Amazon AI Tools 2026: A Guide for Sellers and Vendors

Your title needs a new draft, your A+ content is missing text, and your ad still needs a video. AI tools for Amazon sellers help with these tasks, in Seller Central and on the shopper side. Many of them launched in the US first. So if you sell in Germany or elsewhere in Europe, it pays to look closely: some tools are available, others run as a beta, and some are still missing.

Here you see for each tool what job it does, who it is for and whether you can use it in Germany (as of October 2026):

Tool	For whom	In Germany	Cost
Seller Assistant	Sellers	yes, since June 2026	free
AI listings (text, image, URL)	Sellers	yes, since June 2024	–
A+ content with AI	Brand-registered sellers	yes	free for selected modules
AI images in ads	Advertisers	beta since April 2024	–
Video Generator	Sellers and vendors	open beta since Nov 11, 2025	free
Creative Agent	Advertisers	yes, since February 2026	no extra cost
Rufus	Shoppers	yes	–
Alexa+	Shoppers	Early Access since May 7, 2026	free during Early Access, then included in Prime or €22.99/month

Seller Assistant: Amazon’s assistant in Seller Central

The assistant launched on September 19, 2024 as “Project Amelia”, a beta for US sellers. Today it is called Seller Assistant (“Verkäufer-Assistent” in the German interface).

You can ask it about sales and business performance, inventory planning, listing policy compliance and account health. Since September 17, 2025 there has been an agentic version in the US: it answers questions, plans steps and carries them out with your permission. For FBA inventory, for example, it warns you about stock that will soon incur long-term storage fees.

Since June 2026 the Seller Assistant has been available in Seller Central in Germany. Amazon says it is free and that more than 90% of selling partners worldwide can use it in their own language. Under the hood it runs on Amazon Bedrock, Amazon’s platform for AI models. You open it with the “Seller Assistant” button at the top right of Seller Central (“Verkäufer-Assistent” in the German interface). In a German account it greets you in German and suggests topics, such as how FBA works.

Amazon has not announced the Seller Assistant for vendors in Vendor Central.

Workflows, memory and plugin: new since September 2026

On September 23, 2026 Amazon announced three additions: persistent memory, “Seller Assistant workflows” and a plugin. Workflows keep tasks running in the background. There are templates for account health, orders, pricing and expansion into new marketplaces. You decide whether a workflow only recommends or acts after your approval. Every step is logged.

The Selling Partner plugin for Amazon Quick and Claude brings your Amazon data into those apps. The plugin is a beta for sellers in the US stores. Amazon has announced an international rollout, but there is no date yet. Amazon has also not confirmed whether the workflows are available in German accounts. In a German Seller Central account, the Seller Assistant showed no workflows in October 2026.

AI for product listings: create listings from text, an image or a URL

Amazon’s generative listing tools turn a few inputs into a listing draft. In German Seller Central you find them under Produkte › Produkte hinzufügen (add products). Three of the options there use AI:

• Produktbild (product image): you upload up to 3 images and enter keywords or a short description of up to 100 words. Amazon creates the content for a new listing from them.
• Web-URL: you link to a product page, for example in your own online store. Amazon takes the details from there. According to Amazon, you should not use other sellers’ pages.
• Tabelle (spreadsheet): when you upload a product spreadsheet, AI can improve the listing details, for new listings with up to 1,000 SKUs.

Amazon introduced the tools in the US in 2023 and 2024. On June 20, 2024 they came to Germany, France, Italy, Spain and the UK.

Enhance My Listing

Once a listing exists, “Enhance My Listing” suggests improvements and points out missing attributes. Amazon first introduced the tool for selected sellers in the US. The German interface does not show the name “Enhance My Listing”. You find improvement suggestions in the “Enhance” tab of the product management page (German menu: Produkte › Produkte verwalten; in the classic menu “Angebote verbessern”). According to Amazon, more than 900,000 selling partners use its AI listing tools.

You stay responsible

A wrong material claim, an invented test seal: both come back to you, even if Amazon wrote the text. You are liable for the listing. So treat the text as a draft and check every product claim, every attribute and every keyword before you publish. What belongs in a complete listing is covered in our guide to product listing optimization.

Creating A+ content with AI

Since August 2025, brand-registered sellers with listings in the UK or the EU can use the AI features in the A+ Content Manager. Since January 2026 they have been available to all brand-registered sellers in the German store. They are free for selected modules: Basic A+, Premium A+ and the Brand Story. According to Amazon, in the German store’s editor you recognize these modules by the label “Bereit für KI” (“ready for AI”). In the A+ Content Manager list, the “Content view” filter lets you show only “AI-generated” content.

Even with AI, you decide which message goes into which module. What makes a good module and how to build A+ content is explained in our guide.

If your A+ images show people created with AI, Amazon has required the tag contains-synthetic-performer since July 27, 2026. The rules are in our article on AI images on Amazon.

In Europe, Amazon has not explicitly announced the AI tools for listings and A+ for vendors.

AI in Amazon Ads: images, videos and Creative Agent

An image for Sponsored Display, a video for Sponsored Brands: in the Amazon Ads console for amazon.de, three AI tools are available for this.

AI images: Since April 25, 2024 Amazon Ads has generated images for your ads in Germany as a beta. This works for Sponsored Brands and Sponsored Display.

Video Generator: Since November 11, 2025 the Video Generator has been available as an open beta for Sponsored Brands video campaigns in nine marketplaces, including Germany. It is open to sellers and vendors and is free. The old Video Builder has been gone since December 31, 2025.

In a German Amazon Ads account, the AI tools now sit in one place: under “Creative tools” › “Creative studio”, marked as a beta. It holds the chat assistant “Creative Agent” for images, videos, text and audio, plus the “Image Generator” and “Video Generator” cards.

Creative Agent: Since February 24, 2026 the Creative Agent in Creative Studio has been available at no extra cost to advertisers in the UK, France, Germany, Italy and Spain. It uses agentic AI and, according to Amazon, creates professional-quality ads.

Amazon has so far announced further AI features for Sponsored Products only for the US. You find them in the box “US only or announced” in our article on Sponsored Products.

AI on the shopper side: Rufus, review highlights, Alexa+ and COSMO

Shoppers can ask Rufus about a product or read review highlights instead of going through review after review. This is where they meet Amazon’s AI:

Rufus is Amazon’s shopping assistant in the app and on desktop. In Germany it launched as a beta on October 29, 2024; today it is available to all shoppers in Germany and Austria. In the US it has been called “Alexa for Shopping” since May 13, 2026. How Rufus answers and what it reads from your listing is explained in our Rufus guide.

Review highlights: Since August 2023 Amazon has summarized a product’s reviews in a short AI text in the US. On amazon.de the paragraph appears under „Die Kunden sagen“ (“Customers say”). How the highlights are made is covered in our article on Amazon reviews.

Alexa+ has been available in Germany as Early Access since May 7, 2026 and is free during this phase. After that, Alexa+ is included in Prime; without Prime it costs €22.99 per month. Amazon has not published when Early Access ends.

COSMO is an AI system Amazon presented at an academic conference in 2024. Amazon says it uses COSMO in search features, for example in search navigation.

These systems read your attributes, bullet points and reviews. So a missing material detail becomes a gap for Rufus too: what is not in the listing, it cannot mention. Complete product data helps more than just the shoppers who read your bullet points themselves.

Using ChatGPT, Claude and other AI tools for Amazon

Besides Amazon’s tools, many sellers use a general AI chat such as ChatGPT or Claude. It is useful for a title draft. It is not a reliable source for product facts.

What your own AI chat is good for

Your own AI chat works best for ideas and drafts:

• Collecting keyword ideas, including for backend keywords, synonyms and common typos.
• Writing drafts for product titles and bullet points.
• Translating listings into other languages.
• Analyzing reviews and customer questions: what do shoppers praise, what bothers them?

Give the chat your target audience, the marketplace, key product features and the rules for the text. That gives the draft a usable basis.

Limits: invented facts and confidential data

Even a made-up standard can sound convincing in an AI chat. The same goes for product features and numbers. Check every factual claim before it goes into a listing.

Margins, purchase prices and contracts do not belong in a consumer chat app. And if you create images of people with AI, Amazon’s tag for AI-generated people applies here too.

Connecting Amazon data to ChatGPT or Claude

Without a connection to your account, a chat only knows your numbers if you paste them in. There are two ways to give it direct access. Amazon’s own Selling Partner plugin for Amazon Quick and Claude is a beta for sellers in the US stores.

The AMALYTIX MCP server connects your own Claude or ChatGPT account to your data in AMALYTIX, in Europe and the US, for sellers and vendors. MCP (Model Context Protocol) is an open standard that lets AI assistants access other software. How such AI agents work is covered in a separate article.

Revising many listings at once with One-Click Optimization

Amazon’s listing tools work one listing at a time. That is fine for five products. With 120 products across several marketplaces, you spend days on titles and descriptions, and after each draft the next listing is already waiting.

With One-Click Optimization in the AMALYTIX AI Tool, you revise many listings together. Select the products and choose “Optimize snapshots (AI)”. Then pick the agent with the right prompt and the fields you want: title, Item Highlights, bullet points, keywords and description. What gets revised are the snapshots, the listing texts stored in AMALYTIX. This runs in the background while you keep working. How to adapt the prompts to your brand voice is shown in our post on customizable AI listing optimization.

Check every draft. Nothing goes to Amazon until you send it with “Push to Amazon”. The AMALYTIX AI Agent and analyses with confidential data run on AI models in Amazon Bedrock.

Conclusion: how to use Amazon’s AI tools well

Many Amazon AI tools have arrived in Germany, most of them at no extra cost. Whether the AI drafts a title or writes A+ text: material details and test seals must be right before you publish. Rufus needs complete product data too. Here is how to use the tools day to day:

Frequently asked questions about Amazon AI tools

What is Amazon’s Seller Assistant?

The Seller Assistant is Amazon’s AI assistant in Seller Central. It answers questions about sales, inventory, policies and account health and carries out steps with your permission. It launched in the US in September 2024 as “Project Amelia” and has been available in Seller Central in Germany since June 2026.

Does the Seller Assistant cost anything?

No. Amazon says the Seller Assistant is free.

Can I create A+ content with AI?

Yes. Since January 2026 the AI features in the A+ Content Manager have been available to all brand-registered sellers in the German store. They are free for Basic A+, Premium A+ and the Brand Story.

Which AI tools are there in Amazon Ads?

In Germany three tools are available: AI image generation as a beta for Sponsored Brands and Sponsored Display, the Video Generator as an open beta for Sponsored Brands videos, and the Creative Agent in Creative Studio at no extra cost.

Can I connect ChatGPT to Seller Central?

Amazon offers a Selling Partner plugin for Amazon Quick and Claude, so far as a beta only for sellers in the US stores. In Europe you can connect ChatGPT or Claude to your Amazon data in AMALYTIX, for example through the AMALYTIX MCP server.

Are the AI tools also available for vendors?

Partly. The AI tools in Amazon Ads are open to vendors too; the Video Generator, for example, explicitly. In Europe, Amazon has not explicitly announced the Seller Assistant or the AI tools for listings and A+ for vendors.