On 23 September, at its annual seller conference in Seattle, Amazon announced three changes to the tools it gives independent sellers. The assistant already built into the seller dashboard gained memory and tasks that run in the background. A new plugin connects a seller account to Anthropic's Claude and to Amazon's own assistant, Quick. And every primary seller account holder worldwide can sign up for a free year of Quick Plus, until 31 December 2026.
Amazon says independent sellers account for more than 60% of the units sold on its stores. The offer is open to every primary account holder regardless of country, so it covers an Israeli business selling on Amazon too.
A free year, plus two seats
Only the primary account holder can claim it, and they can name two more team members who also get a free year. Sign-up closes at the end of December. Amazon's announcement does not say what Quick Plus costs once the year runs out, so put a reminder in the calendar for month eleven and decide then whether to keep paying.
The assistant remembers the business and works while you are logged out
Seller Assistant has existed since 2023, and Amazon says it reaches more than 90% of sellers worldwide in their own language. What changed is memory: the assistant now keeps the business's pricing patterns, inventory cycles and growth goals, instead of starting from zero every conversation.
The bigger addition is standing tasks that keep running when the seller is not logged in. Amazon's examples: an alert when one of the top ten products drops below four stars, along with a draft response plan, or watching competitor prices in a category and updating price and listing to match. For each task the seller chooses whether it only recommends or also acts, and every action goes into a full log. Using the assistant inside the seller dashboard costs nothing.
Running the store from Claude
The new plugin connects account data to Claude or Quick, so a seller can check stock, change a price, update a listing and pull sales figures from inside the conversation, without opening Amazon's dashboard. Connecting takes about a minute and needs no code. Amazon said the aim is for sellers never to have to log in to the dashboard at all.
For now it is limited. The plugin launched in full on Quick and in beta on Claude, and both work only for Amazon's US stores. Expansion to other countries is promised with no date. The announcement also does not say which Claude plan the plugin requires.
The seller picks which kinds of data the plugin can reach, and every action needs the seller's approval before it runs. Amazon says seller data stays inside its infrastructure and is not passed outside.
Where to keep a hand on the wheel
A task that changes prices on its own touches revenue directly. A price that drops by mistake overnight sells until morning, and the difference does not come back. Start with every such task set to recommend only, read the suggestions for a week or two, and only then let it act. Amazon reports that sellers accept the assistant's recommendations more than 90% of the time, which is exactly the situation where it gets easy to stop reading before approving.
The log kept on every action is useful outside Amazon as well. When a price or a quantity changes without a person pressing the button, that log is what lets you explain to your accountant later why a given month's revenue looks the way it does.