Amazon Upgrades Seller Assistant With Agentic AI Capabilities
The tool can now perform multi-step tasks for e-commerce merchants, including developing advertising campaigns, monitoring inventory, and creating comprehensive growth plans.
Amazon announced on September 17, 2025, that it has upgraded its Seller Assistant platform with agentic AI functionality. The company stated the tool can now "reason, plan, and help take action with a seller's permission," moving beyond simple generative tasks to perform complex, multi-step actions.
## New Autonomous Features
The upgraded platform is designed to help e-commerce merchants manage and grow their businesses more efficiently. The new agentic capabilities enable the Seller Assistant to perform a range of tasks autonomously.
Key new functionalities include: - Developing advertising and marketing campaigns from conversational prompts. - Suggesting promising new product categories …
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