Amazon’s AI chatbot for sellers is Seller Assistant, a software feature in Seller Central—not a physical device. Amazon first presented it as a tool for answering seller questions; its later announcements describe it monitoring business activity and taking certain actions when a seller authorizes them. Newer capabilities include configurable workflows and advertising support, but availability varies by feature and marketplace.
What is Amazon Seller Assistant?
Seller Assistant is Amazon’s conversational AI tool for people who sell in Amazon’s store. In Amazon’s initial Project Amelia announcement, the assistant was described as an always-available selling expert that could answer questions and draw on seller-specific business metrics. One example prompt was “How is my business doing?” Amazon’s Project Amelia announcement described an initial beta for a group of U.S. sellers, with expansion planned.
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Amazon later described the product as evolving beyond question answering toward an agentic assistant: one that can monitor operations, develop recommendations, and take actions with a seller’s permission. In a September 29, 2026 recap of its Accelerate conference, Amazon characterized it as a free conversational tool in Seller Central with persistent business context, monitoring, and configurable workflows. These are Amazon’s descriptions, not findings from independent product testing.
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Amazon’s examples span inventory, fulfillment, account health, compliance, advertising, and business planning. The assistant may help a seller understand a business issue or identify a next step using information connected to their selling activity.
#1 Best Overall
- Alexa can show you more - Echo Show 5 includes a 5.5” display so you can see news and weather at a glance, make video calls, view compatible cameras, stream music and shows, and more.
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- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
Inventory and Fulfillment by Amazon
Amazon says Seller Assistant can flag slow-moving inventory before long-term storage fees accrue and prepare shipment recommendations informed by sales history and trends. These examples describe intended assistance; they do not establish that the assistant will always predict fees or recommend the right inventory decision.
Account health and compliance
Sellers can ask questions such as Amazon’s example, “How’s my account health?” The assistant is also described as surfacing account or listing issues and helping sellers understand documentation requirements. Sellers should check the relevant Seller Central notice and applicable policy when an account, listing, or compliance decision is at stake.
Rank #2
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Advertising and business planning
Amazon’s 2026 recap describes an advertising workflow that can check listing and inventory readiness, draft campaigns, and optimize search terms and bids within a seller-set bid cap. The assistant is also described as connecting sales, inventory, advertising, and compliance information so sellers can consider their business more broadly.
The Tool Desk
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Amazon says sellers can choose whether Seller Assistant surfaces insights, drafts actions, or acts within seller-defined limits, and that actions are logged. In practice, the distinction matters: a recommendation leaves the decision and execution to the seller, while an authorized action may let the assistant carry out a task within the limits configured for it. The announcement does not establish that every action or permission setting is available to every seller.
Rank #3
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- Content looks and sounds incredible: Watch shows on Prime Video, Netflix, and more on the vibrant Full-HD 11" screen and enjoy room-filling spatial audio, crisper vocals, wider sound stage, and up to 2x bass versus Echo Show 8 (2023 release). With Alexa+, find the name of that song you love and discover new shows based on your preferences.
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- Simple Smart Home control: Pair and control thousands of devices that work with Alexa without needing a separate smart home hub. Easily view your camera feeds. Manage lights, thermostats, and more using the display or your voice. With Omnisense technology, you can activate routines via temperature, presence, or visual ID detection.
- Crystal-clear video calls: Video calls feel natural on the vibrant 11" screen with a centered, auto-framing camera, 3.3x zoom, and noise reduction technology. Use live view to check in on your family, pets, and more while you're away.
For advertising, Amazon says the seller can set a bid cap for the described optimization workflow. That limit is a control on bids, not a guarantee of campaign performance or profitability.
Seller Central assistant or external AI plugin?
Amazon has also announced a plugin that can connect Seller Central data to Amazon Quick and Anthropic Claude. Amazon says the plugin can carry seller data and selected skills, such as interpreting sales trends and optimizing listings. It is an integration for using seller data in external AI workspaces, not a separate Seller Assistant device.
Rank #4
- Alexa can show you more - Echo Show 5 includes a 5.5” display so you can see news and weather at a glance, make video calls, view compatible cameras, stream music and shows, and more.
- Small size, bigger sound – Stream your favorite music, shows, podcasts, and more from providers like Amazon Music, Spotify, and Prime Video—now with deeper bass and clearer vocals. Includes a 5.5" display so you can view shows, song titles, and more at a glance.
- Keep your home comfortable – Control compatible smart devices like lights and thermostats, even while you're away.
- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
| Option | Where you use it | What Amazon says it can do | Availability stated by Amazon |
|---|---|---|---|
| Seller Assistant | Seller Central | Answer questions, use business context, monitor activity, and provide recommendations or configured actions. | Amazon described U.S. seller access in earlier announcements. Its September 2026 recap calls the tool free, but does not give a complete country-by-country availability list. |
| Seller data plugin | Amazon Quick or Claude | Connect seller data and selected skills to an external AI workspace. | Amazon said the plugin starts in the U.S.; the recap does not establish access for every seller or account. |
Amazon’s published materials do not establish that every seller can use both options. Check Seller Central or the relevant workspace for account-specific access.
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When and where is it available?
Availability has changed over time and differs by feature. Project Amelia’s initial beta was announced for a group of U.S. sellers. A later announcement said Seller Assistant was available to U.S. store sellers at no additional cost and that Amazon planned a broader rollout. Amazon’s September 29, 2026 recap describes the assistant as free and says the external plugin starts with Amazon Quick and Claude in the U.S.
Best Value
- Powerfully smart, beautifully built: The redesigned 8.7" smart display features a vibrant HD touchscreen with 15% more viewing area versus Echo Show 8 (2023 release), built-in smart home hub, AZ3 Pro chip for powerful performance, and Omnisense technology for highly personalized experiences.
- Content sounds incredible: Stream music or watch shows on Prime Video, Netflix, and more. All with room-filling spatial audio, crisper vocals, wider sound stage, and up to 2x bass versus Echo Show 8 (2023 release). With Alexa+, find the name of that song you love and discover new shows based on your preferences.
- Your everyday assistant: See recipes and calendars at a glance, easily find meal inspo and manage your shopping lists. With Alexa+, find recipes based on foods you love, make reservations, order groceries, and more.
- Simple Smart Home control: Pair and control thousands of devices that work with Alexa without needing a separate smart home hub. Easily view your camera feeds. Manage lights, thermostats, and more using the display or your voice. With Omnisense technology, you can activate routines via temperature, presence, or visual ID detection.
- Crystal-clear video calls: Video calls feel natural with a centered, auto-framing camera, 3.3x zoom, and noise reduction technology. Use live view to check in on your family, pets, and more while you're away.
Those announcement-era statements are not a current global rollout matrix. The sources do not specify availability by every country, seller cohort, or feature. Sellers should verify what appears in their own Seller Central account rather than assume that an announced capability is enabled in their marketplace.
How should sellers interpret Amazon’s reported results?
Amazon’s September 29, 2026 recap reports that sellers act on Seller Assistant recommendations about 90% of the time. It also says new campaigns using the described auto-optimization saw a first sale 40% faster. Amazon does not present those figures as independent evaluations in the recap, so they should be read as company-reported results, not a promise that an individual seller will see the same outcome.
The recap also says more than 60% of sales in the Amazon store come from independent sellers and that independent sellers employ more than two million people in the U.S. Those figures provide context about Amazon’s seller ecosystem; they are not measures of Seller Assistant’s effectiveness. Amazon separately reports that advertisers using Ads Data Manager see 30% better returns on ad spend, a claim about that advertising data service rather than a result attributable to Seller Assistant alone.
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Quick Recap
What sellers should check before relying on it
- Confirm access: Look for the feature in your Seller Central account; availability is not established for every marketplace or seller.
- Review the permission level: Determine whether the assistant is providing an insight, drafting a change, or authorized to act.
- Check consequential details: Verify account-health notices, compliance requirements, inventory decisions, and campaign settings in the relevant Seller Central tools.
- Keep expectations grounded: Amazon’s examples and performance figures are company descriptions and reports, not independent tests or guarantees.
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