To automate most of commerce time-consuming stages of the buying process, software agent's technologies have been proposed and employed in different transaction stages of e-commerce. The agents in e-negotiation dialogs based on their owner requirements until reaching agreement on one or multi issues of the negotiation. In addition, in many real conditions negotiation, negotiation agents have only limited information about their opponents and bounded rationality. Therefore, using heuristic algorithm to develop negotiation agents' decision-making mechanism is useful. For this propose, the authors proposed framework of intelligent agent based interactive recommendation and automated negotiation system in B2C e-commerce, so they expect that the negotiation time and transaction cost are reduced.