SSeller Assistant by Amazon

Amazon’s Seller Assistant is the one agent on this list every third-party seller already has. It is built into Seller Central, costs nothing extra, and since September 2026 it can run always-on workflows that watch ratings, prices, stock and account health around the clock and act once the seller approves.

It fits Amazon-first sellers who want monitoring and first-pass decisions without another subscription. Brands that also sell on Walmart, TikTok Shop or their own store will still want a multichannel tool next to it, and sellers who need fully automated bidding or repricing will find dedicated tools go further today. We rate it 8.8/10 on our scale.

Seller Assistant by the Numbers

Most public figures come from Amazon’s own announcements in September 2025 and September 2026, plus trade press coverage of both launches.

The 90 percent acceptance figure is the one to weigh. It says the suggestions match what sellers would have done anyway in most cases, which is the precondition for letting a workflow act on its own. It does not say how much money those actions made, and Amazon has not published a revenue or margin figure for the assistant as a whole.

The Creative Studio numbers come from a single seller’s Father’s Day video ad, so treat them as one example. The user count matters more: hundreds of thousands of active sellers means the workflows have been exercised across many account types before you switch them on.

Inside the Workflows Running on Seller Central Data

Seller Assistant reads the same data Seller Central shows: inventory, advertising, listings and compliance records. Amazon’s 2026 update turned it from a chat panel into a set of standing jobs.

Writing a Workflow in Plain English

The seller describes what to watch and when to react. Amazon’s own example is an alert when any top product’s star rating drops below 4 stars. Others cited in coverage include tracking competitor prices and flagging when stock needs replenishing. Prebuilt templates cover account health, order summaries, pricing trends and product expansion opportunities, and sellers can write custom workflows from scratch.

Recommend Mode Versus Act Mode

Each workflow is set either to recommend or to act. Acting still needs approval: Amazon states that actions require seller sign-off before they run and that every action is recorded in an audit trail. Sellers also set their own limits and approval requirements, so a price change can be capped or routed for review.

Memory and the Canvas Workspace

Persistent memory keeps each seller’s pricing patterns, inventory cycles and growth goals, and that context follows the seller across Seller Central, Amazon Quick and Claude. Every suggestion comes with its reasoning. Canvas is a visual workspace for modeling scenarios, comparing pricing strategies and diagnosing campaigns against live data.

Inventory, FBA and Account Health Jobs

On the operations side, the assistant monitors stock levels, flags slow movers before long-term storage fees apply and recommends markdowns or removals. It prepares shipment recommendations and suggests how to split inventory between FBA fulfillment centers and Amazon Warehousing and Distribution. For account health it watches policy issues and customer service metrics that are nearing warning thresholds.

Compliance work follows the same pattern. Amazon’s example is an electronics listing missing a UL certification: the assistant spots the gap, explains it and walks the seller through the fix. In a pesticide-related example, it alerts the seller, offers resolution options and applies the chosen fix only after approval.

Creative Studio and Growth Plans

Creative Studio turns a conversational prompt into ad concepts and explains why it chose each one. Amazon’s case study is a smart bird feeder seller whose Father’s Day Sponsored Video ad reached a 338 percent higher click-through rate than the seller’s other Sponsored Video ads. The growth side of the assistant suggests new product categories, advertising and marketing plans and international expansion ideas, and it drafts plans ahead of seasonal peaks such as Prime Day or the holidays. Those plans arrive as documents to review. The seller decides what to launch, which keeps spend decisions in human hands.

A Sample Week With Three Workflows

Picture a seller with 40 active ASINs. Workflow one alerts the owner if any of the top 10 products falls below 4 stars. Workflow two watches days of cover and drafts a replenishment shipment plan when a best seller drops under the seller’s threshold. Workflow three tracks a rival’s price on five hero products and recommends a response, with approval required before any price moves. On Monday the seller opens Seller Central, reads three recommendations with reasoning attached, approves two and rejects one. Each decision lands in the audit trail.

Approvals and Strategy Kept by the Seller

Approval is the main human step. Strategy also stays human: growth plans for seasonal peaks are drafted and presented for review. Creative Studio drafts ad concepts, but the seller chooses and launches them. Day-to-day bid automation of the kind Perpetua or Teikametrics run is outside what Amazon describes for Seller Assistant.

Zero Added Cost on Top of Selling and Ad Fees

Amazon does not charge for Seller Assistant. The real cost is the selling account and ad spend the seller already pays, plus any third-party tools kept alongside it.

Costs for Three Seller Profiles

A new private-label seller with one brand pays nothing extra to use Seller Assistant. If that seller also wanted automated ad bidding, Teikametrics’ Essentials plan lists $149 a month on annual billing, which is $1,788 a year, while Seller Assistant stays at zero.

A mid-size seller using Helium 10 Diamond at $359 a month would pay $4,308 a year for research, listings and ads tooling. Seller Assistant can take over alerting and account health monitoring without adding to that bill, so the question becomes which paid features are still needed.

A team of three that claims the Quick Plus offer before December 31, 2026 gets a free year for the owner and two co-workers. After that year, Quick Plus pricing applies, so budget for it if the team builds daily habits around Quick agents.

Seller Assistant Compared With Helium 10, Teikametrics and Perpetua

Seller Assistant covers monitoring and approved actions inside Amazon. The three rivals below are paid tools that go deeper on ads, research or bidding.

Seller Assistant wins on cost and on access to data that third parties reach only through APIs. The paid tools win on execution depth: Perpetua and Teikametrics change bids on their own every day within the goals a seller sets. Listing content at catalog scale is another gap, which is where a tool such as Hypotenuse AI fits. See all options on our Amazon seller agents page.

Sellers Who Get the Most From Seller Assistant

Small and mid-size third-party sellers who live in Seller Central are the clearest fit. They gain alerts and drafted fixes for account health, compliance and inventory with no setup cost.

Owners who already pay for research or ad software can use it as a free monitoring layer. Rating drops, stranded inventory and approaching storage fees are the kind of slow problems that go unnoticed for weeks without a watcher.

Teams that already work in Claude or Amazon Quick also benefit, since the Selling Partner plugin brings sales, stock and listing data into those tools and keeps the approval step.

When Another Tool Fits Better Than Seller Assistant

Brands that sell heavily on Walmart, TikTok Shop or their own site may find a multichannel platform a better fit, since Seller Assistant covers only the Amazon store.

Advertisers spending tens of thousands a month on Sponsored Ads may want a dedicated bidding engine. Seller Assistant drafts ad concepts and diagnoses campaigns, but Amazon does not describe it running keyword-level bid changes on a schedule.

Sellers who want hands-off repricing on resale listings may prefer a repricer such as Aura or Seller Snap, which change prices within min and max limits in minutes.

Approval Rules and Marketplace Limits to Plan For

Set approval rules before turning on act mode. A workflow that can change prices should have a floor and a ceiling, and sellers should read the audit trail weekly for the first month.

The Claude plugin is a beta for US sellers. International rollout is planned without dates, so sellers in other marketplaces should not plan around it yet.

Amazon could publish more detail on how workflow limits behave across several marketplaces and on how long memory keeps data. Sellers who share less data also get less context in recommendations, since Amazon lets sellers control what they share.

No third-party review sites rate Seller Assistant yet, so most evidence comes from Amazon itself. Sellers can ask peers in seller forums or account managers how workflows behave before trusting act mode on high-volume listings.

Finally, the assistant only sees what Seller Central holds. Costs of goods, freight quotes and supplier lead times often sit in spreadsheets or ERP systems, so replenishment suggestions are only as good as the inputs a seller keeps current in Amazon.

Seller Assistant Launches From 2025 and 2026

On September 17, 2025, Amazon announced agentic capabilities for Seller Assistant, available to all US sellers at no extra cost, with Creative Studio for ad concepts. Digital Commerce 360 reported that the upgrade targets more than 2 million independent merchants.

In September 2026, Retail Gazette reported the launch of always-on workflows with approval limits and audit trails. Amazon also introduced a Selling Partner plugin for Amazon Quick and, in beta, Anthropic’s Claude.

Our Take on Amazon’s Free Seller Agent

Seller Assistant earns 8.8/10 on our scale. It scores high on price, setup and autonomy because it is free, already inside Seller Central and able to act on approved workflows with a full audit trail. User sentiment sits at a neutral score because review sites do not rate it yet.

Every Amazon seller should switch on a few recommend-only workflows first. Once the suggestions prove reliable, moving low-risk jobs such as replenishment drafts to act mode is a sensible next step. Paid tools still make sense for automated bidding, repricing and multichannel selling.

Seller Questions About Amazon’s AI Assistant

Does Amazon Charge for Seller Assistant?

No. Amazon offers it at no additional cost to sellers, and the Selling Partner plugin is free to connect. Normal selling and advertising fees still apply.

Can Seller Assistant Change My Prices Without Asking?

Amazon says actions require seller approval before they run. Sellers choose whether each workflow only recommends or can act, set limits, and can review every action in the audit trail.

Which AI Models Does Seller Assistant Use?

It is built on Amazon Bedrock. Amazon’s 2025 announcement named Amazon Nova and Anthropic’s Claude, and the 2026 update says it uses Claude models with seller data kept inside Amazon’s infrastructure.

Can I Use My Seller Data in Claude?

Yes, through the Selling Partner plugin, which is in beta for US sellers. Amazon says setup takes about 60 seconds without code, and any action taken from Claude still needs approval.

Is Seller Assistant Enough to Replace Helium 10 or a Repricer?

For alerts, account health and inventory planning, it covers a lot at no cost. For keyword research databases, automated bid management or fast repricing, dedicated tools such as Helium 10, Teikametrics or Aura still go further.