Amazon's Seller Assistant now wants to act. You still say yes.
We are usually skeptical of Amazon's offers. Could we be looking at a real shift in our favor here?
Amazon's Seller Assistant used to answer questions. Now it wants to do the work.
Amazon says this is agentic AI, powered by Bedrock, Nova, and Claude. It can reason. It can plan. It can take action with your permission. Inventory. AWD. Account health. Compliance. Creative Studio ads. Growth plans.
It is available to all US sellers. No extra cost. More countries later. Amazon did not publish a hard calendar date. I will not invent one.
The interesting part is not the model. It is the permission.
If you sit, the assistant will keep offering to act. Slow inventory before long-term storage. A split between FBA and AWD. An ad in Creative Studio. A seasonal plan. Yes is faster.
Amazon published one Creative Studio case: a smart bird-feeder seller, a Father's Day Sponsored Video. They report a 338% jump in click-through rate versus their other active Sponsored Video ads, 89% new-to-brand, and 121% return on ad spend. Those are Amazon's numbers. Not mine.
My take is simple. Use the eyes. Do not hand over the keys. Keep human approval on every action. Start with one lane, not the whole account. Amazon AI does not get to run the business alone.
Right now this should be available to everyone in the US. If it is not in your account yet, it should arrive very soon.