Amazon Opens Seller Data to Claude in Agentic AI Push

Amazon will let merchants run their Amazon stores on Claude, Anthropic's AI agent, without ever logging into Seller Central, the company announced at Accelerate, its annual conference for third-party sellers in Seattle.

The move marks a shift in Amazon's stance on data sharing with tech companies like Anthropic — and potentially rivals such as OpenAI, which runs ChatGPT. Amazon is launching a plugin for its own assistant, Quick, and for Claude. The plugin connects a seller's Amazon data — listings, real-time performance metrics, inventory levels, and sales analytics — directly to their Claude account, according to Amazon.

"Amazon has previously never come out with a concerted effort to tell their sellers what AI tools can be used to help run your Amazon business, nor provided an easy and simple way to link them up," Ryan Craver, co-founder and chief strategy and AI officer at Podean, told Retail Brew. "And now they've done so."

The announcement also puts Amazon in line with competitors. Walmart and Target have struck AI deals with OpenAI and Google, among others, to reach shoppers who start their buying journey on AI agents like ChatGPT.

At the conference, Amazon executives also focused on Seller Assistant, upgraded with agentic AI capabilities, and pitched executives on how it will help brands run their marketplace business. Katya Constantine, CEO of agency Digishopgirl Media, said the broader message to sellers is that Amazon is embedding AI across its business.

"The AI functionality, whether it's Quick or Seller Assistant, is to make it easier for brands to be self-sufficient and to troubleshoot on Seller Central," she told Retail Brew.

Early reactions from sellers were largely positive. "I thought it would take way longer for this to come to market because Amazon's API set-up is chaotic and a pain to work with," Stephen H, founder and CEO of The Lmo7 agency, wrote in a LinkedIn post. "But here we are, heading into Q4 with the ability to run your entire Amazon Seller business from Claude."

Craver offered a more tempered view. Amazon, he said, is ultimately "playing catch up to what everyone's been doing already."

Multichannel selling tools arrive in Seller Central

Amazon is also rolling out new multichannel tools in Seller Central that let brands manage merchant orders and listings across Amazon, eBay, Shopify, TikTok, and Walmart in one place, instead of logging in separately to each platform.

The service is launching in phases for US sellers, with more channels and features expected over the next few months, Amazon said in a blog post.

For marketplace sellers, the combination of the Claude plugin and unified multichannel management points to a Q4 where more of the day-to-day work of running an Amazon business could happen outside Amazon's own dashboards.