On 23 September 2026 Amazon did something it had never done before: it opened Seller Central to an outside AI assistant. The Amazon Selling Partner plugin brings Seller Assistant's data and actions into Anthropic's Claude and Amazon Quick. In Claude's connector directory it appears as Amazon Selling Partner MCP, and under the hood it is a remote MCP server Amazon calls the Amazon Selling Partner Connector.

Three names, one product. This guide explains what it does, how to set it up, what is inside it, and where it ends.

The names, sorted out

• Amazon Selling Partner plugin is Amazon's name in its announcement. It covers both Amazon Quick and Claude.
• Amazon Selling Partner MCP is how the connector is listed in Claude.
• Amazon Selling Partner Connector is the MCP server itself, at https://sellingpartner-ai.amazon.com/mcp, according to Amazon's public toolkit on GitHub.
• Seller Assistant is the AI assistant inside Seller Central that the plugin extends. See our guide to Amazon Seller Assistant.

It is also different from the Amazon SP-API MCP, which is a developer tool for building against SP-API, and from the Amazon Ads MCP server, which covers advertising.

What the plugin does

Amazon's description: the plugin connects your Seller Central account to an AI tool so you can work with your listings, performance metrics, inventory and sales from inside that tool, and take actions with your approval. Amazon's framing from the launch was blunt. Mary Beth Westmoreland, who leads selling partner experience, told GeekWire the vision was that sellers "would never have to log into Seller Central".

The facts from Amazon's announcement:

• Amazon Quick: generally available.
• Claude: beta.
• Who: sellers in Amazon's US stores, with international expansion "to follow".
• Price: free. Every primary account holder can also claim 12 months of Amazon Quick Plus free, plus two co-workers, until 31 December 2026.
• Safety model: "clear boundaries on what it can access, human approval on actions, and complete audit trails".
• What's next: Amazon says it will add connections to more third-party AI tools "over time".

How to set it up in Claude

Amazon's public toolkit describes the flow like this:

1. Add the Amazon Selling Partner connector in Claude. In claude.ai that lives under Settings, Customize, Connectors.
2. Sign in with your Seller Central account. Authorisation uses Seller Central's standard OAuth consent screen.
3. Approve the access. The assistant only gets the tools your Seller Central user role allows, and account owners manage agent access to secondary users through a new Manage Agents area in Seller Central permissions.

Amazon says setup takes about a minute and needs no code. You need a Seller Central account in a US store.

What is inside: skills, commands and tools

Amazon published the plugin's skills as an open-source toolkit, amzn/selling-partner-agentic-toolkit. Its own description: "Skills for managing an Amazon seller account via SP-API, through the Amazon Selling Partner Connector (MCP). Write actions are always human-in-the-loop."

The skills:

• seller-analytics for sales, traffic and inventory metrics
• stockout-prevention for days of supply and restock
• fba-inbound-management for planning and sending FBA shipments
• listing-troubleshooter, listing-issues, listing-buyability, listing-searchability and listing-compliance for finding and fixing listing problems
• invite-secondary-users for account users
• support-case-helper for Seller Support cases
• sp-api-knowledge for SP-API documentation

The commands: /sp-stockout-check, /sp-fix-listing and /sp-sales-drop.

In practice that means you can ask Claude why sales dropped last week, which SKUs are about to stock out, why a listing is suppressed, and have it draft the fix, a price change or an FBA inbound plan for you to approve.

What it does not cover (yet)

The plugin is a beta, and the public materials describe a specific scope. Neither Amazon's announcement nor the toolkit mentions:

• Vendor Central. The plugin is for sellers in Seller Central.
• Amazon Ads. Advertising has its own, separate AI stack, the Amazon Ads MCP server, with its own credentials.
• Marketplaces outside the US. International is announced but not dated.
• Finance and settlements. The skills cover sales, traffic, inventory, listings and inbound. There is no settlement reconciliation or per-SKU profit in the list.
• History you can take away. Amazon stresses that data stays within Amazon. There is no export, warehouse or SQL access.
• AI clients other than Claude and Quick. Amazon decides which tools get connected.
• Many accounts at once. The model is one seller authorising their own account.

Some of that will change: Amazon has said more countries and more AI tools are coming. Some of it is structural, because the plugin is Amazon's view of one Seller Central account.

Amazon Selling Partner plugin vs Amazon Ads MCP vs DataDoe

Three MCP options now exist for Amazon data. They do different jobs.

Selling Partner plugin

• Made by: Amazon
• Seller Central: Yes
• Vendor Central: Not mentioned
• Amazon Ads: Not mentioned
• One schema across all three: No
• Marketplaces: US (beta)
• AI clients: Claude, Amazon Quick
• Warehouse and SQL: No
• Write actions: Listings, prices, FBA inbound, with approval
• Price: Free

Amazon Ads MCP

• Made by: Amazon Ads
• Seller Central: No
• Vendor Central: No
• Amazon Ads: Yes
• One schema across all three: No
• Marketplaces: Per Ads account
• AI clients: Any MCP client
• Warehouse and SQL: No
• Write actions: Campaigns
• Price: Open beta, needs Ads API access

DataDoe

• Made by: DataDoe (Deltologic)
• Seller Central: Yes
• Vendor Central: Yes
• Amazon Ads: Yes
• One schema across all three: Yes
• Marketplaces: All Amazon marketplaces
• AI clients: Claude, ChatGPT, Cursor, Gemini and more
• Warehouse and SQL: BigQuery, exports
• Write actions: Listings, orders, shipments, Ads, off by default, dry-run
• Price: $97/month, 14-day trial

Which one should you use?

• You are a single US seller and want to ask Claude about your account and fix listings. Start with the Selling Partner plugin. It is free and first-party.
• You only need to run ads through an agent. The Amazon Ads MCP server is built for that.
• You sell through Vendor Central, sell outside the US, run an agency, use ChatGPT or Cursor, or need to join ads to orders, fees and inventory with history you can query in SQL. That is what DataDoe is for.

They also work side by side. Nothing stops you from having Amazon's plugin and DataDoe connected to the same Claude account and using each for what it does best.

FAQ

Is there an official Amazon MCP server for sellers?

Yes, since 23 September 2026. The Amazon Selling Partner Connector at sellingpartner-ai.amazon.com/mcp powers the Selling Partner plugin, currently in beta in Claude for US stores.

Is the Amazon Selling Partner plugin free?

Yes. Amazon has not announced any fee for the plugin.

Does the plugin work in ChatGPT?

Not at launch. Amazon lists Claude and Amazon Quick and says more third-party AI tools will follow over time. DataDoe already works in ChatGPT.

Can the plugin change my listings or prices?

Yes, but every write is drafted for your approval before it runs.

Is it the same as the Amazon SP-API MCP?

No. The SP-API MCP is a developer tool for building integrations. The Selling Partner plugin is for sellers managing their own account.

DataDoe is not affiliated with or endorsed by Amazon or Anthropic. Details come from Amazon's 23 September 2026 announcement and its public selling-partner-agentic-toolkit repository, and may change during the beta.