Amazon Makes Seller Assistant Agentic at Accelerate 2026 — Over 100 Seller Metrics, Workflows Hundreds of Steps Deep, a Redesigned Seller Central With Canvas, and a Selling Partner Plugin for Amazon Quick and Anthropic's Claude (September 23, 2026)
At Amazon Accelerate in Seattle on September 23, 2026, Amazon announced the next version of Seller Assistant — the AI assistant built into Seller Central — and called it the biggest upgrade in how sellers manage their Amazon business in a decade. Seller Assistant becomes agentic: Amazon says it draws on over 100 seller metrics and orchestrates complex workflows with hundreds of steps and hundreds of thousands of resources, pulling sales, inventory, advertising, and compliance work into one assistant instead of separate reports and pages. Amazon also redesigned Seller Central around connected workflows, including a new visual workspace called Canvas, and launched an Amazon Selling Partner plugin that connects a seller account to outside AI tools — one for Amazon Quick and one for Anthropic's Claude. Every Amazon seller is being gifted a free 12-month Amazon Quick Plus subscription covering the primary account holder plus two additional users.
Real-World Impact
Amazon says Seller Assistant now reasons over more than 100 seller metrics and can orchestrate workflows running hundreds of steps — work that previously meant opening separate reports and tools page by page. The free Amazon Quick Plus subscription covers 3 people per account (the primary holder plus two additional users) for 12 months.
Key Points
- Announced September 23, 2026 at Amazon Accelerate in Seattle; Amazon describes it as the biggest upgrade in how sellers manage their Amazon business in a decade
- Seller Assistant is now agentic — it draws on over 100 seller metrics and orchestrates workflows with hundreds of steps across hundreds of thousands of resources, covering sales, inventory, advertising, and compliance in one place
- Amazon Quick Plus is described as a complete AI workspace for a seller's business, and the plugin route means sellers can work their account from an outside AI tool rather than only inside Seller Central
- Seller Central has been redesigned around connected workflows, including a visual workspace called Canvas
- New Amazon Selling Partner plugins link a seller account to outside AI tools — one for Amazon Quick and one for Anthropic's Claude — giving them access to the full catalog, real-time metrics, and recommendations
- All sellers receive a free 12-month Amazon Quick Plus subscription covering the primary account holder plus two additional users
What You Should Do Now
- 1Open Seller Assistant in Seller Central and check what the redesigned workspace and Canvas surface for your account
- 2Treat any action the assistant proposes on your listings, pricing, or campaigns as a real decision — confirm what it will change before you let it run
- 3If you want the assistant working outside Seller Central, set up the Amazon Selling Partner plugin for Amazon Quick or the one for Anthropic's Claude
- 4Claim the free 12-month Amazon Quick Plus subscription and decide which two additional users on your team should get the seats
- 5Review who on your team has Seller Central permissions before enabling agentic workflows — an assistant acting on the account works with the access of whoever runs it