News & Updates | Seller Assistant
News Center | Seller Assistant
New product
MCP Server: 34 tools, more AI clients
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Bulk SKU costs, per-product Repricer control, suppliers and brand analysis
The Seller Assistant MCP Server has roughly doubled its tool coverage, from 17 to 34. The additions close the gap that used to send you back to the web app mid-conversation: costs and individual Repricer products can now be handled from chat.
What the new tools cover
The expansion added six areas. SKU costs can now be read and set in bulk, instead of one at a time. Repricer control moved down to the product level, so you can switch individual products on or off and set minimum, maximum and MAP prices.
The rest:
- Suppliers – list, add, and search with AI Supplier Finder
- Brand analysis – start one, list them, read a result
- Bulk Restriction Checker – check a single product directly
- Account – see which marketplaces you can use
Connect from any MCP client
The MCP page includes setup guidance for:
- ChatGPT
- Claude
- Grok
- Gemini
- Generic remote MCP clients
All clients connect to the same MCP server URL. Choose your client, follow the setup steps, approve access, and start using Seller Assistant from your AI workspace.
Write and delete tools always ask before they run, so nothing changes in your account without your say-so.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
New product
Automate Amazon pricing with Repricer
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React to Buy Box changes while keeping your pricing and profit limits under control
Repricer is a new Seller Assistant tool that automatically adjusts Amazon prices based on your strategies, market conditions, landed costs, and price limits.
Set up pricing strategies
Start with built-in strategies such as:
- Follow Buy Box
- Smart FBA
- Protect Profit
- Target 25% ROI
- Raise when unopposed, or create your own.
Strategies combine a default pricing action with prioritized conditions. Conditions can include Amazon selling, Buy Box ownership, competitor count, stock, time of day, and day of week.
Protect each SKU's profit
Profit protection uses each SKU's landed cost to calculate its price floor. You can choose:
- Target profit – set the profit you want per unit.
- Minimum ROI – define the minimum return you accept.
- Minimum margin – set your required margin.
- Break-even – use $0 target profit as the floor.
You can also set manual minimum and maximum prices for each SKU. If costs change, the cost-based minimum updates automatically.
Monitor what Repricer does
The Products view brings the key pricing data together, including Buy Box status, competitors, prices, landed cost, profit, strategies, limits, and repricing status.
You can track pricing over time:
- Price history shows your price, Buy Box, and effective limits together.
- History records every price evaluation and its outcome.
- Issues highlights products that need attention.
Connect your Amazon account. Set your strategy and limits. Then turn on repricing for the products you want to automate.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
New feature
AI-powered product matching
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Find and review potential ASIN matches using supplier product titles
Price List Analyzer now offers Deep matching (AI) to find potential ASIN matches from supplier product titles. Select it when uploading a price list, then review AI suggestions.
Run AI matching with your price list
When uploading a price list, select Find matching products with AI to enable Deep matching. After standard processing finishes, AI searches supplier titles, finds candidates, and compares them to identify potential ASIN matches.
AI results appear with their source, confidence level, and reasoning, so you can review the suggestions directly in the price list.
Review and confirm AI matches
AI matches are unverified by default and aren't added to Product Database automatically, even when "Add all ASINs from this price list to Products database" is selected.
Use the source filter to review AI matches separately, then confirm or reject suggestions. Rejected matches are excluded from further processing.
For UPC/EAN-based matching, confirmed AI matches can also be set as Always match, Never match, or left unset.
AI results are fetched separately after standard processing, so additional matches may appear when you return to a price list later.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
Feature update
Profitability metrics in Purchase Orders
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Track estimated profit and ROI across Purchase Orders and products
Purchase orders now include estimated profitability metrics throughout the workflow. View investment, profit, and ROI across all orders, within individual Purchase Orders, and for each item using current Amazon pricing, FBA fees, and configured cost settings.
Profitability across Purchase Orders
Purchase orders include profitability visibility at both portfolio and order level. At the top of the purchase orders list, summary cards display:
- Total Investment
- Total Units
- Estimate Profit
- ROI
Each purchase order also includes Est. Profit and ROI columns, helping identify profitable and underperforming orders without opening them individually.
Profit breakdown for every item
Inside each purchase order, profitability is available for every product. Clicking an item's estimate profit opens a detailed calculation view showing:
- Selling price
- Amazon fees
- Logistics costs
- Unit cost
- Profit/Unit
- ROI
- Margin
- Total profit
Calculations update automatically when costs, quantities, shipping, tax, or other expenses change.
Review expected profitability before inventory reaches Amazon and keep profit calculations connected to your purchasing workflow.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
Feature update
Tags and notes across Seller Assistant
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Keep product organization and context synced between the Extension and Personal Area
The Seller Assistant extension now supports product tags and keeps product context connected across your workflow. Tags sync automatically with Seller Assistant, and notes remain available across both environments.
Manage tags in the extension
A new tag manager lets you create, assign, edit, and remove tags without leaving Amazon.
Assigned tags appear in the Seller Assistant extension header and can be managed from a single modal. Tags can be renamed, assigned a color, or deleted when no longer needed.
Notes connected across tools
Notes added to ASINs in Price List Analyzer, Product database, Seller Spy, Brand Analyzer, Purchase Orders remain connected with the Seller Assistant extension.
Teams can view and continue the same product context across their workflow without maintaining separate notes in different places.
Organize products while researching on Amazon and keep tags and notes connected across Seller Assistant.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
New feature
Shared notes across Seller Assistant
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Keep sourcing context connected across tools with notes
Notes functionality has been expanded across Seller Assistant, making it easier for teams to capture, review, and share sourcing context directly inside their workflow.
Notes across tools
Notes are now available in Price List Analyzer, Purchase Orders, Suppliers, Warehouses, Seller Spy, Brand Analyzer, and Bulk Restriction Checker.
Team members can view and leave notes. Hovering a note icon shows the latest note, while clicking opens the full note history with edit and delete options.
Notes section in POs and Suppliers
The Notes section in Supplier and Purchase Order pages has been updated to provide quicker access to the latest note and full note history directly within the page.
It is located below the main content area, allowing users to review and update context without opening separate views.
Keep sourcing discussions, supplier updates, and product context connected across the workflows your team already uses.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
New feature
Document Storage and Invoice Import
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Attach supplier files and import invoices into Purchase orders
Seller Assistant now includes document management for Purchase orders and Suppliers. Upload invoices, contracts, supplier files directly into the platform. And invoice data can now be reviewed and imported into Purchase orders automatically.
Upload and manage documents
Purchase orders and Supplier profiles now include a dedicated Documents area for storing supplier files.
Supported file types include PDFs, images, documents, spreadsheets, CSV, and text files.
After upload, documents are automatically classified and can be:
- previewed
- downloaded
- recategorized from the document menu
Supplier contracts, authorization letters, invoices, and other files are now available directly within the workflow where they are used.
Import invoice data into Purchase orders
When an invoice is uploaded, the system extracts line items and order costs and prepares them for review before applying any changes.
The review screen compares invoice data with the existing Purchase order and groups updates into clear categories:
- new items
- changed items (old vs new values)
- unchanged items
- items not found in the invoice
- needs review items
PO Costs section appears when the invoice includes shipping, tax, or miscellaneous expenses. Each cost can be reviewed individually before import.
Keep supplier documents connected to your workflow and update Purchase orders directly from invoice data instead of re-entering it manually.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
New feature
Send Purchase Orders to Prep Centers
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Create prep shipments without leaving Seller Assistant
Seller Assistant now supports direct Prep center integration. You can connect your prep center, sync warehouses automatically, and send Purchase orders to prep without leaving the platform.
Connect your prep center
A new Prep Centers section is now available in Integrations, with 20 prep centers currently listed in the directory.
Connect your prep center using the Merchant ID and API token, then sync warehouses automatically into Seller Assistant. Synced warehouses appear in the Warehouses module with synced status badges.
Send purchase orders to prep
Purchase orders assigned to synced warehouses now include a "Send to prep" button directly in the PO header.
Sending a PO creates an inbound shipment in the connected prep center and links it back to the order automatically. The PO header also shows shipment status and a direct link to open the shipment in the prep center portal.
Change warehouse in purchase order
Warehouses are now selectable directly from the Purchase order header. You can change the assigned warehouse inline using a dropdown with synced prep center locations.
If a shipment is already linked to the PO, the warehouse selection is locked until the shipment is unlinked.
Connect prep centers to your Purchase order workflow and dispatch inbound shipments to prep in just a few clicks.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
Product update
Faster Table Performance and Export
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Improved performance, direct column reordering, and unified product view
Price List Analyzer has been updated to improve performance and stability in working with price lists, including faster exports and smoother table interaction. The update also introduces workflow improvements across table customization and product navigation.
Improved table interactivity
Scrolling, filtering, and reviewing price lists now feels smoother across the table, while exports complete faster as well.
Tooltip behavior is now consistent throughout the table, and the interface has been simplified for a cleaner workflow experience.
Move columns easier
You can now drag and reorder columns directly inside the table.
You can save new table view and use it between sessions and exports, making it easier to keep the table organized around your workflow.
Cleaner product view
Brand, identifiers, image, and title are now grouped into one Product component shared across platform tools.
If the product already exists in Product Database, clicking the title opens Product Page View directly from the table.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what's planned on our Roadmap page.
Related
Extension
Update
Extension Now Connects to Product Database
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Save products, manage supplier offers, and compare sourcing options faster
Seller Assistant extension now connects directly with Product database and Supplier offers. You can save products while browsing Amazon, manage sourcing costs inline, and compare supplier options without leaving your analysis workflow.
Save products from extension
A new Add to Products button is now available across Seller Assistant extension on:
- Product pages
- Search pages (Quick view)
- Storefronts
- Side panel
When clicked, the product is saved to Product Database using its ASIN as the unique identifier.
If the product already exists, the button changes to Open in Products, giving instant access to its existing record.
Manage Supplier offers
Supplier offers now include structured management directly in extension, with:
- Default and lowest-price indicators
- Edit, delete, and set default actions
- Direct supplier links
Sales tax is now configurable inline, and logistics details expand only when needed, keeping calculations easier to review without modal interruptions.
Supplier-aware cost management
COG is now directly tied to supplier offers. If supplier offers exist, extension fills COG using the selected or default supplier. Switching suppliers instantly updates profitability calculations.
Editing COG now requires explicit action:
- Update existing offer
- Revert changes
- Create new supplier offer
This prevents accidental supplier data changes while testing pricing scenarios.
Save products faster, compare real supplier costs instantly, and make sourcing decisions with more context directly inside Seller Assistant extension.
Your feedback drives what comes next.
Share feature suggestions, vote on existing ideas, and explore what’s planned on our Roadmap page.