On September 23 Amazon released the Selling Partner plugin. US sellers can now check data, adjust prices, and update listings from Amazon Quick or Claude (beta), with human approval before each action and a full audit trail. It is a second official channel alongside SP-API. Managing a store through Claude via this plugin is compliant; scripted clicking in Seller Central is still a violation.
Amazon updated its Sponsored Products AI bidding algorithm in June 2026, adding real-time bid adjustments based on conversion probability. This article reflects the update.
On June 22, Amazon Ads announced a major Responsive eCommerce Creative (REC) upgrade: in-banner video in the US, plus AI that animates static product images and generates product-in-use video; from July, conversational prompts extend to third-party display placements off Amazon. REC is now a second, fully automated path besides Creative Agent for turning one product image into a full ad set — worth testing both.