Amazon Stock Falls as Company Rolls Out New AI Features for Sellers

Amazon's stock price fell by over 2% to around $249 per share on Wednesday morning, despite the company rolling out new AI-powered features for third-party sellers.

The new features, which include automation of routine tasks and integration with existing AI tools, are part of Amazon's push to make its platform more efficient for sellers. Seller Assistant, a tool introduced in 2024, now allows sellers to give AI agents permission to perform tasks such as restocking and adjusting product prices.

Amazon also announced that it is currently testing the new plugin to work with Anthropic's Claude AI digital assistant, which suggests that the company is exploring further integration of AI capabilities. The rollout comes days after Amazon blocked Meta's consumer-facing AI agent, Muse, from shopping on its platform.

The third-party seller business remains a key contributor to Amazon's sales, accounting for 23.3% of total net sales in fiscal Q2 2026 and generating $46.8 billion in revenue, up 16% from the previous year. The segment also accounted for 61% of worldwide paid units.