Amazon AMZN is pushing agentic AI deeper into its marketplace, and its latest move targets third-party sellers. On Sept. 23, 2026, the company expanded Seller Assistant with new workflows that let sellers create recurring automations that run even when they are not logged into Seller Central, monitoring inventory thresholds, competitive pricing, account health and product ratings, with the option to either generate recommendations or take approved actions. The assistant now retains memory of a seller’s pricing patterns, inventory cycles and growth goals, and a plug-in connects it to tools sellers already use, starting with Amazon Quick and Anthropic’s Claude. However, the service is free and optional, so any financial benefit will be indirect, coming through seller productivity, selection and advertising engagement.
Agentic features are already gaining traction elsewhere in the business. Alexa for Shopping, which combines Rufus and Alexa+, nearly doubled active users in the…
https://finance.yahoo.com/markets/stocks/articles/amazons-agentic-ai-strategy-unlock-133700109.html
