Amazon is putting an AI between us and Seller Support. Over the next two months,
By Maxwell Sigurdsonscott · November 14, 2026 · Curated by George's Blog
Amazon is putting an AI between us and Seller Support.
Over the next two months, the Get help and resources page in Seller Central becomes Seller Assistant. It can find out why a listing was deactivated, update your listings and open support cases.
Sounds handy. Then we read its help page.
It says Amazon "isn't responsible" for claims arising from the assistant's answers, and that you use them "at your own discretion and risk."
So if it tells you how to get a deactivated listing back and it's wrong, that's YOUR problem. Amazon already put that in writing.
And a chat with the assistant doesn't create a case ID. Talking to a person does.
Monday we cover the problems we'll never let it handle, and the 6 words we type to get a real person on it instead.