Amazon Amelia: what the AI assistant does for sellers in 2026

In September 2024, Amazon introduced a generative AI personal assistant for sellers, codenamed Project Amelia. Amazon described it as an all-in-one selling expert that is always available to give sellers answers, advice and tools, reachable from any page in Seller Central. It was built on Amazon Bedrock and launched in beta for an initial set of US sellers.

The name stuck in searches, but the product now goes by Seller Assistant. In its September 2026 announcement, Amazon says it first launched Seller Assistant in 2023 as a generative AI companion, then added agentic capabilities so it can reason, plan and act on a seller's behalf with permission. When sellers search for Amazon Amelia today, Seller Assistant is what they will find in Seller Central.

Our Amazon seller news for 2026 page tracks this launch alongside the fee and policy changes.

Amazon's announcements describe four jobs. It answers knowledge questions, such as how to prepare for the holiday season, with summarized information from Seller Central and other sources. It reports on your business, summarizing recent sales, units sold and traffic against the prior year when you ask how the business is doing. It monitors inventory and account health. And with your permission, it acts.

The 2026 update added workflows: automations that run continuously, monitoring conditions and responding, even when you are not logged in to Seller Central. You describe what you need in plain language and set guardrails. Amazon's examples range from alerting you if any of your top 10 products drops below a 4-star rating and drafting a response plan, to monitoring a category for competitive openings and adjusting prices and listings.

Amazon says every action is logged with a complete audit trail, prebuilt templates cover account health, order summaries, pricing trends and product expansion, and for every workflow you choose whether it only surfaces recommendations or takes actions, which you review and approve before they are carried out.

Amazon also launched a selling partner plugin that brings Seller Assistant into outside AI tools, first in Amazon Quick and in beta in Anthropic's Claude. Amazon says the plugin connects listing contributions, real-time performance metrics, inventory and sales analytics to your chosen AI agent, and can act on your Amazon business the same way Seller Assistant does in Seller Central.

For Claude, Amazon says sellers get access to Seller Assistant connected in roughly 60 seconds, with no coding. The plugin is in beta for sellers in Amazon's US stores. Every primary account holder can sign up for a free 12-month Amazon Quick Plus subscription through December 31, 2026, and can name two co-workers to receive one too.

For third party sellers, the main value is time. Amazon's own framing is that sellers make dozens of connected decisions a day across inventory, advertising, listings and compliance, and that pulling the data together has been manual work. An assistant that already has the account's sales, inventory and account health data can provide insights in a sentence that used to take several reports.

The features also shift who does routine operational work. Amazon says Seller Assistant now keeps a persistent memory of each seller's pricing patterns, inventory cycles and growth goals, and that every suggestion comes with its reasoning. For a small team, that means one tool can manage checks that once needed a person to remember them, from stock levels to review ratings.

An assistant that can change prices and listings deserves the same care as a new team member. Amazon's design puts approval in your hands: actions wait for your review, workflows have guardrails you set, and every action is logged. Amazon also says Seller Assistant keeps seller data within Amazon's infrastructure, and that plugin connections have clear limits on what they can access.