Amazon just told sellers they no longer have to log into Seller Central to run their business — a chatbot can do it for them. At its Accelerate conference in Seattle, the company unveiled a plugin that connects Anthropic's Claude, along with Amazon's own Quick assistant, directly to seller data: inventory levels, prices, product listings, sales analytics and customer messages.
Hooking it up takes about a minute and no code. From there, the assistant sees exactly what a seller sees inside their account and can act on their behalf — raise a price, restock an item, answer a buyer. Nothing happens automatically, though: a human signs off on every action, and the whole decision trail gets logged.
Under the hood it all runs on Amazon Bedrock, pairing Amazon's own Nova models with Claude. That pairing isn't incidental — Amazon has poured more than $13 billion into Anthropic since last year and made AWS its primary cloud partner for training. A Claude plugin inside Seller Central is one more way to turn that investment into stickiness that keeps sellers inside Amazon's ecosystem.
Amazon has plenty of sellers to keep happy, and they matter more to its bottom line than people tend to assume: independent sellers account for more than 60% of everything sold on the platform, and the fees they paid brought in $46.8 billion last quarter — more than AWS itself. A friendly AI helper doubles as goodwill at a convenient moment: Amazon is fighting an FTC antitrust case set for trial in March 2027, where regulators argue seller fees eat up nearly half of many merchants' revenue and advertising has become all but mandatory.
For now the plugin is in beta and limited to Amazon's US stores, with international rollout promised later. Sellers who connect it before the end of 2026 get a free year of Amazon Quick Plus, including access for two extra team members.
