Amazon seller analytics tools help brands track sales, profit, advertising, inventory, and market changes more clearly. Amazon Brand Analytics provides free first-party data. sellerboard helps sellers track profit. Helium 10 combines several seller tools in one platform. SmartScout is useful for competitor research. SalesDuo provides managed reports, clear insights, and practical support that helps brands make better decisions.
We reviewed the prices and plans of these tools in July 2026. Features, plan details, and prices may change. Always check the latest information from each provider before choosing a tool.
What Are Amazon Seller Analytics Tools?
Amazon seller analytics tools gather and organize marketplace data. They help sellers see whatโs happening in their business and make better decisions.
An Amazon reporting tool can consolidate account metrics into one dashboard, while broader Amazon analytics software can add Amazon product analytics, profit calculations, inventory forecasting, advertising analysis, and competitor estimates.
These tools may track:
- Sales and traffic
- Profit by product
- Amazon fees and refunds
- Ad performance
- Inventory levels and demand
- Keyword rankings
- Shopper search behavior
- Market share
- Competitor activity
- Price and Buy Box history
Some tools connect directly to Seller Central or Amazon Ads. Others use estimated marketplace data to look at competitors, keywords, and product demand.
This guide only covers analytics tools for Amazon sellers and brands. It does not cover Amazon Web Services or cloud-data tools.
Best Amazon Analytics Tools at a Glance
The best Amazon analytics tool depends on your needs. Some are better for sales reports, while others focus on profit, inventory, ads, or competitor research.
| Tool | What It Does | Best For | Key Features | Free Access / Trial | Starting Price | Integrations |
|---|---|---|---|---|---|---|
| Amazon Brand Analytics | First-party shopper-search and purchase analytics | First-party search and brand data | Search queries, basket analysis, customer behavior | Yes | Free for eligible brands | Amazon Seller Central |
| Seller Central Business Reports | Account-level sales, traffic, conversion, and Buy Box reporting | Basic sales and traffic reports | Sales, sessions, conversion, Buy Box | Yes | Included with seller account | Amazon Seller Central |
| Helium 10 | Multi-function research, profit, inventory, and PPC analytics suite | All-in-one seller analytics | Sales, profit, keywords, ads, inventory | Limited access | From about $39/month annually; Platinum $99/month annually | Amazon, Walmart, and supported channels |
| Jungle Scout | Product research plus sales and profitability analytics | Product research and growing brands | Product demand, keywords, sales estimates | No full free plan | Starter $49/month or $348/year; higher plans available | Amazon |
| sellerboard | SKU-level profit, cost, refund, PPC, and inventory analytics | Profit and cost analytics | Profit, fees, refunds, PPC, inventory | 1-month trial; no ongoing free plan | From $15/month | Amazon Seller Central and Amazon Ads |
| SmartScout | Brand, seller, category, search-term, and market-share intelligence | Competitor and market research | Brands, sellers, categories, search terms | Limited tools | From about $25/month annually | CSV exports and selected data access |
| Keepa | Historical price, offer, Buy Box, and sales-rank tracking | Price and sales-rank history | Pricing, Buy Box, offers, sales rank | Limited access | Free and paid options | Browser extension and API |
| SellerSprite | Keyword, ASIN, product, and marketplace-trend research | Keyword and ASIN research | Keywords, rankings, products, market trends | Limited access | Paid plans available | Multiple Amazon marketplaces |
| DataHawk | Enterprise marketplace, digital-shelf, SEO, and advertising analytics | Enterprise marketplace reporting | SEO, digital shelf, ads, portfolio reports | Demo only; no ongoing free plan | Custom pricing | Amazon and supported retail platforms |
| Pacvue | Retail-media analytics and commerce-operations automation | Retail-media analytics | Ads, automation, commerce operations | No | Custom pricing | Amazon Ads and supported retail platforms |
| Perpetua | Amazon advertising analytics, bidding, and budget automation | PPC analytics and automation | Bids, budgets, search terms, reports | No | Based on plan and ad spend | Amazon and supported marketplaces |
| Conjura | Omnichannel contribution-profit and inventory analytics | Omnichannel profit reporting | Contribution profit, marketing, inventory | Demo only; no ongoing free plan | Custom pricing | Amazon, D2C, and other channels |
| Amazon Attribution | Measurement of non-Amazon traffic and conversions | External traffic tracking | Off-Amazon clicks, views, and purchases | Free for eligible advertisers | No separate platform fee | Search, social, email, and display |
| SalesDuo BI Dashboard | Managed sales, ads, inventory, and profitability reporting | Managed analytics and decision support | Sales, ads, inventory, and profit | No | Based on engagement | Seller Central, Amazon Ads, and approved business data |
No single tool covers everything perfectly. Many experienced sellers use Amazonโs reports along with third-party tools.
For more software options, read SalesDuoโs guide to other Amazon seller tools.
How We Evaluated These Amazon Analytics Tools
We compared each platform based on what matters most to sellers, brands, and eCommerce teams.
- Data coverage: Does the tool track sales, traffic, ads, profit, inventory, and market data?
- Data source: Does it use direct Amazon data or estimated marketplace data?
- Ease of action: Can users turn the reports into clear decisions?
- Profit tracking: Does it include fees, refunds, COGS, ads, and other costs?
- Inventory features: Does it track demand, stock levels, alerts, and replenishment?
- Ad analytics: Does it cover ACoS, ROAS, TACoS, search terms, budgets, and placements?
- Ease of use: Can sellers understand the platform without extensive training?
- Integrations: Does it support exports, APIs, and other sales channels?
- Price and growth: Can the tool still work well as the business grows?
- Seller fit: Is it better for new sellers, private-label brands, agencies, or large teams?
- Data freshness: How often does the platform refresh sales, fee, inventory, and advertising data?
- Account and marketplace limits: How many seller accounts, marketplaces, users, SKUs, and years of history are included?
- Data security: What permissions, API connections, and user-access controls protect seller data?
- Support and onboarding: Does the provider offer setup help, documentation, training, and responsive support?
SalesDuo manages Amazon growth and reporting for over 250 brands. This experience shapes the advice in this article. Still, not every tool listed is used for every client or tested on every plan.
SalesDuoโs managed BI solution is also included below. The other tools are compared by their features, price, use case, and value for Amazon sellers.
14 Best Amazon Analytics Tools for Sellers in 2026
1. Amazon Brand Analytics โ Best Free Tool for Registered Brands
Amazon Brand Analytics shows eligible brands how shoppers find and buy their products. It helps them see which search terms lead to views, clicks, cart additions, and completed orders.
Access is not available to every seller account; users need a Professional selling plan and the correct Brand Registry role.
Best for: Professional sellers with a Brand Representative role for a brand enrolled in Amazon Brand Registry.
Key features: Search Query Performance, Top Search Terms, Market Basket Analysis, and repeat-purchase reporting.
Free tier: Yes, for eligible brands.
Pricing: No separate subscription fee.
Main limitation: It does not provide a complete view of profit, cost, or inventory.
Verdict: Use it before paying for another search-data platform.
2. Seller Central Business Reports โ Best Free Sales Reporting Tool
Seller Central Business Reports show clear data from your account, including sales, visitor traffic, and product-page conversion. They help sellers understand whether weaker results come from fewer shoppers, lower conversion, or losing the Buy Box more often.
Best for: Sellers that need free account-level reporting.
Key features: Ordered sales, units, sessions, page views, unit session percentage, and Buy Box data.
Free tier: Included with a seller account.
Pricing: No separate software fee.
Main limitation: Data is spread across several reports and often needs spreadsheet work.
Verdict: Good for simple reporting, but harder to use with large catalogs or teams.
3. Helium 10 โ Best All-in-One Analytics Suite
Helium 10 combines product research, keyword tracking, profitability reporting, inventory tools, and advertising management in one platform. It works well for private-label brands that prefer one broad system instead of managing several separate subscriptions.
Best for: Private-label brands that want an all-in-one platform.
Key features: Product research, keyword analysis, profit dashboards, inventory tools, and PPC automation.
Free tier: Limited access.
Pricing: Paid plans start at about $39 per month with annual billing; the Platinum plan is $99 per month billed annually.
Main limitation: Advanced features sit in higher plans, and sellers may pay for tools they do not use.
Verdict: A strong all-around option, though specialist platforms may offer deeper financial or market analysis.
4. Jungle Scout โ Best for Product Research and Sales Analytics
Jungle Scout combines product and keyword research with sales and financial analytics.
Its Sales Analytics tools can track revenue, net margin, ROI, COGS, Amazon fees, custom expenses, PPC sales, organic sales, and inbound FBA shipments.
Its AI Assist feature reviews Profit Overview data and provides CFO-style insights and growth recommendations.
Best for: Sellers that want product research and account-level financial analytics in one platform.
Key features: Product discovery, keyword research, sales estimates, Profit Overview, P&L reporting, custom expenses, PPC-versus-organic analysis, inventory tracking, and AI Assist.
Free tier: No full free plan.
Pricing: Starter costs $49 per month or $348 per year; higher seller and enterprise plans are also available.
Main limitation: Competitor sales figures are estimates rather than exact account data.
Verdict: Best if product research is more important to you than detailed financial reporting.
5. sellerboard โ Best for Profit Analytics
sellerboard combines Amazon sales, fees, refunds, advertising costs, COGS, and other business expenses.
It shows profit for each product, helping sellers understand how much money they actually keep after Amazon fees and daily operating costs.
Best for: Sellers that need SKU-level profitability and cost control.
Key features: Profit reporting, fee tracking, COGS, refund analysis, PPC reporting, and inventory support.
Free trial: One month; no ongoing free plan.
Pricing: Starts at $15 per month.
Main limitation: It is not mainly designed for keyword or competitor research.
Verdict: A strong choice for sellers who want to understand net profit, not just revenue.
Compare more Amazon profit-tracking tools in the dedicated guide.
6. SmartScout โ Best for Competitor Intelligence
SmartScout helps users study Amazon brands, products, categories, search terms, and sellers.
It is useful for agencies, wholesalers, and brands that want to understand the competition before entering a new product category or marketplace.
Best for: Competitor research and market analysis.
Key features: Brand databases, category research, search-term data, market-share analysis, and Buy Box history.
Free tier: Limited tools.
Pricing: Annual plans begin at approximately $25 per month.
Main limitation: It is stronger for external research than internal profit reporting.
Verdict: Use it to understand the market around a product, and combine it with your own account data.
See more Amazon competitor analysis tools.
7. Keepa โ Best for Price and Sales-Rank History
Keepa shows historical Amazon prices, offers, Buy Box changes, and sales-rank trends.
This information helps sellers make better sourcing and pricing decisions. Instead of looking only at how a product performs today, sellers can review how it performed over time.
Best for: Resellers and wholesalers validating product history.
Key features: Price charts, rank history, Buy Box tracking, product alerts, and API access.
Free tier: Limited access.
Pricing: Free and paid options.
Main limitation: It does not replace a full sales, advertising, or profit dashboard.
Verdict: Useful as a focused validation tool, not as a main reporting system.
8. SellerSprite โ Best for Keyword and ASIN Research
SellerSprite helps sellers research keywords, ASINs, products, and market trends across several Amazon marketplaces.
It can help sellers find new search opportunities, compare competing listings, and follow market changes before updating a listing or launching a product.
Best for: Sellers focused on keyword discovery and international research.
Key features: Keyword mining, reverse-ASIN analysis, rank tracking and market trends.
Free tier: Limited access.
Pricing: Paid subscriptions are available.
Main limitation: Search volume and competitor-sales figures are estimates.
Verdict: Good for marketplace research, but check its findings against first-party Amazon data.
9. DataHawk โ Best for Enterprise Monitoring
DataHawk brings product, keyword, advertising and digital-shelf data into a centralized reporting environment. It is designed for larger organizations that need several teams to work from the same marketplace performance view.
Best for: Established brands, aggregators and enterprise teams.
Key features: Keyword monitoring, digital-shelf reporting, advertising analysis and portfolio dashboards.
Free access: No ongoing free plan; demo available.
Pricing: Custom pricing.
Main limitation: It may be more advanced than a small seller needs.
Verdict: Consider this tool if portfolio reporting, governance, and team access are more important than a low subscription price.
10. Pacvue โ Best for Retail-Media Analytics
Pacvue combines retail-media reporting, advertising automation and commerce operations across Amazon and other retailers. It supports larger brands and agencies that need to manage media activity across several products, teams and retail platforms.
Best for: Large brands, agencies and retail-media teams.
Key features: Advertising analytics, bid and budget automation, multi-retailer reporting and commerce operations.
Free tier: No.
Pricing: Custom pricing.
Main limitation: It may be too complex for sellers that only need basic PPC reports.
Verdict: Best for companies that manage substantial retail-media activity.
11. Perpetua โ Best for PPC Automation
Perpetua helps brands run Amazon ads using automated campaign goals, bid changes, and budget controls. It works best for brands with many active campaigns, where making every update by hand can take too much time and lead to uneven results.
Best for: Brands with enough advertising activity to benefit from automation.
Key features: Goal-based optimization, bid management, budget controls, and search-term reporting.
Free tier: No.
Pricing: Based on the selected plan and advertising activity.
Main limitation: Advertising data alone cannot explain total business profit.
Verdict: A helpful PPC tool, but not a replacement for sales, inventory, or financial reporting.
12. Conjura โ Best for Omnichannel Profitability
Conjura connects Amazon performance with D2C sales, marketing costs, inventory and product-margin data. It helps brands understand how Amazon contributes to the wider eCommerce business instead of viewing the marketplace as an isolated channel.
Conjura also connects SKU-level contribution profit with Amazon Ads performance and compares Amazon with Walmart, D2C stores, and paid-media channels using consistent profitability metrics. Its AI features can surface instant insights and forecast revenue and stock over 30-, 60-, and 90-day periods.
Best for: Brands selling through Amazon and their own website.
Key features: Unified reporting, contribution-profit analysis, marketing data and inventory insights.
Free access: No ongoing free plan; demo available.
Pricing: Custom pricing.
Main limitation: Smaller Amazon-only sellers may not need its integration depth.
Verdict: Best when Amazon is just one part of your larger eCommerce business.
13. Amazon Attribution โ Best for External Traffic
Amazon Attribution helps eligible advertisers measure how off-Amazon campaigns contribute to product views, cart additions, and purchases. It is useful for brands sending shoppers from paid search, social media, email, display, or publisher campaigns.
Best for: Brands sending external traffic to Amazon.
Key features: Channel reporting, campaign measurement and product-level attribution.
Free tier: Yes, for eligible advertisers.
Pricing: No separate platform fee.
Main limitation: It does not replace Seller Central, web analytics or profit reporting.
Verdict: Use this tool if external marketing is an important part of your Amazon sales.
14. SalesDuo BI Dashboard โ Best for Managed Decision Support
SalesDuoโs BI solution combines Amazon sales, advertising, inventory and profitability signals with managed analysis. It is designed for brands that need clearer reporting and expert interpretation without building an internal analytics team.
Best for: Growing brands that need reporting, interpretation and execution.
Key features: Custom dashboards, catalog reporting, advertising analysis, inventory visibility and executive views.
Free tier: No.
Pricing: Based on catalog size, marketplace coverage and reporting scope.
Main limitation: It is a managed solution rather than a low-cost standalone tool.
Verdict: Best for brands that need more than disconnected reports and spreadsheets.
Explore SalesDuoโs Amazon analytics dashboard for managed reporting, interpretation, and decision support.
Best Free Amazon Analytics Tools
Amazonโs built-in reports are a good free place to start because the information comes directly from Amazon.
Free plans from third-party providers can also help sellers test their tools. However, these plans may limit searches, historical data, marketplaces, exports, or connected accounts.
Useful free third-party options include Keepaโs basic price-history charts, Helium 10โs limited Chrome extension, and SmartScoutโs standalone free tools.
These free options work best for occasional research. Their search limits, historical data, exports, and account connections are usually more restricted than paid plans.
| Free Tool | Best For | Main Limitation |
|---|---|---|
| Amazon Brand Analytics | Search, basket, and customer insights | Does not give full profit or inventory reports |
| Seller Central Business Reports | Sales, sessions, and conversion | Needs manual exports for combined analysis |
| Seller Central Payment Reports | Fees, refunds, transactions, and payments | Data may need to be reorganized |
| Amazon Ads Reports | CPC, ACoS, ROAS, spend, and search terms | Does not connect ads to total profit |
| Amazon Attribution | Measuring eligible outside traffic | Not a full Amazon analytics platform |
| Product Opportunity Explorer | Product demand and search trends | Available to Professional sellers; niche-level data is less granular than keyword-level tools. |
| Keepa | Basic price-history checks | Limited charts and historical detail |
| Helium 10 Chrome Extension | Limited product and keyword checks | Usage limits and restricted features |
| SmartScout Free Tools | Standalone product and market checks | Limited searches, exports, and connected-account access |
Product Opportunity Explorer uses Amazonโs own niche-level demand data, including search trends, purchases, reviews, and pricing, but it is currently limited to Professional sellers.
Free tools are often enough if you have a small catalog in one marketplace. Paid tools are more useful when you need automated reports, longer data history, SKU-level profit, inventory planning, or access to several accounts.
Amazonโs Own Analytics: Brand Analytics and Seller Central
Amazonโs own reports should be the first part of your analytics setup because they give you direct account data without another subscription.
Seller Central covers sales, traffic, ads, payments, and inventory. Amazon Brand Analytics gives eligible brands deeper search and customer data.
The main issue is that the information is spread across different dashboards. Sellers often need several reports and exports to connect sales, ad spend, fees, refunds, COGS, and inventory.
For more details, read the guide to Amazon Brand Analytics.
Amazon Analytics Tools by Job
Choose a tool based on the job you need it to do.
Amazon inventory management sales analytics tools connect sales velocity, stock levels, lead times, and demand forecasts so sellers can reduce stockouts without over-ordering.
| Job | Suitable Options | What to Check |
|---|---|---|
| Sales and reporting | Seller Central, Helium 10, DataHawk, SalesDuo BI | Sales, sessions, conversion, and past reports |
| Inventory management and sales analytics | Helium 10, sellerboard, managed BI tools | Days of cover, sales speed, lead times, and stockout risk |
| Profitability | sellerboard and specialist profit tools | Fees, refunds, COGS, PPC, and other costs |
| Competitor research | SmartScout, Jungle Scout, Keepa, SellerSprite | Estimated sales, keywords, prices, and market share |
| Advertising | Amazon Ads reports, Pacvue, Perpetua | ACoS, ROAS, TACoS, placements, bids, and budgets |
| External traffic | Amazon Attribution | Clicks, product views, and purchases by channel |
For more detail, compare profit-tracking tools, competitor analysis tools, and AI tools for Amazon sellers.
How to Choose Right Amazon Analytics Tool
Choose a tool based on the decision you want to improve, not just on how many features it has.
1. Define the Problem
Use profit tools to track margins, inventory tools to plan stock, PPC tools to improve ads, and research tools to study keywords or competitors.
2. Check the Data Source
First-party Amazon data is best for checking your own business performance. Estimated data is useful for competitor research, but it is not exact.
3. Review the Profit Calculation
Check whether the tool includes:
- COGS
- Amazon fees
- Refunds
- Ad costs
- Storage fees
- Freight
- Discounts
- Other business costs
4. Check the Inventory Features
Don't just check how much inventory you have today.
A useful inventory tool should connect stock levels with sales speed, supplier lead time, seasonal demand, and expected future sales.
5. Calculate the Full Cost
Remember to include extra charges for:
- More seller accounts
- More marketplaces
- More users
- API access
- Older data
- Setup
- Support
6. Match the Tool to Your Seller Stage
Match the tool to the way you sell as well as your size. Wholesale and arbitrage sellers usually need price history and market intelligence first; private-label brands need keyword, listing, and Brand Analytics data; agencies need multi-account reporting, exports, user permissions, and client-ready dashboards; and omnichannel brands need unified contribution-profit reporting across Amazon, D2C, and paid media.
| Seller Stage | Good Starting Point | Budget Approach |
|---|---|---|
| New seller | Seller Central reports and free Amazon tools | Avoid paying for similar tools before you know what you need |
| Growing private-label brand | One broad suite and a profit tool if needed | Compare yearly cost with the time and money saved |
| Large catalog or agency | Multi-account reports, exports, and automation | Include user, marketplace, and API costs |
| Omnichannel or enterprise brand | Specialist tools connected through BI | Plan for setup, management, and ongoing analysis |
How to Analyze Amazon Sales Data
Start by comparing traffic, conversion, advertising efficiency, profitability, and inventory risk.
A change in one metric should lead to a specific actionโfor example, falling conversion should trigger a review of price, reviews, offer quality, and listing content.
For a step-by-step workflow, read SalesDuoโs guide on how to analyze Amazon sales data.
Turn Amazon Data Into Better Decisions
Larger businesses may need a connected BI system to turn scattered data into clear actions. However, reports alone are not enough. Brands also need someone to manage listings, advertising, inventory, account health, and daily marketplace operations.
SalesDuoโs Amazon Account Management service helps brands connect their analytics with practical account work. Whatever tool or service you choose, every report should have a clear owner, a next step, and a measurable result.
Book a 1:1 growth call with SalesDuo.
Frequently Asked Questions About Amazon Analytics Tools
1. What Is the Best Amazon Analytics Tool?
The best tool depends on the job. Amazon Brand Analytics is useful for free first-party search data, sellerboard helps track profit, Helium 10 offers many seller tools in one place, and SmartScout focuses on market and competitor research.
2. Are There Free Amazon Analytics Tools?
Yes. Seller Central Business Reports, Amazon Ads reports, payment reports, Amazon Attribution, and Product Opportunity Explorer are free for eligible sellers or advertisers. Brand-registered sellers can also use Amazon Brand Analytics.
3. Is Amazon Brand Analytics Free?
Yes. Amazon Brand Analytics does not require a separate subscription. However, sellers must meet Amazon Brand Registry requirements to use it.
4. What Is the Difference Between Amazon Seller Analytics and Cloud Analytics?
Amazon seller analytics tools track marketplace sales, profit, ads, inventory, and competitors. Cloud analytics tools are for broader data storage and processing. This guide only covers seller software.
5. Which Tool Is Best for Amazon Inventory Management?
Helium 10 and sellerboard include inventory features along with other Amazon seller tools.
Larger brands may need separate forecasting software or a BI platform that connects stock levels, customer demand, supplier lead times, sales trends, and advertising data.
6. Are Amazon Analytics Tools Accurate?
Tools connected directly to your Amazon account can use first-party data. However, the results may still differ between platforms.
Each tool may calculate fees, refunds, attribution, and data updates differently.
Competitor research tools use estimates. Treat those figures as helpful guidance, not exact numbers.
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.
