Best Amazon Seller Analytics Tools for Sellers (2026): Free & Paid, Compared
Amazon sellers very rarely lose money just because they don't have data. They lose money because their focus is on an incorrect number, they trust an estimate as if it were a real account figure, or they pay for software that doesn't solve the business question they have. Amazon seller analytics must explain what has changed, why it changed, how much it's costing you, and what you should focus on next. For someone new to selling with few or no sales, this could involve looking at Seller Central reports and the search data provided by Amazon. For an established seller, it might involve bringing together profit, PPC, inventory, keyword, competitor, and customer data instead of trying to force one platform to handle everything.
A good analytics stack is supposed to help you find answers to questions like:
- Are sales falling because traffic dropped or because conversion weakened?
- Which products actually make money after Amazon fees, advertising, refunds, and product costs?
- Is advertising producing profitable sales or simply increasing revenue?
- Are competitors gaining visibility because of price, keywords, reviews, advertising, or listing quality?
- Will inventory run out before the next shipment arrives?
- Which external campaigns are actually sending customers to Amazon?
- Which figures come directly from Amazon, and which are estimates?
That difference is important. Amazon's Brand Analytics data is information that comes directly from Amazon and is available to eligible brands. In contrast, many other research platforms provide estimate metrics of sales, demand, market share, or how people search for products. These two kinds of data serve different purposes and shouldn't be evaluated using the same criteria.
What Should an Amazon Analytics Tool Actually Tell You?
The term Amazon seller analytics software includes wider category analysis than just a sales dashboard.
A simple reporting system could display information like revenue from orders, the number of units sold, sessions, page views, conversion rates, and advertising metrics. A profit platform can provide more analytics by considering product costs, Amazon fees, refunds, advertising expenses, and other costs. A research platform may not know how well your account is performing. Instead, it gives estimates about how much competitors are selling, keeps track of keywords, monitors prices, or looks at sellers in a specific category.
That means there isn't really a "best" platform until you figure out what decision you need to make.
For instance, consider a private-label seller who sees their monthly revenue drop from $185,000 to $151,000.
A weak analysis only looks at the revenue drop.
An appropriate analysis involves asking four different questions:
- Did sessions fall?
- Did conversion fall?
- Did advertising efficiency change?
- Did the product's actual contribution profit change?
If the number of sessions decreased but conversions stayed the same, the issue might be related to traffic generation, search rankings, advertising efforts, or external acquisition. If the number of sessions stayed the same but conversions dropped, adjusting bids might not make much difference. Instead, you might want to focus on factors like price, reviews, quality of the offer, images, content, competitors, or availability of the inventory.
That's where Amazon seller analytics really stands out: not just as a compilation of charts, but as a tool to link a business problem to an appropriate source of evidence.
The Four Types of Amazon Data You Should Not Mix Up
Amazon sellers typically deal with four main types of information.
This information comes from your Amazon account. Seller Central reports and eligible Amazon Brand Analytics data are included in this group.
This should be the starting point for making decisions about your sales, traffic, conversion, advertising, and customer behavior. Amazon has confirmed that Brand Analytics gives eligible Brand Registry users access to combined information about customer behavior and brand performance.
Research platforms use their own data and models to estimate competitor sales, assess market demand, evaluate keyword performance, and measure market share.
This information can be really helpful for research, but it's important to remember that an estimate is just an estimate. A competitor's estimated monthly revenue of $100,000 is different from the $100,000 you see in your own Seller Central revenue report.
Platforms like Keepa are helpful because they allow sellers to look at prices, Buy Box status, and sales rank trends over time.
This addresses a different question:
"What has happened to this ASIN in the past?"
It doesn't really provide an answer.
"What is my true net profit this month?"
This is the point where profit platforms and business intelligence systems come into practical use. Just looking at revenue doesn't really show if an ASIN needs more inventory or a bigger advertising budget.
A product that makes $50,000 in sales but has high costs for PPC advertising, refunds, storage fees, and low profit margins might not be as appealing as a product that generates $30,000 in sales but has a much better profit contribution.
How We Would Judge Amazon Analytics Tools at 10XCommerce
At 10XCommerce, our team doesn't just rank a platform based on how many features it has.
First, we would ask which decision the seller wants to make better.
For someone just starting out, having to pay for five subscriptions at the same time before making any real sales can lead to extra expenses that aren't needed. Amazon's reports could give us enough details to set the initial operational baseline.
For a private-label brand that's growing, understanding keyword research, figuring out product-level profits, keeping track of advertising results, planning inventory, and knowing customer behavior can be really helpful.
For a bigger brand, the question shifts again. Having many marketplaces, users, SKUs, advertising accounts, reporting needs, and management levels can make it more important to focus on exports, permissions, historical data, and centralized reporting than on another keyword-research feature.
Our team also examines where the number comes from.
A tool that shows how much a competitor is estimated to sell can be really useful for understanding the market. It shouldn't be considered as if Amazon just gave you your competitor's Seller Central report.
One of the first things our team looks at when checking out an Amazon seller analytics tools platform for a customer is that distinction.
A Simple Example: The $20,000 Revenue Problem
Imagine a US brand that offers three SKUs.
Monthly revenue decreased from $120,000 to $100,000.
The owner thinks that advertising is the reason for the issue and quickly decides to reduce the PPC budget.
That choice might make things even worse.
Imagine if the information actually reveals:
| Metric | Previous Month | Current Month |
|---|---|---|
| Sessions | 92,000 | 68,000 |
| Conversion | 10.4% | 10.1% |
| Ad spend | $18,500 | $17,900 |
| Advertising sales | $61,000 | $58,000 |
| Average selling price | $39.80 | $40.10 |
| Units sold | 3,015 | 2,493 |
The biggest movement happening is traffic, not conversion.
Reducing advertising even more won't necessarily fix the issue. The team should look into keyword visibility, organic ranking, campaign coverage, competitor activity, listing availability, Buy Box performance, and external traffic prior to making any changes to the budget.
That's the difference between simply taking a look at analytics and actually using them.
Where 10XCommerce Fits
At 10XCommerce, we focus on improving Amazon performance by looking at the entire account instead of just offering a software subscription.
The team handles various tasks like managing the marketplace, working on catalogs and listings, advertising, SEO, creative projects, reporting, profitability, logistics, and expanding operations. That's important because an analytics report can point out a problem, but it doesn't actually solve it.
If a dashboard shows that the conversion rate dropped from 11.2% to 7.9%, the next step could be to look at things like content, creative, pricing, reviews, inventory, or advertising instead of just creating another reporting dashboard.
We believe that software should make things clearer and help take away confusion. It shouldn't make another stack of numbers for sellers to understand.
When a brand needs assistance in linking analytics with action, our Amazon Growth Agency support can handle the operational tasks related to the data, so the seller doesn't have to make every change by themselves.
The Best Amazon Analytics Tools by the Job They Need to Do
Many sellers make a common mistake when comparing software: they focus on counting features instead of thinking about how the software can help improve their decisions.
A seller with no sales doesn't require the same analytics tools as a brand making $2 million each year. A wholesale operator examining competitors has different needs compared to a private-label brand that wants to increase their contribution profit. A big brand might focus more on things like reporting, permissions, historical data, and marketplace coverage compared to other keyword databases.
That's why we organize the tools based on what they are really meant to do.
Before spending money on third-party software, sellers should take advantage of the information that Amazon already offers.
Seller Central has reports on sales, orders, finance, products, and operations. Amazon offers Brand Analytics to brands that are part of the Brand Registry program. Its dashboards feature Search Query Performance, Search Catalog Performance, Customer Loyalty Analytics, Consumer Behavior Analytics, Top Search Terms, and Market Basket Analysis.
For a business owner, this is important because the information comes directly from Amazon.
Best for: First-party sales, traffic, search, customer, and brand performance data.
Free access: Available for eligible sellers and brands without the requirement for a separate analytics subscription.
What it does well: It explains what went on in your particular Amazon business.
What it does not replace: Looking into what competitors are doing, keeping an eye on past prices, estimating market trends with outside help, using special software to track profits, automating advertising in a smart way.
Our Amazon Brand Management team always sets this starting point before adding subscriptions. If a seller can't understand the numbers in Seller Central, adding three additional dashboards often just makes things more confusing instead of helping them make better decisions.
Amazon offers a tool called Product Opportunity Explorer within Seller Central. This tool helps sellers find product and purchasing data while they look for potential opportunities.
Helium 10 is designed to be a complete platform for Amazon sellers, rather than just a simple reporting tool. The current product range includes tools for product and keyword research, listing functions, inventory management, profitability reporting, advertising, and other seller operations. The current published pricing consists of a Platinum plan for $99 per month when paid annually, a Diamond plan for $279 per month, and an Enterprise plan starting at $1,499 per month when it is billed annually.
Best for: Sellers looking for a platform that combines research, listing, advertising, operations, and reporting all in one place.
Strength: Breadth.
Limitation: A wide range of features can end up being costly or overly complicated if a seller only requires one or two specific functions.
For instance, a new seller looking into one product might not require a large set of tools to get started. A brand that is expanding and has various products and advertising campaigns might benefit greatly from wider coverage.
The question shouldn't be, "Is this feature available in Helium 10?"
The more important question is:
"Are we going to use enough of these features to make the subscription worth it?"
That's the criterion we use when we evaluate Amazon seller analytics software for a customer.
Jungle Scout is particularly helpful when the seller's problem starts before or during product selection, market research, and competitive assessment.
The company's current programs are Starter ($29/month or $348/year), Growth Accelerator ($49/month or $588/year), and Brand Owner + CI ($129/month or $1,548/year).
Best for: Product research, keyword research, market evaluation, and sellers wanting a more concentrated research platform.
Good fit: New sellers exploring opportunities, and existing sellers doing category or competitor research.
Less suitable: A business that requires precise financial reporting throughout its own business operations.
This is a critical distinction, as research data answers queries about potential and market behavior, whereas account reporting responds to questions about your actual business.
A seller getting ready to launch a new product might find Jungle Scout helpful before making their first sale. Once that product begins to make money, keeping track of profits and advertising reports becomes a lot more important.
SmartScout uses a unique method compared to traditional product research platforms. The current platform focuses on seller databases, brand research, subcategory analysis, and information at the marketplace level. The published plans currently go from Basic to Enterprise. The monthly prices are $49 for Basic, $119 for Essentials, and $299 for Business. There are also lower prices if you choose to pay annually.
Best for: Wholesale research, competitor mapping, seller research, analyzing brands, and investigating categories.
This is particularly helpful if the question isn't:
"How much might this ASIN sell?"
but:
"Who is selling in this category? What brands are available? Which sellers offer these products, and where can we find new opportunities?"
SmartScout is especially useful for wholesale sellers, agencies, aggregators, and brands looking into distribution.
Keepa has a unique role.
We don't recommend this platform solely because a seller needs an intricate monthly profit dashboard. Its strength lies in providing historical information about the Amazon marketplace, including price fluctuations, Buy Box behavior, offers, and sales rank history.
Best for: Historical product research and price behavior.
Useful question: "Is this product really keeping its price and demand steady, or is this just a short-term increase?"
That question can help a seller avoid making a costly inventory choice based on a brief period of unexpectedly high sales.
A product that seems to have high demand right now might tell a different story when you look at its pricing and ranking over the past few months.
For sellers who focus on research, understanding the historical context may be more helpful than just looking at a dashboard that shows the current month.
SellerSprite is a different research-based tool that covers product, keyword, ASIN, and marketplace trend analysis.
Best for: Product discovery, keyword research, competitive research, and sellers looking for a tool that focuses on research without having to commit to a more detailed multi-purpose platform.
It currently compares itself to Helium 10 and Jungle Scout in areas like product research, keyword research, pricing, and AI features.
We would position SellerSprite more toward the research aspect of the stack instead of seeing it as a substitute for Amazon's own account reporting.
This distinction helps avoid a frequent mistake: using estimated market statistics when you really need actual account data to answer questions.
Revenue may make an Amazon business seem better than it actually is.
A seller might make $100,000 in sales each month, but that doesn't mean their business is strong. If advertising costs, Amazon fees, refunds, product costs, storage, and other expenses take up most of that money, the business could still be struggling.
Sellerboard focuses on analyzing profits and costs at the SKU level.
Best for: Monitoring profits, analyzing costs, managing refunds, tracking PPC spending, and observing inventory finances.
That's where Amazon selling analytics really stands out compared to just keeping attention on the Sales dashboard.
Consider two ASINs:
| Metric | ASIN A | ASIN B |
|---|---|---|
| Monthly sales | $65,000 | $42,000 |
| Gross margin before advertising | 36% | 48% |
| PPC spend | $14,000 | $5,500 |
| Refunds | $3,200 | $900 |
| Estimated contribution after major costs | $6,200 | $10,000 |
ASIN A makes more revenue.
ASIN B brings in more contributions.
When the seller only looks at revenue, ASIN A seems like the more desirable product. If the seller focuses on profit, their decision will change.
That's why we advise clients to distinguish between sales growth and the economic quality of the sales.
Perpetua is in a whole different category.
It mainly looks at PPC analytics, bidding, budgets, search terms, and advertising automation instead of being the main source for all Amazon business metrics.
Best for: Brands that invest in advertising and could benefit from better management of their PPC campaigns.
For someone who spends $500 a month on Amazon Ads, it might not be worth it to pay for high-level advertising automation.
When a brand spends $30,000 or $50,000 each month on a big campaign, the way we think about value shifts.
The best software for you will depend on how big and complicated your advertising account is.
Amazon Attribution is especially valuable when non-Amazon traffic leads to sales.
It can assist advertisers in understanding how non-Amazon marketing channels influence Amazon shopping activity, such as traffic linked with search, social, email, and display campaigns.
Best for: Looking at how outside traffic affects sales on Amazon.
This is important for brands that are using Google Ads, social media campaigns, influencer marketing, email marketing, or any other ways to attract new customers.
An Amazon seller might see a rise in sales and mistakenly think it's all due to Amazon PPC, without realizing there could be other factors at work.
The real reason might be an outside campaign that increased searches for the brand and led to more direct purchases on Amazon.
Which Tool Should a New Seller Choose?
A seller who hasn't made any sales should avoid the temptation to invest in a $300-per-month software setup.
Begin by checking out Amazon's seller resources to get a clear understanding of the basic numbers.
Next, include research software when you encounter a specific research problem.
A logical sequence might look like this:
Amazon research + one product/keyword research platform + historical price research where necessary.
Seller Central reporting + profit tracking + basic PPC reporting.
Dedicated PPC analytics or automation is becoming increasingly relevant.
Keeping track of inventory, understanding profitability, monitoring keywords, researching competitors, and having centralized reports are becoming increasingly helpful.
The requirement switches to multi-user reporting, cross-marketplace reporting, account-level control, exports, APIs, and executive-level financial perspectives.
The smartest use of capital is not necessarily to buy everything on day one.
Which Tool Should an Established Brand Choose?
Well-known brands should start by tackling their most important unanswered question.
If the issue is with profit, begin by looking at profit analytics.
If the issue is with PPC efficiency, take a look at an advertising platform to see how it performs.
When the issue is with competitor research, try using marketplace intelligence.
Whenever there is trouble with keyword and product research, try using a research platform.
If you're looking into historical price and Buy Box behavior, check out Keepa.
If the issue involves first-party customer and search behavior, try using Amazon Brand Analytics.
If there are issues with reporting across multiple business functions, think about using a BI platform or a managed reporting system.
It may seem clear, but that's where sellers often end up spending too much. They choose a tool because another seller suggested it, only to find out that approximately 70% of the subscription includes features they never use.
A Case Study: When Revenue Was Not the Real Problem
A US private-label home organization brand reached out to our Amazon management team because their monthly revenue dropped from about $310,000 to $268,000 over the course of three months.
The owner first thought that PPC was the issue.
The natural reaction was to reduce advertising expenses.
We won't make that change until we separate traffic, conversion, advertising, pricing, and contribution profit.
The account was looked at on an ASIN level, not by the total line of revenue.
The analysis revealed:
| Metric | Earlier Period | Review Period |
|---|---|---|
| Monthly revenue | $310,000 | $268,000 |
| Sessions | 214,000 | 171,000 |
| Conversion rate | 10.7% | 10.4% |
| PPC spend | $47,000 | $45,500 |
| PPC sales | $139,000 | $131,000 |
| Average selling price | $31.60 | $31.85 |
| Main ASIN organic rank | 8 | 19 |
The key number wasn't the PPC spending.
Traffic dropped by about 20%, but the conversion rate stayed pretty steady.
That shifted the focus of the investigation.
The team looked at keyword visibility, organic ranking, advertising coverage, competitor activity, listing content, inventory position, and the search terms that caused the drop in traffic.
The key ASIN lost visibility for some important terms, while competitors gained more presence.
Rather than just reducing PPC, our team took a different approach. They divided the campaigns into categories: branded, non-branded, defensive, and discovery. Then, they looked closely at how the search terms were performing and made sure the listing content matched what customers were actually searching for.
The brand updated its main creative materials and the messages on its product pages.
The task wasn't just about creating another report.
The report showed where the money was being lost. The team had to work on fixing the things that caused the problem.
The difference is key to understanding how Amazon SEO Services and marketplace analytics need to work together. Our Amazon SEO Services use marketplace data to guide decisions around keyword targeting, listing content, and search visibility.
Analytics shows you where the problem is.
Execution helps determine whether the problem gets fixed.
Why Analytics Alone Cannot Repair an Amazon Account
A dashboard can show you that conversions are lower than before.
It can't automatically figure out if customers don't like the main image, if a competitor has come out with a cheaper option, if the product has received bad reviews, if the listing has lost major search visibility, or if advertising traffic has moved to less relevant searches.
That needs some understanding.
It also needs people who know how Amazon's operations work together.
A change in your listing can impact how well it converts.
Changes in PPC can impact the amount of traffic you receive.
Any change in price can impact how well products are converting and how effective ads are.
Inventory issues can hold back sales, even if there are customers wanting to buy.
Creative changes can influence how customers behave while keeping the main keyword strategy the same.
This is why we don't suggest considering analytics as an independent department that just delivers monthly spreadsheets to the seller.
At 10XCommerce, analytics is meant to work closely with the team members who handle account management, advertising, catalog tasks, creative work, and marketplace operations. When a brand needs more help with their account, our Amazon Product Listing Optimization Services can take care of the product page issues instead of just giving the seller a report without a plan to fix things.
The best software stack isn't necessarily the one that has the most subscriptions.
It's the one in which every paid platform has a clear role, every important number comes from a reliable source, and somebody on the team is in charge of taking action based on what the numbers show.
Amazon Analytics Tools Compared: Price, Purpose, and Best Fit
The table below is meant for a seller who is making a real purchasing decision, not just gathering names of software.
| Tool | Primary Job | Best For | Free Access | Starting Paid Price* | Main Limitation |
|---|---|---|---|---|---|
| Amazon Brand Analytics | First-party customer and search data | Brand-registered sellers | Yes, if eligible | Included with eligible account | Amazon data only |
| Helium 10 | Research, operations, profit, keywords, ads | Growing sellers and brands | Limited/free options | $99/mo annual billing | Broad suite can be more than a new seller needs |
| Jungle Scout | Product and keyword research | New and growing sellers | Limited access/trial options | $49/mo or $348/year | More research-focused than financial reporting |
| SmartScout | Brand, seller, category, product research | Wholesale, resellers, agencies | 7-day money-back guarantee | $29/mo annual or $49/mo monthly | Better for market research than account-level profit |
| Keepa | Historical price, offers, and rank | Product researchers | Limited access | Paid plans vary | Not a full business reporting platform |
| SellerSprite | Product, keyword, ASIN, market research | Research-heavy sellers | Trial options | $39/mo listed promotional price | Primarily research-oriented |
| sellerboard | Profit and cost reporting | Private-label and FBA sellers | Trial available | $19/mo | Less focused on broad market research |
| Perpetua | PPC management and automation | Brands with larger ad programs | Trial/demo dependent | Pricing varies by ad spend and plan | Primarily advertising-focused |
| Amazon Attribution | External traffic measurement | Brands driving traffic from outside Amazon | Available to eligible advertisers | No separate software subscription | Does not replace marketplace research |
| DataHawk | Marketplace analytics and reporting | Larger brands and agencies | Demo | Custom | More suitable for larger operations |
| Pacvue | Retail media and commerce operations | Enterprise brands | Demo | Custom | Cost and complexity can be excessive for small sellers |
| Conjura | Contribution profit and omnichannel reporting | Larger ecommerce businesses | Demo | Custom | Not designed as a basic Amazon research tool |
| SalesDuo BI Dashboard | Managed sales, ads, inventory, and profit reporting | Sellers needing managed reporting | Demo | Based on engagement | Best suited to businesses using its reporting approach |
Pricing is shown as a reference point from current vendor information, not as a permanent quote. For example, SmartScout currently publishes monthly and annual plan prices, while Helium 10 publishes separate monthly and annual rates. SellerSprite also publishes different monthly and annual plan structures.
Free Amazon Analytics vs Paid Software
A word like "free" could be deceptive.
Amazon Brand Analytics offers significant first-party data to qualified brands without requiring an independent analytics subscription. According to Amazon, a professional selling account and the relevant Brand Registry role are prerequisites for access. Top search terms, consumer behavior, customer loyalty, search performance, and market basket analysis are all covered by its dashboards.
This information is a sensible place to start for businesses that already sell on Amazon. When you need information that Amazon does not directly offer, third-party software becomes necessary.
A third-party platform could assist in responding to:
- How large is a competitor's estimated business?
- Which sellers operate within a category?
- How has an ASIN's price changed?
- Which keywords are associated with competing products?
- What products appear to be gaining demand?
- What does a product's estimated profit look like?
- Which external traffic sources contribute to Amazon purchases?
- How does advertising perform across a large portfolio?
This is the point where paid software really stands out.
It's a mistake to pay for information that you already know.
Best Free Option: Amazon Brand Analytics
For brands that are eligible, it's a good idea to check Amazon Brand Analytics first before spending money on other analytics dashboards.
The Search Query Performance data reveals how customers engage with your products. It includes details like impressions, clicks, cart additions, and purchases. Search Catalog Performance helps you follow the path customers take from finding a product to the actual conversion, while Market Basket Analysis reveals which items people often buy together.
Together, all of these reports can help answer real-world questions:
"Are customers finding us?"
"Are they clicking?"
"Are they adding the product to their cart?"
"Are they purchasing?"
"What products are being purchased alongside ours?"
These responses can help you make informed decisions about listing content, advertising, product selection, cross-selling, and brand planning.
For brands that can't access Brand Analytics, Seller Central reporting is still the main way to track how well their accounts are performing.
Best Broad Seller Platform: Helium 10
Helium 10 is a great choice if you want to use multiple Amazon tools all in one place instead of having to use a specialist tool for every task.
The current Platinum plan costs $99 each month if you pay for a whole year in one go. The Diamond plan is priced at $279 per month when billed annually. Diamond adds new tools for managing inventory, tracking profit and loss, controlling advertising, and handling various account operations.
Choose Helium 10 when:
- Product research is important.
- Keyword research is part of the workflow.
- Multiple ASINs need monitoring.
- Advertising is becoming more substantial.
- Inventory needs closer attention.
- The seller wants several functions under one subscription.
Think twice when:
If your needs are focused on looking at historical prices, checking profit reports, or doing a bit of keyword research.
In that situation, a specialized platform might offer you an easier way to work and save money by eliminating fees for features you don't need.
Best for Product and Market Research: Jungle Scout
Jungle Scout is a great tool for sellers who take the time to thoroughly look at products and markets prior to making a decision.
The current plans include Starter, Growth Accelerator, and Brand Owner. The platform is focused on helping with product and keyword research, market intelligence, and supporting seller growth. Jungle Scout states that its sales estimates are based on its own ways of collecting data, not by directly accessing a competitor's Seller Central data.
That difference is important when the numbers come into play in your financial model.
When Jungle Scout estimates that an ASIN sells 4,000 units each month, consider that number as a research estimate. Don't include 4,000 units in a financial projection as if it were taken from the competitor's actual Seller Central reports.
The estimation can still be beneficial. You can use it to compare products, look at market opportunities, and spot the differences between ASINs.
The important thing is to distinguish relative research value from verified account data. A helpful estimate can guide a decision without turning into a financial certainty.
Best for Wholesale and Seller Research: SmartScout
SmartScout is helpful when you want to fully understand the structure of an Amazon marketplace, rather than just looking at one product.
The current plans provide research on products, brands, sellers, keywords, categories, and competition at various levels. Annual-equivalent pricing begins at $29 per month for the Basic plan, then goes to $97 for the Essentials plan, and $187 for the Business plan. The monthly pricing is more expensive.
SmartScout is especially useful for:
- Wholesale research
- Seller research
- Brand research
- Category research
- Competitive analysis
- Product opportunity research
- Agency research
For a wholesale buyer, looking at the bigger picture can help figure out if there are enough sellers, brands, products, and opportunities to make it worth investing money in inventory.
For a private-label brand that primarily requires a profit dashboard for its own business, SmartScout might provide more research features than the seller truly needs.
Best for Historical Product Research: Keepa
Keepa is essential for serious Amazon research because its historical data can reveal issues that a current snapshot might overlook.
A product priced at $34.99 today doesn't really give you much information about whether that price has stayed the same over the last six months. Historical charts can reveal patterns like price drops, changes in the Buy Box, seasonal trends, shifts in the number of offers, and sales rank movements.
For those looking into arbitrage and wholesale, understanding the history of a product can help figure out if it's a good buy. It gives greater context than just one current price can show.
For a private-label brand manager whose question is, "What was my contribution profit last month?", Keepa isn't the right tool to use.
That's not a restriction of the platform. It just shows a different kind of job. Most of what goes into understanding Amazon Analytics to increase sales is less about picking one tool and more about knowing which question you're actually trying to answer before you open a dashboard.
Keepa is designed to help you understand trends and product history.
Best Low-Cost Profit Focus: Sellerboard
Sellerboard focuses on a key question: how much profit is the business really making?
The current pricing page reveals that the Standard plan costs $19 per month if you pay monthly, or $15 per month if you choose to pay annually. There are also higher tiers available. It has some great features like real-time profit reporting, PPC optimization, managing inventory, tracking refunds, generating automated reports, and setting user permissions.
For a seller who already has sales and is asking the question,
"What did I actually make?" using a profit-focused platform can be more helpful than getting an additional product research subscription.
The reason is straightforward: revenue isn't the same as profit.
A monthly income of $50,000 can include:
- Amazon referral fees
- FBA fees
- Advertising
- Product cost
- Refunds
- Storage
- Promotions
- Other operating expenses
If those costs aren't counted, $50,000 in revenue might seem like a big win, but the real profit can tell a completely different story.
Best for Larger PPC Programs: Perpetua
Perpetua works better as advertising software than as a general tool for Amazon analytics.
The pricing structure can have a regular base charge along with a variable fee that depends on how much is spent on advertising. This can vary based on the contract and the marketplaces involved.
As advertising gets more complicated and costs go up, the reasons for the business case become even stronger.
A seller who spends $1,000 a month on Amazon Ads shouldn't just copy the technology setup of a brand that spends $100,000.
The second business really needs help with campaign automation, controls, reporting, and managing its budget.
The first one might benefit more from using Amazon Ads reporting along with proper handling of the campaigns.
Best Research Platform for Keyword and ASIN Data: SellerSprite
SellerSprite offers several plans starting from the Basic tier. The pricing page lists the monthly promotional prices as $39 for Basic, $79 for Standard, $129 for Advanced, and $189 for VIP. The platform also offers API access for data on products, competitors, keywords, and marketplaces.
The wide range of information makes it important for sellers, agencies, researchers, and businesses that are creating their own data systems.
Its API information also indicates support for various Amazon marketplaces, which include the US and UK.
For a brand in the US or UK looking into search terms, ASINs, and categories, this can be helpful.
However, it's important to remember that estimated marketplace data shouldn't take the place of the seller's own account numbers.
The Best Tool Depends on Your Stage
A straightforward way to narrow down your options is to align the software with the stage your business is in.
Begin with:
Amazon Seller Central + Amazon's available research tools
Only add one research platform when there is a specific product, keyword, or market question in mind.
Consider:
Seller Central + profit tracking + keyword/product research
It is about understanding whether sales are profitable and increasing visibility.
Consider:
First-party Amazon data + profit reporting + research + PPC analytics
The seller needs to understand how traffic, conversion, advertising, inventory, and profit operate relative to each other at this point.
Consider:
First-party Amazon data + profit reporting + PPC + market intelligence + centralized reporting
The number of SKUs, users, campaigns, marketplaces, and business decisions requires more specialized solutions.
Now the requirements change again.
User permissions, exports, account separation, consistent reporting, historic records, and cross-account analysis become increasingly essential.
What 10XCommerce Would Actually Buy?
If we are managing a new brand, we would be careful not to sign up for every platform listed above right away.
We will begin by looking at Amazon's own account information.
Next, we would include software that addresses the issue.
For our product research, we will select one research platform.
To check historical pricing, we would use Keepa.
To make profits, we would use a system that focuses on profit.
For effective PPC management, we might use specialized advertising software.
For reporting across many marketplaces, we will consider using a more refined reporting system.
The goal isn't to have more software.
It is to make better decisions.
This is why our team sees analytics as a key part of account management instead of just a monthly reporting task. A number is only helpful if someone understands what caused the change and what needs to happen next.
When a brand needs help with advertising and reporting, Amazon Advertising Services can link campaign management to the overall sales and profit view of the account.
With regard to brand presentation, Amazon Branding Management Services handles all of the brand-related tasks that analytics alone can't handle.
A Second Illustrative Case: The Brand That Bought Too Much Software
A consumer brand from the UK that sells on Amazon in both the US and UK had signed up for five paid software subscriptions.
The monthly software invoice was about $640.
The team utilized:
- One product research platform
- One keyword platform
- One profit platform
- One PPC platform
- One reporting dashboard
The problem wasn't a lack of information.
The issue was that nobody had taken ownership of the numbers.
One dashboard displayed a drop in organic visibility.
Another reported an increase in advertising sales.
The profit platform displayed a decrease in contribution.
The reporting dashboard displayed an increase in revenue.
There were four different perspectives that were all technically right, but management didn't have a clear way to understand them all together.
The team narrowed it down to three main sources:
- Amazon first-party reporting
- Profit reporting
- Specialist research and advertising tools where a specific requirement justified them
The reporting process was transformed from "send the monthly numbers" to a brief operating review:
What changed?
What caused the change?
What products were responsible for it?
What happens next?
Who is responsible for that action?
That change was worth more than getting another subscription.
The lesson isn't that having five tools is always too much.
In fact, every instrument needs to have a defined purpose.
Analytics Must Connect to the Product Page
A seller can spot a conversion issue even if they can't fix it using analytics software.
If the traffic is good but the customers are not making many purchases, the next review might cover:
- Main image
- Secondary images
- A+ content
- Product title
- Bullet structure
- Price
- Coupon strategy
- Reviews
- Rating
- Competitor offers
- Search-term alignment
- Mobile presentation
That's the place where reporting and creative ideas come together.
If the numbers indicate that customers are visiting the listing but not making a purchase, then creative efforts might be part of the solution. Our team can help with this by using Amazon Design Services, along with creating listings and advertising.
The software finds the symptom.
The Amazon team looks into what happened.
The execution alters the overall account.
How We Recommend Building an Amazon Analytics Stack
At 10XCommerce, we keep our starting sequence really straightforward.
First, establish Amazon's own numbers.
Next, figure out what the business problem is.
Third, figure out if first-party data provides the answer.
Fourth, only add specialist software if there is still a gap that needs to be filled.
Then, link the outcome to a person and what they did.
Lastly, check if the subscription is still worth keeping.
This helps solve a frequent issue for new sellers: spending a lot of money each month on information that isn't helpful to anyone.
A software platform should pass a straightforward test:
What decision will this tool help us make that we cannot make reliably without it?
If the answer isn't clear, we won't include it.
What We Would Recommend for Most Sellers
For a small seller, begin by checking Amazon's own reports.
For a product researcher, consider adding one more research platform to your toolkit.
To help your brand grow and make a greater profit, it's important to include specific reports on profits.
For a big advertising account, take a look at PPC software options.
For wholesale or competitive research, include marketplace intelligence.
For a big operation that sells in many marketplaces, think about using centralized reporting.
For brands that don't have an internal team to understand and use the data, choosing the right software might not matter as much as finding a skilled Amazon management team. This team can help turn the numbers into action.
That's why we connect analytics to the overall account instead of handling it as a separate reporting task.
To understand how this approach works in real-life situations, check out the Amazon Case Studies from 10XCommerce.
The right analytics platform alone won't make an Amazon business profitable.
It helps the people managing the account see things more clearly.
The quality of the decisions that come next still relies on where the data comes from, how it's understood, and how it's put into action.
Questions Sellers Ask Before Choosing Analytics Software
What is the best Amazon analytics tool for a new seller?
Amazon's Seller Central reporting should be the top priority. A new seller can add one product or a keyword research tool if they have a specific research need. It's often not necessary to buy a lot of subscriptions before you start making real sales.
Is Amazon Brand Analytics free?
Brands that qualify can use Brand Analytics in Seller Central without needing to buy a separate subscription for it. Amazon says that you need a Professional selling account and the right Brand Registry role to get access.
Which Amazon tool is best for profit?
A profit-focused platform like Sellerboard is designed specifically around costs, profits, PPC, inventory, refunds, and related financial measures.
Which tool is best for competitor research?
SmartScout, Jungle Scout, SellerSprite, Helium 10, and other research platforms can help with various competitor research needs. The right choice depends on what the seller needs: product details, keywords, seller info, brand specifics, category metrics, or historical marketplace data.
Should I trust estimated competitor sales?
Think of them as research estimates rather than confirmed financial statements. The main goal is often to compare and guide research instead of viewing an estimated number as a precise competitor outcome.
Do I need more than one Amazon analytics platform?
Maybe, but it doesn't happen by itself. Various tools are designed for specific tasks. The goal should be to have a small number of clearly defined tools instead of many subscriptions that create similar reports.
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