Amazon Seller Assistant is the AI assistant built into Seller Central. It started life in 2024 as Project Amelia, a chat box that answered questions about your sales. In September 2026, at Amazon Accelerate, it became something much bigger: an agent that remembers your business, runs automations around the clock, and now reaches outside Seller Central into Claude and Amazon Quick.

If you are researching "Amazon's AI seller assistant", this is the guide to what it actually is today, what it can and cannot do, how to switch it on, and where it stops.

What is Amazon Seller Assistant?

Amazon's own help page calls it "Seller Central's agentic assistant". It is a conversational AI tool inside Seller Central that answers questions about selling on Amazon and about your own account, and, with your permission, takes actions on your behalf.

A few facts worth pinning down, because the name gets confused a lot:

• The official name is Seller Assistant. You will also see "Amazon Seller Assistant", "Amazon AI Seller Assistant" and "Seller Assistant AI" in articles. They all mean the same product.
• Project Amelia was its first name. Amazon announced Project Amelia at Accelerate in September 2024. By Accelerate 2025 it had been renamed Seller Assistant and given agentic capabilities.
• It is not sellerassistant.app. That is an unrelated third-party Chrome extension for product sourcing. Searches for "seller assistant" often land there first.
• It is free. Amazon's help page answers the question directly: "It's free to use."

What Amazon announced at Accelerate 2026

On 23 September 2026 Amazon added four things to Seller Assistant:

1. Persistent memory. Seller Assistant now remembers each seller's business, such as pricing patterns, inventory cycles and goals, so its recommendations get more specific over time.
2. Workflows. Saved, multi-step automations that run on a schedule or on demand, even when you are logged out. We cover them in detail in Amazon Seller Assistant Workflows explained.
3. Canvas. A visual workspace for exploring your data and modelling scenarios, for example comparing pricing strategies.
4. The Amazon Selling Partner plugin. Seller Assistant's data and actions, available outside Seller Central: generally available in Amazon Quick, and in beta in Anthropic's Claude for sellers in Amazon's US stores. Our guide to the Amazon Selling Partner plugin for Claude covers setup and limits.

Amazon also said Seller Assistant has rolled out to over 90% of its selling partners worldwide, has "hundreds of thousands" of active users, and that sellers accept its recommendations over 90% of the time. And every primary account holder can claim a free 12-month Amazon Quick Plus subscription until 31 December 2026.

What Seller Assistant can do

Amazon groups the capabilities into four kinds of request. The examples below are the ones Amazon itself uses.

1. Answer questions about selling on Amazon

"How do I sell with FBA?", "How can I change a product category?", "What are the requirements to sell children's toys?" It draws on Seller Central help pages and Seller News, so it can speak to recent policy changes.

2. Report on your own business

"What was my OPS yesterday?", "What were my sales last quarter?", "How many page views did I get this month compared to last month?" It summarises sales, units and traffic and compares them with earlier periods.

3. Diagnose and fix account problems

This is where the agentic part shows. According to Amazon, Seller Assistant can:

• investigate inactive or blocked listings and explain how to reactivate them
• help resolve stranded and reserved inventory
• analyse storage fees and aged inventory surcharges
• assess Featured Offer eligibility
• identify open compliance violations
• help with parent-child variation problems

4. Take actions and handle support

With permission, it can act: Amazon's examples include "Update my product title, description, and bullet points" and "Link a newer product version to my existing listing". It can also create and submit support cases for you, and hand you over to a human associate by chat, email or phone when it cannot finish the job. Amazon now says that anything you could previously do through the Get Help and Resources page, you can do with Seller Assistant.

How to turn on Seller Assistant

Access is controlled by a user permission, and only the account administrator can grant it:

1. Sign in to Seller Central.
2. Open User permissions from the settings drop-down.
3. Click Edit next to the user.
4. Find the permission named Seller Assistant and set it to Edit.
5. Save. Amazon says changes can take up to five minutes.

Administrators can assign it to themselves the same way. Setting the permission back to None removes access.

Treat Edit access seriously. Amazon's own warning is that it lets a user view account data and make account-level and ASIN-level changes through the assistant. Give it to people you would trust with those changes directly.

Languages and availability

• Seller Assistant works on desktop and mobile, 24/7, with no setup.
• For support resolution Amazon lists English, French, Spanish, Italian, Chinese, German, Japanese and Portuguese.
• The agentic help page and the new Workflows are marked as applying to the US store. Other stores still describe it as a conversational assistant, so expect features to land in the US first.
• The Selling Partner plugin for Claude is a US-only beta, with international expansion "to follow".

The limits worth knowing

Seller Assistant is a genuinely useful tool, and it is free. It also has a clear shape, and knowing that shape saves time.

• It is built around one Seller Central account. Amazon's materials describe a seller managing their own business. There is no mention of agencies running many client accounts from one place.
• It is a Seller Central tool. Amazon's announcement and help pages do not mention Vendor Central. Amazon Ads has its own separate AI tooling, including the Amazon Ads MCP server.
• Your data stays in Amazon. Amazon presents that as a privacy strength, and for many sellers it is. It also means there is no warehouse or export behind it: if you want your history in BigQuery, in a spreadsheet model or joined with other channels, Seller Assistant is not that tool.
• AI can be wrong. Amazon's own disclaimer says so and asks you to verify critical details. Be particularly careful with AI rewrites of titles and bullets, which can drop keywords you rank for.

Where DataDoe fits

DataDoe is the Amazon data layer for AI agents. It is not a replacement for Seller Assistant, and for a single US seller asking "what were my sales yesterday?", Seller Assistant is the obvious first stop.

DataDoe exists for the jobs Seller Assistant is not shaped for:

• Seller Central, Vendor Central and Amazon Ads in one schema, so an AI agent can join ad spend to orders, fees and inventory in one question.
• All Amazon marketplaces, not just the US store.
• Any AI client: Claude, ChatGPT, Cursor, Gemini, plus a REST API and BigQuery.
• History you own, in 100+ tables, exportable and queryable in SQL.
• Agencies managing many client accounts.
• Write access through Actions for listings, orders, shipments and Amazon Ads, off by default and testable in dry-run mode.

DataDoe costs $97 a month and comes with a 14-day free trial. Connect your Amazon account to Claude or see pricing.

FAQ

Is Amazon Seller Assistant free?

Yes. Amazon's help page says it is free to use, and the Selling Partner plugin is free too.

Is Seller Assistant the same as Project Amelia?

Yes. Project Amelia was the 2024 beta name. It became Seller Assistant in 2025.

Can Amazon Seller Assistant change my listings?

Yes, with permission. Amazon's examples include updating titles, descriptions and bullet points and linking a newer product version to an existing listing. Users need the Seller Assistant permission set to Edit.

Can I use Amazon Seller Assistant in Claude?

Yes, through the Amazon Selling Partner plugin, currently a beta for US stores. See our Selling Partner plugin guide.

Does Seller Assistant work for Amazon vendors?

Amazon's Seller Assistant materials are written for Seller Central and do not mention Vendor Central. If you sell through Vendor Central, see our vendor data guide.

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