Amazon Launches Agentic AI Tools for Third-Party Sellers

Amazon has launched an agentic artificial intelligence platform designed to automate routine tasks for the millions of third-party sellers who operate on its e-commerce marketplace, according to details first reported by Reuters.

The service, branded as "workflows," represents Amazon's entry into agentic AI—systems capable of executing multiple actions autonomously with minimal human intervention. The platform will be available at no cost to all sellers and remains optional.

How the system works

The new agent operates continuously in the background, responding to seller-defined prompts and monitoring conditions. Sellers can configure alerts for events such as sudden drops in product ratings or price changes for specific items they track.

A companion feature called Seller Assistant stores individual seller profiles to generate customized recommendations. These suggestions cover pricing strategies, promotional opportunities, and inventory management decisions tailored to each seller's business patterns.

The platform supports integration with external AI tools through a plugin architecture. At launch, Amazon will enable connections to its own Quick service and Anthropic's Claude.

Privacy and data controls

Sellers retain control over what information they share with Amazon through the agentic service, according to Mary Beth Westmoreland, Amazon's vice president of worldwide selling experience. The company has positioned data sharing as a seller decision rather than a platform requirement.

This approach addresses potential concerns from merchants who may be wary of providing additional business intelligence to the platform that also competes with them through Amazon's first-party retail operations.

Why it matters

Agentic AI represents a significant evolution beyond chatbots and simple automation. By handling complex, multi-step processes without constant human supervision, these systems can materially reduce the operational burden on small and medium-sized businesses that lack dedicated e-commerce teams. For Amazon, the move could improve seller retention and marketplace health by making the platform more accessible to resource-constrained merchants. The company's decision to offer the service free of charge suggests it views seller success as directly tied to its own marketplace growth—a departure from the fee-based model that has characterized many of its seller tools.

The timing also reflects broader industry momentum toward agentic systems. As these AI agents mature, they're expected to reshape how businesses manage routine operations across industries, not just e-commerce.

Reuters reporter Greg Bensinger first disclosed the new service on September 23, 2026.