Amazon has unveiled sweeping upgrades to its Seller Assistant platform, giving third-party merchants the ability to hand over entire advertising campaigns to AI.

Sellers can now describe an ad concept in plain text and let Amazon’s chatbot generate taglines, images, scripts, music, and even full video storyboards.

Amazon says the system reduces costs and speeds up production, turning what once took weeks into hours.

Ads can then be distributed not only across Amazon’s own marketplace, but also on platforms like Prime Video, Twitch, Netflix, Roku and Disney+.

The move raises questions about how AI will reshape digital advertising and small business operations worldwide.

The tools are powered by Amazon’s Nova AI model alongside Anthropic’s Claude and are integrated with Creative Studio, Amazon’s suite for image, audio, and video generation.

Early testing shows promising results. One brand, Bird Buddy, saw a 338% jump in ad click-through rates using the AI-built campaign.

But the push goes beyond advertising.

Seller Assistant can now manage inventory, flag products at risk of breaching safety rules, suggest pricing changes, and even propose new product categories based on shopper behaviour.

Amazon says the system is designed to free up small and medium businesses to focus on product development while AI handles day-to-day operations.

The upgrades arrive as Amazon’s ad business continues to soar, generating an estimated A$90–100 billion annually with 23% year-on-year growth in its most recent quarter.

Locally, Amazon has not yet confirmed when the new AI-powered features will launch for Australian sellers, but the company has promised a global rollout in the coming months.