Amazon has introduced a free agentic AI service for third-party sellers, helping automate pricing, inventory monitoring, product listings and recommendations while connecting with other AI tools.
Amazon has introduced a new agentic artificial intelligence service designed to help third-party sellers automate several routine tasks on its e-commerce platform. The new service, called Workflows, expands Amazon’s use of AI to assist sellers with activities such as product listings, pricing and inventory management.
Unlike conventional AI tools that primarily respond to individual prompts, agentic AI systems are designed to perform a series of tasks with limited human intervention. Amazon’s latest offering allows sellers to create automated workflows that can continuously monitor selected aspects of their businesses.
The new Workflows service is being offered to third-party sellers using Amazon’s main e-commerce marketplace.
The system can operate continuously based on instructions provided by sellers. For example, a seller could use the service to monitor product ratings and receive an alert when ratings fall unexpectedly. It can also be configured to track prices for selected products.
By automating these monitoring activities, Amazon aims to reduce the amount of manual work sellers need to perform while managing their online businesses.
Amazon’s Seller Assistant platform can maintain information about an individual seller’s profile and use that information to provide more personalised recommendations.
These recommendations can cover several areas of e-commerce operations, including product pricing, promotional strategies and inventory management.
The use of seller-specific information allows the AI service to tailor its suggestions according to individual business requirements rather than providing identical recommendations to every seller.
For merchants managing large product catalogues, automated monitoring and personalised suggestions could help simplify some of the day-to-day tasks associated with running an online store.
One of the notable features of Amazon’s new agentic AI service is its ability to connect with external AI tools through a plug-in system.
The integration initially includes Amazon’s Quick and Anthropic’s Claude services. This allows sellers to connect the new seller agent with AI tools they may already be using.
The approach reflects a broader trend in the AI industry, where companies are developing systems capable of interacting with multiple applications instead of operating as standalone chatbots.
For sellers, such integrations could make it easier to incorporate AI into existing business workflows.
Amazon said the new Workflows service will be available to sellers at no additional cost.
Mary Beth Westmoreland, Amazon’s vice president of worldwide selling experience, said participation will be optional. Sellers will therefore be able to decide whether they want to use the new agentic AI capabilities for their businesses.
The optional model allows merchants to continue managing their operations through existing tools while giving them the opportunity to experiment with automated AI-driven workflows.
Data privacy is another aspect of Amazon’s new service. Sellers will have control over how much personal information they choose to share with Amazon through the agentic AI system.
This gives merchants a degree of control over the information used by the service for personalised recommendations and automated tasks.
The issue is particularly relevant as AI agents become increasingly integrated into business operations and gain access to information needed to make decisions or perform actions on behalf of users.
Amazon’s latest move comes as agentic AI is attracting significant attention across the technology industry.
Traditional generative AI systems generally respond to questions or instructions provided by users. Agentic systems, in contrast, are designed to plan and execute multiple steps to achieve a specific objective.
For businesses, this can include monitoring data, identifying changes, generating recommendations and triggering actions based on predefined instructions.
The technology is increasingly being explored for areas such as customer service, software development, business administration, marketing and e-commerce.
Third-party sellers manage a wide range of tasks, from maintaining product listings and tracking inventory to monitoring competitors and adjusting prices.
Amazon’s Workflows service is designed to automate some of these repetitive activities. Sellers can establish specific instructions and allow the AI system to monitor relevant information continuously.
For instance, a merchant could set up an automated process to track a product’s rating or monitor changes in pricing. Instead of manually checking the information, the seller could receive an alert when a predefined condition occurs.
The introduction of Workflows represents another step in Amazon’s broader adoption of artificial intelligence across its e-commerce operations.
The company has been incorporating AI into various aspects of shopping and selling, including product discovery, recommendations and seller support.
The new agentic service takes that approach further by allowing AI to carry out continuous monitoring and provide recommendations based on seller-specific information.
Amazon’s Workflows service gives third-party merchants another option for automating routine marketplace management tasks. Its free availability, optional participation and ability to connect with existing AI tools could make agentic AI more accessible to a broader group of sellers.
At the same time, the amount of information sellers choose to share will remain an important consideration when using the service.
As agentic AI develops, Amazon’s latest offering illustrates how automated systems are moving beyond simple question-and-answer interactions toward continuously assisting businesses with operational tasks.