Amazon Links Seller Tools to Anthropic Claude
Amazon allows independent sellers to manage inventory and pricing via external AI agents, starting with Anthropic's Claude.
Key points
- Amazon allows sellers to use Anthropic’s Claude to manage inventory and pricing outside of Seller Central.
- Amazon’s seller fees generated $46.8 billion in the second quarter, a key point in an ongoing antitrust case.
- The connection to Claude takes about 60 seconds and requires no coding, though sellers must approve each action.
Amazon announced new AI tools for its independent sellers on Wednesday. The update lets merchants use Anthropic’s Claude to manage their stores. This happens without opening the standard Seller Central dashboard.
The company says about 90% of sellers already use outside AI for parts of their work. Amazon aims to bring business tools directly into the software where sellers already spend their time.
Sellers manage stores from outside apps
Sellers can now check inventory and adjust prices from third-party platforms. Amazon states that connecting Claude takes about 60 seconds and requires no coding.
The plugin pulls listings and sales data into the external assistant. Sellers must approve every action before the system executes it.
Fees remain central to antitrust dispute
Independent sellers account for more than 60% of units sold on Amazon. Amazon’s fees brought in $46.8 billion in the second quarter.
The Federal Trade Commission accuses Amazon of overcharging sellers. The case is set for trial in March 2027 in Seattle.
Amazon’s advertising business earned $19.8 billion in the same quarter. The FTC argues that advertising has become virtually necessary for sellers to do business.
Amazon controls access to its platform
Amazon is a major investor in Anthropic. Claude models already power the built-in Seller Assistant within the current portal.
However, Amazon recently blocked Meta’s AI agent from its store. The company insists that outside agents must identify themselves and follow site rules.
