Display, and Amazon DSP within a single workflow.

One case study demonstrates the system's effectiveness: a smart bird feeder manufacturer created a Father's Day Sponsored Video ad using Creative Studio's AI-powered tools. The campaign delivered a 338% increase in ad click-through rate compared to other active Sponsored Video campaigns, achieved 89% new-to-brand offers, and generated 121% return on ad spend.

The Creative Studio development reflects broader industry trends toward AI-powered advertising solutions that automate complex creative processes while maintaining advertiser control over strategic decisions.

Business growth strategy development

Beyond operational tasks, the agentic AI analyzes sales patterns and customer behavior to suggest new product categories and recommend optimized marketing strategies. The system proactively develops comprehensive growth plans for seller review and can execute approved strategies automatically.

Before seasonal peaks, Seller Assistant alerts sellers with ready-to-implement strategies based on historical data and current market trends. Once approved, it coordinates promotions, inventory adjustments, and marketing launches. The system also analyzes existing product catalogs to suggest potential product variations for seller consideration.

These capabilities position Amazon's AI as an active business partner rather than a reactive tool. The system's ability to reason, plan, and execute authorized actions represents what industry experts consider a fundamental shift in marketplace seller support.

Technical infrastructure and integration

The enhanced Seller Assistant operates through Amazon Bedrock's foundation model infrastructure, which provides scalable access to advanced AI capabilities. The system combines broad world knowledge with specialized expertise in Amazon marketplace operations, enabling contextually relevant responses to complex business scenarios.

The technology builds on Amazon's existing AI implementations across its advertising ecosystem, including campaign optimization features and relevancy models in Amazon DSP. The integration represents part of Amazon's broader strategy to maintain competitive advantages in the evolving e-commerce landscape.

According to technical documentation, the AI processes multiple data points simultaneously, including inventory levels, customer demand patterns, compliance requirements, and market trends. This comprehensive analysis enables the system to provide strategic recommendations that account for interconnected business factors.

Industry implications for marketing professionals

The launch coincides with increased competition in AI-powered commerce tools. Perplexity recently launched an AI shopping assistant with one-click checkout capabilities, while Amazon has blocked AI bots from major tech companies to protect its data advantage.

For marketing professionals, the agentic AI capabilities create new considerations for campaign management and optimization strategies. The automation of creative development and inventory management reduces traditional barriers to advertising execution while potentially changing competitive dynamics in marketplace advertising.

The system's ability to coordinate across multiple business functions—from inventory management to advertising campaign execution—represents a shift toward integrated business management platforms. This development may influence how brands approach marketplace strategy and resource allocation.

Availability and rollout schedule

Seller Assistant's enhanced agentic AI capabilities are currently available to all sellers in the U.S. marketplace at no additional cost. Amazon plans to expand availability to other countries over the coming months, though specific timelines have not been announced.

The Creative Studio advertising features are accessible through Amazon's existing advertising platform, integrating with current campaign management workflows. Additional capabilities will launch to sellers throughout the remainder of 2025, according to the company's announcement.

The rollout follows Amazon's pattern of gradual feature expansion across its marketplace ecosystem, allowing for optimization and refinement based on seller feedback and performance data.

Timeline

• September 17, 2025: Amazon announces agentic AI capabilities for Seller Assistant
• September 17, 2025: Creative Studio with AI-powered advertising tools launches
• Current: Enhanced features available to all U.S. sellers at no additional cost
• Coming months: International rollout planned for other countries
• Remainder of 2025: Additional agentic AI capabilities scheduled for release
• September 2024: Amazon previously launched Project Amelia AI assistant for sellers
• March 2025: Amazon expanded AI capabilities with personalized shopping features
• April 2025: Amazon introduced two-part product titles for improved AI data structure
• May 2025: Amazon's AI began scanning brand websites for compliance violations
• August 2025: Amazon blocked AI bots from major tech companies

Summary

Who: Amazon announced the enhancement through Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience, affecting millions of marketplace sellers using the platform.

What: Agentic AI capabilities that transform Seller Assistant from a passive question-answering tool into an autonomous business partner that monitors accounts, optimizes inventory, manages compliance, and develops advertising campaigns with seller authorization.

When: The announcement occurred on September 17, 2025, with immediate availability for U.S. sellers and planned international expansion in coming months.

Where: The features are available through Amazon's seller platform in the United States, with expansion to other countries planned as part of the rollout schedule.

Why: The development aims to help sellers transition from manual task management to collaboration with an intelligent assistant that works proactively around the clock, enabling focus on innovation and growth while maintaining seller control over business decisions.