Overview

Amazon has introduced Seller Assistant, an AI-powered conversational tool built directly into Seller Central that lets sellers ask questions about their business, retrieve performance data, and find information about selling processes. The tool uses large language model technology to provide summarized answers drawn from Amazon's help resources and individual account data, aiming to help sellers work more efficiently without navigating through multiple help pages.

Key Points / What Sellers Need to Know

• Free to use — Seller Assistant is available at no additional cost to all Seller Central users with the appropriate permissions enabled.
• AI-generated responses — Answers are produced by a large language model and may contain errors. Amazon recommends verifying information through the source links provided with each response.
• Account-aware insights — The tool can access your specific business data to answer questions about sales performance, page views, and other account metrics.
• Permission-based access — Account administrators control who can use Seller Assistant by managing user permissions within Seller Central.
• Web-only availability — Seller Assistant currently works only on the Seller Central website, not in the mobile app, though Amazon has indicated mobile support is planned.

How Seller Assistant Works

Seller Assistant functions as a chat-based interface where sellers type questions and receive AI-generated answers. The underlying technology pulls from Amazon's extensive help documentation, policy pages, and your specific account data to formulate responses. When you start a conversation, the tool may suggest relevant questions based on your current page in Seller Central, making it easier to get started without knowing exactly how to phrase a query. You can also view your chat history to reference previous questions and answers.

What You Can Ask

The assistant handles three main types of inquiries. First, knowledge-based questions about selling processes and requirements — for example, asking how to change a product category, what the requirements are for selling children's toys, or whether keywords in A+ Content are indexed by Amazon search. Second, business performance questions that pull from your account data, such as asking about yesterday's order performance score, last quarter's sales figures, or month-over-month page view comparisons. Third, recommended follow-up questions appear after each interaction, tailored to your previous question and current location in Seller Central.