Amazon implements proactive AI system throughout its seller domain
Amazon has announced the launch of advanced AI capabilities for its Seller Assistant, transforming the platform into an autonomous agent that proactively monitors accounts, optimizes inventory, and manages advertising campaigns. The new features were rolled out on September 17, 2025, and are currently available to all sellers in the U.S. marketplace at no additional cost.
The enhanced Seller Assistant is designed to operate through Amazon's foundation model infrastructure, known as Amazon Bedrock. This AI system processes multiple data points simultaneously, including inventory levels, customer demand patterns, compliance requirements, and market trends. It continuously scans seller accounts for potential compliance issues, such as inventory listings that might violate product safety regulations and customer service metrics approaching warning thresholds.
The system is equipped with the ability to implement approved solutions automatically, clearing warnings before they escalate into account restrictions. It also provides comprehensive analysis of account health, explaining triggering factors and recommending specific corrective actions. Beyond operational tasks, the agentic AI analyses sales patterns and customer behaviour to suggest new product categories and recommend optimized marketing strategies.
One of the key new features is the Creative Studio, a conversational tool that transforms campaign development timelines from weeks to hours. This tool, built on Amazon's existing AI implementations across its advertising ecosystem, generates tailored advertising concepts with detailed explanations of its reasoning process.
The agentic AI capabilities aren't limited to operational tasks. It also delivers detailed inventory plans for seasonal demand preparation, recommending optimal allocation between FBA fulfillment centers and Amazon Warehousing and Distribution. Moreover, it provides real-time inventory monitoring and proactively flags slow-moving products before long-term storage fees apply.
Amazon's gradual feature expansion across its marketplace ecosystem is evident in the rollout of these enhanced features. The international rollout of the enhanced features is planned for other countries over the coming months. Additional capabilities will launch to sellers throughout the remainder of 2025.
The agentic AI capabilities were introduced by Jitterbit on September 16, 2025. This extension to the functions of Seller Assistant is expected to significantly streamline operations for sellers, providing them with a comprehensive growth plan for their review and execution.
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