New Delhi, June 15 -- Amazon India has introduced an AI-powered seller assistant, betting that the next phase of e-commerce growth may depend as much on simplifying seller operations as improving customer experiences.

The company has launched the tool ahead of Prime Day 2026, making it available free of cost to sellers through Seller Central.

Unlike consumer-facing AI experiences that have dominated headlines over the past two years, Amazon's latest initiative focuses on the operational layer of commerce. Built on Amazon Bedrock and powered by Amazon Nova foundation models and Anthropic Claude, Seller Assistant functions as an always-on conversational interface that sellers can interact with using English or Hinglish.

Rather than requi...