Amazon Elevates Seller Support with Agentic AI-Powered Assistant
Built on Amazon Bedrock and powered by Nova and Claude, the upgraded Seller Assistant helps manage inventory, compliance, ads, and growth.
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[Image source: Chetan Jha/MITSMR Middle East]
As e-commerce across the Middle East continues to accelerate, driven by digital transformation agendas, cross-border trade ambitions, and a surge in SME participation, global platforms are racing to offer more intelligent, automated tools that empower sellers to scale efficiently. Amazon’s latest innovation aligns with this regional momentum.
This month, Amazon introduced an enhanced version of its Seller Assistant, equipped with agentic AI capabilities that not only answer questions but also perform tasks, provide strategic insights, and help independent sellers optimize key areas of their operations. Independent sellers currently account for over 60% of Amazon’s global store sales, and the company is now leveraging AI to deepen that ecosystem.
What began as a generative AI solution in 2023 has matured into a proactive, task-oriented digital partner. Built on Amazon Bedrock and supported by Amazon Nova and Anthropic Claude, the upgraded Seller Assistant is designed to manage inventory, ensure compliance, enhance advertising, and develop growth strategies, drawing on 25 years of Amazon’s marketplace expertise.
From Reactive Guidance to Proactive Action
The evolution of the Seller Assistant reflects Amazon’s broader push to embed agentic AI; AI capable of reasoning, planning, and executing authorized actions across its global commerce infrastructure. Sellers in the Middle East, particularly in dynamic markets like the UAE and Saudi Arabia, stand to benefit from automation that reduces manual workload while unlocking new opportunities for regional and international growth.
“I’ve been using Seller Assistant almost every day now, and it has become my own personal business consultant,” said Alfred Mai, founder and CEO of ASM Games. “From FBA to sales reports, it supports my business instantly and even understands sales velocity.”
Key Functionalities of the Revamped Seller Assistant
- Inventory Optimisation: Monitors stock levels, flags slow-moving SKUs, recommends markdowns, and builds shipment plans to reduce costs and prevent stockouts.
- Account Health Monitoring: Detects compliance issues and customer service risks before they escalate.
- Automated Compliance Management: Analyzes documentation against global product safety standards, guiding sellers through certification and regulatory pathways.
- Creative Studio for Advertising: Develops ad campaigns in hours via conversational prompts and real-time shopping insights. One seller reported a 338% increase in click-through rates and a 121% return on ad spend.
- Strategic Growth Planning: Surfaces insights from sales and customer data to propose new product categories, seasonal campaigns, and international expansion routes.
Why It Matters for Middle East Sellers
With the region’s e-commerce market projected to surpass $50 billion by 2025, tools like Seller Assistant are expected to play a critical role in levelling the playing field for small and medium-sized enterprises. Amazon notes that independent sellers have already generated more than $2.5 trillion in global sales, and AI-powered tools will increasingly serve as catalysts for scaling efficiently, particularly in emerging markets.
For Middle East entrepreneurs navigating complex supply chains, regulatory frameworks, and multilingual customer bases, this move positions AI not merely as a support tool, but as a business enabler.
