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Independent sellers on Amazon’s marketplace saved time and money in 2025 by adopting artificial intelligence (AI) tools, the company said in a report released Thursday (April 30). Amazon detailed the trend and other developments in its latest annual Small Business Empowerment Report, published in a press release.
Amazon said its generative AI tools are increasingly being used by independent sellers to improve listings and streamline business tasks. The company highlighted its Seller Assistant, described as an “agentic AI expert” for sellers that can provide sales projections and advice on product improvements.
In addition to listing and assistant tools, Amazon pointed to several other AI-powered features aimed at helping sellers identify opportunities, onboard new businesses, and reduce shipping costs.
Amazon said independent sellers account for more than 60% of sales on its store. The company also reported growth among higher-earning sellers and rising average sales across its independent seller base in the U.S.
Amazon CEO Andy Jassy said in a 2025 Letter to Shareholders posted April 9 that AI will play a role across the company’s businesses, including retail, cloud computing, advertising and autonomous ride-hailing. He wrote that AI “will reshape every customer experience we offer and unlock entirely new ones.”
On Wednesday, during Amazon’s earnings call, Jassy also highlighted the company’s new Seller Central experience, describing it as a tool that turns AI into a seller-service product.
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