Source-led article
Amazon Launches AI-Powered Seller Assistant for Indian Merchants
Amazon has launched an AI-powered Seller Assistant in India, a new tool designed to significantly streamline operations for its 1.7 million sellers. This initiative, built into Seller Central, aims to simplify various aspects of e-commerce, from initial onboarding to advanced inventory and advertising management. The move underscores a broader industry trend where e-commerce platforms are increasingly integrating generative AI to support merchant growth and operational efficiency.
Key facts
| Feature | Description |
|---|---|
| Technology | Amazon Bedrock, Amazon Nova foundation models, Anthropic Claude |
| Target Audience | 7 million Amazon sellers in India, focusing on MSMEs |
| Key Functions | Onboarding, catalog creation, advertising, inventory management, cross-border expansion |
| Impact | Reduced operational effort by 70%, 10% decline in listing errors, improved efficiency and cost-savings |
The AI-powered assistant operates as a 24/7 chatbot, providing AI-driven guidance and surfacing business insights. It leverages Amazon Bedrock, Amazon Nova foundation models, and Anthropic Claude to assist sellers with routine marketplace operations. Abhijit Kamra, director of seller experience for emerging markets at Amazon, stated that these AI-powered features are being rolled out to Indian sellers with the goal of making commerce operations more efficient and cost-effective. The phased rollout in India follows the Smbhav 2025 event.
Enhanced Seller Onboarding and Catalog Creation
One of the core benefits of the Seller Assistant is its ability to guide new merchants through the onboarding process. It automates significant portions of catalog creation, including generating product titles, descriptions, and attributes. Amazon indicates that the system can pre-fill up to 70% of listing fields directly from a product image or URL and offers image enhancement capabilities. This automation drastically reduces the manual effort and potential for errors associated with listing new products.
Inventory and Advertising Optimisation
For inventory management, the assistant uses machine learning models to generate restocking recommendations, complementing Amazon’s existing fulfillment network for warehousing and logistics. On the advertising front, sellers can access AI-driven account diagnostics through Amazon’s Customized On-Demand Ads Experts (CODE) program, which provides tailored recommendations to improve campaign performance. The Vine program, which facilitates product reviews from a curated pool of reviewers, also remains a key offering.
Cross-Border Expansion and Future Outlook
Ahead of the annual Prime Day shopping event in July, Amazon has expanded the Seller Assistant’s capabilities to support merchants looking to sell internationally. This includes providing product recommendations, demand insights, and market-level guidance to help identify export opportunities. The tool also assists with country-specific compliance requirements, such as documentation and regulatory checks, and offers step-by-step tracking of the international expansion process.
Kamra highlighted the tangible benefits already observed, noting a nearly 70% reduction in operational effort for sellers and a 10% decline in listing errors due. He further mentioned the initiative’s ambition to impact 15 million businesses by 2030. To drive adoption, Amazon India has launched Seller Connect programs in over 20 cities, conducting training sessions for more than 5,000 sellers on catalog creation, inventory management, fulfillment, and growth planning. The company views these AI tools as integral to its long-term strategy, aiming to reduce operational costs for sellers, which could potentially lead to lower prices for customers.
This development aligns with a broader industry shift where e-commerce platforms are increasingly embedding generative AI into seller workflows. Competitors like Flipkart and Snapdeal have also introduced AI-powered seller tools, while SaaS players catering to merchants are building AI capabilities for catalog management, marketing, and customer engagement. Meesho has enhanced its offerings with voice AI and AI-powered personalisation. This trend signifies a move from AI-assisted customer experiences to AI-powered merchant operations, focusing on reducing friction in listing, advertising, and inventory management. With India’s e-commerce market projected to reach $300 billion by 2030, driven significantly by MSMEs, these AI tools are crucial for addressing challenges in onboarding, catalog management, logistics, and compliance for small businesses.