Amazon Seller Assistant: How to Automate Tasks With AI Workflows

What Amazon Seller Assistant Is

Amazon describes Seller Assistant as an AI-powered assistant that helps you find answers, understand your business, and get things done in Seller Central by asking in plain language. Amazon first launched it in 2023, and its help page says it's free to use. Amazon has said you can open it from the AI icon (✨) in the Seller Central search bar.

You can ask selling questions ("How do I sell with FBA?"), business questions ("What were my sales in the last quarter?"), and account questions ("Are there any issues with my account?"). With your permission, it can also take action: investigate inactive or blocked listings, help resolve stranded inventory, analyze storage fees and aged inventory surcharges, assess Featured Offer eligibility, identify open compliance violations, and create support cases.

Amazon's help page also says AI is experimental and can make mistakes, and recommends verifying answers with the source links provided.

What Changed at Accelerate 2026

In its September 23, 2026 announcement, Amazon said Seller Assistant has rolled out to over 90% of its selling partners worldwide and that sellers accept its recommendations over 90% of the time. The upgrade added:

• Persistent memory. It remembers each seller's pricing patterns, inventory cycles, and growth goals, and every suggestion comes with its reasoning.
• Canvas. A visual workspace that pairs your question with tables, charts, and recommendations, such as "How profitable would a 10%, 15%, or 20% promotion be?" It's available only in the new Seller Central experience.

It also added workflows and a plugin for outside AI tools, covered below.

Seller Assistant Workflows: The 5 Pre-Built Templates

Before workflows, Seller Assistant acted only when you asked, for example "draft a restock plan." Amazon's Seller Assistant Workflows help page describes workflows as multi-step tasks you save that run automatically on a schedule or on demand. They're currently available in the US store only.

Amazon offers five pre-built workflows you can adjust:

• Account Health Monitor tracks your account and flags issues ranked by urgency. See our Account Health Rating guide.
• Order & Returns Digest summarizes recent orders and returns and flags urgent items such as late-ship risk, unfulfillable orders, and repeat-return products. See our guide to reducing FBA return rates.
• Pricing Analyzer scans your active listings to find where you're missing the Featured Offer. Our Buy Box guide covers how Amazon picks the winner.
• Product Expansion Finder analyzes what you already sell to surface realistic new product opportunities. Validate ideas with Product Opportunity Explorer.
• Review & Feedback Requestor automatically requests reviews and seller feedback on eligible orders. Our reviews playbook covers the rules.

For any workflow, you choose whether it only surfaces recommendations or also takes actions. Amazon says every action is logged with a complete audit trail.

How to Set Up Your First Workflow

Start With a Pre-Built Workflow

1. Go to the Seller Assistant Workflows page (you can also get there from Seller Assistant).
2. Select a pre-built workflow and review its details.
3. Click Use this template.
4. Click Preview to see the output with simulated data.
5. Click Activate Workflow to make it live.

Build a Custom Workflow

Click Create Workflow and describe the task in plain language. Seller Assistant asks follow-up questions to fill in the details. Preview it with simulated data, then activate it. One of Amazon's examples: "Alert me if any of my top 10 products drop below a 4-star rating and draft a response plan."

Add a Knowledge Base

A knowledge base is a collection of your business documents, such as your return policy, shipping preferences, or SKU-specific guidelines. When a workflow runs, it searches your knowledge base so its actions follow your rules instead of general knowledge. Write your rules down before automating anything that touches customers.

Guardrails: What Still Needs Your Approval

Amazon's help page lists these built-in limits:

• Sensitive actions need approval. Issuing refunds or sending buyer messages requires approval from you or a designated secondary user.
• Out-of-policy requests stop. If a request falls outside the policy you set, the workflow asks you to decide.
• Manual fallback. If a task can't be completed automatically, you get instructions to finish it by hand.
• Run history. Each run shows the actions taken and approvals requested.

For teams, note that the primary account owner and all secondary users can view, edit, approve, and execute all workflows on the account. Primary users have full Seller Assistant access by default. To add a team member, go to Settings > User permissions, click Edit next to the user, enable Edit access for the Seller Assistant permission, and save. Amazon advises granting it only to trusted people.

Bring Your Amazon Data Into Amazon Quick and Claude

The new Selling Partner plugin connects your live Amazon selling data, plus Amazon selling skills, to an AI assistant you already use. It works with Amazon Quick and Claude, is in beta for sellers in Amazon's US stores, and is rolling out over time, so you may join a waitlist first. Amazon's example requests include:

• "Which of my ASINs are at risk of stocking out?"
• "Estimate the fees if I price this product at $29.99."
• "Update the bullet points on a SKU without changing anything else," which proposes a partial update for your approval

The Free Amazon Quick Plus Offer

Amazon Quick is an AI companion that creates documents, runs research, and connects to your email and files. Every primary account holder can sign up for a free 12-month Quick Plus subscription through December 31, 2026, plus a free year for two co-workers. Amazon's help page values the year at up to $720.

How to Connect

In Quick, sign in, choose Connect Amazon Seller Central, pick the permissions you want to give the agent, and select Authorize. In Claude, open the plugin directory, install the Selling Partner plugin, and sign in with your selling account. You need a Professional selling plan. Account owners control which secondary users can authorize the plugin on the Manage Agents page.

Protect Your Account Before You Connect

Once you authorize an agent, Amazon says your data is processed on systems outside Amazon's control, under your AI assistant's terms and privacy policy. You're responsible for all actions the agent takes, and all Selling Partner policies still apply. Revoking access doesn't reverse earlier actions.

Amazon's best practices include:

• Opt out of AI model training in your assistant's privacy settings, where available
• Grant only the minimum permissions you need
• Audit connected agents regularly in Manage Agents and disconnect ones you no longer use
• Never share account credentials, API keys, or sensitive personal information in chat

A Holiday Prep Plan With Seller Assistant

Here's a simple order to adopt these tools before Q4 without losing control:

1. Ask before you automate. Start with "Are there any issues with my account?" and check the answers against the source links.
2. Activate Account Health Monitor first. Its job is to flag and rank issues, which shows you how workflows report.
3. Run Pricing Analyzer in recommendation mode. Check every suggested price against your margin before approving.
4. Ask about stockout risk. Amazon's example: "Which of my products will stock out before the holidays, and when should I reorder?"
5. Join Amazon's Q&As. Amazon's Seller Forums post lists Ask Amazon live Q&As on Amazon Quick (October 20) and Seller Assistant (November 18).

Common Mistakes to Avoid

• Treating answers as final. Amazon says AI can make mistakes. Verify critical details.
• Giving everyone access. Every secondary user with access can edit and approve every workflow.
• Connecting outside AI tools blindly. You're responsible for what the agent does.

Putting It Together

Seller Assistant now runs routine work in the background. Used well, it catches account issues, missed Featured Offers, and stockout risks sooner. The guardrails you set make the difference.

The key takeaways:

• Seller Assistant is free and built into Seller Central
• Workflows run on a schedule or on demand and are currently US-only
• Five templates cover account health, orders and returns, pricing, product expansion, and review requests
• Refunds and buyer messages always need approval, and every run is logged
• The plugin brings your data into Quick and Claude, but you're responsible for the agent's actions

Your next step: Open Seller Assistant today, activate the Account Health Monitor workflow, and review its first report before you turn on anything that changes prices or contacts customers.