ByMatthieu Guinebault
Published September 23, 2026Reading time2 minutes
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Amazon introduces an AI integrated with Claude to advise its third-party sellers
ByMatthieu Guinebault
Published
September 23, 2026
Amazon’s “Seller Assistant” has just undergone an AI-driven overhaul. The new version of the tool supporting the platform’s third-party sellers will now retain and analyse each seller’s data to automate tasks and offer recommendations to merchants. Above all, it prepares Amazon’s offering for the advent of agentic commerce.
Officially launched on Wednesday, the tool was developed through a partnership between Amazon Web Services and AI specialist Anthropic, whose AI agents will be able to access sellers’ Amazon data, enabling them to manage their sales operations directly via Claude AI.
“Sellers make dozens of decisions every day regarding pricing, stock levels, and advertising,” explains Eric Burns, chief technology officer at Anthropic. “The add-on module (for connecting to Claude, editor’s note) now provides these data-driven insights alongside existing integrations with accounting and supplier systems.”
In practical terms, this update enables the assistant to remember each company’s pricing strategies and stock cycles. Businesses can set up continuous workflows to monitor competitors’ prices or dynamically adjust restocking levels, while retaining control through manual approvals.
The impact on business could be significant, as Amazon’s assistant is currently deployed to over 90% of its global partners, representing hundreds of thousands of active sellers. According to Amazon, nine out of 10 suggestions made by the algorithm are approved by users.
This interoperability marks a new stage in the digital transformation of independent retailers. The company plans to extend these secure connections to multiple third-party platforms in the near future, paving the way for a global ecosystem in which most sellers will delegate analysis of their sales volumes to learning algorithms.
This roll-out comes as major tech players prepare for the shift from e-commerce to agentic commerce, where “AI agents” will autonomously make purchases based on consumers’ preferences. A year after ChatGPT’s false start, Google has recently rolled out its “universal cart,” enabling a single AI-facilitated purchase of products offered across different portals. Meta, for its part, has launched a new assistant for the autumn that is capable of sourcing products from retail websites and recommending their purchase. All of this takes place while seeking the consumer’s approval before proceeding to payment — a stage at which Western consumers still harbour a degree of scepticism towards AI.
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