This allows sellers to update product listings, check inventory levels, and adjust pricing directly within the Claude app or Amazon’s own Quick assistant rather than logging into the traditional Seller Central management portal.
This shift matters because independent sellers now account for over 60% of total units sold on Amazon, generating more quarterly revenue through seller fees than the company's AWS cloud computing division.
By allowing outside AI to handle core operations, Amazon is loosening its control over the specific technology interfaces merchants use to run their storefronts.
This move comes as the company faces a federal antitrust trial scheduled for 2027, which includes allegations that Amazon overcharges its merchants and exerts excessive control over their business operations.
The new plugin is currently in a beta testing phase for U.S.-based sellers, with plans for international expansion and support for additional third-party AI platforms in the future.
To address security and privacy, Amazon requires these external agents to identify themselves and necessitates that sellers manually approve any account changes proposed by the AI.
Additionally, the company is introducing background automations and a visual workspace called "canvas" to help merchants analyze sales data and advertising campaigns in real time.