Amazon Launches AI Assistant for German Sellers

Amazon launched its Seller Assistant within Seller Central in Germany, the company said in a post on its German seller portal. The AI tool helps sellers find information and manage their business, Amazon said.

The assistant provides information on Amazon's features and policies. It can personalize responses based on a seller's account data. Amazon said the tool can suggest actions to help sellers comply with policies and improve performance. It answers questions such as "Why have my sales declined?"

The Seller Assistant was previously introduced in the United States and India. Germany is the third market to get the tool. Amazon also launched an AI shopping assistant for German shoppers in November 2024, called Rufus. That tool entered beta in Germany, France, Italy, and Spain shortly after its UK launch. In the United States, Amazon replaced Rufus with the more advanced Alexa for Shopping. That transition has not reached Europe yet.

Amazon dominates German e-commerce. Consumers spent 63.3% of their online shopping budget on Amazon.de last year, according to the German Retail Federation (HDE). The platform's popularity draws a large number of selling partners. Amazon said about 47,000 German small and medium-sized enterprises sell on Amazon.de. Across the European Union, the company serves more than 100,000 SMEs.

The AI assistant could reduce the need for support requests and speed up business analysis for those sellers, Amazon said. The tool combines account information from multiple dashboards. Early reactions in Germany have been muted, according to social media posts. Amazon did not provide user feedback data.

Amazon said it serves more than 100,000 small and medium-sized businesses across the European Union. The company did not say when the Seller Assistant would roll out to other European countries.