• by Laurie Sullivan , September 24, 2026

Amazon has announced new AI tools for its sellers across the marketplace with a plugin that enables them to run their businesses from Anthropic Claude and "Amazon Quick" assistants. Amazon made the tools available Wednesday.

"Quick" is an AI companion that can create documents and spreadsheets, conduct research, and connect to the email, calendar, and files that someone already works in

The connection between Seller Assistant, the first iteration of the tool, which launched in 2023, now has been updated to provide a memory of each seller's pricing patterns, inventory cycles, and growth goals that can follow them in any Amazon platform they work in, such as third-party platforms like Claude.

When sellers use Claude they also gain the ability to check inventory, adjust prices and update listings without opening Amazon's dashboard to manage their business across the marketplace.

Amazon said 90% of sellers use Claude models to help them make informed decisions.

Eric Burns, field CTO at Anthropic, explained in a blog post that Amazon Seller uses Claude's Assistant plugin to bring data-driven insights into Claude alongside existing accounting and supplier data connections.

Amazon sellers can use the new AI tools and Claude Assistant plugin to manage their Amazon Advertising campaigns in several ways.

Wednesday's announcement focuses on overall business management and operations and defines how to creatively direct those operational features toward advertising and marketing goals.

The connection between Seller Assistant and advertising across Amazon bridges the gap between raw ecommerce data and strategic execution.

Amazon Seller Assistant is built on Amazon Bedrock using Anthropic's Claude models as a foundation, so the tools use the same AI language.

When sellers use the plugin, Seller Assistant provides a persistent memory of the sellers or merchant's specific pricing patterns, inventory cycles, and growth goals across platforms.

"Sellers make dozens of connected decisions every day across inventory, advertising, listings, compliance, and more," according to Amazon's post.

"The data exists, but synthesizing across systems has historically been manual work. Seller Assistant reduces that friction."

For example, when a seller asks the assistant how a product is performing, it can identify a competitive signal, connect it to an advertising or cross-promotion opportunity, assess potential improvements to a listing, and draft a recommendation.

Amazon has worked closely with Amazon Web Services (AWS) and Anthropic to advance the product in new foundational models.

Built on Amazon Bedrock with Anthropic's Claude models, the assistant answers question and can reason across domains and remember context. It keeps its data in Amazon's infrastructure, and the data is never shared outside of Amazon.