Amazon Launches Agentic AI for Sellers: How Bedrock-Powered Assistant Transforms Global Commerce
Amazon's new AI Seller Assistant revolutionizes e-commerce by automating inventory, compliance, and advertising, empowering sellers to grow their businesses.
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How can AI reshape your business operations? Amazon's recent unveiling of its Bedrock-powered Agentic AI Seller Assistant is redefining how sellers approach e-commerce. Independent sellers, responsible for over 60% of Amazon's $2.5 trillion annual sales, now have access to an AI-driven tool that doesn't just assist - it actively manages and strategizes for business growth. This shift addresses rising operational costs, regulatory challenges, and competitive pressures in the e-commerce landscape.
In this article, you'll discover:
- How Agentic AI automates inventory, pricing, and compliance tasks, saving time and reducing operational risks.
- Ways sellers can leverage AI-generated insights to optimize advertising, boost sales, and identify new growth opportunities.
- Why this tool sets a new standard in seller support, offering enterprise-grade capabilities at no extra cost to U.S.-based sellers.
With its launch at Amazon's Accelerate conference, this tool arrives at a critical moment for sellers navigating a complex marketplace. Its proactive functionality, powered by advanced models like Amazon Nova and Anthropic Claude, ensures businesses can focus on scaling while maintaining full control. Read on to see how Agentic AI can transform your operations and drive measurable results.
Inside Generative AI @ Amazon - Selling Partner Experience | Amazon Web Services
Core Features of the Bedrock-Powered Seller Assistant
Amazon's Bedrock-Powered Seller Assistant marks a major evolution in how sellers can manage their businesses on the platform. Unlike traditional support tools that simply react to queries, this assistant takes a proactive approach. It uses advanced AI models like Amazon Nova and Anthropic Claude to monitor, analyze, and execute strategies that enhance business performance. By analyzing seller data, customer behavior, and live product trends, it delivers instant, personalized recommendations.
Main Functions and Capabilities
The Seller Assistant offers a wide range of tools that simplify and improve business management for Amazon sellers:
- Smart Inventory and FBA Management: It keeps an eye on stock levels, flags slow-moving products to help avoid extra storage fees, and suggests pricing adjustments or removals. It also fine-tunes shipment plans based on demand forecasts.
- Creative Studio for Advertising: Sellers can quickly create eye-catching ad concepts, visuals, and campaigns through simple prompts. What used to take weeks can now be accomplished in hours.
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AI-Driven Business Growth Strategies: By analyzing sales trends and customer behavior, the assistant identifies new product opportunities and suggests marketing strategies. As Alfred Mai, founder and CEO of ASM Games, notes:
"I've been using Seller Assistant almost every day now, and it has become my own personal business consultant. From FBA to sales reports, it knows how to support my business in Amazon's store and provides me with the answers and actions that I need immediately, rather than me needing to dig around and spend time finding what I need. I had no idea it could do all of this; it even understands sales velocity."
- Listing Optimization: The assistant automatically crafts and refines product titles, bullet points, and descriptions. It incorporates relevant keywords to improve search rankings and appeal to customers.
- Dynamic Pricing Adjustments: Using real-time data like competitor pricing, sales velocity, and Buy Box likelihood, the assistant adjusts prices continuously to maximize competitiveness and profitability.
- Simplified Compliance Management: It alerts sellers to potential regulatory issues - such as missing certifications - and provides step-by-step guidance to resolve them, ensuring smooth adherence to product safety standards.
These features work together with constant monitoring to minimize risks and maintain operational stability.
Monitoring and Risk Management
The assistant doesn't just react to problems - it actively scans for potential issues. It monitors account status, inventory levels, and customer service metrics, flagging concerns like listings that might violate updated safety regulations or metrics nearing warning thresholds. This proactive approach helps sellers avoid costly suspensions and maintain compliance.
For regulatory concerns, the assistant identifies potential roadblocks and offers solutions. With seller approval, it can even take corrective actions to resolve warnings before they escalate. Built on the Amazon Bedrock platform, the system benefits from AWS's robust certifications, such as HIPAA, SOC2, and ISO27001. Importantly, it safeguards seller data by not retaining it for model training.
Additionally, the Product Performance Spotlight feature tracks the success of new product launches in real time. It benchmarks performance against similar items and suggests actions like inventory adjustments or advertising tweaks. Amazon Bedrock Guardrails further ensure that the AI's recommendations are accurate and reliable, reducing the risk of errors.
AI Decision-Making Process
The assistant’s decision-making process is designed to deliver actionable insights while keeping sellers in control. Powered by advanced foundation models on Amazon Bedrock, it breaks down complex tasks into manageable steps and coordinates external tools to execute workflows. From routine inventory updates to strategic planning, the system handles it all with precision.
For transparency, the assistant provides detailed reasoning behind its recommendations, allowing sellers to review and approve - or modify - suggested actions. This ensures that human oversight remains central. The assistant also adapts to individual seller needs by tailoring its recommendations based on real-time customer activity and engagement trends.
Every AI suggestion is built on three key principles: it’s explainable (with sources and reasoning provided), reversible (with audit logs), and policy-compliant (using role-based access control and required approvals). This framework gives sellers confidence in the system while leveraging its powerful analytics and automation.
A real-world example from September 2025 highlights the practical benefits. A seller of smart bird feeders used the Creative Studio to design a Sponsored Video ad for Father’s Day. The result? A 338% increase in ad click-through rates compared to other active Sponsored Video ads, 89% new-to-brand offers, and a 121% return on ad spend.
How to Set Up and Use Agentic AI for Global Sales
Amazon's cutting-edge AI assistant, Agentic AI, is transforming the way U.S.-based sellers approach global sales. Built directly into the existing Seller Assistant framework, this tool is available at no extra cost to all sellers in the U.S. store, making it easy to integrate and start using right away. By automating routine tasks and providing data-driven insights, Agentic AI empowers sellers to focus on strategic growth and customer engagement.
Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience at Amazon, highlights the tool's potential:
"As our agentic AI capabilities evolve, they will integrate more seamlessly across the entire selling experience. This evolution will help sellers spend more time focusing on product innovation and customer relationships while Seller Assistant handles making selling in Amazon's store more efficient, strategic, and successful."
Here’s how you can activate and maximize the benefits of Agentic AI for your business.
Activating the Seller Assistant
Accessing Agentic AI is simple for U.S.-based sellers. The enhanced features are integrated into the existing Seller Central dashboard, so there’s no need for a separate platform or additional setup steps. However, proper configuration is key to unlocking its full potential.
The first step is to review and manage permissions. Since Agentic AI can take proactive actions, sellers must specify which tasks - like inventory updates, pricing adjustments, listing changes, and marketing initiatives - the AI can handle automatically. You retain full control by deciding which actions require manual approval.
Equally important is ensuring that your product data, sales history, and compliance documents are current. The AI relies on accurate data to make recommendations. For example, outdated product classifications or incomplete sales records could lead to less effective inventory suggestions or mismatched marketing strategies.
Once activated, you’re ready to explore how Agentic AI can drive growth through smarter inventory management and targeted promotions.
Using AI for Business Growth
Agentic AI provides a suite of tools designed to optimize inventory, maintain compliance, and identify growth opportunities. By analyzing demand patterns and managing complex operations, it helps sellers approach expansion with greater precision.
One of the most immediate benefits is inventory optimization. The AI tracks stock levels and identifies slow-moving items to help sellers avoid unnecessary storage fees. For businesses with seasonal products or experimental offerings, the AI uses historical sales data, market trends, and seasonal forecasts to recommend how inventory should be distributed between FBA fulfillment centers and Amazon Warehousing and Distribution.
The AI also enhances promotional strategies. It flags underperforming products and suggests tailored campaigns to improve sales. Sellers can approve AI-generated promotions or pricing adjustments that are designed to boost cash flow while minimizing storage costs.
Compliance is another area where the AI proves invaluable. It scans listings for potential policy violations and provides clear, actionable steps to resolve issues. This ensures sellers can maintain smooth operations without manual oversight.
Additionally, the integration with Creative Studio simplifies marketing efforts. Sellers can create professional-grade advertising campaigns using conversational prompts, streamlining the process of developing impactful strategies.
For those looking to expand their business, Agentic AI offers data-driven insights into customer behavior, sales trends, and market opportunities. Whether it’s identifying new product categories or planning international growth, the system coordinates inventory adjustments, promotional efforts, and marketing launches across multiple regions.
The system’s dashboard keeps sellers in control, allowing them to monitor AI-generated alerts and recommendations. You can approve, modify, or reject suggested actions based on what aligns best with your business goals.
Key Takeaway: To get the most out of Amazon's Agentic AI, sellers should maintain accurate data, actively review AI recommendations, and act on high-confidence suggestions. This balance of automation and oversight ensures both efficiency and strategic control over your business.
Impact on Seller Operations and Business Strategy
Amazon's Agentic AI has introduced a shift in how sellers manage their businesses, moving from a reactive approach to a more proactive strategy. This change touches every aspect of operations, from daily tasks to long-term planning, opening doors to growth opportunities and smarter resource management.
Automation Benefits and Task Reduction
Agentic AI significantly cuts down on manual work. Processes that once took weeks, such as advertising campaigns, can now be completed in just hours . This allows sellers to dedicate more time to activities that add value, like developing new products or strengthening customer relationships.
Alfred Mai, Founder and CEO of ASM Games, shared his experience: "I've been using Seller Assistant almost every day now, and it has become my own personal business consultant. From FBA to sales reports, it knows how to support my business in Amazon's store and provides me with the answers and actions that I need immediately, rather than me needing to dig around and spend time finding what I need. I had no idea it could do all of this; it even understands sales velocity."
The AI also takes a proactive stance on inventory management, addressing concerns like storage fees and stockouts. For example, in September 2025, a seller sought advice on preparing for seasonal demand. Agentic AI analyzed their catalog, comparing historical data with current trends, and created a detailed inventory plan. This plan optimized the distribution of stock between FBA fulfillment centers and Amazon Warehousing and Distribution, reducing storage costs while ensuring faster delivery.
Compliance, often a complex hurdle, is simplified as well. When listing a new electronics product, the AI flags missing UL certifications and guides sellers through the documentation process, explaining the relevant standards and their importance.
Advertising is another area where Agentic AI delivers impressive results. In September 2025, a seller of smart bird feeders used the AI-powered Creative Studio to design a Father's Day Sponsored Video ad. The campaign saw a 338% boost in click-through rates, 89% new-to-brand offers, and a 121% return on ad spend .
Changes to Business Models
With routine tasks automated, the strategic value of AI becomes even more apparent. Agentic AI is reshaping the skills and workforce requirements for Amazon sellers. In the past, sellers had to juggle multiple roles or hire specialists for tasks like inventory management, compliance, advertising, and data analysis.
As one seller put it, the AI assistant acts like "a team of experts. An expert in listing and in pricing and promotions and supply chain, all the things that a small business normally has to either try and learn on their own, hire someone to be an expert, pay someone to be an expert, or sometimes just accept not being that good at, which is not ideal."
This shift allows sellers to run leaner operations while achieving better outcomes. Instead of hiring multiple specialists or spending hours mastering complex systems, sellers can depend on AI to handle routine tasks and provide expert-level insights across all areas of their business.
Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience at Amazon, highlights this shift: "Seller Assistant will be able to handle everything from routine operations to complex business strategy, so sellers can focus on innovation and growth."
The strategic advantages go beyond cost savings. Sellers now have access to enterprise-level tools without the overhead, enabling them to compete more effectively with larger businesses. With its 24/7 operational capacity, Agentic AI continuously monitors market trends, adjusts strategies, and offers recommendations. These ongoing adjustments accumulate over time, creating significant competitive advantages.
Key Takeaway: Agentic AI is revolutionizing Amazon selling by transforming it into a proactive, strategy-driven process. By automating repetitive tasks and delivering expert insights, it empowers sellers to focus on innovation, compete with larger players, and achieve sustainable business growth.
Agentic AI Seller Assistant vs. Standard Tools Comparison
The Agentic AI Seller Assistant represents a major leap forward from traditional seller tools, shifting from passive support to an active partnership that reshapes how sellers manage their operations. Unlike standard tools, which require sellers to manually analyze data and complete tasks, this AI acts as an ever-present business ally. It reasons, plans, and takes action - all while keeping sellers in control through their permissions.
Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience at Amazon, explains:
Our agentic AI capabilities are designed to work seamlessly throughout the entire selling experience, which means sellers can go from handling every task themselves to collaborating with an intelligent assistant that works proactively on their behalf around the clock, while always keeping sellers in control.
Feature Comparison Table
The differences between the Agentic AI Seller Assistant and standard tools are striking across key business functions:
| Feature | Standard Seller Tools | Agentic AI Seller Assistant |
|---|---|---|
| Core Approach | Reactive assistance; tasks are handled manually | Proactive partner that reasons, plans, and executes with seller permission |
| Inventory Management | Basic low-stock alerts with manual analysis | Actively monitors inventory, flags slow-moving products before incurring long-term storage fees, and optimizes FBA/AWD allocation |
| Compliance Handling | Manual review of regulations; reactive problem-solving | Automated navigation with proactive alerts for missing certifications and step-by-step compliance guidance |
| Advertising Creation | Manual input with limited templates; weeks-long process | Generates professional-quality ads via conversational prompts, reducing weeks-long processes to hours |
| Business Strategy | Provides raw data requiring manual analysis | Analyzes patterns, suggests promising new product categories, and develops comprehensive growth plans |
| Action Execution | All actions are executed manually by the seller | Directly integrates with Amazon's systems to prepare shipments and adjust listings with seller approval |
These distinctions illustrate the AI's ability to transform seller operations, moving from reactive tools to a proactive, strategic assistant.
One standout example is compliance management. Traditionally, sellers had to reactively address regulatory issues, but this AI flips the script. For instance, if a product description unintentionally implies that a product functions as a pesticide, the AI immediately flags the risk, explains the regulatory concerns, and provides actionable steps to resolve the issue - all before it becomes a problem.
The advertising capabilities are equally impressive. Take the case of a smart bird feeder seller who used the AI-powered Creative Studio in September 2025 to develop a Father's Day Sponsored Video ad. The results were striking: a 338% increase in click-through rates, 89% new-to-brand offers, and a 121% return on ad spend.
Key Insight: The Agentic AI Seller Assistant elevates the seller experience from manual task execution to a strategic partnership. Sellers can focus on innovation and growth while maintaining full control - offered at no additional cost to U.S.-based sellers.
Adding RINDA for Complete Global Sales Automation
Amazon's Agentic AI Seller Assistant has transformed marketplace operations, but sellers aiming to automate global sales beyond Amazon's ecosystem need additional tools. This is where RINDA steps in. Its AI-driven platform streamlines offline sales processes, from identifying potential buyers to managing multilingual communication. When paired with Amazon's capabilities, RINDA provides a well-rounded solution for global commerce, creating a seamless strategy for sellers.
RINDA's Key Features and Advantages
RINDA's AI takes the guesswork out of finding international buyers. By analyzing key market data, it identifies and recommends overseas buyers who are likely to be interested in specific products. But it doesn’t stop there - RINDA verifies buyer interest and credibility by examining their purchasing patterns. It also collects detailed information from sources like LinkedIn and company websites, offering tailored strategies for approaching each buyer.
The platform goes a step further by generating personalized emails, complete with optimal timing and follow-up suggestions to boost response rates. With multilingual support in over 20 languages, RINDA ensures smooth communication across borders, making it an indispensable tool for sellers expanding globally.
Pricing Options for U.S. Sellers
RINDA offers pricing plans designed to accommodate businesses at various stages of growth:
- Free Plan: Includes basic features like weekly lead suggestions, access to 100 lead searches, company information learning, and data export functionalities.
- Starter Plan: Priced at $32 per month (billed annually) or $40 monthly, this plan offers 1,000 lead searches, 300 enriched profiles, AI-powered lead matching, and one market report per month.
- Standard Plan: At $120 per month, it provides unlimited lead searches, 1,000 enriched profiles, and 1,000 emails per month, complete with address verification, personalization, and multilingual support.
For larger businesses with advanced needs, enterprise-level solutions are available. These include custom pricing, tailored dashboards, and dedicated management support. Sellers interested in these premium options can contact RINDA directly for more details.
Enhancing Offline and Cross-Border Sales
RINDA fills the gap where Amazon's AI tools leave off, extending automation to offline and cross-border sales. While Amazon's Agentic AI focuses on optimizing marketplace operations, RINDA automates the entire international sales process. From identifying buyers to crafting personalized outreach, RINDA empowers sellers to confidently explore new markets. Its buyer credibility checks and interest analysis provide an added layer of assurance, making it easier to establish direct relationships with international buyers.
Strategic Advantage: By combining Amazon's Agentic AI with RINDA, sellers can achieve end-to-end sales automation - merging marketplace efficiency with targeted global buyer acquisition for a truly comprehensive approach to global commerce.
FAQs
How does Amazon's Agentic AI Seller Assistant improve inventory management for sellers?
Amazon's Agentic AI Seller Assistant simplifies inventory management by monitoring stock levels in real time, enabling sellers to steer clear of overstocking or product shortages. It pinpoints slow-moving items early, helping sellers cut down on storage fees and suggesting timely actions, such as restocking or clearing out inventory.
The assistant also acts as an early warning system, flagging potential problems so sellers can resolve them before they grow into bigger challenges. By automating repetitive tasks, it not only saves time but also reduces the need for manual intervention. This ensures stock levels remain balanced, allowing sellers to concentrate on expanding their business.
How can U.S.-based sellers effectively integrate Agentic AI into their business operations?
To integrate Agentic AI effectively, U.S.-based sellers should start by pinpointing the areas in their business where AI can deliver the most value. Common examples include customer service, inventory management, and sales forecasting. By clearly defining their business objectives, companies can ensure the technology aligns with their specific needs and goals.
Another critical step is preparing high-quality data for the AI system. AI thrives on accurate, well-structured information, so taking the time to organize and refine data sources is essential for achieving strong results. A gradual rollout is also advisable - begin with targeted tasks or specific departments, then expand as the system proves its effectiveness. Supporting this process with employee training and ongoing resources can make the transition smoother and more efficient.
Lastly, it’s important to continuously monitor the AI’s performance. Regular evaluations allow businesses to make necessary adjustments, keeping the system aligned with operational changes and ensuring they get the most out of Agentic AI.
How does Amazon's Agentic AI Seller Assistant help small and medium-sized businesses succeed?
Amazon's Agentic AI Seller Assistant serves as a round-the-clock virtual partner for small and medium-sized businesses, offering tools to streamline operations and boost growth. By automating tasks such as inventory management, shipment planning, and sales forecasting, it frees up valuable time for sellers to concentrate on expanding their reach and improving their offerings.
In addition to handling routine tasks, this assistant delivers real-time insights, keeps track of account health, and recommends strategic actions that sellers can approve. By minimizing errors, simplifying workflows, and enhancing overall efficiency, it levels the playing field for smaller businesses, enabling them to compete more effectively and drive higher sales.