Amazon is opening Seller Central to third-party AI agents, starting with Anthropic’s Claude, to help sellers manage inventory, pricing, listings, analytics, and customer messages without leaving Seller Central.

Using Claude, sellers can check inventory, adjust prices, and update listings directly from Seller Central, streamlining management across marketplace channels without opening the Amazon dashboard.

U.S. sellers can connect Claude via a new Selling Partner plugin that accesses catalog data, real-time performance metrics, and recommendations, while sellers retain approval over actions.

The rollout emphasizes broader business management and operations, bridging raw ecommerce data with strategic execution in advertising.

This week, Amazon blocked Meta’s Muse from the site due to permission and credential concerns, with Muse arguing it cannot access passwords or payment information.

Key open questions include what happens after December 2026 when the Quick Plus free period ends, pricing and criteria for joining the allowlist of providers, and whether the ecosystem stays open or tightens.

The beta is currently US-only with plans for international expansion, and the core storefront remains closed to external AI agents to protect customer interactions and checkout processes.

Amazon’s Quick assistant offers similar capabilities plus a Canvas live data visualization, with Quick Plus subscriptions free for primary account holders through the end of 2026.

Amazon is formalizing tolerance for AI agents inside its system while preserving control over consumer storefront experiences, signaling a shift toward agent-enabled seller operations rather than autonomous purchases.

A clear boundary remains: AI agents can optimize back-office tasks within Amazon’s system but cannot make purchase decisions for customers.

Claude accesses data through an Amazon-built connection, highlighting Amazon’s preferred method for external AI integration versus Muse’s approach.

Amazon has deep ties to Anthropic, including a multi‑billion-dollar investment in Claude and AWS deployments, with Anthropic added to an allowlist in September for the launch.