Pick 1stPage if
- You have vendor accounts. Everything I could read from Amazon describes sellers and Seller Central.
- You want SQP by query and AMC sitting next to your sales.
- You run a lot of accounts and want them in one workspace with access set per member.
- You want answers to land somewhere else, like digests in Slack or an API key for your own pipeline.
Pick Amazon Seller Assistant if
- You want it free with nothing to connect.
- You want policy, compliance and account health help from Amazon itself in your own language.
- You want approved actions on listings, prices and support cases today. On 1stPage you get approved listing fixes and ad changes aren't open to customers.
- You want plain-language workflows that keep watching your account while you're logged out.
What it is now
Amazon started this as a beta codenamed Project Amelia in September 2024 for a first group of US sellers. By September 2025 it was calling it Seller Assistant and adding agentic features, canvas came in March 2026, and memory, workflows and a plugin for Claude came in September 2026. So if you read a review calling it a question-answering bot that review is old. And don't mix it up with Seller Assistant App at sellerassistant.app, which is an unrelated third party.
Feature by feature
"With limits" means it's missing from some paid plans, costs extra, or only covers part of the job. "Not listed" means I couldn't find it on their public pages, which isn't the same as them not having it. The 1stPage column describes customer availability, not every feature in testing.
| Feature | 1stPage | Amazon Seller Assistant |
|---|---|---|
| Amazon data it connects to | ||
| Seller Central (3P) | 1stPageYesOrders, sales, traffic, inventory, listings and settlements from authorized accounts. | Amazon Seller AssistantYesAnswers from the seller's own account data inside Seller Central.source ↗ |
| Vendor Central (1P) | 1stPageYesOrdered and shipped revenue, POs, sourcing share and vendor inventory. | Amazon Seller AssistantNot listedAll pages describe sellers and Seller Central. No Vendor Central support found.source ↗ |
| Amazon Ads | 1stPageYesSponsored Products, Brands and Display, including vendor campaigns. | Amazon Seller AssistantWith limitsLinks performance to ad opportunities. Ad account coverage not documented.source ↗ |
| Search Query Performance | 1stPageYesWeekly SQP funnel by query and ASIN. Vendors need a linked seller account. | Amazon Seller AssistantNot listedI couldn't find Brand Analytics or SQP named.source ↗ |
| Amazon Marketing Cloud | 1stPageYesTemplates, custom SQL and audiences. Needs your own AMC instance linked. | Amazon Seller AssistantNot listedNot named for Seller Assistant. Amazon Ads products are separate.source ↗ |
| Amazon DSP | 1stPageNoNo DSP reporting. AMC only sees DSP if your instance has it. | Amazon Seller AssistantNot listedNot named for Seller Assistant. Amazon Ads products are separate.source ↗ |
| International marketplaces | 1stPageWith limitsNorth America and Europe. Ask us first for Asia-Pacific. | Amazon Seller AssistantWith limitsAssistant reaches 90%+ of sellers worldwide. Plugin beta starts in U.S. stores.source ↗ |
| Channels beyond Amazon | 1stPageNoAmazon only. No Walmart, Shopify or TikTok Shop. | Amazon Seller AssistantNot listedOther marketplaces not named. Quick can combine Amazon with your other business data.source ↗ |
| AI and getting data out | ||
| AI chat on your data | 1stPageYesWeb chat and Slack on your account data, metered by AI credits. | Amazon Seller AssistantYesChat from Seller Central with memory, canvas visuals and approved actions.source ↗ |
| Claude or ChatGPT over MCP | 1stPageYesOAuth MCP for Claude and ChatGPT custom connectors. Some tools can write. | Amazon Seller AssistantWith limitsSelling Partner plugin: Amazon Quick and Claude, in beta for U.S. stores.source ↗ |
| API | 1stPageYesBearer-key Platform API, read-only by default, optional write scopes. | Amazon Seller AssistantNot listedNo Seller Assistant API named. Amazon's SP-API is separate and I didn't score it.source ↗ |
| Scheduled reports | 1stPageYesAI digests by email or Slack. 1 to 20 schedules by plan. | Amazon Seller AssistantWith limitsWorkflows run unattended and summarize orders. I couldn't find delivery channels.source ↗ |
| Warehouse export | 1stPageWith limitsS3 or Snowflake push on request. Self-serve through the Platform API. | Amazon Seller AssistantNot listedNo warehouse export documented.source ↗ |
| Sales and market analytics | ||
| Sales and traffic by ASIN | 1stPageYesSales, traffic, conversion and Buy Box share by ASIN. | Amazon Seller AssistantYesSales, units and traffic, with product-level drill-down in chat.source ↗ |
| Same-day orders | 1stPageYesSeller orders import every 30 minutes, with today's sales in dashboards and chat. | Amazon Seller AssistantWith limitsAmazon cites real-time data. A same-day orders view is not spelled out.source ↗ |
| Buy Box tracking | 1stPageWith limitsBuy Box share by ASIN and won or lost alerts. No offer history yet. | Amazon Seller AssistantNot listedI couldn't find Buy Box named.source ↗ |
| Organic rank tracking | 1stPageWith limitsDaily organic rank, US desktop only, up to 50 keywords per brand. | Amazon Seller AssistantNot listedI couldn't find organic keyword rank tracking named.source ↗ |
| Market share | 1stPageWith limitsYour share per search term from SQP. Needs Brand Analytics. | Amazon Seller AssistantNot listedMentions market intelligence and share figures aren't listed.source ↗ |
| Estimates on other sellers | 1stPageNoNo estimated sales or spend for other sellers' products. | Amazon Seller AssistantNot listedMonitors competitive pricing and signals. Rival sales estimates not documented.source ↗ |
| Sales forecast | 1stPageYesBaseline and stretch plans with goal tracking, seller and vendor. | Amazon Seller AssistantWith limitsDemand patterns and what-if projections for restocking. Annual plan tool not named.source ↗ |
| Research | ||
| Product research | 1stPageNoNo product research or niche finder. | Amazon Seller AssistantWith limitsSuggests new categories, variations and expansion from your catalog.source ↗ |
| Keyword research | 1stPageWith limitsIdeas from your own SQP and ads data. No seed-keyword database. | Amazon Seller AssistantNot listedI couldn't find keyword research named.source ↗ |
| Advertising | ||
| Ads reporting | 1stPageYesSP, SB and SD by keyword, campaign and search term. | Amazon Seller AssistantWith limitsCanvas diagnoses campaign performance by conversation. No report catalog documented.source ↗ |
| Change bids and budgets | 1stPageNoNot open to customers yet. In limited testing. | Amazon Seller AssistantWith limitsExample workflow adjusts ad spend. Bid-level controls not documented.source ↗ |
| Automated ad rules | 1stPageNoNot open to customers yet. In limited testing. | Amazon Seller AssistantWith limitsWorkflows run continuously, but Amazon says actions need review before running.source ↗ |
| Keyword harvesting | 1stPageWith limitsHarvest lists in chat. Pushing to Amazon isn't open to customers yet. | Amazon Seller AssistantNot listedNot named on Amazon's public pages.source ↗ |
| Operations and finance | ||
| Inventory and restock | 1stPageYesFBA, AWD, FBM and vendor stock, with send-to-FBA quantities. | Amazon Seller AssistantYesRestock plans, FBA and AWD allocation, stockout and excess flags.source ↗ |
| Profit and COGS | 1stPageYesSettlements, fees, ad spend and dated COGS by product. Seller accounts. | Amazon Seller AssistantWith limitsPromotion profitability what-ifs. COGS input and product P&L not documented.source ↗ |
| Listing audit | 1stPageYesScores attributes and images, and AI drafts fixes. Seller and vendor. | Amazon Seller AssistantYesDiagnoses suppressed listings and reviews listing copy on request.source ↗ |
| Send listing edits to Amazon | 1stPageYesApproved copy and attribute fixes through Amazon's Listings API. | Amazon Seller AssistantYesUpdates listings in Seller Central or via plugin after explicit approval.source ↗ |
| Alerts | 1stPageYesBuy Box, stock, fee and listing alerts to Slack, email or in-app. | Amazon Seller AssistantYesPlain-language workflows alert on conditions. Account health monitored continuously.source ↗ |
| Reimbursements | 1stPageWith limitsAn alert estimates refunds after fee corrections. No claim filing. | Amazon Seller AssistantNot listedReimbursement claims not named. It can open support cases.source ↗ |
| Security and teams | ||
| Single sign-on | 1stPageWith limitsMicrosoft Entra ID with optional enforcement. No SAML or Okta. | Amazon Seller AssistantNot listedSign-in is Seller Central's. No SSO statement for the assistant found.source ↗ |
| SOC 2 report | 1stPageNoNo SOC 2 report. Security review by questionnaire and packet. | Amazon Seller AssistantNot listedI couldn't find a SOC 2 statement. Amazon says data stays in its infrastructure.source ↗ |
| Roles and permissions | 1stPageYesOwner, admin and member roles, scoped to accounts. | Amazon Seller AssistantYesManaged through Seller Central User Permissions. Primary User grants access.source ↗ |
| Agencies and many accounts | 1stPageYesMany accounts in one workspace. No client portal or white-label. | Amazon Seller AssistantNot listedAgency or multi-account use not documented for the assistant.source ↗ |
| What it costs | ||
| Published pricing | 1stPageYes$150/mo and $999/mo published. Enterprise is private. | Amazon Seller AssistantYesStated as free, with a free 12-month Quick Plus offer.source ↗ |
| Free trial or plan | 1stPageYes20 days, no card, 3 channels, 700 AI credits. | Amazon Seller AssistantYesFree product. Quick Plus free 12 months if claimed by 12/31/2026.source ↗ |
| How it charges | 1stPageYesFlat plans by channels and AI credits. Unlimited seats and ASINs. | Amazon Seller AssistantYesNo additional cost to sellers. Quick Plus lists at $20 to $25 per user monthly.source ↗ |
Amazon Seller Assistant pricing
| Plan | Price | Terms |
|---|---|---|
| Seller Assistant ↗ | Free | Included with Seller Central. "at no additional cost". Over 90% of selling partners worldwide per Amazon |
| Selling Partner plugin ↗ | No fee named by Amazon | Beta. Sellers in Amazon's U.S. stores. Amazon Quick and Claude |
| Amazon Quick Plus offer ↗ | Free for 12 months | Sign up by December 31, 2026. Primary account holder plus two co-workers. Sign up by December 31, 2026. Covers the primary account holder and two co-workers. Quick Plus lists at $20 per user monthly on annual billing or $25 billed monthly. |
1stPage is $150/mo or $999/mo, with private Enterprise pricing and 20 days free with no card.
Try the free one first
You probably have this already since Amazon says it reaches over 90% of selling partners worldwide. Ask it your hardest questions for a week and write down what it couldn't do. If that list is short keep your $150.
Amazon's own deep dive post admits it can get things wrong. Same goes for our chat and for any AI, so check any number you're about to act on against the source report.
What you'd pay us for
I'd pay for 1stPage if the list you wrote looks like this.
- Vendor data. We have ordered and shipped revenue, POs and sourcing share. I found nothing from Amazon saying vendors get Seller Assistant and nothing saying they don't.
- SQP and AMC. Neither is named on the public pages. We have weekly SQP by query and ASIN and AMC templates and custom SQL if you have a linked instance. Amazon Ads Agent and the Ads MCP Server are separate products that overlap here and I didn't score them.
- Profit from settlements, fees, ad spend and dated COGS. Amazon shows promotion what-ifs and I couldn't find a COGS input.
- Daily organic rank on 50 keywords per brand on US desktop. It's limited but rank tracking isn't named at all on Amazon's pages.
Claude stopped being the difference
The Amazon Selling Partner plugin brings Seller Assistant into Amazon Quick and Claude, in beta for sellers in Amazon's US stores, and it can act with your approval. Amazon is also giving a free year of Quick Plus to the primary account holder and two co-workers if you sign up by December 31, 2026. Quick Plus lists at $20 a user a month on annual billing or $25 monthly, and I couldn't find Amazon saying what you pay after the free year. Claude's pricing page shows connectors on Free too, but I couldn't find whether this plugin needs a paid Claude plan.
Our MCP connector works as a custom connector in Claude.ai and ChatGPT from the trial up and it covers seller and vendor accounts. It's mostly data tools. Ad changes aren't on it.
Check how approval works
Amazon says actions need your approval. Its announcement says you choose whether a workflow recommends or acts, and that you review actions before they run. I haven't tested that so try it in your own account before you hand it a budget. On our side listing fixes get validated with Amazon's preview mode and only go out after someone with a dedicated write permission approves the exact payload.
Sources
Everything about Amazon Seller Assistant comes from its own public pages or pages from its owners and partners, read on November 1, 2026. Follow the row-level links for plan limits and availability.
- Seller Assistant plugin announcement, 9/23/2026
- Agentic Seller Assistant, 9/17/2025
- Project Amelia launch, 9/19/2024
- Canvas, 3/3/2026
- Forum: Seller Assistant Deep Dive
- Forum: New AI tools, Accelerate 2026
- Forum: Major Update to Seller Assistant, 10/27/2025
- Forum: Project Amelia, 2024
- Anthropic's Claude listing for Amazon's connector
1stPage makes one of the two products on this page, so read it knowing that. Prices and features change, and if something here is wrong or out of date tell us and we'll fix it. Amazon Seller Assistant and other product names belong to their owners, who aren't affiliated with 1stPage and didn't review this page.
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