Amazon has made its Seller Assistant available within Seller Central in Germany. “This AI-powered assistant helps you find relevant information, gain insights, and manage your business more efficiently by making informed decisions.”
The announcement was shared in a post on Amazon Germany’s Seller Central. The assistant provides sellers with information about the platform’s features, policies and processes on request. Responses can be personalized based on sellers’ account data. “Quickly access insights into your business performance, inventory planning, listing policy compliance and seller performance”, Amazon promises.
Improving seller performance
The Seller Assistant, which was previously introduced in the United States and India, can suggest actions to help sellers comply with Amazon’s policies and improve their performance. The AI tool combines account information from multiple dashboards, and answers questions such as “Why have my sales declined?”.
The assistant is expected to save sellers time
It reduces the need for support requests and speeds up business analysis. Ultimately, the assistant is expected to save sellers time, although the first reactions in Germany have been fairly muted.
AI-powered assistance for shoppers
Amazon already introduced AI-powered assistance for German shoppers in November 2024. At the time, Rufus entered beta in Germany, as well as in France, Italy and Spain, shortly after its launch in the United Kingdom.
German shoppers already have Rufus
In the United States, however, Rufus has since been replaced by the more advanced Alexa for Shopping. That transition has not yet taken place in Europe. In fact, shoppers in many European countries still do not have access to any AI shopping assistant on Amazon.
Huge market share
Amazon is by far the largest ecommerce player in Germany. According to the German Retail Federation (HDE), consumers spent 63.3 percent of their online shopping budget on Amazon.de last year. The platform’s popularity attracts a vast number of selling partners, generating significant advertising revenue for Amazon.
Almost a year ago, Amazon said that around 47,000 German SMEs were selling on Amazon.de. Those businesses can now make use of the new AI assistant. It appears that the tool has not yet been introduced in other European countries. Across the European Union, Amazon says it serves more than 100,000 small and medium-sized businesses.
