Amazon unveiled a new plugin at its Accelerate seller conference in Seattle that lets independent sellers manage their stores through Anthropic's Claude or Amazon's own Quick assistant, without ever logging into Seller Central. The plugin pulls a seller's listings, inventory, sales analytics and performance metrics into the outside assistant, which can then take action on the account, with sellers choosing what data it can reach and approving each action.
"Our vision was that they would never have to log into Seller Central. We would just bring it to them where they work," said Mary Beth Westmoreland, Amazon's VP of Worldwide Selling Partner Experience. Amazon says connecting Claude takes about 60 seconds and requires no coding, and that roughly 90% of sellers already use outside AI tools to run parts of their business.
Independent sellers account for more than 60% of units sold on Amazon globally, and seller fees brought in $46.8 billion last quarter, more than AWS revenue. Amazon is also bundling a free 12-month Quick Plus subscription for primary account holders through the end of 2026, and says more AI integrations beyond Claude and Quick will follow.