Amazon’s New Agentic AI for Sellers: What is it and How to Use it?

Sep 29

Amazon’s Seller Assistant upgraded to an always-on, agentic AI that can reason, plan, and take action and in this guide, you’ll see exactly how to put it to work.

Table of contents

What Changed About Seller Assistant and Its Significance
What is Agentic AI and How is Amazon Agentic AI Powered
Core capability #1:Smarter Inventory & FBA Fulfillment
Core capability #2: Proactive Account Health Management
Core capability #3: Automated Compliance Navigation
Core capability #4: High quality Advertising with Creative studio
Core capability #5: Comprehensive Data for Business Growth
Additional Use Cases: 5 Common Problems and Agentic Playbooks
Stay in Control: Approval Steps & Guardrails
Try Seller Assistant in 60 seconds

What Changed About Seller Assistant?

What is Seller Assistant?

Seller Assistant is the built-in help experience inside Amazon Seller Central. The new version goes beyond answering questions. It reviews your catalog and performance data, finds issues before they cost you money, and prepares fixes for you to approve across inventory, account health, compliance, and ads.

What Changed?

Amazon upgraded Seller Assistant from a reactive Q&A bot to a proactive, agentic AI. Meaning, instead of waiting for you to ask questions like “Why did my ad stop delivering?” or “Why is my ASIN suppressed?”, this new version can analyze your store data, identify issues before they blow up, and propose solutions.

Think of it as a mix between an Amazon account specialist, an operations analyst, and a 24/7 virtual assistant — but without the payroll cost.

Here’s what it can help you with right now:

Intelligent inventory & FBA optimization
Proactive account health management
Automated compliance navigation
Professional-quality advertising with Creative Studio
AI-powered business growth strategy

Why Amazon Sellers Should Care?

If you’ve ever felt like half your day goes to chasing random Amazon issues instead of actually selling, this upgrade hits home. The new Seller Assistant looks for those problems automatically and drafts fixes you can approve before anything goes live.

Pretty much like free 24/7 labor — just smarter and less likely to call in sick.

Although it’s also important to note: this is still a pioneering rollout, that is currently only available at no additional cost, launching in the U.S. first before expanding globally. But the intent is clear — Amazon is finally putting in effort to make the seller experience smoother.

And don’t worry about it suddenly gaining a sense of free will and acting out on its own because Amazon reassures that the Seller Assistant will never publish changes without your approval, override your price floors or budgets, or open support cases in your name.

In short, Amazon’s Seller Assistant just got a serious glow-up.

What Is Agentic AI — and How Amazon’s Version Works

Let’s unpack that word “Agentic.”

Agentic AI means an AI that doesn’t just answer questions, it can break big goals into steps, use tools, and stage actions for your review. Think of it as a digital team member who can plan, reason, and execute (with your green light).

Example: You might say, “Help me reduce long-term storage fees.”
The AI will then analyze your inventory, flag aged SKUs, calculate savings, and stage markdowns or removals for your approval.

Instead of giving you a vague answer, Seller Assistant will actually pull your inventory data, identify slow movers, calculate savings, and stage markdowns or removals for your approval.

Now that’s what we call a co-worker upgrade.

Behind the scenes, Seller Assistant runs on Amazon Bedrock which is Amazon’s platform for AI. It uses Amazon Nova and Anthropic Claude which are Amazon’s family of foundation models and partners. Amazon combines those models with 25 years of seller know-how so the assistant can understand context, plan steps, and stage actions for your approval.

1. Smarter Inventory & FBA Fulfillment

If you’ve ever been hit by long-term storage fees or found yourself out of stock at the worst possible time, this one’s for you.

The new Seller Assistant automatically monitors your inventory, flags slow movers, and recommends the smartest way to handle them, whether that’s markdowns, coupons, or a removal plan. It can even prepare your FBA shipment plans to help balance sell-through and out-of-stock risk.

Here’s a quick-start checklist you can follow right away:

Turn on alerts for Inventory Age and sell-through <1.0
Ask for discount timing + coupon suggestions to avoid Day-181 fees
Request a shipment plan to keep 20–30 days of coverage on hero ASINs
Require stage-then-approve for all price changes and removals

  
    Action ladder by age (use this mini table):
    
        Days aged
        Move to make
      
        120–149
        
          Monitor; boost relevancy queries with SP; tighten negatives
        
        150–164
        
          Small price test (≤5%); refresh creative; push high-CVR terms
        
        165–174
        
          Add 7-day coupon; consider Outlet if appropriate
        
        175–180
        
          Stage removal/Outlet plan; finalize pricing to clear risk

Playbook — “Fee Shield” (copy/paste prompt):

“Identify SKUs aged 120–170 days with 30-day sell-through <1.0. For each, recommend (1) markdown % to reach sell-through ≥2.0 before Day-181, (2) Sponsored Products bid/budget tweaks and negatives to prioritize top-CVR queries, (3) optional 7-day coupon. Stage pricing and ad changes for my approval and estimate surcharge savings.”

Guardrails: max 15% markdown; ±10% daily budget change; no removals without approval.

KPIs: aged units ↓; surcharge $ avoided; sessions ↑; CVR ↑; TACoS flat/down.

TL;DR: fewer fees, fewer stockouts, and fewer inventory headaches.

2. Proactive Account Health Management

We’ve all had that heart sinking moment when a random performance notification hits our inbox.

Now, the AI assistant continuously monitors your Account Health Rating (AHR), Order Defect Rate (ODR), Valid Tracking Rate (VTR), and Late Shipment Rate, while keeping an eye out for safety or compliance issues.

It doesn’t just flag problems, it explains why they happened and drafts solutions you can approve.

Helpful thresholds to watch:

ODR < 1%
Valid Tracking Rate ≥ 95%
Late Shipment Rate < 4% (MFN)

Playbook — “Health Triage”:

“Scan the last 30 days for performance/policy risks (ODR, VTR, product safety). Summarize root causes, propose ranked fixes with expected impact, and stage any listing/content or customer-service changes for approval. Color-code red/amber/green by threshold.”

KPIs: AHR stability, time-to-resolution, warnings avoided.

Think of it as a 24/7 health check for your account, catching issues before Amazon’s bots do.

3. Automated Compliance Navigation

Compliance can feel like a never ending maze. One word in your listing can trigger suppression or worse.

Now, Seller Assistant checks your listings for missing docs (like UL or safety certifications), risky claims, and policy triggers, then drafts compliant alternatives you can approve with one click.

Before/after micro-example (pesticide misflag):

Before (risky): “Repels mold and bacteria on surfaces.”
After (compliant): “Designed for easy cleaning and odor control; no claims about disinfecting or preventing microorganisms.”

Playbook — “Un-Suppress Me”:

“Audit my catalog for suppressed or at-risk listings (policy/compliance/attributes). Explain the trigger and propose compliant copy/attribute fixes. After approval, apply the updates. Prioritize top-revenue ASINs.”

KPIs: suppressed count ↓; ad eligibility restored; sessions & CVR recovery.

This is your AI compliance inter. One that actually reads the fine print.

4. High Quality Advertising with Creative Studio

Creating strong ad creatives has always been a pain point. Between copywriting, video editing, and testing, it’s easy to overspend or underperform.

The new Creative Studio built into Seller Assistant changes that. It acts like a creative partner that researches your product, brainstorms ad angles, drafts storyboards, and even produces video and display assets in hours, not weeks.

Formats to request now:

Sponsored Brands Video
Sponsored Display image/video variations
DSP short video & display cut-downs

24-hour asset checklist: Product hero shots, logo lockup, one line value prop, three benefit proof points, brand dos/don’ts, and a strong CTA.

Mini-plan (3-lane creative test):

Benefit angle (speed/ease/durability)
UGC-style (hands-on demo)
Comparison (your ASIN vs. generic alternative)

Playbook — “ACOS Diet”:

“Analyze last 30 days of SP/SB. List top 50 cost driving terms with CVR <3% and low ROAS; propose negatives and bid cuts. In parallel, use Creative Studio to produce 3 Sponsored Video concepts per hero ASIN around top converting benefits. Stage all changes and creatives for my approval.”

Guardrails: bid cuts in 10–15% steps; budget floors to protect rank; human review for creatives.
KPIs: ACOS/TACoS ↓; CTR & Video CTR ↑; CVR ↑; blended ROAS ↑.

5. Comprehensive Data for Business Growth

Beyond fixing problems, this AI helps you grow.

It connects your ad data, sales trends, and inventory levels into category opportunities, seasonal forecasts, and coordinated promo + inventory + campaign plans staged for your approval.

Seasonality timeline (example):

T-30 days: lock inventory ETA; draft promo; brief creatives
T-14 days: stage coupon/deal; warm up discovery campaigns
T-7 days: push hero creatives live; finalize price & budget caps

Playbook — “Launch Stack” (new ASINs):

“For ASIN X, draft a 30-day launch plan: listing optimization checklist; competitive price band; FBA send-in to avoid OOS; PPC structure (auto discovery → broad/phrase → exact defensive). Generate 2–3 video/static concepts in Creative Studio. Stage campaigns with seed keywords and daily budget caps.”

KPIs: sessions, CVR, rank trajectory, new-to-brand %, OOS avoidance.

You get a full launch plan that used to take an entire team now delivered in minutes.

Additional Use Cases: 5 Common Problems and Agentic Playbooks

Here are five headaches every Amazon seller faces and how the new Agentic AI can tackle them automatically.

1) Featured Offer (Buy Box) loss from price competitiveness

Why it’s common: Amazon’s price-competitiveness checks trigger frequently, especially around promos and external price mismatches.
Impact: Visibility drops, ad delivery throttles, conversion tanks.

Agentic prompt (paste):
“Monitor Featured Offer eligibility for my top 100 ASINs. When we lose it—especially for ‘competitive external price’—identify the suspected external reference, and propose the smallest price/promo change to restore eligibility. Draft a case note if misclassified. Stage changes for approval.”

Guardrails: Margin floor; limit price moves to ±5%.
KPIs: Featured Offer rate, sessions, CVR, TACoS.

2) Stranded inventory → IPI and capacity limits

Why it’s common: Listing/compliance tweaks and catalog errors strand units; sustained stranding drags IPI and tightens restock/capacity limits.
Impact: Storage costs without sales, constrained growth during peaks.

Agentic prompt (paste):
“Check ‘Fix Stranded Inventory’ daily. Group by root cause and revenue impact. Propose fastest fixes (attribute edit, relist, appeal) and quantify IPI impact. If inbound capacity is tight, propose a reallocation by ASIN priority. Stage feeds/edits for approval.”

Guardrails: No removals without approval; prioritize top-20% revenue ASINs.
KPIs: refund rate ↓; RDR/NCX ↓; contribution margin ↑.

3) Returns abuse / refund-without-return (RNR) patterns

Why it’s common: Low-friction returns plus auto-refund rules create abuse clusters (repeat buyers, certain categories).
Impact: Margin erosion, NCX/VoC risk.

Agentic prompt (paste):
“Scan last 60 days for abnormal RNR/refund clusters (repeat customers, reason-code patterns). Draft SAFE-T claim templates where eligible and propose listing improvements (size charts, images, bullets) to reduce RDR/NCX. Stage customer-service macros and listing edits for approval.”

Guardrails: Minimum dollar threshold for claims; human approval on all claims/macros.
KPIs: fee errors caught; $ reimbursed; time-to-correction.

4) Wrong FBA fees from measurement (size/weight) errors

Why it’s common: Periodic re-measures or inbound discrepancies change dimensions/weight and silently raise fees.
Impact: Hidden COGS inflation; mispriced ads & promos.

Agentic prompt (paste):
“Weekly, compare current FBA fee preview to historical dimensions/weight. Flag variances >5%. Prepare re-measurement requests with evidence (photos/specs) and a reimbursement claim list if overcharged. Stage cases for approval.”

Guardrails: Escalate only when GM% impact is material; standardize evidence pack.
KPIs: fee errors caught, $ reimbursed, time-to-correction.

5) VoC/NCX spikes and listing quality gaps

Why it’s common: Amazon is leaning harder on VoC/NCX; negative themes (fit/usage confusion) surface quickly.
Impact: Suppressions, rank/ads performance decline, potential account-health hits.

Agentic prompt (paste):
“Pull VoC for ‘Poor/Very Poor’ ASINs. Extract top complaint phrases and returns reasons. Propose concrete fixes (image swaps, sizing tables, copy changes, packaging notes). Stage edits and draft proactive CS macros. Include expected KPI impact.”

Guardrails: One change per test cell; 2-week minimum test window.
KPIs: NCX ↓; VoC health ↑; returns ↓; CTR/CVR ↑.

Stay in Control: Approval Steps & Guardrails

Let’s be real — automation only works if you stay in control.

Golden rule: Stage-then-approve only. Put your limits in every prompt.

Always set limits in your prompts, such as:

Price floors & max discount %
Budget bands (e.g., ±10%/day) and bid change caps
“No removals or case submissions without my approval”
“Show expected KPI impact and confidence with each proposal”

Keep a weekly scoreboard of:
TACoS, ACOS, CTR, CVR, Inventory Age buckets, IPI, Featured Offer %, suppressed count, and VoC/NCX.

These guardrails keep automation keep automations stay in check.

Try Seller Assistant in 60 seconds

In Seller Central

Sign in to Seller Central.
Click Seller Assistant from the top navigation help icon or the Assistant card on your homepage.
Paste a prompt from this guide such as Fee Shield or Un-Suppress Me.
Review what it found and approve only the changes you want.

In Amazon Ads with Creative Studio

From Seller Central

Click Advertising → Campaign Manager to open the Amazon Ads console.
In the top nav, click Creative → Creative Studio.
- If you don’t see “Creative,” open Tools → Creative Studio.
- You can also use the search bar and type Creative Studio.
Inside Creative Studio, switch to Chat.
Select your brand if prompted, paste an ASIN, and tell it your goal
(example: “Give me 3 Sponsored Video concepts that highlight durability.”)
Review concepts, then Download or Send to campaigns.

If you see “Join waitlist” instead of Chat

Click Join waitlist and submit the form for your ads account/brand.
You’ll get an email confirmation when access is granted. Check the same Ads account you joined with.

FAQ (cost, data privacy, where to find it)

Is there an extra cost? No—Amazon positions Seller Assistant’s new AI at no additional cost.
Will it change my listings or prices without approval? No. It stages actions and waits for your approval.
Does it train on my confidential data? Amazon indicates it does not train global models on your confidential account data.
Where do I find it? Seller Central → Seller Assistant (agent chat). For ads, Amazon Ads console → Creative Studio → chat. This feature is rolling out in phases. If you don’t see Seller Assistant yet, your account may not have access.
Which ad types can it help with today? Sponsored Brands Video, Sponsored Display (image/video), DSP short video & display.
How do I measure success? Track TACoS/ACOS, surcharge $, Featured Offer %, suppressed count, VoC/NCX, fee reimbursements.