Amazon said on 23 September that Seller Assistant now works around the clock, and that a new plugin carries seller data into Amazon Quick and, in beta, Anthropic's Claude. Mary Beth Westmoreland, VP of Worldwide Selling Partner Experience, put three numbers on it. All three are 90%, and they measure different things.
Capabilities "have rolled out to over 90% of Amazon's selling partners worldwide in their native language" is availability. Sellers "accepting recommendations over 90% of the time" is behaviour, against a base of recommendations shown that the post never gives. "90% of Amazon selling partners already use third-party AI tools" is the market Amazon argues into. Read together they sound like adoption. None of them is.
The figure that sizes the product sits in that same sentence, and is no percentage: "it now has hundreds of thousands of active users." Amazon also describes "delivering this level of intelligence to millions of sellers" — a footprint in millions, usage in hundreds of thousands.
Turning either into a rate needs a current count of active selling partners. Amazon publishes none. Its 2025 Small Business Empowerment Report gives shares instead: more than 60% of store sales from independent sellers, more than 75,000 past $1 million. The post never says whether "90% of selling partners" counts accounts or active sellers.
Amazon gives sellers an even smarter Seller Assistant — 23 September 2026
Every quoted phrase is from that post, read 23 September 2026. The 60% share and the 75,000 sellers past $1 million are Amazon's 2025 Small Business Empowerment Report of 30 April 2026. Calling the three percentages availability, behaviour and context is our reading; no third-party headcount is used here.
