Amazon is taking another leap into artificial intelligence, this time with an upgrade designed to transform how third-party merchants manage their online operations.

At its annual Accelerate conference for sellers in Seattle on Wednesday, the company introduced an AI agent built into its Seller Assistant platform. Unlike earlier versions, which primarily responded to queries, the new tool comes with agentic capabilities—meaning it can now take action on a merchant’s behalf with their permission.

Amazon said the move is intended to free up merchants’ time so they can “spend more time focusing on product innovation and customer relationships,” while AI handles the more repetitive but critical operational tasks.

The enhanced Seller Assistant can now coordinate inventory orders, plan for business growth, and implement fixes for account issues—functions that could help merchants avoid costly suspensions and delays. Over time, Amazon expects to add more of these automated abilities based on seller feedback.

The rollout builds on Amazon’s expanding suite of AI tools for sellers, who account for more than half of all goods sold on its marketplace. These include product listing generators and tools that can create marketing images and videos. Dharmesh Mehta, Amazon’s vice president of worldwide selling partner services, told CNBC that 1.3 million third-party sellers have already used its generative AI listing tools, which can automatically produce about 70% of a product listing.

“It really gives the seller, in some sense, a team of experts,” Mehta said. “An expert in listing and in pricing and promotions and supply chain, all the things that a small business normally has to either try and learn on their own, hire someone to be an expert, pay someone to be an expert, or sometimes just accept not being that good at, which is not ideal.”

Amazon said it is not currently planning to charge merchants for the new AI features. Instead, sellers continue to pay for the company’s in-house services like fulfillment and account management, which have become a cornerstone of Amazon’s business, generating $40.3 billion in revenue in the second quarter alone.

The move also underscores a shift in the broader AI industry. After early hype around image and text generators, companies are now pivoting toward agentic AI—tools capable of executing multi-step tasks with minimal supervision. Amazon itself previewed an experimental browser-based AI agent from its San Francisco lab earlier this year.

Seller Assistant is built on Amazon Bedrock, a platform that lets users access large language models not only from Amazon but also from AI startups like Anthropic and OpenAI.

The latest update represents a continuation of Amazon’s efforts that began last year with the launch of Project Amelia, the first iteration of its seller-focused AI assistant. That version provided basic troubleshooting and inventory advice. The new version goes further by actively managing parts of the seller’s business.

For Amazon, the rollout signals both a defensive and offensive play. On one hand, it strengthens its ties with the millions of small businesses that fuel its marketplace. On the other, it puts pressure on rivals such as Shopify, which has also integrated AI tools to help merchants streamline product listings and ad campaigns.

With AI tools quickly becoming table stakes in e-commerce, the battle is now over who can offer the most powerful—and most useful—AI assistants to sellers. Amazon, with its deep infrastructure, access to large-scale seller data, and cloud-powered AI backbone, appears determined to stay ahead.

How Amazon’s AI Push Stacks Up

Amazon’s latest AI rollout comes as part of a broader race among global e-commerce giants to embed AI directly into their seller ecosystems. Each company is developing AI agents for specific merchant tasks, reducing their dependence on external AI providers like OpenAI, Perplexity, and others.

Shopify has integrated generative AI through its Shopify Magic suite, which helps merchants automatically draft product descriptions, generate ad copy, and even predict customer behavior. Shopify’s approach leans heavily on streamlining marketing and customer engagement, but it lacks Amazon’s scale in fulfillment and logistics support.

Alibaba, through its sprawling Taobao and Tmall platforms, has rolled out its own AI-driven merchant tools that assist sellers in demand forecasting, inventory planning, and customer service. Leveraging its homegrown Tongyi Qianwen LLM, Alibaba is positioning its AI as deeply localized for Chinese markets, while also reducing reliance on U.S. AI models at a time of geopolitical tensions.

Walmart has taken a more measured approach, embedding AI features into Walmart Connect for advertising optimization and supply chain management. The retail giant recently announced experiments with AI chatbots that help merchants adjust pricing and promotions in real-time.

What unites these efforts is a recognition that AI is no longer just a consumer-facing tool—it is becoming the backbone of merchant operations.

Artificial intelligence could transform the global trading system, boosting the value of goods and services trade by nearly 40% by 2040, but without adequate safeguards, it also risks deepening inequality, the World Trade Organization (WTO) warned on Wednesday.

In its latest World Trade Report, the WTO projected that global trade could rise between 34% and 37% under various scenarios as AI reduces costs and enhances productivity. Global GDP, the report added, could expand by 12-13% in the same period, underlining AI’s disruptive potential for the world economy.

“AI could be a bright spot for trade in an increasingly complex trading environment,” said WTO Deputy Director General Johanna Hill, presenting the findings.

She acknowledged the turbulence facing the multilateral trading system, including this year’s wave of tariffs imposed by U.S. President Donald Trump’s administration, but noted that AI was fundamentally reshaping how economies connect.

According to the report, businesses could achieve significant savings in logistics, regulatory compliance, and communications, while AI-driven translation tools would lower barriers for small producers and retailers seeking entry into international markets. The WTO estimated that such technologies could help raise export growth in low-income countries by as much as 11% — provided these nations invest in strengthening their digital infrastructure.

However, the organization cautioned that the gains from AI will not be automatic. Without targeted investments and inclusive policies, the report said, AI could exacerbate the divides between advanced and developing economies.

“The effects of the development and deployment of AI are raising concerns that many workers, and even entire economies, could be left behind,” the WTO warned.

Director General Ngozi Okonjo-Iweala, speaking at the launch event in Geneva, stressed the importance of proactive policymaking to mitigate the risks.

“AI could upend labor markets, transforming some jobs whilst displacing others. Managing these shifts demands investment in domestic policies to enhance education, skills, retraining and social safety nets,” she said.

To ensure the benefits of AI are distributed more equitably, the WTO recommended predictable trade policies under its rules framework, as well as lowering tariffs on raw materials critical to AI technologies, such as semiconductors.

Divergent Futures

The WTO report also opens the door to several possible futures for global trade as AI adoption accelerates.

In the first possible outcome, advanced economies integrate AI rapidly, streamlining supply chains and cutting costs while boosting exports. This could reinforce existing trade imbalances if developing nations cannot match the same pace, widening the gap between wealthy and poorer regions. Under this pathway, low-income countries risk losing competitiveness in sectors like textiles, agriculture, and light manufacturing, where AI-enabled logistics and compliance systems will favor countries with robust digital infrastructure.

In a more inclusive future, however, international cooperation and targeted investments help bridge the gap. If low-income nations succeed in building out digital infrastructure and skills training, AI-driven translation and communication tools could enable even micro and small businesses to plug into global supply chains. The WTO estimates that such a trajectory could lift exports in low-income economies by up to 11%, giving them a foothold in higher-value global markets.

There is also a risk scenario where fragmented AI policies and trade restrictions — such as tariffs on semiconductors or competing governance frameworks in the U.S., Europe, and China — slow the adoption of AI across borders. This would blunt the projected gains in global trade and GDP, while reinforcing geopolitical divides.

The findings place the WTO at the heart of an emerging debate on how artificial intelligence could reshape globalization itself. Proponents see the potential for AI to make cross-border commerce cheaper and faster, improving supply chain efficiency and enabling even small firms to compete globally. But labor groups and development economists warn that countries lacking strong digital infrastructure or retraining systems risk being left behind as AI accelerates change.

The WTO’s analysis makes clear that AI’s impact on trade and growth will be profound but uneven, leaving policy choices in the next decade as the deciding factor between shared prosperity and deepening global divides.