What Amazon's own Seller Assistant executes
Seller Assistant is Seller Central's native agentic generative AI tool. It accesses information about the seller's account and business to understand context, assess problems and propose solutions — and, with the seller's permission, it also executes some actions directly: investigating inactive or blocked listings, helping resolve stranded inventory, analyzing storage fees and aged inventory surcharges, assessing Featured Offer eligibility and identifying open compliance violations. In a more recent update, it can also resolve some policy violations, optimize FBA surcharges and create promotions — always subject to approval. In 2025, the tool had more than 230,000 monthly users, with sellers accepting its recommendations more than 90% of the time.
The Agent Policy: the rule for third-party AI since March 2026
On February 17, 2026, Amazon announced on the Seller Central forums an update to the Business Solutions Agreement with a new Section 19 — Agent Policy, in effect since March 4, 2026. It formalizes rules for any "automated software or AI agent" that accesses a seller's account on their behalf. The core requirements: the agent must clearly identify itself as automation in every interaction, without simulating human behavior; it must operate through a registered SP-API application, with an Application ID tied to a verified developer account; and it is prohibited from using browser automation, Seller Central scraping or undocumented endpoints. Amazon may also require the agent to terminate access immediately, at any time.
Why Seller Assistant doesn't follow the same rule
Amazon classifies Seller Assistant as first-party AI — so it is exempt from the March 2026 Agent Policy, which was designed specifically to regulate third-party tools and agents accessing the seller's account from outside native Seller Central. In practice, the bar for identification, SP-API registration and the scraping ban applies to any management platform, agent or external integration acting on your account — not to Amazon's own native tools.
What this means if you use third-party tools
If your business uses a management platform, AI automation or an agent connected to your Amazon account, check whether it operates through a registered SP-API app (and not by scraping Seller Central) and whether it transparently declares itself as automation — that is exactly what Amazon now requires. Non-compliant tools risk losing account access at any time, without prior notice, once the transition period ends.
How EcomVision helps
Vision, EcomVision's AI that executes, accesses the customer's account exclusively through the SP-API and the Amazon Ads API, with the seller's explicit OAuth authorization — the same registered-app model the Agent Policy requires — and every action it proposes is visible and under the seller's control before it is executed.
