Amazon deploys revolutionary agentic AI to automate and optimise seller operations

Amazon launches advanced agentic AI capabilities across its seller platform, transforming business management with autonomous inventory, compliance, and advertising tools that position the marketplace at the forefront of AI-driven commerce.

Amazon announced on September 17, 2025, the launch of advanced agentic AI capabilities across its seller platform, significantly transforming the way marketplace sellers manage their businesses. This move upgrades the Seller Assistant from a passive question-and-answer tool into an autonomous agent capable of actively monitoring accounts, optimising inventory, managing compliance, and overseeing advertising campaigns. Mary Beth Westmoreland, Vice President of Worldwide Selling Partner Experience at Amazon, described the innovation as a “significant advancement in how sellers can run their businesses with Amazon,” enabling sellers to collaborate with an intelligent assistant that works proactively while preserving seller control over key decisions.

The agentic AI system operates on Amazon Bedrock, utilising foundation models such as Amazon Nova and Anthropic Claude. It combines these with Amazon’s extensive 25-year marketplace seller expertise, providing a robust infrastructure that supports real-time monitoring and strategic business growth planning. This technology allows continuous account health assessment, anticipates seller needs, and develops solutions tailored to optimise seller outcomes across inventory, compliance, and advertising.

One of the most notable features is the autonomous inventory management capability. The AI offers real-time insights, flagging slow-moving products before long-term storage fees accrue, and recommending targeted actions such as pricing adjustments, markdowns, or product removals. By analysing historical sales data and current market trends, the system swiftly articulates inventory optimisation strategies, including the distribution of stock between Fulfilment by Amazon (FBA) centres and Amazon Warehousing and Distribution, with the aim to reduce costs while enhancing delivery speeds. Sellers like Alfred Mai, founder and CEO of ASM Games, commend the system as a “personal business consultant” that saves time and provides immediate, actionable insights.

In addition to inventory management, the system incorporates a proactive compliance monitoring tool. It continuously scans for potential regulatory or policy violations, flagging risky inventory listings or customer service metrics nearing problematic thresholds. The AI then explains the issues, proposes resolution options, and can automatically implement approved corrective actions, thereby preventing account restrictions and maintaining smooth seller operations. This extends Amazon’s existing compliance infrastructure by providing early warnings and hands-on solutions, empowering sellers to avoid disruptions.

Amazon has also integrated its agentic AI technology into advertising with the introduction of Creative Studio, a conversational tool that dramatically shortens campaign development times from weeks to hours. By evaluating seller products alongside Amazon’s proprietary shopping signals, Creative Studio generates custom advertising concepts complete with detailed rationale. Advertising expert Karsten Weide remarked, “By lowering the creative barrier, Amazon Ads keeps more campaigns inside its ecosystem – and makes advertising on Amazon easier, faster, and cheaper.” Demonstrating the effectiveness of this approach, a smart bird feeder manufacturer achieved a 338% increase in ad click-through rates and a 121% return on ad spend using Creative Studio-generated campaigns. This innovation aligns with industry trends toward AI-powered advertising solutions that automate the creative process while preserving advertiser control over strategy.

Beyond operational tasks, the agentic AI plays an active role in business growth strategy development. It harnesses sales and customer behaviour patterns to recommend new product categories, marketing tactics, and comprehensive growth plans for sellers to review and approve. Before seasonal peaks, the AI provides ready-to-launch strategies, managing coordinated promotions, inventory adjustments, and marketing executions autonomously once authorised. Such capabilities elevate Amazon’s AI from a simple tool to a collaborative business partner capable of reasoning, planning, and executing complex strategies.

The technology is built on Amazon’s Bedrock foundation model infrastructure, which enables scalable, multi-dimensional analysis encompassing inventory levels, customer demand, compliance rules, and broader market dynamics. This integration enhances contextual responsiveness and strategic advice tailored to individual seller scenarios. Amazon’s continued AI innovations also build upon its existing advertising ecosystem, incorporating campaign optimisation and relevance models through Amazon Demand-Side Platform (DSP).

These developments arrive amidst a competitive surge in AI-powered e-commerce tools. Amazon seeks to maintain its marketplace edge despite new entrants like Perplexity, which recently launched a competing AI shopping assistant. Notably, Amazon has restricted access to its data from major tech companies’ AI bots to safeguard its competitive advantage. For marketing professionals, the new agentic AI capabilities could reshape how campaign management is approached, streamlining execution and altering advertising dynamics within the Amazon ecosystem.

Currently, these enhanced Seller Assistant features are available at no additional cost to all U.S. marketplace sellers, with plans to extend functionality internationally over the coming months. The Creative Studio advertising tools are integrated within Amazon’s existing ad platform, aligning with current workflows. Additional enhancements are scheduled throughout the remainder of 2025, continuing Amazon’s strategy of gradual feature rollout to optimise performance based on seller feedback.

Overall, Amazon’s introduction of agentic AI marks a transformative shift in marketplace seller support, moving from reactive assistance to proactive business partnership that spans inventory, compliance, creative advertising, and strategic growth.

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Source: Noah Wire Services