If you’re new, welcome! If you’re a regular, thanks for being here as we navigate this AI shift in eCommerce. I share what I’m testing and what’s actually moving the needle. Where’s the vault you ask? Every previous edition is saved here.

In this edition (shortcuts):
Claude Chat, Cowork or Claude Code?
The Magic Google Sheets formula for AI at Scale
Higgsfield Supercomputer
News Worth Reading

Have you ever paused, cursor hovering, not sure whether to open Claude Chat, Cowork, or Claude Code?

You are not alone. And the hesitation is not your fault. No one explained it to you.

I have been living in these tools every single day, and the three way comparison of which one to use when just makes a simple decision feel complicated, and it hides the one distinction that actually matters.

Forget features. Ask one question about any task in front of you.

Am I talking, or do I want it done?

🔶 Talking is single turn. You ask, it answers, you think together. You do not expect Claude to wander off and run a ten step job alone. That is Chat.
🔶 Doing is multi turn. You hand over an outcome and expect Claude to plan it, take many steps, use tools, check its own work, and come back finished. That is the agent.

Chat is a conversation. The agent is a worker. The moment a task has more than one step and you would rather not babysit each one, you have crossed from talking to doing.

Here is the part nobody says plainly. On the doing side, Cowork and Code are the same thing wearing different clothes.

Anthropic built Cowork using Claude Code. Same engine underneath. The only real difference is control versus convenience. Code gives you the full set of controls. Cowork hides them: point at a folder, describe the outcome, walk away.

Cowork is Claude Code with training wheels. No shame in that, it is how you learn to ride. And the old excuse for needing it, that Code is a scary black terminal, is already out of date. Claude Code now runs as a friendly desktop app, in your browser, and on your phone. The terminal is one face of it, not the whole thing.

Now the real reason I am writing this.

Hardly anyone uses the doing side. Most people live in Chat, type the same request over and over, copy answers in and out, and never hand Claude a whole job. They have no idea what they are missing, because the agent is not a better Chat. It is a different league. Three things make it so.

🔶 Multi turn. It works in a loop. Plan, act, check the result, adjust, keep going until the job is actually done. You describe the finish line, not the steps.
🔶 Subagents. It splits a big messy job into many helpers that work in parallel, then pulls the results together. You manage none of it.
🔶 Dynamic Workflows. Brand new with Claude Opus 4.8 on May 28. Inside Claude Code, one session can now decide on its own how many helpers it needs, spin up hundreds at once, and synthesize everything into a single answer.

One honesty note: Dynamic Workflows is a research preview, and it landed on the Code side first for the higher plans. But look at the direction, not the fine print. The agent is being built to run a small army on your behalf.

In seller terms: "go through all 2,000 of my reviews, tag each one by complaint type, find the patterns by product, and draft me a fix list." Chat makes you feed it in batches and stitch the output yourself. The agent splits it across helpers and hands you the finished report. Same model, completely different experience.

But here is the kicker. Claude Code can do the talking too. Once you live in it, you just ask, and you stop opening Chat at all. I barely do. Chat is not wrong, it becomes the convenient front door: the tab you open on your phone for a ten second question. The capability now lives in one place.

Here is my prediction, and I will call it exactly that.

I think Cowork and Claude Code eventually fold into one product, maybe under a new name. One agent, with a simple face for convenience and deeper controls for power, no longer two brands you have to choose between.

Now the part that argues against me. Anthropic is not signaling that today. They just doubled Cowork usage limits for a month, and the new Opus 4.8 effort controls landed in Cowork too. That is a company investing in a product, not retiring it. So Cowork is not going away. Watch the trajectory, not the press release.


Know anyone who needs an AI-first agency to build cool, creative videos for E-commerce? Forward them this newsletter and let them connect with us at [email protected].

Quick story. I entered a hack contest called 15x5 a little while back and walked away with 4th place. My whole hack was a single Google Sheets formula. =AI().

Here is the trick. In any Google Sheet, you can now type =AI("your prompt", and point it at a cell. The model runs right there, inside the cell. Then you grab the corner and drag it down, and it runs on every row. One prompt, hundreds of rows, as fast as you can pull.

It is not a chat. It is a pipeline.

A few of the demos I showed:

🔶 Listing rewrites. =AI("Rewrite this as an SEO-optimized Amazon title under 200 characters, front-load the main keyword: " & A3). Drag down. Every title rewritten.
🔶 Review mining. Three columns, three prompts: sentiment (positive, negative, neutral), the single biggest complaint, and a theme tag (quality, shipping, size, battery). A thousand reviews sorted while you watch.
🔶 Search term triage. Feed it your product and ask "relevant, or a negative candidate?" It flags "plastic water bottle" as a negative for your stainless steel one, and tells you why.
🔶 The Magic Row. One row that generates a title, bullet points, a German translation, and backend keywords all at once. Drag it across your whole catalog.
🔶 CRM touch. Pull the likely company name from an email domain, then draft a friendly two-sentence reorder reminder for whatever that customer last bought.

So why do this in Sheets instead of just opening a chat? Because it scales with a drag. The output feeds straight into your filters, IFs, and pivots, so one cell can drive the next step automatically. And it stays live and shareable. Change a cell and the row regenerates. The prompt sits in the formula bar for your whole team to see, tweak, and reuse. Chats disappear. A sheet has permanence.

The honest ceiling: there are daily rate limits, but they are not small. You can generate hundreds and hundreds of cells before you bump into them. It does need Gemini in your Google Workspace, and even a basic Business Standard account works.

Want the exact prompts from the demo? Hit reply with the word sheets and I will send them over.

This is the quiet advantage I keep talking about. The model has been one cell away the whole time. Most people just never typed the formula.

You may know Higgsfield as a video tool. They just went much bigger.

Higgsfield Supercomputer is their new cloud native, self learning AI agent. One chat, more than 40 built in tools, three layers of memory, and it does not lean on a single model. It orchestrates the best of each: GPT-5.5, Claude Opus, Gemini, Seedance, Veo, Kling. You describe an outcome, it plans the steps, picks the right tool for each one, and runs the whole thing end to end. You can drive it from a browser, or from Telegram on your phone.

I will let the demo do the talking. The Amazon workflow is the one that should make every seller sit up.

In the demo, the prompt is almost lazy: suggest three unbranded Amazon products worth selling, with price, margin, and competition.

What happens next is the interesting part. The agent browses Amazon best seller lists live, runs the margin math (wholesale cost, FBA fees, profit per unit), and reads through thousands of reviews to find what shoppers keep complaining about. It lands on dog socks, and pegs them at a 19 dollar sale price, about a dollar to make, with tens of thousands of monthly searches and no real branding in the niche.

Then, from the same chat, it builds the brand. A name, a tagline, a product sheet, then a full asset kit: hero image, lifestyle shots, infographics, a size guide, a comparison card, logo, colors, typography. After that it studies the top performing Meta, TikTok, and YouTube ads in the niche (it actually watches them, audio and hook timing included), then writes and generates 15 platform native video ads and pings the finished files to Telegram when they are done.

The video also shows it making a short animated film from one line, and coding plus deploying a live website with its own free hosting. But the brand build is the one that matters for us.

🔶 It collapses a five specialist process into one chat. Niche research, brand identity, product photography, listing images, ad creative. The work that usually costs thousands and takes weeks.
🔶 It orchestrates the models, so you do not have to. You are not choosing between GPT, Claude, and the video engines. It routes each subtask to the right one.
🔶 It runs while you are away. Kick off a job, get pinged on Telegram when it is finished.

🔶 That is a vendor demo, their best take. Smooth on camera does not mean smooth on your first try. Budget for misfires and re runs.
🔶 The numbers are AI estimates, not gospel. The margin and the search volume are a starting hypothesis. Verify every figure yourself before you order a single unit.
🔶 "Production ready" is their words. AI ad creative still needs your eye. Most clips are throwaways, and your taste is the filter that keeps the good ones.
🔶 Autonomy cuts both ways. An agent that signs up for hosting and makes creative calls on its own is powerful and a little unnerving. Watch what it touches, especially anything tied to accounts or money.

Sellers who want to test a new product or a fresh brand fast and cheap, and who can already tell a good asset from a bad one. It does not stand in for your judgment. It removes the grunt work between your idea and a first draft of everything.

This is the clearest picture yet of where things are heading. Not a tool you operate, an agent you delegate to. The dog socks brand it spun up is genuinely impressive, and also exactly the kind of thing that floods Amazon with sameness if everyone runs the same prompt.

So the advantage is not having the agent. Soon everyone will. The advantage is the taste to point it at something real, and the eye to keep only the good ten percent. Treat it like the fastest junior team you have ever had, not a substitute for knowing your customer.

Want to see it build a brand live? The full demo is here. If you test it, hit reply and tell me what it made you, the honest result, not the highlight reel.

A few things from the past week that actually matter for sellers. (Editor's note: refresh links the morning of send.)

🔶 Amazon's AI shopping assistant tops 250 million shoppers ahead of Prime Day. AI is now a primary way people discover products on Amazon, and Prime Day 2026 runs June 23 to 26. If your listing does not read well to the assistant, you are invisible to a quarter billion shoppers.

🔶 Amazon search now renders AI-generated product images in the US app. As of June 3, descriptive searches can surface invented, prompt-built product images that are not real listings. Worth watching closely, because it changes what "showing up in search" even means.

🔶 Amazon starts selling its Rufus-based shopping AI to other retailers. Kate Spade is an early customer. The same assistant tech that reshaped Amazon search is about to show up across the rest of the web.

🔶 AWS launches the Agentic Shopping Assistant for any retailer. Built on the tech behind Amazon's own assistant, which the company credits with nearly 12 billion dollars in incremental sales last year. Agentic commerce is leaving the Amazon walls.

🔶 Sponsored Products CPC hits a record high before Prime Day. Average CPC has climbed about 35 percent over three years. The bid strategy that worked in spring may already be underwater, so audit before the Prime Day surge.

🔶 Sellers are quietly using AI to grow sales and cut costs. A good roundup of where AI is actually moving the needle for sellers right now, not in theory but on the P&L.

We hope you liked this edition of the AI for E-Commerce Newsletter! Hit reply and let us know what you think! Thank you for being a subscriber! Know anyone who might be interested to receive this newsletter? Share it with them and they will thank you for it! 😃 Ritu