Amazon’s New AI Seller Tools: Seller Assistant Upgrades, the Claude Plugin and a Free Year of Amazon Quick Plus

If you sell on Amazon, three new AI tools now apply to your account. Seller Assistant inside Seller Central got memory, a visual workspace and automated workflows, and it is still free. A new Amazon Selling Partner plugin connects your seller account to Amazon Quick and to Anthropic’s Claude. And primary account holders can get Amazon Quick Plus free for 12 months if they sign up by December 31, 2026. Amazon announced all three on September 23 at Accelerate 2026 in Seattle.

Amazon bundled four pieces together. Two live inside Seller Central. Two connect your account to tools outside it.

Seller Assistant is the AI helper built into Seller Central. Amazon first launched it in 2023 and says it now runs on Amazon Bedrock using Anthropic’s Claude models. The September update added four things.

• Memory. It remembers your pricing patterns, inventory cycles and growth goals. That memory follows you into Amazon Quick and Claude if you connect them.
• Canvas. A visual workspace where you can model scenarios, compare pricing strategies and dig into ad campaign results with live data.
• Workflows. Automations you describe in plain language. They keep running when you are not logged in. For each workflow you choose whether it only makes recommendations or also takes action. When it takes action, you review and approve first, and every action is logged.
• Templates. Prebuilt workflows for monitoring account health, summarizing orders, analyzing pricing trends and finding product expansion ideas.

Amazon’s own example: “Alert me if any of my top 10 products drop below a 4-star rating and draft a response plan.” Every suggestion comes with its reasoning, so you can see why it recommends something.

Seller Assistant is already useful for Buy Box problems. You can use Seller Assistant to diagnose why you’re not in the Buy Box and find regional Buy Box coverage gaps. If you are weighing Amazon’s pricing workflows against a dedicated repricer, read how AI-powered repricing actually differs from rule-based repricing.

Amazon’s help page also carries a plain warning. The AI is experimental and can make mistakes. Check its source links before acting, and do not treat its answers as legal, financial or professional advice.

The plugin lets an outside AI assistant work with your seller account. It launched in beta on September 23 with Amazon Quick and Claude. Amazon says more integrations will follow. It does not open your account to any AI tool. Amazon decides which assistants are supported.

Once connected, the assistant can read your sales and revenue, inventory levels and health, traffic and conversion, and listing health and compliance. Amazon lists tasks like these:

• Check stockout risk and suggest restock quantities and dates.
• Find suppressed listings or listings with errors.
• Propose bullet-point updates for you to approve.
• Show the expected Featured Offer price and the competing offers.
• Estimate referral and FBA fees at a given price.
• Start an FBA inbound plan, through packing, placement and transportation.
• Look up the prep and labeling requirements for each ASIN before you ship.

The last two matter for anyone sending inventory to FBA. You can ask “What prep does Amazon require for these ASINs?” and get the answer before the boxes are packed.

Read this part carefully. The plugin is in beta for sellers in Amazon’s US stores. International expansion is planned but not dated. It needs an Amazon selling account on the Professional plan, not a shopping account. After you connect, you either get access right away or go on a waitlist. Amazon grants access in the order requests come in and emails you when yours is ready.

Behind the scenes, the plugin is built on Amazon’s official Selling Partner agentic toolkit. It signs in through the normal Seller Central permission screen. The assistant can only use tools your Seller Central role allows, and it drafts changes for your approval.

Amazon Quick is Amazon’s AI workspace for chat, research, documents and automations. The Plus plan normally costs $20 per user per month billed annually. Amazon is giving it away for 12 months to primary account holders who sign up by December 31, 2026.

Amazon’s help page says it this way: “Primary sellers get 1 year free (up to $720 value). Other sellers get 30 days free.” The primary account holder can also name two co-workers to get the free year. Amazon has not defined who counts as “other sellers.”

To claim it, Amazon’s help page gives these steps:

1. Confirm you are the primary account holder on a Professional selling plan.
2. Open Amazon Quick and sign in with your Amazon account.
3. When you see “Connect Amazon Seller Central,” sign in with your selling account.
4. On “Choose permissions for Amazon Quick,” pick only the access you need, then choose Authorize.
5. When you see “Connected to Seller Central,” choose Continue. Amazon says your free trial is then applied.
6. Check it. In Quick, open your username, then Manage account, then Plan and billing. You should see your plan and the days remaining.
7. Set a calendar reminder about a month before the 12 months end.

That last step matters. Amazon has not published what happens when the free year ends, including whether it renews at the paid price. For its standard 30-day trial, Quick lets you continue with Plus or move to the Free plan, but Amazon has not said the same applies here. Amazon also has not detailed where you designate the two co-workers.

Non-US sellers are in a gray area. Amazon says the offer is for primary account holders “globally,” but the only claim path it documents runs through the US beta plugin. If you sell outside the US, watch Seller Central News for instructions.

Prices as listed on AWS’s Amazon Quick pricing page in September 2026. Usage is measured in “agent hours,” and heavy use can trigger upgrades or overage charges if you turn them on.

Seller Assistant inside Seller Central keeps your data within Amazon. The plugin is different. Once you authorize an outside assistant, Amazon says your account data “is sent to and processed on systems outside of Amazon’s control,” under that assistant’s terms of service and privacy policy.

You also own the results. Amazon’s terms say you are responsible for every action the agent takes, whether or not you started it. Your obligations under the Business Solutions Agreement do not change. Disconnecting stops data access right away, but it does not undo earlier actions.

Amazon’s own safety checklist is short and worth following:

• Read the assistant’s privacy policy and terms before you connect.
• Opt out of model training where the assistant offers it. AWS says it does not use Quick data to train models.
• Grant the least access you need. You can limit the connection to answers only.
• Review connected agents regularly and disconnect ones you no longer use.
• Know what other tools are connected to your assistant, because data can flow to them too.
• Never paste passwords, API keys or sensitive personal information into a chat.

Two permission settings control this, and only the account administrator can change them.

Amazon’s advice is to grant access only to people you trust. A VA or prep partner with Seller Assistant access can change listings as well as read them.

Amazon announced several other changes the same week.

• Multichannel selling in Seller Central. You will be able to connect eBay, Shopify, TikTok and Walmart accounts and manage those orders from Seller Central. It is rolling out to US sellers over the coming months at no extra cost.
• Prime delivery on your own website. US Multi-Channel Fulfillment merchants can offer Prime delivery on their own sites.
• Finance Workspace. On September 21, new Seller Central moved payments, payouts and reports into one area. See our guide to Amazon Finance Workspace.
• Express Payout by default. Since September 21, payouts reach most US bank accounts within 24 hours. See how Amazon Express Payout works in 2026.
• More products for Amazon Global Logistics. Amazon Global Logistics now accepts more battery-powered electronics. See which products qualify.

1. Try the Seller Assistant upgrades. Start with a template, such as account health monitoring, and set it to recommend only.
2. Decide who needs access. Check User Permissions and Manage Agents before anyone else connects.
3. Claim Quick Plus before December 31, 2026 if you are the primary account holder. Choose minimal permissions when you connect.
4. Confirm the plan. Check Plan and billing in Quick and note the end date.
5. Set a reminder a month before the free year ends.
6. Read the terms of any outside assistant before you connect it to your seller account.
7. Keep approvals on. Let agents draft changes. Approve them yourself.

The Seller Assistant upgrades are free and low risk, so they are worth trying now. The free Quick Plus year is worth claiming if you are the primary account holder, as long as you set a reminder before it ends. The plugin is where you need to slow down. Once you connect Claude or Quick, your data leaves Amazon’s systems and you are responsible for what the agent does. Grant the least access you can and approve every change yourself.