At its Accelerate seller conference in Seattle yesterday, Amazon introduced a plugin that lets merchants run their Amazon business from inside Claude. Check inventory, adjust prices, update listings — without opening Seller Central.
“Our vision was that they would never have to log into Seller Central,” says Mary Beth Westmoreland, Amazon’s vice president of Worldwide Selling Partner Experience. “We would just bring it to them where they work.”
60 seconds, no code
The plugin launches with Amazon’s own Quick assistant and, in beta, with Claude. It pulls a seller’s listings, inventory levels, sales analytics and performance metrics into the outside assistant, which can then act on the account the way Seller Assistant does inside Seller Central. Sellers pick which types of data the plugin can reach and approve each action individually. Amazon says it doesn’t see the other business data sitting in a seller’s assistant.
The beta runs in Amazon’s US stores, with international expansion to follow, and more integrations are planned. “We’ve built this in a way that should be modular enough for us to continue to publish plugins,” Westmoreland says.
Seller Assistant gets a memory
Amazon is rebuilding Seller Assistant itself at the same time. It now remembers a seller’s pricing patterns, inventory cycles and growth goals from one session to the next — and that memory travels, whether you’re in Seller Central, Quick or Claude. On top come workflows that run in the background and handle routine jobs like restocking and pricing adjustments, with full audit trails and guardrails the seller sets. Plus a canvas: a visual workspace generated from live data that redraws as you ask follow-up questions.
Underneath sits Amazon Bedrock running Claude models. Amazon stresses that seller data stays inside its own infrastructure. Amazon is one of Anthropic’s largest investors, and Claude has powered Seller Assistant for a while now.
Every primary selling account holder worldwide also gets a free 12-month Amazon Quick Plus subscription, available through December 31, 2026, with two extra co-workers covered.
Why this costs Amazon more than it sounds
The numbers explain why Amazon is moving carefully. Independent sellers account for more than 60% of units sold worldwide, and the fees Amazon charges them brought in $46.8 billion in the second quarter — more than AWS. Advertising, which includes the sponsored placements sellers buy, came to $19.8 billion, up 26% year over year.
Those fees are at the heart of the FTC’s antitrust case against Amazon. The agency says the company overcharges sellers and punishes them for offering lower prices elsewhere, and that advertising has become “virtually necessary for sellers to do business.” Amazon denies it. Trial is set for March 2027 in Seattle.
Amazon still picks who gets in
The plugin is a real opening: for the first time an outside assistant officially hangs off Amazon’s seller tools. But Amazon still decides which platforms it supports — and this comes days after it blocked Meta’s shopping agent Muse from its store. Outside agents have to identify themselves and follow the rules of the sites they use, Amazon says.
For Claude users this is still one of the more concrete integrations in months. Not because the technology is new, but because there’s an account with real money behind it. Let your agent change prices and you find the mistakes on the invoice.