The Amazon Tools We Use (and Who They’re Actually For)
The Amazon tool ecosystem is noisy. New platforms launch constantly, all claiming to be essential.
In practice, we use a relatively small stack — and we don’t recommend the same tools to everyone.
What matters isn’t having more software. It’s having the right visibility at the right stage.
Below is the core toolset we use, and who each tool is best suited for.
(We’ll cover advertising-specific tools separately.)
Helium 10 — Our Baseline Tool
Helium 10 is the foundation of our Amazon work.
We use it for keyword research, listing audits, competitor analysis, market validation, and index checks. Even when not every feature is used daily, the underlying dataset is critical for decision-making.
For us, Helium 10 isn’t a “nice to have” it’s the default starting point for any Amazon brand we work with.
We use it for:
- Keyword and market research
- Listing optimisation and audits
- Competitor analysis
- Index and visibility checks
We recommend it for:
- All Amazon sellers, regardless of size
If a seller is operating without Helium 10 (or an equivalent dataset), they’re missing core market visibility.
Sellerboard — For Sellers Who Want Profit Clarity
Revenue is easy to see on Amazon. Profit is not.
We use Sellerboard when we need clear, SKU-level visibility into contribution margin, ad impact, and true profitability. It becomes especially valuable once ad spend and SKU count increase.
Sellerboard helps strip away the noise created by fees, refunds, storage costs, and promotions, and gives a clearer picture of what is actually driving profit.
We use it for:
- Net profit tracking
- SKU-level margin analysis
- Financial visibility across marketplaces
We recommend it for:
- Sellers scaling spend and volume
- Brands making decisions based on profit, not revenue
For very small sellers, this level of detail isn’t always necessary. For scaling brands, it’s extremely useful.
Data Rova — Organic Rank Tracking
Organic rank still matters — but only if it’s tracked properly.
We use Data Rova to monitor organic keyword positions over time and understand how optimisation and advertising activity is impacting long-term visibility, not just short-term sales.
It’s particularly useful once a brand moves beyond launch and starts focusing on sustained organic positioning.
We use it for:
- Accurate organic rank tracking
- Monitoring keyword movement over time
- Measuring the organic impact of PPC and optimisation
We recommend it for:
- Sellers focused on long-term ranking, not just paid performance
- Brands past the initial launch phase
Without rank tracking, it’s difficult to understand whether growth is durable.
Seller Sprite — Competitive Keyword & Market Insight
Seller Sprite isn’t part of every stack, but when it’s useful, it’s very useful.
We use it for deeper keyword analysis, competitor reverse engineering, and identifying keyword clusters that may not be immediately obvious in other tools. It’s particularly strong in competitive niches and for international expansion.
We use it for:
- Deep competitor keyword analysis
- Keyword expansion and clustering
- Market and category research
We recommend it for:
- Sellers in competitive categories
- Brands expanding internationally
- Advanced keyword research needs
It’s not required for everyone, but it can uncover opportunities others miss.
Julius.ai — Making Large Datasets Usable
Most sellers collect a lot of data and then underuse it.
We use Julius.ai to analyse large exports — search term reports, performance data, profit files — more efficiently. Instead of manually building complex spreadsheets, it allows us to interrogate the data and extract insights faster.
It doesn’t replace understanding. It reduces friction.
We use it for:
- Search term and performance analysis
- Spend and margin pattern analysis
- Faster insight extraction from large datasets
We recommend it for:
- Brands with large datasets
- Teams making data-driven decisions at scale
For smaller accounts, it may be unnecessary. For high-volume brands, it can save significant time.
Final Thoughts
The Stack in Practice
We don’t believe in bloated tool stacks.
In most cases, the setup looks like this:
- Helium 10 as the foundation
- Sellerboard once profit visibility matters
- Data Rova when organic position becomes a focus
- Seller Sprite for deeper competitive research
- Julius.ai when data volume increases
Advertising tools sit in a separate category and deserve their own discussion.
