Amazon AI-powered Assistant Support

Amazon sellers frequently encounter issues while managing listings—such as suppressed listings, title updates, or permission-related errors. Historically, resolving these issues required sellers to leave their workflow, navigate rigid help flows, and repeatedly explain context to multiple systems or agents.

This project introduces Seller Assistant, an AI-powered support experience embedded directly within Seller Central workflows. Seller Assistant enables sellers to self-resolve common issues conversationally, while seamlessly escalating to human support with full context preservation when automation reaches its limits.

Manage All Inventory – Issue Discovery (Inventory page showing suppressed listings)

1. Support Was Detached from Seller Workflows

Sellers often discovered issues while managing inventory, but support lived elsewhere. This caused:

• Loss of task context
• Re-entry of ASINs, issue descriptions, and history
• Increased frustration and time-to-resolution

2. Static Forms Couldn’t Handle Real-World Edge Cases

While many listing updates are straightforward, sellers frequently run into nuanced issues:

• Permission constraints
• Brand ownership mismatches
• Delayed propagation across marketplaces

Legacy systems forced these cases into rigid forms that failed silently or routed incorrectly.

We designed Seller Assistant to:

• Live inside seller workflows
• Resolve high-frequency issues autonomously
• Detect automation limits early
• Hand off to humans without losing context
• Maintain seller trust through transparency and confirmation

Seller Assistant is a persistent side-panel assistant embedded in Seller Central that:

• Understands seller context (page, ASINs, account state)
• Guides resolution through conversation
• Explains system behavior and delays
• Seamlessly escalates to live support when required

1. Proactive, Context-Aware Entry into Support

Seller Assistant launches directly from Manage All Inventory, already aware of:

• Visible ASINs
• Listing status (e.g., suppressed)
• Common issues associated with that context

It proactively suggests relevant actions instead of asking sellers to start from scratch.

Assistant Open with Recommendations

2. Conversational Self-Serve Resolution

When a seller selects Title, description, bullets update, the assistant:

• Asks which attribute to update
• Pulls eligible ASINs automatically
• Recalls prior submissions (e.g., previously submitted titles)
• Guides the seller step-by-step

This replaces static forms with adaptive conversation.

Attribute selection and ASIN list surfaced automatically

3. Explicit Review & Approval for Trust

Before making any changes, Seller Assistant:

• Displays the proposed update
• Explains implications (e.g., propagation delay up to 48 hours)
• Requires explicit seller approval

This reinforces control, trust, and accountability in AI-assisted workflows.

Approve / Cancel State with Confirmation Copy

4. Post-Action Guidance & Expectation Setting

After approval, Seller Assistant:

• Confirms success
• Sets clear expectations about update timelines
• Offers next relevant actions (e.g., update bullets next)

5. Intelligent Follow-Up & Ongoing Support

If the seller returns later with concerns (e.g., “My title hasn’t updated after 25 hours”), Seller Assistant:

• Retrieves conversation history
• Explains system behavior (load, length limits, processing windows)
• Provides actionable next steps without escalation

Context-aware follow-up assistance

6. Seamless AI → Human Escalation with Context Preservation

When the assistant detects an issue it cannot resolve (e.g., edit permissions / Brand Registry constraints), it:

• Summarizes the issue automatically
• Passes full context (ASIN, seller explanation, prior actions)
• Transfers to a live agent without requiring repetition

Live agent joins with context acknowledged

7. Clear Closure & Case Transparency

After live support:

• Resolution is summarized
• Case ID is surfaced
• Seller can resume AI support immediately

Resolution summary and Case ID view

Why a Persistent Side Panel?

• Preserves seller context
• Enables multi-turn conversations
• Supports escalation without navigation

Why Not Full Automation?

• Listing updates are business-critical
• Permission errors require human judgment
• Trust is built through clarity, not speed alone

Why Pause AI During Live Chat?

• Prevents conflicting guidance
• Signals role clarity between AI and human support

Phase 1

• Embedded Seller Assistant in Manage All Inventory
• Focused on listing updates and common issues
• Enabled self-serve + escalation flows

As the UX Designer, I:

• Defined the end-to-end AI + human support experience
• Designed conversational flows, approval states, and escalation logic
• Partnered with Product, Engineering, and Support Ops to ensure safe automation
• Advocated for trust, clarity, and continuity in AI interactions

• Reduced seller effort for common listing updates
• Fewer repeat contacts due to clearer expectations
• Higher confidence in self-service
• Improved agent efficiency via context-rich handoffs