• Amazon India’s ‘Seller Assistant’ embedded across the seller lifecycle democratizes enterprise-grade capabilities for lakhs of MSMEs
  • Nationwide seller connects help selling partners harness AI tools, insights, and readiness strategies for peak performance during high value shopping events

India : Building on the vison unveiled at SMBhav 2025 to make selling on Amazon simpler and more intuitive through AI, Amazon India today shared how its AI-powered Seller Assistant, available 24×7 in English and Hinglish, is transforming the way lakhs of Indian sellers run and grow their businesses. Built on Amazon Bedrock and powered by Amazon Nova foundation models and Anthropic Claude, Seller Assistant combines Amazon’s deep selling expertise with advanced AI capabilities to provide personalized guidance, answer selling-related questions, surface relevant business insights, and help sellers navigate everyday business decisions.

Ahead of Prime Day 2026, Amazon is ushering in a new era of AI-powered selling in India, embedding intelligence across every stage of the seller journey, with Seller Assistant acting as a business partner that makes enterprise-grade intelligence accessible to lakhs of MSMEs. It begins with onboarding, where sellers are guided step by step on the process. For catalog creation, AI auto-generates product titles, descriptions, and attributes, pre-fills up to 70% of required listing fields from a single image or URL and enhances product images—turning hours of work into minutes. For inventory and fulfillment, ML-powered restock recommendations tailored to each seller’, combined with Amazon’s end-to-end fulfillment solutions spanning warehousing, fulfillment, and logistics, help sellers manage all channels under one roof with pan-India coverage. To help sellers grow faster through ads, Amazon’s Customized On-Demand Ads Experts (CODE) program gives sellers easy access to an ads expert powered by quick AI-driven account diagnostics delivering personalized recommendations that turn advertising potential into performance,  while Amazon Vine helps new products build credibility and buyer confidence through authentic reviews from a curated community of trusted reviewers.

Ahead of the Global Prime Day, for India sellers looking to expand their business globally, Seller Assistant now provides AI-powered expansion guidance to help identify international growth opportunities. The capability offers machine learning-driven product recommendations and market demand insights, helping sellers determine which products are best suited for global markets. Seller Assistant also leverages agentic AI to help sellers with country-specific compliance requirements for their products, including reviewing their compliance documents as well as assisting them in adhering to local product and safety regulations. It also provides step-by-step launch tracking, that guides sellers through every stage of international expansion within Seller Assistant.

Abhijit Kamra, Director Seller Experience, Emerging Markets – Product, AI and Smart Commerce said:  “We are entering an era where AI is not a feature you adopt; it is a highly skilled team you already have. Today, a small seller operating from a single room has access to the same state-of-the-art intelligence that powers the world’s largest commerce operations. What excites us most about this Prime Day is that we are not simply giving sellers new tools—we are building AI that works alongside them, helping them start, manage, and grow their businesses. Indian entrepreneurs have always had the ambition, creativity, and resilience. AI amplifies that ambition into scale. Aligned with the Governments IndiaAI Mission’s vision of making AI work for India, we have committed to bringing AI capabilities to 15 million businesses by 2030 because we truly believe that when our sellers succeed, we succeed. This is the democratization of commerce at scale, and the impact is already visible—early results show sellers using AI-powered listing capabilities are reducing time spent on routine operational tasks by 70%, while significantly improving listing quality and discoverability. As we head into Prime Day and beyond, our goal is to ensure that every seller, regardless of size, can harness the power of AI to grow faster, operate smarter, and unlock new opportunities.”

Here’s what this looks like in practice. A seller opens Seller Assistant and asks how to get started, and receives a guided, step-by-step onboarding path tailored to their category. When it’s time to list products, our AI tools help sellers create a new listing from a single image, URL, or description, with the correct product type classification, required attributes, and category mapping pre-filled. The seller asks about fees and instantly sees estimates at the ASIN and SKU level, understanding margins before going live. For inventory planning, Seller Assistant surfaces personalized restock recommendations calibrated to the seller’s investment strategy and supply chain settings, with lead times and fulfillment node planning auto-populated using Amazon’s intelligence. When the seller is ready to grow, personalized growth recommendations surface the single highest-impact next step — whether it’s enrolling in Vine to build product credibility from day one, optimizing pricing, or expanding selection, what once required a seller to navigate multiple dashboards, interpret data, and make manual updates now happens through a single conversational interface — available 24×7 and free of cost, in the language they’re most comfortable with.

For Amazon India, AI is not a single tool bolted onto existing workflows, Seller Assistant is an intelligence layer embedded across the entire seller lifecycle.  Faster catalog updates mean more relevant selection available sooner. Smarter inventory planning means fewer out-of-stock moments during peak demand. AI-optimized listings mean customers find what they need faster. When sellers operate with this level of speed and intelligence, customers benefit directly. This Prime Day, the AI powering seller operations translates into a better, faster, and reliable shopping experience for hundreds of millions of Amazon India customers.

Ahead of Prime Day, Amazon India is conducting dedicated Seller Connects across 20+ cities nationwide, structured masterclasses and immersive workshops that equip selling partners with these AI tools, insights, and readiness strategies. Over 5000 sellers have already participated in these sessions, spanning listing creation, catalog optimization, inventory planning, fulfillment, and growth strategies — ensuring every selling partner, from a first-generation entrepreneur in a Tier 3 town to an established brand, has the knowledge and confidence to make this Prime Day their biggest.

This July, Amazon Prime Day is back in India for its tenth edition. Prime members can look forward to great deals, bigger savings, exciting new launches, blockbuster entertainment, and more.