Hey Sellers,

Last year, we launched Amazon Seller Assistant, a powerful GenAI assistant that helps Selling Partners launch, manage, and grow their business on Amazon. Just in case you missed the original announcement, please find it here: Project Amelia. We are thrilled by the positive feedback we have received and are excited to extend access to even more Selling Partners.

Until now, Seller Assistant was only accessible to primary users (typically the business owner or account admin). However, we’ve heard your requests — many of you want trusted team members to also benefit from Seller Assistant’s powerful features.

We’re excited to announce that Seller Assistant is now available to secondary users in the US, Germany (DE), and India (IN) stores.

This means your trusted team members can now:

• Ask questions and get instant business insights
• Save time with always-on assistance
• Help manage daily operations more effectively

For seller accounts with secondary users, this update helps streamline workflows, enhance productivity, and scale operations — all while keeping the account owner in control. As the account owner, you decide who gets access, so you can Scale with trust — empower your team while retaining control over who can access Seller Assistant.

This feature is now live on Seller Central Web. Watch how to enable secondary user access in just a few steps. Follow this link to enable secondary users for your account.

Primary User Experience for delegation

Going from permissions not granted to permissions granted:

Primary User on Secondary User Permission Page;

This is what secondary users will experience when onboarded by you to Seller Assistant:

We would love to hear how you have engaged with this tool or your experience with it, just comment on the thread!