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

"Our vision was that they would never have to log into Seller Central," Mary Beth Westmoreland, Amazon's vice president of Worldwide Selling Partner Experience, told GeekWire. Amazon's answer is a plugin that lets independent sellers run their stores from Anthropic's Claude or from Quick, Amazon's own assistant.

At a glance

• Amazon announced at Accelerate, its annual seller conference in Seattle, a selling partner plugin that lets sellers check inventory, adjust prices and update listings from Claude or Quick.
• Setup takes about 60 seconds without code; sellers pick which data types the plugin can reach, approve every action, and Amazon says it doesn't see other business data in their assistant.
• The plugin is a U.S.-only beta, Amazon still decides which AI platforms get in, and the launch lands days after it blocked Meta's Muse shopping agent from its store.

If you haven't followed Amazon's seller side, the center of it has been Seller Central, the web portal merchants have used for years to manage their Amazon businesses. Inside it sits Seller Assistant, an AI tool that answers sellers' questions and, with their approval, updates listings and prices. Claude models already power it, and Amazon is a major investor in Anthropic.

Amazon says about 90% of sellers already use some form of outside AI

That figure is the backdrop for the plugin. Sellers were already pasting their numbers into other tools, so Amazon is bringing its data to those tools instead. In Westmoreland's words, "We would just bring it to them where they work."

Claude and Quick are the first two supported platforms, and Amazon says more integrations will follow. Westmoreland said the system was built "in a way that should be modular enough for us to continue to publish plugins." Amazon hasn't named the next platforms. It also still decides which platforms get support at all. The announcement came days after Amazon blocked Meta's Muse, a new AI agent that shops on behalf of consumers, from its store. Amazon's stated rule is that outside agents must identify themselves and follow the rules of the sites they use.

Seller fees brought in $46.8 billion in the second quarter, more than AWS

Independent sellers account for more than 60% of units sold on Amazon worldwide. The fees Amazon charges them brought in $46.8 billion in the second quarter, more revenue than AWS. Advertising, which includes the sponsored listings sellers buy to promote their products, brought in $19.8 billion in the same quarter, up 26% from a year earlier.

Those fees are part of the Federal Trade Commission's antitrust case against Amazon. The FTC accuses the company of overcharging sellers and punishing them for offering lower prices elsewhere. When it filed the case, the agency 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 denied the allegations and called the suit "wrong on the facts and the law." Trial is set for March 2027 in federal court in Seattle.

Connecting Claude takes about 60 seconds and no coding

The plugin pulls 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 way Seller Assistant does inside Seller Central: change a price, edit a listing, report on stock.

Two controls sit on top. Sellers choose which types of data the plugin can reach, and they approve each action before it's carried out. Think of it as giving a bookkeeper a key to some filing cabinets but not others, and having them ask before moving any money. Amazon says it doesn't see the other business data sitting in a seller's assistant. GeekWire's lead image shows a seller running an account checkup inside the Claude app.

Seller Assistant now remembers pricing patterns and inventory cycles between sessions

The plugin wasn't the only announcement. The upgraded Seller Assistant keeps a seller's pricing patterns, inventory cycles and growth goals from one session to the next. New background automations watch a seller's business and can act on it, again only with the seller's approval.

A new canvas feature builds a visual workspace 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. Amazon is also giving every primary selling account holder worldwide a free 12-month subscription to Amazon Quick Plus, available through Dec. 31, 2026, with two additional co-workers covered at no cost.

The seller organization itself is under new leadership. Amit Agarwal, a 27-year Amazon veteran who launched its India marketplace, took over selling partner services in February, when Dharmesh Mehta moved to become CEO Andy Jassy's technical advisor.

The opening is narrower than the headline suggests. The first outside platform is Claude, from a company Amazon has invested in and whose models already run Seller Assistant, and the policy on other agents appears to be decided case by case. In our view, per-action approval is the right default for a tool that can change live prices, though sellers are a pragmatic crowd: last year's loudest Accelerate ovation went to ending commingling, the mixing of identical inventory from different sellers in Amazon warehouses.

When the plugin leaves the U.S.

For now the plugin is in beta in Amazon's U.S. stores. International expansion is promised but has no date, so sellers elsewhere will keep using Seller Central for the time being. Amazon hasn't said which assistants will get plugins after Claude and Quick. The dated checkpoints are the Quick Plus offer, open through Dec. 31, 2026, and the FTC trial over seller fees in March 2027.