Amazon has upgraded Seller Assistant from a reactive generative AI chatbot into an agentic system that can make decisions and take authorized actions for third-party sellers. Unveiled at the annual Accelerate conference in Seattle, the tool runs on Amazon Bedrock and combines Amazon Nova models with Anthropic’s Claude, pairing marketplace data with advanced reasoning capabilities. It can proactively optimize inventory, monitor compliance, create and manage advertising campaigns, and provide growth recommendations based on marketplace trends. The system draws on nearly 25 years of seller data and remains subject to seller authorization before executing actions. It is available immediately to all US sellers at no additional cost, with international expansion planned. Third-party sellers generate more than 60% of Amazon platform sales, while earlier generative AI tools had engaged about 1.3 million sellers and received acceptance for roughly 90% of recommendations. Amazon also launched the Canvas Experience in March 2026 in the US and UK, giving sellers an interactive dashboard for real-time visualization and scenario planning.