Breaking: Amazon put Claude directly into Seller Central

Your current winning Meta video ad will burn out, and guessing which one comes next gets expensive fast. UGC Scout is built around a steady stream of creator-made concepts, hooks and angles feeding your testing pipeline, without you managing a single creator.

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Amazon just announced a plugin that lets outside AI assistants like Claude reach into your listings, inventory and sales data, and act on your account. Amazon says connecting takes about 60 seconds and no coding. What it can touch, and what it needs from you first, is where this gets interesting.

See what Amazon is opening up →

The tools are free and rolling out gradually, which is exactly why they're easy to say yes to. But linking an account changes who sits in the middle of your business, and there are checks worth running before you connect a single one.

Run the checks before you connect →

Brand-registered sellers just got a new conversion lever, announced in a September 26, 2026 Seller Central post with big headline numbers attached. Before you rebuild your Q4 plan around them, those numbers deserve a much closer read.

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Using AI-generated people in your listing images or A+ Content? Amazon's new disclosure rule is not a simple checkbox in Seller Central, and it's easy to miss. Ruben walks through what qualifies, where the disclosure actually has to live, and the four situations where you're off the hook.

Watch before your next image upload →

Your AI assistant can answer questions about sales, inventory and listings without you opening Seller Central, and even propose changes. That's the appealing half. The other half sits in the fine print of Amazon's help page, and it's about who carries the risk when the agent acts.

Get the setup steps and settings to lock down first →

Express Payout switched on by default for eligible US sellers on September 21, 2026, and Amazon says no action is required. That's true, but whether it's actually running on your account depends on three conditions you have to verify yourself.

Check the three conditions →

Most sellers who try Amazon Live lose the stream before it even starts, and the reasons are more mundane than you'd expect. Amazon's own guide in Seller Central covers all of it, but it's dense. We turned it into something you can actually run before you go live.

Get the pre-flight checklist →

Best Buy will open a TikTok Shop storefront in late October 2026, with brands like Oura, Bose, Dyson and Microsoft on board. If you sell electronics or accessories anywhere, a major retailer just made a holiday-season bet on your buyers' discovery moment. The launch isn't live yet, so the real question is what to check before it is.

See what to check before launch →