Seller Assistant is Amazon's AI-powered, agentic assistant inside Seller Central. It's a conversational tool that helps you find information, get insights, and resolve account issues by asking questions in plain language instead of digging through menus or help pages.
For sellers managing their catalog in Zentail, Seller Assistant is most useful as a way to understand and diagnose Amazon-side issues — errors, suppressed listings, eligibility problems, and policy or compliance warnings that originate in Amazon's systems rather than in Zentail.
Because it's AI, it can make mistakes, so it's a good habit to verify important answers using the source links it provides and to confirm anything time-sensitive directly in Seller Central.
Important! Your listing content is managed in Zentail, which is the source of truth for your catalog. Make content changes — titles, descriptions, bullet points, images, pricing, and quantity — in Zentail, not directly in Amazon. Edits made directly in Seller Central (including through Seller Assistant) can be overwritten the next time Zentail syncs. Use Seller Assistant to understand and troubleshoot Amazon-side issues, then make the actual fix in Zentail.
What Seller Assistant can help you with
You can ask Seller Assistant about selling processes, requirements, and account-related topics. If you're not sure where to start, it may suggest questions for you. Common things people ask:
Selling requirements and how-to
"How do I sell with FBA?"
"What are the requirements to sell children's toys?"
"How can I change a product category?"
Account management and actions
"What is my current inventory health?"
"Are there any issues with my account?"
"Help me resolve stranded inventory."
Getting an Amazon error on a product in Zentail you don't understand?
When Amazon returns an error on a product through Zentail — whether it's a listing error, a feed rejection, or a vague API message — it's not always clear what it means or what you're supposed to do about it. Seller Assistant can help you decode these errors and figure out next steps.
To get help, open Seller Assistant in Seller Central and paste in the exact error message you're seeing in Zentail. Then ask what it means and how to fix it. For example:
"I'm getting this error on a product: [paste error here]. What does it mean and how do I fix it?"
"Amazon rejected my listing with this message — what's wrong: [paste error here]?"
"I have a product that won't go live on Amazon. The error says [paste error here]. What should I do?"
Seller Assistant can explain what the error means in plain language and tell you which field or attribute needs to be corrected. Once you know the fix, make the correction in Zentail so it syncs to Amazon and isn't overwritten.
Tip: The more of the error message you paste in, the better. Even if the message looks like gibberish or an internal Amazon code, Seller Assistant will often recognize it and know exactly what it means.
Other Amazon issues Seller Assistant can help you diagnose
Beyond error messages, Seller Assistant is useful for the Amazon-side problems that aren't visible or fixable in Zentail. A few examples:
Suppressed, inactive, or unsearchable listings: "Why is my listing suppressed and not showing on Amazon?" Amazon often suppresses or deactivates listings for reasons that don't surface clearly in the sync, and Seller Assistant can tell you exactly what's missing or blocking it.
Buy Box / Featured Offer eligibility: "Why did I lose the Buy Box on this product?" or "Am I eligible for the Featured Offer?" This is Amazon-side eligibility that Zentail doesn't control.
Category and listing requirements: "What attributes does Amazon require to list in this category?" Asking before you build or map a product in Zentail helps the listing go live the first time instead of bouncing back with an error.
Compliance and policy warnings: "I have a compliance warning on this product — what does it mean and what do I need to do?"
How Seller Assistant works
Seller Assistant's responses are generated by a large language model built on an agentic AI foundation. It can access information across Seller Central, including your account and business data, to understand context, evaluate complex problems, and reason through solutions.
With your permission, it can also take some actions on your behalf within Amazon, such as 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.
Use it for questions about selling in the Amazon store only. Don't rely on it for professional, legal, or financial advice, and avoid sharing personal or sensitive information in your requests.
How to enable Seller Assistant (managing access)
Access is controlled through User Permissions in Seller Central. Only an account administrator can grant access. If you're an administrator and don't have it enabled yet, you can self-assign it using the same steps.
From the Settings drop-down menu, select User Permissions.
Click Edit next to the user account you want to modify.
Find the permission named Seller Assistant and enable Edit access.
Click Save Changes.
Changes may take up to five minutes to apply. To remove access, set the Seller Assistant permission to None and click Save Changes.
Tip: Only grant access to trusted users. This permission lets secondary users view account data and make account-level, ASIN-level, and other changes in Amazon.
Why your responses might be limited
If Seller Assistant's answers seem shallow or it can't take action, first confirm you have Edit permissions for Seller Assistant (not just View). The depth of the responses you receive depends on your permission level.
If Seller Assistant can't resolve your issue
Seller Assistant is designed to handle issues from start to finish, but if it can't fully resolve something, it will connect you to a human associate. It can also create and submit a support case to Amazon on your behalf, including the relevant details needed.
If you have Edit permissions and are still not satisfied with an answer, leave feedback: give a Thumbs Down rating and add specifics about what was missing. This feedback is reviewed and used to improve the experience.
Data, privacy, and accuracy
Amazon collects and uses personal information in accordance with its Privacy Notice. Your confidential account data is only used to answer your specific account questions.
Seller Assistant is powered by AI to help you discover information and take action quickly. Responses may not always be complete, current, or error-free, so independently verify any critical details before making decisions. For the most accurate and up-to-date guidance, refer to the relevant Seller Central help pages and program policies.
Frequently asked questions
What types of questions can Seller Assistant answer?
Knowledge-based questions — summarized, relevant information drawn from Seller Central resources and best practices.
Status updates and metrics — Amazon account health, listing status, and similar account-level information.
Agentic actions — investigating listings, resolving stranded inventory, analyzing fees, assessing Featured Offer eligibility, flagging compliance issues, and taking authorized actions on your behalf within Amazon.
Is Seller Assistant free?
Yes, it's free to use.
Can it help with time-sensitive policy issues?
Yes. Seller Assistant is aware of recent updates on the Seller News and Seller Central help pages and can share the latest available information on time-sensitive policy topics.
How does it access or use my personal data?
Personal information is collected and used in accordance with Amazon's Privacy Notice, and your confidential account data is only used to answer your specific account questions.
Where can I get more help?
Visit Seller Forums, Seller University, or the Seller Central Help pages for additional guidance.