Amazon just released Custom Automations.
By Mansour Norouzi · September 24, 2026 · Curated by George's Blog
Amazon just released Custom Automations.
Here's what that means.
Until now, Seller Assistant only answered when you asked. You opened Seller Central, typed a question and got an answer.
Automations flip that. You write a rule once, in plain English. It runs in the background 24/7, even when you're logged out.
The example they showed:
"Create an automation that monitors my return data, and whenever a listing starts driving returns, diagnose the problem and improve the listing."
That one sentence used to be a job. Pull the returns report. Read the return reasons. Find the ASIN that spiked. Work out whether it's sizing, images or a misleading bullet. Rewrite it and upload it.
Now it's a standing order.
You choose whether it only recommends changes or makes them itself. Every action goes into an audit trail.