Amazon Seller Assistant in India: The Free AI Agent in Seller Central (English and Hinglish)

Amazon Seller Assistant is a free AI agent inside Seller Central that Amazon India launched ahead of Prime Day 2026. It is open to every seller, runs 24x7 and understands English and Hinglish. To use it, log in to Seller Central, open Seller Assistant, and type a question in plain language. Amazon's page gives no exact launch date. This guide is current as of 9 November 2026.

What Amazon says Seller Assistant does

Amazon's India announcement lists these functions:

The page says the model stack is Amazon Bedrock with Amazon Nova foundation models and Anthropic Claude.

How do I open Seller Assistant?

1. Type the address of Seller Central yourself and log in with your seller account. Do not use links from emails or messages; fake seller-support pages exist.
2. Open Seller Assistant. Amazon says it is already live for sellers.
3. Ask in English or Hinglish, for example "mere top 5 products ka stock kitna bacha hai?" or "which of my listings are slow-moving?"

Where it appears in the Seller Central menu can change. If you cannot see it, check that you are on the India marketplace and logged in to the right account, then ask Amazon seller support. Amazon has not said anything on its India page about rollout delays or about any seller types being excluded; it says "every seller".

Can it make a listing from a photo or a link?

Yes, according to Amazon: from a product photo, a URL or a text description. It writes the title, fills in product details, chooses categories and shows fees. Amazon says it pre-fills up to 70% of the work. That means 30% is still yours.

What to check in every AI-made listing:

• Title and bullets. No claims you cannot prove (for example "BIS certified", "100% organic", "waterproof") unless you hold the paper.
• Category. A wrong category can bring wrong fees and wrong approvals.
• Brand and GTIN. The tool cannot fix a brand you have not registered. See Amazon Brand Registry in India.
• GST and HSN fields. Enter what your accountant gives you.
• Images. Use your own photos that match the main image rules.

Because the listing shows fees, compare them with your own sums. Since 16 March 2026, Amazon.in charges zero referral fee on products under ₹1,000 across 1,800+ categories. Closing fees and other fees still exist. Amazon's seller guide lists Self-Ship closing fees of ₹20 for products under ₹300 and ₹26 for ₹300 to ₹500, and says nothing about FBA or GST on fees. Amazon does not say whether the assistant's fee preview includes every one of them, so check the full fee line in Seller Central and run the sums through the Amazon seller fee calculator guide.

A quick test for the fee preview

Pick one live product you know well. Ask Seller Assistant to draft the same product as a new listing and compare its fee preview with the fees on your existing listing. If the totals differ, find out why before trusting it for new products. Do this with a product under ₹1,000 and one above, because the referral fee rules differ between those bands. Write down the date, the price you entered and the fee shown, so you can show it to seller support if something looks wrong.

Inventory help: reorder timing and slow movers

Amazon says Seller Assistant tracks stock, recommends when to reorder and flags slow-moving products. Amazon has not published how it forecasts. So test it once against your own sums: daily sales × days to restock + safety stock. If its answer and yours differ a lot, ask why before you place a purchase order.

Is it safe to let an AI act on my account?

Amazon's global announcement says Seller Assistant acts with the seller's permission, and that when a seller approves a fix, it implements it. That page was written for the US store, and it said rollout to other countries would follow in the coming months. Amazon's India page does not spell out the permission steps in the text we could read. So until you see the prompt in your own account:

• Read each action before approving it.
• Keep a record of what changed and when.
• Do not approve changes to price, listings or ads you cannot undo.
• Check account health after bulk changes.

What are the numbers Amazon quotes?

• Up to 70% of listing work pre-filled.
• Early results show sellers using AI listing tools cut time on routine operational tasks by 70%.
• Seller Connects: free workshops in 20+ cities to teach the tools; Amazon says over 5,000 sellers attended.
• A target to bring AI capabilities to 15 million businesses by 2030.

All are Amazon's own statements. We have not seen independent figures for time saved or sales lift, and none are given on the page.

What we could not confirm

• The exact launch date. The page says only "ahead of Prime Day 2026".
• Whether Seller Assistant can approve actions on ads, pricing or account health in India, beyond the six functions listed.
• Any usage limits, languages beyond English and Hinglish, or a paid tier. Amazon says it is free.
• How it handles listing rejections. Amazon's page does not say.

For Amazon's current help text, look inside Seller Central; Amazon publishes this inside Seller Central.

FAQ

Is Amazon Seller Assistant free in India? Yes. Amazon says it is free and available to every seller. You do not need a separate subscription. Amazon's page does not mention any limit on questions per day, so check inside Seller Central if you plan heavy use.

Does it work in Hindi? Amazon's page names English and Hinglish, meaning Hindi written in the Roman script mixed with English. It does not say Devanagari Hindi or other Indian languages are supported.

Where do I find Seller Assistant? Log in to Seller Central India, open Seller Assistant and ask in plain language. If it is not visible, confirm you are in the India marketplace, then contact seller support. Do not use any link sent to you by email or WhatsApp.

Can it create listings automatically? It can create a listing from a photo, URL or text description and fill title, details and category. Amazon calls it a pre-fill of up to 70%. Review everything before you submit, especially claims, brand, GTIN and tax fields.

Will it replace an agency or an account manager? Amazon does not say so, and it describes the tool as working alongside sellers. It can answer questions and draft work. It does not know your margins, your supplier terms or your plans unless you tell it. Judgement on pricing, ads and risk stays with you or the person managing your account.

Is my data safe? Amazon's India page does not discuss data handling in the text we could read, so this is not confirmed. Do not paste bank details, passwords or customer personal data into any chat box. Check Amazon's privacy and data terms in Seller Central.

Use it, then check it

Seller Assistant saves time on drafts and questions. Someone still has to check listings, fees and policy. If you want a team to review what the AI produces and manage the account, see Blooprint's Amazon account management for Amazon.in. Also read the Amazon Ads guide for India for how to spend once the listings are live.