Amazon Debuts Always-On AI Agent for Sellers

Amazon launches always-on Seller Assistant agent

Amazon announced an update to Seller Assistant that turns it into an always-on, agentic AI able to monitor seller accounts continuously and, with permission, take actions on behalf of third-party merchants. The company says the agent will handle routine operations and complex strategy so sellers can focus on growth.

Under the new capabilities, Seller Assistant can flag slow-moving inventory before long-term storage fees apply, recommend pricing changes, suggest shipments based on demand patterns, and alert sellers to listings that might violate new safety rules. The assistant can also ensure product compliance across countries where a seller lists items.

• Identify slow-moving SKUs and recommend leave, discount, or removal
• Analyze demand trends and suggest shipment plans
• Continuously monitor listings for regulatory or safety risks

Amazon is also extending agentic AI into advertising, letting sellers create ads through conversational prompts. This announcement follows broader industry moves toward agent-driven commerce — including new payments protocols for agent transactions introduced by other tech firms — and suggests marketplaces are preparing for agents that can not just advise but also initiate transactions.

For sellers the promise is clear: automation that reduces manual busywork, faster reactions to demand shifts, and fewer compliance surprises. In practice, sellers could shave inventory costs, increase ad effectiveness, and scale operations without hiring proportional headcount.

But agentic automation also brings new risks and questions that businesses must manage before giving a system permission to act.

• Decision errors: incorrect pricing or removals can harm margins or listings
• Permissioning and auditability: sellers need clear control, logs, and rollback options
• Compliance gaps: automated cross-border rules must be validated for each market

Marketplaces and sellers will need operational guardrails: role-based permissions, testing environments, and clear escalation paths. Regulators and payments networks are already preparing for agent-driven transactions, so building compliance and traceability into agent workflows is not optional.

QuarkyByte's approach is to treat agent deployments like product launches: map business objectives, simulate agent decisions against historical data, run governance and safety checks, and measure economic impact before full authorization. For marketplaces and high-volume sellers, that means preventing costly mistakes while realizing the scale benefits of automation.

Amazon's move is a milestone for commerce automation. Sellers who prepare with clear rules, testing, and monitoring will capture the upside — faster operations and smarter inventory and ad decisions — while minimizing the downside of handing parts of their business to an always-on agent.