Amazon extends Seller Assistant to 90% of partners

Amazon says Seller Assistant’s agentic capabilities now reach more than 90% of its selling partners, with hundreds of thousands of active users, as it launches continuously running workflows. Amazon’s announcement says sellers can set guardrails and audit trails, while the Selling Partner plugin launches in Amazon Quick and beta with Claude; sellers accept recommendations more than 90% of the time. For builders, this is a distribution marker: commerce agents are moving from chat to permissioned background execution, so design approval logs and rollback before connecting inventory or pricing actions; Claude commerce’s checkout controls point at the same boundary.