Amazon's Seller Assistant plugin for Claude and Amazon Quick, explained for brands

Amazon now lets sellers work on their Seller Central account from inside a general-purpose AI assistant. This post is for brand owners and operations leads deciding what to do with it. We read Amazon's public plugin files on September 25, 2026, so the permissions below come from Amazon's own skill instructions, not from demos or launch videos. Where Amazon has not documented something, we say so rather than guess.

What did Amazon launch?

Three things, in one announcement from Amazon dated September 23, 2026 (checked September 25, 2026). Seller Assistant, Amazon's AI helper inside Seller Central, now keeps a memory of each seller's pricing patterns, inventory cycles and growth goals, and Amazon says that memory follows the seller into Quick and Claude. New Seller Assistant workflows monitor conditions continuously and handle routine tasks such as restocking and price changes; for each workflow, the seller chooses whether it only recommends or also acts. And a new Selling Partner plugin brings Seller Assistant's data, reasoning and actions into outside AI tools, launching with Amazon Quick and in beta with Anthropic's Claude.

Technically, the plugin is a remote Model Context Protocol (MCP) connector that Amazon hosts, plus written instructions ("skills") that tell the assistant how to use it. Amazon published the skills in its selling-partner-agentic-toolkit repository on GitHub under the Apache 2.0 license (checked September 25, 2026). Anthropic merged the plugin into its official plugin directory on September 23, and Claude's connector listing for Amazon Selling Partner shows it as made by Amazon, Anthropic verified and currently in beta (both checked September 25, 2026).

Most tools behind the skills map to SP-API operations for listings, FBA inventory, FBA inbound shipments and sales metrics, the same foundation that third-party tools and custom agents use. Two more tools let the assistant put a question to Seller Assistant and read its answer. Our engineering guide to Amazon SP-API MCP servers covers how such connectors are built; this post stays with what a brand gets from Amazon's version.

What can the plugin do inside Claude or Amazon Quick?

Amazon's public files define 11 skills and 3 commands. The skills cover sales, traffic and inventory analytics; stockout checks from days of supply, sales velocity and inbound shipments; the full FBA inbound flow from plan to carrier; five listing skills for suppressed, unbuyable or hard-to-find listings, one of them a pre-listing policy check that never writes; support-case summaries; SP-API documentation lookups; and a guide to giving teammates access. The commands /sp-stockout-check, /sp-fix-listing and /sp-sales-drop are ready-made prompts for stockout checks, suppressed listings and sales drops.

Amazon Quick is AWS's AI assistant for work: it writes documents and spreadsheets, runs research and connects to email, calendars and files. Amazon's announcement says sellers can use the plugin to build their own pricing, listing or restock agents inside Quick, next to their financial, marketing and manufacturing data, and that Quick shows what it intends to do and waits for approval before acting.

So can Claude manage your Amazon seller account? It can read the account, explain what it sees and draft changes, and it applies a change only after you approve that specific change. That makes it an assistant for the person at the keyboard, not a system that runs the account unattended. The unattended part of the launch is Seller Assistant workflows, which keep running when you are not logged in. When a workflow takes actions, Amazon says the seller reviews and approves them before they are carried out.

Who can use it, and what does it cost?

Amazon says the plugin is available in beta for sellers in its US stores, with international expansion to follow, and its public skills are written for Seller Central (3P) accounts. Amazon has not announced a fee for Seller Assistant: in September 2025 it said Seller Assistant was available to all US sellers at no additional cost (checked September 25, 2026). What you pay for is the AI tool on the other end. For Quick, AWS's Amazon Quick pricing page sets the list price (checked September 25, 2026). AWS also lists a free Quick plan, and Amazon has not said which Quick plans the plugin needs or what happens when the free Quick Plus year ends.

How do you connect Claude to Seller Central?

Amazon says connecting Claude takes roughly 60 seconds and no coding. Two sets of permissions meet here: your Seller Central roles decide what the plugin may touch, and your Claude settings decide how its tools behave. The steps below follow Amazon's plugin files and Claude's help article on connectors (checked September 25, 2026).

1. On a Claude Team or Enterprise plan, an Owner first adds the connector for the organization under Organization settings, then Connectors. Each person still signs in on their own.
2. In Claude, open Customize, then Connectors, and add Amazon Selling Partner from the directory. In Claude Code, /plugin install amazon-selling-partner@claude-plugins-official installs the full plugin with its skills and commands.
3. Sign in on Amazon's Seller Central consent screen and approve access. This is OAuth, so you never give Claude your Seller Central password.
4. If you are a secondary user, ask your account owner, an administrator or a permissions manager to enable the agent in Seller Central under Manage Your Permissions, then Manage Agents, and to authorize you. Until they do, you see a screen asking you to contact an admin; Amazon's files say that is expected, not an error.
5. On Team or Enterprise, decide how writes behave for everyone. Owners can set each connector tool to Always allow, Needs approval or Blocked, org-wide. The connector lists reads (call_read_only_tool) and writes (call_write_tool) as separate tools, so you can require approval for, or block, the write tool alone.
6. Test on a question you can check. Ask why sales moved in a week where you already know the answer, end the date range at least two days back, and compare the answer with your Business Reports in Seller Central.

What data does it see, and what can it change?

Claude's connector listing shows eight tools: search_tools, get_tool_schema, call_read_only_tool, call_write_tool, accounts_getMerchants, two Seller Assistant tools and a feedback tool. The skills reach the underlying SP-API operations through those gateway tools, so the listing does not show every operation the connector can run. Amazon's README says the assistant can only use tools your Seller Central roles allow, and that write actions are drafted for your approval. The table sums up what the public skill files document.

The approval pattern is stricter than a yes-or-no prompt. Listing and price writes run first in Amazon's validation preview, which checks the change without making it live, and price changes get one numbered approval per SKU. For FBA inbound, the skill shows the dollar fee of each placement option and the quote of each carrier option before asking, and it will not confirm either until you type CONFIRM, because neither step has a preview and placement cannot be undone. Cancelling an inbound plan also needs your confirmation, and the skill warns that charges may apply after the void window: 24 hours for partnered small-parcel shipments, 1 hour for partnered LTL freight.

Three limits in the skill files matter for day-to-day work. The analytics skill ends date ranges at least two days back because the data lags by about two days, so the plugin will not show this morning's sales. The FBA inbound skill can add your own carrier's tracking only to shipments created through the API, not to ones created in Seller Central. And its notes say case-packed items are not supported in that flow, and point you to Send to Amazon in Seller Central instead.

Where the data goes is worth one careful read. Amazon says Seller Assistant keeps seller data within Amazon's infrastructure. The plugin, by design, returns your Amazon data into your Claude or Quick session, and Amazon's README says data processed by your AI assistant falls under that assistant's own terms and privacy policy. The skills themselves send nothing to non-Amazon endpoints and keep no account data beyond the session. Check your Claude or Quick plan's data settings before you connect a live account.

What doesn't it cover?

Other sales channels. Amazon documents only Amazon data for the plugin: listing contributions, performance metrics, inventory levels and sales analytics. A day later, Amazon announced multichannel selling tools in Seller Central that connect eBay, Shopify, TikTok and Walmart accounts, rolling out gradually to US sellers over the coming months (checked September 25, 2026). Neither announcement says the plugin can read or act on that off-Amazon data, so plan as if it cannot until Amazon documents it. Our post on Seller Central's Walmart, Shopify and TikTok Shop tools covers that launch.

Stock outside FBA. The stockout skill works from FBA inventory, sales velocity and inbound plans. Units at your 3PL, prep center, own warehouse or supplier are not in that data. We built prep-center software for Little Owl that tracks client listings, inbound shipments and discrepancies and generates FNSKU labels; stock waiting at a prep center lives in systems like that, not in FBA inventory. Kits and multipacks are similar: the warehouse software we built for Cheddy maps kit, multipack and single-pack ASINs to the components on the shelf, a mapping Amazon's data does not hold.

Your ERP, your rules and your code. Amazon notes that many sellers already connect accounting software and supplier systems to Claude. Those are separate connectors with their own permissions, and Amazon's plugin documents no reads or writes to them. Business rules such as margin floors, MAP prices and reorder points can live in your prompts, in Seller Assistant's memory or in a workflow's guardrails, and there they act on Amazon only. Advertising is also outside the public skills, which matters if you want ad spend to follow stock, the gap we cover in inventory-aware ad spend.

How does this fit with Amazon's Agent Policy?

On February 17, 2026, Amazon announced updates to the Business Solutions Agreement in the Seller Forums, effective March 4, 2026, including a new Agent Policy for automated software and AI agents (checked September 25, 2026). Amazon's summary lists three duties: agents must identify themselves as automated systems, follow the Agent Policy at all times and stop accessing Amazon's services if Amazon asks. Amazon also says it may restrict agent access in some cases.

The plugin is Amazon's own route in. You authorize it through Seller Central's OAuth consent flow, an admin switches it on in Manage Agents, and it is limited by your Seller Central roles. That is very different from a tool that logs in to Seller Central with a shared password. Anything else you connect beside it, whether a hosted MCP server, a SaaS agent or a custom agent, has to meet the policy on its own terms. Custom agents we build are designed to follow Amazon's Agent Policy, and our guide to Amazon's Agent Policy for AI tools explains what to ask any vendor. This is a summary, not legal advice.

Should your brand use it, build on it, or both?

Start from the jobs, not the tools. Approval before action does not separate the options: Amazon's plugin and its workflows both ask before changing anything, and so do well-built custom agents. What differs is reach (which channels and systems a tool sees), rules (where your business logic lives) and where the system runs. The table maps common jobs to what the plugin can do today, based on Amazon's public files. Our comparison of AI agent platforms and custom agents weighs Seller Assistant, SaaS agents and custom builds side by side.

If every row you care about says yes, the plugin and Seller Assistant may be all you need, and in Quick the free year of Quick Plus makes trying it cheap. If the rows that matter say no, keep the plugin for Amazon questions and put the cross-channel work in a system where your rules can be tested, versioned and applied the same way on every channel.

Ecomsellertool builds the layer the plugin does not cover. We deploy Ecomsellertool Growth OS on your own seller and ad accounts, then build agents for your other channels, your 3PL and your rules. Reorder points, margin floors and stock thresholds run as fixed rules; a forecasting model estimates demand per SKU and channel, and a language model drafts the note that explains each approval request. Routine actions can run within the rules you approve. Budget changes, purchase orders and unusual cases can come back to your team with the evidence and a proposed next step.

You keep your accounts, your data and the custom code we build; the Growth OS base is licensed to you. We have built on Amazon's seller APIs since 2017, and our custom SP-API development work sits under the agents we build. See the agents we build and deploy on your own accounts on our AI agents page, and read how buyer-side AI assistants change what your listings need in our agentic commerce glossary entry.

Want to know where your Amazon account leaks revenue before you choose a tool? Start with the free 24-hour diagnostic: connect Amazon with Login with Amazon, no password shared, and get a report within 24 hours of connecting, on business days. We only read data; we never change listings, prices, stock or ads. Or schedule a call, and we will map which of your jobs belong to Amazon's plugin and which need a custom agent.