Amazon Web Services (AWS) is known to store hundreds of exabytes of data across all its servers. To give you a perspective, 1 exabyte = 1 quintillion (1,000,000,000,000,000,000) bytes.
That said, the Amazon servers host enough data to power decisions for millions of sellers daily. Success on Amazon depends on how effectively you can extract and draw insights from this vast dataset that revolves around your business.
An Amazon analytics tool extracts the data you need to optimize product listings, track sales performance, or streamline inventory management. However, with hundreds of tools available, it can be overwhelming to determine which ones truly drive growth. We’ve evaluated the best Amazon analytics tools of 2025, focusing on their ability to simplify complex data and empower sellers to drive growth.
Top 7 Amazon Analytics Tools at a Glance
Here’s a quick overview of the leading tools categorized by their complexity:
Simple tools to get started
1. Amazon Brand Analytics
Amazon Brand Analytics is a foundational tool for Amazon sellers looking to get started with data analysis for strategic growth. Exclusively available to brand-registered sellers with a Professional account, this tool provides a suite of dashboards that deliver key insights to help you refine your strategies. Through comprehensive dashboards, you can analyze sales metrics, understand customer behavior, and make business decisions to optimize products, advertising, and overall performance.
Suppose you want to understand why your product isn’t converting well. You can use this tool to identify drop-offs in the customer journey, refine keywords, and optimize your listings or ads. For instance, if your impressions are high but clicks are low, you can change the product or image title. If clicks are high but conversions are low, you can tweak the descriptions and A+ Content.
Key features
- Search query performance: Analyze the keywords customers use to find your products, along with data on impressions, clicks, cart adds, and purchases
- Customer loyalty analytics: Identify repeat buyers and track their purchase patterns to increase customer lifetime value
- Demographics: Gain insights into customer age, income, education, gender, and more to tailor your marketing campaigns
- Market basket analysis: Discover products frequently bought together to unlock cross-selling opportunities
Pros
- Free for eligible sellers
- Integrated into Seller Central
- Highly focused on Amazon-specific data
Cons
- Lacks advanced customization options
Client review
Pricing
For brands registered with the Amazon Brand Registry, this tool comes at no additional cost.
How to get started with Amazon Brand Analytics
- Login to your Seller Account with your Professional Plan credentials
- Enroll your brand in the Brand Registry
- Under the main menu, go to Brands >> Brand Analytics
2. Google Analytics
Google Analytics (GA) is a robust tool that complements Amazon analytics by providing insights into external traffic sources and customer behavior before they land on your Amazon storefront. Though not directly integrated with Amazon, GA offers powerful data to help you refine your marketing strategies and boost sales. With GA, you can bridge the gap between your external marketing efforts and Amazon performance.
Suppose you want to track which marketing campaigns drive the most traffic to your Amazon listings. Using GA, you can analyze traffic sources, monitor link clicks, and measure campaign performance. For example, if social media ads outperform email campaigns, you can shift your budget to maximize ROI.
Key features
- Traffic source analysis: Understand which campaigns, ads, or channels drive the most traffic to your Amazon listings
- Event tracking: Monitor clicks on Amazon links from your website, emails, or social media
- Audience segmentation: Build customer profiles and create targeted retargeting campaigns for better conversions
- Custom reporting: Tailor reports to focus on KPIs relevant to your brand’s goals
Pros
- Free for basic use
- Integrates with various marketing tools
- Highly customizable
Cons
- Since Amazon doesn’t directly integrate with GA, you’d need some level of technical expertise to set up custom tracking for Amazon links
- Data reports from Google Analytics and Amazon's native tools may not always align and might have discrepancies
Customer review
Pricing
- A free version with all necessary features
- The GA 360 version is suitable for larger businesses needing advanced features, starts at $50,000 per year, and comes with a free demo
How to get started with Google Analytics
- Sign up for a free Google Analytics account
- Set up tracking on your website or landing pages using the GA script or Google Tag Manager
- Add UTM parameters to your Amazon links for granular tracking
- Go to Reports >> Engagement >> Events to access tracked data
- You can also create custom reports to monitor traffic, events, and conversions
Here is a step-by-step guide to connecting Google Analytics to your Amazon store.
Advanced tools for in-depth analysis
3. Helium 10
Trusted by over 4 million users, Helium 10 is an advanced Amazon analysis tool for product research, keyword optimization, advertising, and operational efficiency. Helium 10 simplifies data-driven decisions to drive growth, from identifying opportunities to scaling operations efficiently. Top Amazon advertising agencies like SalesDuo use Helium 10 for data that can be used for:
- AI advertising
- Rule-based automation
- Keyword recommendations
- Dayparting
- Ad spend limits
Suppose you’re launching a new product and need to ensure it performs well. You can use Helium 10’s Black Box to identify niche opportunities, Cerebro to find high-converting keywords, and Adtomic to launch an optimized PPC campaign powered by AI-driven insights.
SalesDuo combines these AI insights with their human creativity and decade-long Amazon expertise to help you craft campaigns that deliver results. For instance, their unique rainfall bidding strategy is a method for optimizing product visibility using a combination of manual and automatic targeting. It involves placing higher bids on keywords that are closely related and lower bids on secondary terms. This streamlined approach ensures maximum visibility and sales potential.
Key features
- Product research: Tools like Black Box and Xray help identify high-demand, low-competition products
- Keyword research: Discover top-performing keywords and analyze competitors with Cerebro and Magnet
- Advertising optimization: Automate PPC campaigns with AI-driven insights using Adtomic
- Operations management: Streamline inventory tracking, refund recovery, and profitability analysis
Pros
- A comprehensive suite of tools
- AI-driven insights
- An easy-to-use Chrome extension
Cons
- High cost for advanced plans
- Steep learning curve for new users
Customer reviews
Pricing
Helium 10 offers flexible pricing plans tailored to sellers at different stages:
- Starter Plan: $29/month (billed annually) – Best for beginners
- Platinum Plan: $79/month (billed annually) or $99/month (billed monthly) – Ideal for growing businesses
- Diamond Plan: $229/month (billed annually) – Designed for scaling expert sellers
How to get started with Helium 10
- Create an account and choose a pricing plan that suits your needs
- Install the Chrome Extension to access tools like Black Box and Xray directly from your browser
- Explore the dashboard and dive into product research, keyword tracking, and PPC tools to start optimizing your strategy
4. JungleScout
JungleScout offers a comprehensive platform tailored to deliver clarity, precision, and actionable insights. It empowers sellers to make smarter decisions through a dynamic combination of real-time analytics, advanced financial tracking, and AI-driven tools. Trusted by over 1 million SMB and enterprise sellers to drive growth, JungleScout delivers powerful market intelligence data to boost eCommerce sales.
Suppose you’re scaling your Amazon business but struggling to manage costs. JungleScout’s Profit Overview identifies hidden fees and tracks revenue trends, while AI Assist provides tips to cut costs and boost ROI. With PPC Insights, you can adjust ad spend for optimal performance.
Key features
- Profit overview: View sales data, including net margin, ROI, and revenue
- AI assist: Analyze costs, fees, and revenue to get actionable recommendations
- Product-level insights: Monitor individual product performance and PPC expenses
- PPC evaluation: Compare organic and ad-driven sales to optimize campaigns
- Customizable financial reports: Create tailored profit and loss statements
Pros
- Excellent customer support
- Easy and intuitive interface
- Access to reports, videos, and weekly webinars to get started
Cons
- Higher-tier plans can be expensive for small sellers
- Some customers claim they’re fully tailored to the US market
- Likely to have minor data discrepancies
Customer review
Pricing
JungleScout offers plans tailored to different seller needs:
- Starter Plan: $29/month (billed annually), ideal for first-time sellers
- Growth Accelerator Plan: $32/month (billed annually) suited for scaling sellers
- Brand Owner + CI Plan: $194/month (billed annually) best for brands and small businesses
- Cobalt Plan: Custom pricing for enterprises seeking advanced analytics and market intelligence
How to get started with JungleScout
- Sign up for a plan that fits your business size and goals
- Set up your account and explore tools like sales analytics, profit overview, and PPC evaluation
- Use AI Assist and financial dashboards to monitor progress and optimize performance
5. SellerSprite
By combining real-time data, advanced keyword tracking, and operational marketing tools, SellerSprite empowers over 1.2 million global sellers to make data-driven decisions. Its unique browser extension delivers instant access to comprehensive ASIN data, making it a favorite among established sellers and newcomers alike. SellerSprite offers unmatched precision and scalability, making it an essential partner for sellers aiming to thrive on Amazon.
Suppose you want to optimize your product listings and track advertising performance. SellerSprite allows you to analyze ASIN data instantly, while keyword tracking tools monitor ranking changes and advertising effects. This enables data-driven decisions to improve visibility and sales.
Key features
- Browser extension: Get real-time ASIN data with a single click and monitor product performance across any Amazon page
- Keyword tracking: Search keyword rankings, track listing optimization, and measure advertising effects
- Keep an alternative: Gain detailed insights into product pricing and sales trends with advanced analytics
Pros
- Real-time data updates and browser extension convenience
- Comes with a suite of free tools, including a profitability calculator, sales estimator, index checker, complete Keep a record, and Google Trends
- Continuous updates and new feature launches
Cons
- Some customers mention a language barrier in customer support, but SellerSprite offers instant support
SellerSprite customer testimonials
Check out customer testimonials from SellerSprite ambassadors here.
Pricing
SellerSprite offers flexible pricing plans to suit sellers at different stages of growth:
- A Free Plan
- On a monthly basis, they offer a Standard Plan at $79/month
- On an annual basis, they offer four flexible plans:
- Basic Plan: $390
- Standard Plan: $790
- Advanced Plan: $1,290
- VIP Plan: $1,890
View their entire pricing structure here.
How to get started with SellerSprite
- Sign up for an account and choose a pricing plan that suits your business goals
- Install the browser extension to access real-time data and analytics on Amazon pages
- Explore tools like keyword tracking and profitability calculators to optimize your strategy
6. Smartview
Smartview is a game-changing, free analytics tool that empowers Amazon sellers to track, analyze, and optimize their business metrics from a unified dashboard. Designed for efficiency and clarity, Smartview eliminates the need for juggling multiple tabs and CSV files by bringing all your advertising, business reports, and keyword ranking data together in one place.
Suppose you’re running multiple advertising campaigns and struggling to track performance efficiently. With Smartview, you can monitor ad spend, ACoS, and keyword rankings on a single dashboard. Use actionable insights to identify underperforming campaigns and reallocate the budget to maximize ROI. The weekly email reports ensure you stay informed even during busy periods.
Key features
- Unified data tracking: See all essential metrics like sales, ad spend, and ACoS on a single page
- Growth insights: Analyze trends and get actionable recommendations to increase revenue
- Product overview: Focus on top-performing products by ordering your catalog by sales, ad spend, and ACoS
- Campaign analysis: Identify and improve underperforming campaigns with real-time data
- Progression tracking: Monitor weekly and monthly performance without downloading spreadsheets
- Data storage: Store and access years’ worth of advertising data without limits
Pros
- Free to use
- Unified dashboard
- Unlimited data storage
Cons
- Limited customization options compared to paid analytics tools
Pricing
Free: Smartview offers all its features at no cost, making it accessible to every seller, regardless of their business size.
How to get started with Smartview
- Sign up for a free account on Smartview’s platform
- Sync your Amazon account to enable real-time data tracking and reporting
- Use the dashboard to track metrics, analyze trends, and optimize campaigns
7. Amazon Athena
Amazon Athena is a powerful, serverless query service designed for analyzing large datasets stored in Amazon S3 using SQL. It allows businesses to run fast, ad-hoc queries without managing infrastructure. Athena supports multiple data formats, including structured, semi-structured, and unstructured data, making it ideal for diverse data analysis needs.
Amazon Athena is especially useful if you store significant amounts of data in Amazon S3 and need to run real-time, ad-hoc queries. Its serverless architecture and cost-effective pricing model make it an excellent choice for those managing large datasets. Athena stands out as a top Amazon analytics tool for quick insights, flexible querying, and integration with other AWS services.
Key features
- SQL queries: Supports SQL-based queries using Presto, optimized for fast analytics
- Data flexibility: Works with multiple data formats, including CSV, JSON, Parquet, and Avro
- Federated queries: Can run SQL queries across multiple data sources, including relational, non-relational, and custom data sources
- Integration with AWS services: Integrates with AWS Glue for metadata management, AWS QuickSight for visualizations, and more
- Machine learning integration: Integrates with Amazon SageMaker’s machine learning models in SQL queries for advanced analytics
Pros:
- No need for an infrastructure set up to manage servers or data pipelines
- Flexible querying across multiple data formats and sources
- Predictable pricing based on the queries run, without upfront costs or commitments
Cons:
- Limited optimization for queries; requires data to be partitioned for efficient performance
- Needs technical expertise for basic as well as complex queries
Pricing
Athena operates on a pay-per-query model:
- $5 per terabyte of data scanned: You only pay for the amount of data scanned during queries
- Additional costs: Could apply for data storage and other AWS service integrations
Check out their detailed pricing guide with specific use cases and respective costs here.
How to get started with Amazon Athena
- Sign up for an AWS account to access Athena through the AWS Management Console
- Connect to Amazon S3 by storing your data in S3 and defining schemas in Athena
- Start running SQL queries by using the built-in query editor or API to begin analyzing your data
- Explore integrations with AWS Glue, QuickSight, and SageMaker to enhance your workflows
How We Picked These 7 Amazon Analytics Tools
Drawing on over a decade of expertise in Amazon, we understand which key features make a difference in simplifying data analytics and optimizing seller performance. We've chosen tools that excel in these areas to ensure you have the best resources at your disposal:
- Comprehensive sales analytics: To track performance across SKUs, identifying trends and anomalies to help you allocate resources effectively
- Market analytics: For insights into your competitors' market shares and trends, allowing you to stay proactive in adjusting your strategies
- Keyword research and SEO insights: To identify high-performing keywords, boost product visibility, and drive organic traffic
- Advertising performance analysis: To monitor the ROI of your PPC campaigns, maximize ad spend, and increase profitability
- Inventory forecasting: That predicts stock requirements based on sales trends, helping you avoid overstocking or running out of inventory
- Integration capabilities: To sync seamlessly with other tools, creating a unified dashboard for simplified management
- Clientele and customer reviews: To gauge the tool’s practical effectiveness and suitability for various business needs
Turn Data Insights Into Action With SalesDuo
Selecting the right Amazon analytics tool is the first step. However, interpreting the data and transforming it into actionable strategies is where the real impact happens. And that’s where SalesDuo helps, partnering with top tools like Helium 10 and JungleScout.
SalesDuo's BI Dashboard turns raw data insights from the analytics tools into practical strategies by providing clear, granular views of critical metrics. From pinpointing geographic sales patterns and identifying funnel leaks to optimizing advertising spends and forecasting inventory needs, SalesDuo empowers you to make critical decisions that directly impact growth and efficiency.
For instance, we use rule-based automation to ensure ad spend stays within budget by pausing underperforming ads and scaling top performers. With dayparting, we make your campaign run during peak hours, capturing your audience when they’re most likely to convert.
Book a call with us today to discover all the creative ways we use analytics to drive your business forward and tailor solutions specifically to your needs.
Frequently Asked Questions
About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
