Amazon seller tools: Amazon's own tools, then paid tools by job

Amazon describes these on sell.amazon.com and in Seller Central help, as of October 2026. Some need a Professional selling plan or a brand enrolled in Amazon Brand Registry, noted below.

• Seller Central. The hub for your selling account, where you list and price products and fulfill orders. Its reports include the Monthly Storage Fees report and the SKU Economics report, and FBA Inventory shows each product's days of supply.
• Amazon Seller app. A free app for managing the business, with news and alerts, on your phone.
• Revenue Calculator. Compares fee and revenue estimates for FBA against your own fulfillment, for a product you search for or define by size, weight, category and price.
• Profit Analytics. A Seller Central dashboard for fees, costs and profit by product, including how fee changes affect each one.
• Product Opportunity Explorer. Groups search terms into niches and shows demand, competition, search volume, reviews and returns, plus "unmet demand" niches where searches convert below the benchmark. It's under Growth in Seller Central.
• Brand Analytics. A set of dashboards in Seller Central for brands in Brand Registry. Amazon's Brand Registry page says registered brands get metrics on how customers search for the brand and buy its products.
• Manage Your Experiments. A/B tests images, titles, bullet points, descriptions and A+ Content by splitting the shoppers who view a detail page at random. It needs a Professional plan and Brand Registry. Amazon suggests 8 to 10 weeks if you set the length yourself.
• Amazon Attribution. A free tool that reports clicks, detail page views, add-to-carts and sales on Amazon from marketing outside Amazon, such as social, search and email ads, with a 14-day attribution window. It's for Professional sellers in Brand Registry, vendors, KDP authors and agencies.
• Automate Pricing. Repricing rules you set, aimed at winning the Featured Offer.
• Selling Partner Appstore. Amazon's directory of approved third-party software, if you want a paid tool.

Amazon also lists A+ Content, Customer Reviews, Growth Opportunities and Veeqo, its free multi-channel shipping software, on the same tools page.

Most paid tools do one or more of these jobs. Check which job you need before comparing products:

• Product research. Demand, competition and sales estimates for products you don't sell yet. Amazon's own option is Product Opportunity Explorer.
• Keywords and listings. Search terms to target and help writing titles and bullets. Manage Your Experiments then tests the result on real shoppers.
• PPC management. Building Sponsored Products campaigns, bid rules and search term harvesting. Know your ACoS and break-even before automating bids, or the rules have nothing to aim at.
• Profit analytics. Fees, product costs, ads and refunds per product. Profit Analytics is Amazon's version. Some paid tools also cover other marketplaces: Helium 10's site lists Walmart and TikTok Shop.
• Repricing. Rules or algorithms that change your price against other offers. Automate Pricing is the built-in option.
• Measurement. What your marketing outside Amazon does for Amazon sales. Amazon Attribution gives ads credit for sales; incrementality tests measure what the ads caused.

Two names come up often when sellers search for tools. Here's what each company's own site says it does, as of October 2026. This isn't a ranking.

• Helium 10 describes tools for Amazon, Walmart and TikTok Shop sellers: product research, search term research, listing optimization, ad campaigns with rules-based bidding, and profit tracking (revenue, cost of goods and net profit). That's four of the six jobs above.
• Jungle Scout describes Amazon sales estimates, category and product-level benchmarking, and pricing insights for brands, plus a product called Catalyst for new and growing sellers. Its focus is market data: how your category and competitors are selling.

Neither home page mentions geo holdout tests, or measuring how many Amazon sales ads outside Amazon cause. That's the measurement job, covered next.

Most tools above report what happened or who gets credit. Amazon Attribution, for example, counts Amazon sales that follow a click on a tagged link within 14 days. Some of those buyers would have bought anyway, and buyers who saw an ad but didn't click aren't counted. The Amazon Attribution links guide covers how the tags work.

An incrementality test answers a different question: how many sales would you lose without the ads? Manage Your Experiments already uses the idea for listing content, splitting shoppers at random. For ads outside Amazon, such as Meta, the split is by region: pause ads in some US states, keep them on in others, and compare Amazon sales. See what is incrementality and Facebook ads for Amazon.

A test result is worth more next to your margin. The Amazon profit calculator shows what each unit leaves after Amazon's fees, and the break-even ROAS calculator turns that into the return an ad needs.

Spillmark runs geo holdout tests for brands that advertise on Meta and sell on Amazon. It plans the test from your own Amazon order history and tells you how long it needs before you start. It locks the design before the test starts and reports the result with its uncertainty range. The method is on how lift is calculated.

Keep your listing, PPC and repricing tools for those jobs. A holdout test answers a separate question: whether the Meta spend that sends shoppers to those listings pays.