Amazon Agentic AI Push Targets Sellers Amid Growing Adoption

Amazon is taking its agentic AI strategy to new heights by pushing it deeper into its marketplace, specifically targeting third-party sellers. The company recently expanded Seller Assistant with new workflows that enable sellers to create recurring automations even when they are not logged in to Seller Central.

The assistant now retains memory of a seller's pricing patterns, inventory cycles, and growth goals, and can connect to tools sellers already use through a plug-in starting with Amazon Quick and Anthropic's Claude. While the service is free and optional, any financial benefits will be indirect, coming from increased seller productivity, selection, and advertising engagement.

Agentic features are gaining traction elsewhere in Amazon's business as well, including Alexa for Shopping, which nearly doubled active users in the second quarter with interactions up more than five times year over year. U.S. customers using it spend over 40% more per order. Ads Agent also delivered 8% lower cost-per-impression and 6% lower cost-per-acquisition, supporting advertising growth of 26%.