Amazon has introduced Seller Assistant, a 24/7 AI chatbot designed to support its 1.7 million Indian merchants in catalogue creation, inventory planning, and advertising. The rollout comes ahead of Prime Day later this month, positioning the event as a test for the tool's adoption and performance, according to inc42.com.
Seller Assistant leverages Amazon Bedrock, Nova foundation models, and Anthropic Claude to help sellers with onboarding, listings, and routine marketplace tasks. It can generate product titles, descriptions, and attributes, refill up to 70% of listing fields from images or URLs, and assist with image enhancement. Machine learning models also provide restocking recommendations and optimize campaign performance. Amazon reports that sellers using these tools have reduced operational effort by nearly 70% and listing errors by about 10%.
This launch reflects a broader trend in ecommerce where platforms are increasingly deploying generative AI to streamline seller workflows, not just enhance shopper experiences. Competitors like Flipkart, Snapdeal, and Meesho are also advancing voice AI and AI-led seller tools in discovery, catalogue management, and marketing. Amazon's move underscores the intensifying AI adoption race in India's ecommerce sector.
Prime Day later this month will serve as a live stress test for Seller Assistant's capabilities and adoption among Amazon's Indian merchants, marking a critical milestone for the platform's AI-driven seller tools.