Amazon lets independent sellers run their stores from Claude through a new seller plugin

Amazon announced a plugin that lets independent sellers manage their Amazon businesses from Anthropic's Claude or from Amazon's own Quick assistant. Sellers can check inventory, adjust prices and update listings without opening Seller Central, the portal merchants have used for years. Amazon unveiled the tools at Accelerate, its annual seller conference in Seattle. It also released automations that monitor a seller's business in the background and can act with the seller's approval. An upgraded Seller Assistant will remember a seller's pricing patterns, inventory cycles and growth goals from one session to the next. "Our vision was that they would never have to log into Seller Central," said Mary Beth Westmoreland, Amazon's vice president of Worldwide Selling Partner Experience. "We would just bring it to them where they work." Amazon says about 90 percent of sellers already use some form of outside AI to run parts of their operations. Independent sellers account for more than 60 percent of units sold on Amazon worldwide. The move gives an external AI agent direct access to pricing and listings for a large share of the marketplace. It also signals that Amazon is willing to meet merchants inside third-party assistants rather than only its own tools.