Amazon Seller Assistant in Claude: A Setup Guide for US Sellers
What Amazon launched and who can use it
At Accelerate in Seattle on September 23, 2026, Amazon announced the Amazon Selling Partner plugin. It connects Seller Assistant, the AI agent inside Seller Central, to outside AI tools. It is live in Amazon Quick and in beta with Anthropic’s Claude, and Amazon says more integrations will follow.
Availability is limited to US stores for now. Amazon says international marketplaces are planned but has not given a date. Third-party coverage also reports the beta is open only to sellers on the Professional plan.
On cost, Amazon is giving every primary account holder a free 12-month Amazon Quick Plus subscription, claimable through December 31, 2026, and each primary holder can name two co-workers who also get a free year. Amazon’s announcement does not say whether the Claude side requires a paid Claude plan, so check your own subscription before you plan around it.
If you already use Seller Assistant Canvas, both belong to Seller Assistant. Canvas lives inside Seller Central, while the plugin runs in Claude or Quick and can keep monitoring your account when you are logged out.
What it reads and what it can change
Amazon lists listing contributions, real-time performance metrics, inventory levels, and sales analytics as the data the plugin can read. It also keeps a memory of your pricing patterns, inventory cycles, and growth goals, so you do not have to restate context in every conversation.
The actions include price adjustments, listing refreshes, restock planning, competitive monitoring, account health checks, and cross-promotion recommendations. Epinium’s coverage adds FBA shipment work (planning, packing, placement, labeling, tracking) and inventory forecasts at 7, 30, and 60 days.
| Can do | Cannot do |
|---|---|
| Read listings, performance, inventory, sales | Manage Sponsored Products, Brands, or Display |
| Change prices and listings after your approval | Work across several accounts or marketplaces at once |
| Plan restocks and FBA shipments | Connect to Vendor Central (1P) |
| Watch competitor prices and account health | Serve stores outside the US |
| Run always-on workflows while you are logged out | Execute changes without a human approving them |
Every action needs your approval before it runs, every action is logged in an audit trail, and Amazon says seller data stays inside its infrastructure. Third-party reports describe separate read and write tools, with permanent changes such as a price edit shown with the amount before you confirm.
The plugin handles one account and one marketplace per conversation. Sellers running several US storefronts under one company will need separate sessions and cannot get a combined inventory view.
Connecting it to Claude
Both Amazon and third-party coverage describe setup as roughly 60 seconds with no coding: you authorize your Amazon seller account in Claude.
The exact menu path in Claude and what the authorization screen looks like are not documented in the sources we reviewed. Use the primary account holder’s login where you can, since the free Quick Plus offer and the two co-worker seats are tied to that account. Decide which store and marketplace you are connecting before you start, because switching means repeating the connection.
Before you connect:
- Confirm the store is a US store on the Professional plan
- Claim the free Quick Plus year from the primary account and assign the two co-worker seats
- Pick the one store and marketplace you want to connect
- Complete the authorization in Claude
- Run only read-only workflows for the first week
Think about approval rights before rollout. Whoever can approve an action in Claude effectively has the same power as someone editing prices directly in Seller Central.
Three always-on workflows to set up first
Always-on workflows are written in plain language. The three below watch ratings, stock levels, and competitor prices.
| Workflow | Cadence | Changes store data? |
|---|---|---|
| Rating alerts | Continuous | No, drafts a plan only |
| Restock warnings | Weekly | No |
| Competitor price watch | Continuous | Report-only for two weeks, then your call |
Rating alerts come first. Amazon’s own example works as is: “Alert me if any of my top 10 products drop below a 4-star rating and draft a response plan.” If your team works in another time zone, a bad review wave on a US afternoon will be waiting for you with a draft plan the next morning.
Restock warnings come second. Try: “Every Monday, check inventory for my top 20 SKUs and flag any that will run out within 30 days.” Set the 30-day window to match your real lead time. Sellers shipping by ocean freight usually need a longer window than domestic sellers.
Competitor price monitoring is third. Amazon’s example reads: “Monitor my top category for competitive openings. If you see one, adjust my pricing and refresh the listings.” Start with only the first sentence. Let it report for two weeks, compare its calls with what you would have done, then decide whether to let it propose price changes.
Daily order summaries and account health checks are read-only and low risk. They are a good way to learn how the plugin formats its reports before you give it anything to change.
Where it fits with Helium 10 and Amazon’s AI agent policy
Amazon’s AI agent policy that took effect March 4, 2026 allows automation through SP-API and bans unauthorized bots that drive Seller Central through a browser. The plugin is Amazon’s own connection, so it sits on the permitted side. If you have been using browser automation to let an AI click through Seller Central, this is a cleaner replacement.
Helium 10, Jungle Scout, and similar tools still have a job. The plugin only sees your own store, so keyword search volume and competitor sales estimates stay with those tools. A workable split is the plugin for daily operations and third-party tools for product and keyword research.
Advertising is the biggest gap. Amazon’s action list includes nothing on ads, and third-party reports say Sponsored Products, Brands, and Display are excluded. If ads drive most of your sales, bids and budgets stay in the ad console or your existing tool.
You also have to pick a home for the plugin. Quick is generally available and the Plus tier is free for the first year. Claude is still in beta, but if your team already drafts listings and customer emails there, keeping the data and the writing in one conversation saves copy-pasting. Running both for a week before committing your always-on workflows to one is a reasonable test.
For bringing Shopify or other platforms into an AI assistant, see our ecommerce MCP servers comparison. Those take more setup, and this plugin covers Amazon only.
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