Running an online business means juggling a lot—creating listings, tracking inventory, figuring out pricing, managing orders and much more. For sellers doing all this alone, it adds up fast. Ahead of Prime Day 2026, Amazon India has launched an AI-powered Seller Assistant to take the load off. It’s a free AI tool. Available 24x7 in English and Hinglish, that helps sellers manage their store through simple conversation. No jargons to decode, just ask what you need.
Built on Amazon Bedrock and powered by Amazon Nova foundation models and Anthropic Claude, Seller Assistant is an always-on AI tool that sellers can talk to in plain language. It combines Amazon's selling expertise with AI to provide personalised guidance, answer selling-related questions, surface business insights, and help sellers navigate everyday decisions. The goal: make enterprise-grade intelligence accessible to lakhs of MSMEs.
"We are entering an era where AI is not a feature you adopt; it is a highly skilled team you already have. Today, a small seller operating from a single room has access to the same state-of-the-art intelligence that powers the world's largest commerce operations. What excites us most about this Prime Day is that we are not simply giving sellers new tools—we are building AI that works alongside them, helping them start, manage, and grow their businesses,” says Abhijit Kamra, Director Seller Experience, Emerging Markets – Product, AI and Smart Commerce.
“Indian entrepreneurs have always had the ambition, creativity, and resilience. AI amplifies that ambition into scale. Aligned with the Governments India’s AI Mission's vision of making AI work for India, we have committed to bringing AI capabilities to 15 million businesses by 2030 because we truly believe that when our sellers succeed, we succeed. This is the democratization of commerce at scale, and the impact is already visible—early results show sellers using AI-powered listing capabilities are reducing time spent on routine operational tasks by 70%, while significantly improving listing quality and discoverability. As we head into Prime Day and beyond, our goal is to ensure that every seller, regardless of size, can harness the power of AI to grow faster, operate smarter, and unlock new opportunities," he adds.
What the AI Seller Assistant does
Helps you get started: New to selling on Amazon? Seller Assistant walks you through onboarding step by step, tailored to your product category.
Creates listings for you: Upload a photo of your product, paste a URL, or type a description. Seller Assistant writes the title, fills in product details, picks the right category, and shows you the fees—so you know your margins before you go live. It pre-fills up to 70% of the work. What used to take hours now takes minutes.
Manages your inventory: It tracks your stock, tells you when to reorder, and flags products that aren't moving. Recommendations are based on your supply chain and how much you want to invest — not a one-size-fits-all formula.
Tells you what to do next: Instead of guessing, Seller Assistant surfaces the single most impactful action you can take—whether that's fixing a listing, adjusting a price, or expanding your selection.
Helps you sell globally: Ready to export? Seller Assistant identifies which of your products have demand in international markets, helps with compliance paperwork, and tracks your launch step by step.
What this means in practice
You open Seller Assistant and ask: “How do I list a new product?” It guides you through. You upload a photo — the listing is drafted, attributes filled, fees calculated. You ask about inventory—it shows what's running low and suggests how much to reorder. You ask what to do next—it tells you the one thing that will make the biggest difference to your sales this week. One conversation. No switching between screens.
Sellers using these AI capabilities are spending 70% less time on routine tasks, with noticeable
improvements in listing quality and discoverability.
improvements in listing quality and discoverability.
How to get started
- Log in to Seller Central
- Open Seller Assistant — it's already live for every seller
- Ask a question in plain language
- That's it
Amazon India is also running Seller Connects—free workshops across 20+ cities—to help sellers learn these tools ahead of Prime Day. Over 5,000 sellers have already attended.
