At its Accelerate event on September 23, Amazon released a beta plugin that lets US sellers manage their Amazon stores from Anthropic’s Claude or Amazon’s own Quick assistant. Sellers can check sales and stock, change prices, and update listings. Amazon says the seller approves every action.
New to this? Read it in simple words
- Amazon made a new tool that lets US sellers manage their Amazon stores from an AI assistant.
- For now it works with Anthropic’s Claude and Amazon’s own Quick assistant.
- Sellers can check sales and stock, change prices and update listings. Amazon says the seller approves every action.
- The tool is an early test version. Nobody outside Amazon has checked its safeguards yet.
- Plugin
- An add-on that gives a program new features.
- Beta
- An early test version of a product that may still change.
- AI agent
- An AI that takes steps on its own to finish a task, such as booking or coding.
A store you can run from a chat
The Amazon Selling Partner plugin is in beta and works only for Amazon’s US stores. From the assistant, sellers can ask about their listings, stock, sales, and performance, change prices, and update product listings.
Amazon’s code for the plugin lists skills such as spotting items that are about to run out, fixing listings, and drafting support cases. Access follows the seller’s roles in Seller Central. Anthropic added the plugin to its public plugin collection on September 23.
“Our vision was that they would never have to log into Seller Central,” Amazon vice president Mary Beth Westmoreland told GeekWire.
Seller Assistant, Amazon’s built-in helper, also gets tasks that run around the clock and a memory that lasts between sessions. It runs on Claude through Amazon Bedrock, and the new features are free.
The plugin is a US beta. Amazon says sellers approve each action, and no outside test has checked that yet.
Only two assistants, both chosen by Amazon
For now, only Claude and Amazon Quick can connect. Amazon says more integrations will follow, but it gave no names or dates.
Amazon is a major investor in Anthropic, the company behind Claude. GeekWire notes that Amazon is loosening control of its seller tools while it still chooses the platforms.
Sellers who sign up by December 31 get 12 months of the Quick Plus plan free, for themselves and two co-workers.
On the shopping side, Amazon began blocking Meta’s Muse agent on September 20 and says outside agents must identify themselves. No source says Amazon connected the two decisions.
Safeguards, as Amazon describes them
Amazon says the seller approves every action, access is limited, and every step leaves an audit trail. PYMNTS reports that sellers can revoke access. No outside test of these safeguards has been published.
Amazon describes data use in two ways. Its announcement says Seller Assistant never shares seller data outside Amazon. The plugin’s own documentation says data sent to an outside assistant falls under that assistant’s terms.
Amazon says more than 90 percent of sellers already use outside AI tools, and that sellers accept more than 90 percent of Seller Assistant’s recommendations. It gave no method for either figure.
Questions remain about when other countries get the plugin, whether sellers need a paid Claude plan, and who is responsible if an AI makes a wrong change.
Sources
Every fact in this story comes from the sources below. Open them to check our work.
- 1Primary source · September 23, 2026Amazon gives sellers an even smarter Seller Assistant and a new plugin for Amazon Quick and Anthropic’s Claude Amazon
- 2
- 3Primary source · September 23, 2026Add amazon-selling-partner (Amazon Selling Partner plugin) Anthropic on GitHub
- 4Research · September 23, 2026Amazon opens its seller tools to outside AI agents, starting with Anthropic’s Claude GeekWire
- 5
- 6Research · September 23, 2026Amazon rolls out new agentic AI for third-party sellers Reuters via The Star
- 7Research · September 23, 2026Amazon sellers can now run their stores from Claude and Amazon Quick The Next Web
We read Amazon’s announcement, its plugin code on GitHub, and Anthropic’s plugin listing, then compared GeekWire, Reuters, PYMNTS, and The Next Web. Usage figures and safeguards are Amazon’s claims. We found no source that links the launch to the Muse block beyond the timing.