There's a lot of fear going around about using AI agents on Amazon. "Amazon says you can't." Brian went and read the actual rule instead. On March 4th, Amazon added Section 19, "Use of agents," to the Business Solutions Agreement, the one every seller virtually signed. It's not unclear at all. An agent is any software that takes autonomous or semi-autonomous action for you, which means a plain old Chrome extension counts. You can use them. They just have to identify themselves as agents, answer honestly if Amazon asks, and never try to get around Amazon's limits.

From there, the three doors into your seller account. Door one is the SP-API, built for exactly this. Door two is an extension riding on your Seller Central login, which should be tagging itself as an agent (ask your vendors). Door three is AI driving your browser, where nothing announces itself and you're in the passenger seat. Whichever door you use, the AI company didn't sign your agreement. You did.

Then the homework: go to Manage Your Apps and see who still has access. Brian found Helium 10, three old repricers, a lending vendor and an inventory recovery service, some untouched for years. Plus what Amazon opened on September 23rd (the Selling Partner plugin and Amazon Quick), why Brian's custom repricer can't change a price without his click, and whether an agent should write its own documentation.

On the shopper side, one data-driven creator asked AI chatbots for holiday gift ideas 4,500 times. Target got 37% of the store recommendations, Amazon 7.5%, Walmart under 1%, and LEGO showed up in 70% of the kids' answers. Based on what? We talk about verifying your sources, and what it means for resellers.

The quote of the week is from Bill Gates: automation applied to an efficient operation magnifies the efficiency, and automation applied to an inefficient one magnifies the inefficiency. Clean up the mess, write your SOPs, then go agentic. Give your AI the valet key.

In this episode:

• (00:00) Cold open
• (01:30) Welcome back to the Modern Builders Network
• (01:42) A weekend with Matt
• (03:27) Robin Joy's knitted gnome, and ChatGPT writing the pattern
• (06:04) Ask the agent "Can you do that?"
• (08:09) The fear around using agents
• (08:58) Section 19: Use of agents
• (09:43) A Chrome extension counts as an agent
• (10:36) Identify yourself: the agent tag
• (11:45) The school pickup analogy
• (12:59) Door one: the SP-API
• (13:56) Door two: extensions on your Seller Central login
• (15:13) Door three: AI driving your browser
• (16:27) A listing that wouldn't take, and why
• (18:02) They didn't sign your agreement. You did.
• (18:30) Like a prep center: it's still you
• (19:02) Has anybody been shut down?
• (19:42) Reading a report vs. changing your account
• (20:55) CAPTCHAs: no gray area
• (21:14) Audit Manage Your Apps
• (24:26) September 23rd: the Selling Partner plugin
• (25:26) Amazon Quick
• (26:49) What Amazon's plugin page says in writing
• (28:00) Why we build on the SP-API
• (29:20) Seller Assistant
• (31:04) Amazon's rules, then your rules
• (31:33) "Don't change my price" without a click
• (32:55) Train agents like employees
• (34:06) Should an agent write its own documentation?
• (36:06) The shopper side: AI gift recommendations
• (37:00) Target 37%, Amazon 7.5%, Walmart under 1%
• (38:14) Based on what? Verify your sources
• (40:22) LEGO in 70% of the answers
• (42:34) Straight to the brand's own site, and AEO
• (44:00) The lesson for resellers: test and diversify
• (44:46) The valet key
• (46:34) Quote of the week: Bill Gates
• (47:27) SOPs before agents
• (48:38) Become undeniable

Run your own numbers. The Profit Tune-Up is free. Upload your Amazon or Seller Board data, or even a Seller Board screenshot, and get the same review Brian runs in a live coaching session. officialolsons.com

Everything else lives in one place. The newsletter, the coaching, the community, and the rest of the tools are all at officialolsons.com (all O's, no E's).

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The New Era Reseller is part of the Modern Builders Network, hosted by Brian and Robin Joy Olson.

Become undeniable.