Amazon’s new plugin runs a seller’s store from Claude

Amazon’s independent sellers paid the company $46.8 billion in fees in the second quarter, more than AWS brought in. On September 23 Amazon started letting them run those businesses from Claude or from Quick, its own assistant, through a new selling partner plugin, GeekWire reported. Sellers can check inventory, adjust prices and update listings without opening Seller Central, the portal merchants have used for years.

“Our vision was that they would never have to log into Seller Central,” said Mary Beth Westmoreland, Amazon’s vice president of Worldwide Selling Partner Experience. “We would just bring it to them where they work.” Amazon says about 90% of sellers already use some form of outside AI for parts of their operations. The company announced the plugin at Accelerate, its annual seller conference in Seattle.

Setup takes about 60 seconds and no coding, Amazon says. The plugin brings a seller’s listings, inventory levels, sales analytics and performance metrics into the outside assistant. From there the assistant can act on the account the same way Seller Assistant does inside Seller Central. Sellers pick which types of data the plugin can reach, and they approve each action before it runs. Amazon says it doesn’t see the other business data that sits in a seller’s assistant.

For a Claude user, much of this is familiar. Claude models already power Seller Assistant, the AI built into Seller Central that answers sellers’ questions and, with their approval, updates listings and prices. Amazon first launched it in 2023 as a generative AI companion and later added agentic features, so it can plan and act for a seller with permission. The company says it now reaches over 90% of its selling partners worldwide, has hundreds of thousands of active users, and that sellers accept its recommendations over 90% of the time. The plugin effectively takes that same assistant’s view of the account out of Amazon’s portal and into Claude’s app.

The upgraded Seller Assistant also remembers a seller’s pricing patterns, inventory cycles and growth goals between sessions, and that memory follows the seller across Seller Central, Quick and Claude. Amazon is also adding background automations that watch the business and can act on it. A seller describes the task in plain language, such as restocking or pricing, and sets guardrails. The seller then chooses whether the automation only recommends or actually acts, and every action is logged. The approve-first model matches the one in Anthropic’s commerce agent reference code, where every merchant write stays staged until a person signs off, as published in September.

Seller Assistant is also getting a canvas, a visual workspace built on the fly from a seller’s live data. Sellers can use it to compare pricing strategies or diagnose ad campaigns, and it redraws as they ask follow-up questions. Separately, every primary selling account holder worldwide can claim a free 12-month subscription to Amazon Quick Plus, covering two co-workers at no extra cost, by signing up before December 31, 2026.

The plugin is in beta in Amazon’s U.S. stores, with international expansion to follow. An Amazon seller forum post lists both the Quick and the Claude connections as beta.

Amazon still decides which outside agents get in. For now there are only two: Anthropic, in which Amazon is a major investor, and Amazon’s own Quick. The company says more integrations will follow. “We’ve built this in a way that should be modular enough for us to continue to publish plugins,” Westmoreland said. The launch comes days after Amazon blocked Muse, a new Meta agent that shops on behalf of consumers, from its store. Amazon says outside agents have to identify themselves and follow the rules of the sites they use.

The tools land in a contested part of Amazon’s business. Independent sellers account for more than 60% of units sold on Amazon worldwide. Their fees are one of the issues in the Federal Trade Commission’s antitrust case, which accuses Amazon of overcharging sellers and punishing them for offering lower prices elsewhere. Advertising, which includes the sponsored listings sellers buy, brought in $19.8 billion in the quarter, up 26% from a year earlier. When the FTC filed, it said advertising had become “virtually necessary for sellers to do business” and that Amazon’s combined fees take close to half of many sellers’ revenue. Amazon has called the suit “wrong on the facts and the law.” The trial is set for March 2027 in federal court in Seattle.