Amazon opens Seller Central to outside AI agents, starting with Claude

Amazon has opened its Seller Central tools to AI assistants built by other companies. At its Amazon Accelerate seller conference on 23 September, it launched a plugin that lets sellers run much of their business from an AI chat window instead of Amazon’s own dashboard.

What the plugin does

The new selling partner plugin launches with Amazon Quick, Amazon’s own assistant, and in beta with Anthropic’s Claude. According to Amazon and GeekWire, it pulls a seller’s:

• listings,
• inventory levels,
• sales analytics, and
• performance metrics

into the assistant, which can then take actions on the account in the same way Amazon’s built-in Seller Assistant does. A seller could, for example, ask which products are running low and have the assistant draft restock plans or price changes.

Guardrails

Amazon says:

• Connecting Claude takes about 60 seconds and requires no coding.
• Sellers choose which types of data the plugin can access.
• Sellers must approve each action before it’s carried out.

The approval step matters. As recent incidents have shown, AI agents with broad access can take actions nobody intended. Requiring a human click before anything changes on a live store is a sensible default.

Availability

The plugin is in beta in Amazon’s US stores, with international expansion to follow. Amazon is also offering a free 12-month Quick Plus subscription, through 31 December 2026, to every primary account holder.

Why it matters

Amazon has historically kept sellers inside its own tools. Letting outside AI agents in is a recognition that many business owners now spend their working day inside general-purpose assistants and would rather bring Amazon there than switch windows. Commentators noted one clear limit: the change covers the seller side only. Amazon’s shopping storefront remains closed to outside agents.

Giving an AI agent access to your business accounts? Read our AI agent safety checklist.