If you are looking for Amazon Amelia, you are looking for a product that no longer goes by that name. Project Amelia was the AI assistant Amazon announced for sellers in September 2024. It was renamed Seller Assistant in 2025, and on 23 September 2026 it became an agent that remembers your business, runs automations while you are logged out, and works inside Claude and Amazon Quick.

This guide covers what Amelia was, what changed at each step, what the assistant can do today, and how to switch it on.

What was Amazon Amelia?

Project Amelia was announced at Amazon Accelerate in September 2024 as a generative AI assistant built specifically for Amazon sellers. It ran on Amazon Bedrock and launched as a beta for a limited group of US sellers. It did three things:

• Answered selling questions such as how FBA works or what a category requires, using Amazon's own seller knowledge.
• Reported on your account: sales, units and traffic for a period, compared with earlier periods.
• Pointed you to fixes, with issue resolution and support promised as the next step.

In other words, Amelia was a chat box on top of Seller Central. It could tell you things. It could not yet do things.

From Project Amelia to Seller Assistant: the timeline

1. September 2024, Accelerate: Project Amelia. Beta for selected US sellers. Questions and answers about selling and about your own metrics.
2. September 2025, Accelerate: renamed Seller Assistant and made agentic. Built with Amazon Nova and Anthropic's Claude, it gained the ability to take actions on a seller's behalf with permission, such as investigating blocked listings, resolving stranded inventory and filing support cases.
3. Early 2026: canvas. A visual workspace on live account data for pricing scenarios and campaign diagnosis, first in the US and the UK.
4. 23 September 2026, Accelerate: memory, Workflows and the Selling Partner plugin. Seller Assistant now remembers pricing patterns, inventory cycles and goals, runs saved multi-step Workflows on a schedule or trigger, and is available outside Seller Central through the Amazon Selling Partner plugin: generally available in Amazon Quick and in beta in Claude for Amazon's US stores.

The official name today is Seller Assistant. You will still see "Amazon Amelia", "Project Amelia", "Amazon AI seller assistant" and "Seller Assistant AI" in articles and searches. They all describe the same product at different stages.

Amelia then vs Seller Assistant now

• Answering questions: Amelia answered questions about selling and your metrics. Seller Assistant still does, and also draws on recent Seller News and help-page changes.
• Taking actions: Amelia could not act. Seller Assistant can, with permission. Amazon's own examples include updating a product title, description and bullet points and linking a newer product version to an existing listing.
• Support: Amelia promised issue resolution. Seller Assistant is now the front door to Selling Partner Support. Amazon says anything you could do through the Get Help and Resources page, you can do with Seller Assistant, including creating cases and handing over to a human.
• Memory: none in Amelia. Seller Assistant remembers your business across Seller Central, Quick and Claude.
• Automation: none in Amelia. Seller Assistant Workflows run 24/7, including five pre-built ones: Account Health Monitor, Order & Returns Digest, Pricing Analyzer, Product Expansion Finder and Review & Feedback Requestor. Our Seller Assistant Workflows guide covers them.
• Outside Seller Central: Amelia lived only in Seller Central. Seller Assistant reaches Claude and Amazon Quick through the Amazon Selling Partner plugin.
• Price: free then, free now.

How to use Seller Assistant today

There is nothing called Amelia to switch on. Access to Seller Assistant is a user permission that the account administrator controls:

1. Sign in to Seller Central.
2. Open User permissions from the settings menu.
3. Click Edit next to the user.
4. Set the permission named Seller Assistant to Edit and save.

Edit access lets that user make account-level and ASIN-level changes through the assistant, so give it only to people you would trust with those changes directly. To use Seller Assistant in Claude, install the Amazon Selling Partner plugin and approve it under Manage Your Permissions → Manage Agents in Seller Central. The plugin is a US-only beta for now.

What Seller Assistant still does not cover

The jump from Amelia to an agent is real. The shape of the product is also clear, and it helps to know where it stops before you build a routine around it.

• One Seller Central account at a time. Amazon's materials describe a seller running their own business. There is no multi-client view for agencies.
• No Vendor Central. Amazon's seller AI is built for Seller Central. Vendors have no first-party AI assistant of this kind.
• No Amazon Ads in the plugin. Amazon Ads has its own separate stack, the Amazon Ads MCP server, with separate credentials.
• No finance, settlements or Brand Analytics. The plugin reads sales, inventory and traffic; it does not reconcile fees and settlements into a P&L, and it does not expose Search Query Performance.
• No history you own. Amazon's position is that seller data stays inside Amazon. There is no export or warehouse behind the assistant.
• US first. The agentic features and the Claude plugin are US-only for now, with international expansion promised.

For the other tools worth pairing with it, see our guide to the best AI tools for Amazon sellers.

Where DataDoe fits

DataDoe is the Amazon data layer for AI agents. For a single US seller asking "what did I sell yesterday?", Seller Assistant is the natural first stop, and it is free. DataDoe is built for the questions that cross the lines Seller Assistant draws:

• Seller Central, Vendor Central and Amazon Ads in one schema, so an AI can join ad spend to orders, fees and inventory in one question.
• A P&L that reconciles to Amazon's own settlements, not just sales.
• All Amazon marketplaces, not only the US store.
• Any AI client: Claude, ChatGPT, Gemini, Cursor, plus a REST API and BigQuery.
• History you own in 100+ tables, exportable and queryable in SQL.
• Agencies running many client accounts from one workspace.

DataDoe costs $97 a month with a 14-day free trial. See the full DataDoe vs Amazon Seller Assistant comparison or connect Amazon to Claude.

FAQ

Is Amazon Amelia still available?

Not under that name. Project Amelia became Seller Assistant in 2025. Everything Amelia did, Seller Assistant still does, plus actions, memory and Workflows.

Is Amazon Amelia free?

Yes. Seller Assistant is free to use, and so is the Amazon Selling Partner plugin for Claude and Amazon Quick.

What AI model does Seller Assistant use?

Project Amelia was built on Amazon Bedrock. Amazon says the agentic Seller Assistant was built with Amazon Nova and Anthropic's Claude.

Can Seller Assistant make changes to my Amazon account?

Yes, if the user has the Seller Assistant permission set to Edit. Sensitive actions in Workflows, such as refunds and buyer messages, require approval, and every run keeps a history of actions and approvals.

Is Amazon Amelia available outside the US?

The conversational assistant is available in more stores and languages, but the agentic features, Workflows and the Claude plugin are marked as US first.

Does Seller Assistant work for Amazon vendors?

No. Amazon's Seller Assistant materials cover Seller Central only. Vendors who want AI on their Vendor Central data can read our guide for Amazon vendors.

DataDoe is not affiliated with or endorsed by Amazon. Seller Assistant, Seller Central and Amazon Quick are Amazon's products. Details come from Amazon's help pages and announcements from September 2024, September 2025 and 23 September 2026, and may change as Amazon rolls features out.