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6 essential types of Amazon Seller tools

    There is an ever-growing ecosystem of Amazon Seller tools. Keeping track of them all is a full-time job. What we have put together here is a cheat sheet. Rather than simply providing you with a list of common tools, we have tried to create a framework that will allow you to better understand the outcomes Amazon Seller tools lets you achieve. 

    There is some crossover here. Analytics, specifically, is a broad category with both dedicated software and generalist solutions. But our goal is to define the main areas where automated tools can help, highlight some key options, and provide advice on the types of businesses that will benefit most from investment. We will also identify areas where Amazon Brand Analytics (ABA) can substitute for investment in third-party software — check out our free ebook Master Amazon Brand Analytics for a full guide. 

    Full disclosure: we are an Amazon analytics software provider. Our product, Nozzle, uses AI and Amazon data feeds to provide contextual information about your competition, customers and trends — helping you jump over data analysis, straight to data-driven action. But this article is about tool categories that reach far beyond what Nozzle is designed to do. 

    Let’s get started.   

    1. Competitor benchmarking tools

    Competitor benchmarking tools do just what it sounds like: they help to research your competition. Specifically, they help you track what your competitors are ranking for (keyword terms, etc.) and why, so that you can adjust your listings, ads, and strategy accordingly.

    These tools often pull their data from the Alternative Purchase and Item Comparison reports on Amazon Brand Analytics and augment it with data from direct searches and product listings. This helps you understand how to compete with others in your market — rather than just understand what they are ranking for. 

    Who should use competitor benchmarking tools

    Competitor benchmarking tools are useful for anyone who sells on Amazon, as they provide insights that are hard to deduce manually. However, since most of the data these tools use is available to you already via ABA (but requires you to compile it and analyze it manually), Sellers with larger, more complex product lines will likely see the greatest ROI from them. 

    Tools worth investigating:  

    1. Nozzle — Our platform helps Sellers see who their competitors are, and provides AI-driven insights on how to better compete. Nozzle effectively expands on the analysis capabilities of ABA (Amazon Brand Analytics) — allowing you to get specific and actionable insights, on-demand. You can analyze individual product listings and receive tailored advice (per-product) about how to beat out your main competition — e.g. focusing on ranking, reviews, star rating, pricing and more — in addition to our other analytics features.
    2. Viral Launch — Viral Launch’s competitor analysis tools enables Sellers to see keyword performance for any ASIN.
    3. Seller Labs — Seller Labs works similarly to Viral Launch, in that it lets you see keyword performance for any ASIN you enter.

    2. Listing automation tools

    Listing automation software creates Amazon listings for your products automatically. This obviously speeds things up immensely and can help drive consistency from product to product, allowing you to see what’s working and what’s not (better for optimization).

    Furthermore, automating your listing creation can make it easy to synchronize your listings across multiple marketplaces if you’re not just on Amazon. This makes it easier to optimize your products across multiple platforms.

    Who should use listing automation tools

    Listing automation tools are best suited for Sellers who have a complex mix of products listed on the Marketplace or who are selling on other platforms in addition to Amazon. For smaller Sellers, it’s probably more cost-effective to do it manually unless you’re scaling your product mix quickly.

    Tools worth investigating:  

    1. Listtee — Listtee is a simple listing software that helps you create custom SKUs, restock items in your Amazon inventory, and even print labels for shipping. It detects SKU numbers automatically to prevent the creation of duplicates.
    2. Skubana — Skubana lets you centralize your product management. It integrates all of your product, fulfillment and sales channels in one platform that brings with it powerful automation capabilities. 
    3. Linnworks — Linnworks lets you manage your listings and upload them in bulk to multiple marketplaces at once, including Amazon. It also includes shipping management tools. 
    4. Kyozou — Kyozou lets you list on multiple channels at once and helps you manage your inventory. It’s a more robust service than the other two options and requires you to get a quote for bulk upload. 

    3. Customer analytics tools

    Customer analytics tools help you better understand your customers. And while this is essentially what ABA is built to do, third-party tools provide a more detailed and easier to understand analysis of what is really going on.

    That’s because analytics tools often combine customer information with product information pulled right from your Amazon product listings to provide a more contextualized view. 

    They also make it easier to measure more advanced metrics like CLV, since they often combine ABA data with transaction-specific information from Amazon MWS that’s otherwise very hard to access without a developer.

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    Who should use customer analytics tools

    Customer analytics tools are ideal for every business. A better understanding of your customers helps you with everything regarding your business: your product offerings, your advertising, and how to improve your listings.

    Tools worth investigating:

    1. Nozzle — Our proprietary customer and retail analytics platform presents all of your decision-making data into one dashboard, including Amazon sales, repeat purchases, market basket, customer lifetime value (CLV), deals, and geo hotspot analysis.
    2. Amazon Brand Analytics — ABA is an incredibly powerful tool on its own. The amount of data you have access to is a gold mine. The best part? It’s included free if you’re part of Amazon’s Brand Registry.
    SellerApp — SellerApp combines the tools you need for Sales, Marketing and Operations in one place, including everything you need to discover the best products with the best profits, negative search terms, and more.

    4. Feedback and review tools

    Customer feedback is a massive part of improving your sales rank on Amazon. Things like product reviews, customer reviews of your store/business, etc., all help you optimize your listings, your product mix, and more. 

    While Amazon provides channels to manage these things, feedback and review tools help you automate this process — including handling bad feedback and soliciting more comments and reviews.

    Who should use feedback and review tools

    Everyone. This is a critical part of success in the Marketplace, and building the right foundational processes for collecting and managing feedback from the beginning are essential for setting you up for future success. 

    Tools worth investigating:  

    1. AMZ Finder — AMZFinder lets Amazon Sellers and Vendors monitor and manage reviews on Amazon in real time. It also includes a free auto-email tool to send review reminders.
    2. Bqool — Bqool helps you ask your customers for reviews and also monitor your ratings from a single platform. It also lets you quickly generate VAT invoices.
    3. Feedback Express — Feedback Express automatically asks your customers for their feedback/review and can thank them for their positive feedback if they give it. 

    5. Finance tools

    While financial tools might not be as sexy as a piece of analytics or PPC automation software, they are incredibly important for running a successful Amazon business. 

    “Finance” is a term that is used loosely here — this category of management software includes all kinds of things related to running a financially successful business on the Marketplace, including the following (and more):

    1. Inventory Management
    2. Shipping Management
    3. Tax Reports

    So while this is admittedly a bit of a hodgepodge category, it’s still an important one for day-to-day operations for Sellers.

    Who should use finance tools

    As with many of the tool categories in this article, the bigger your business is or the more complex your product offering is, the more these finance tools will help you streamline the tasks above which are a must for running your business. 

    Tools worth investigating:  

    1. Shopkeeper — Shopkeeper helps you manage your inventory value and stock levels so you can avoid long-term storage fees.
    2. TaxJar — TaxJar automatically pulls important data from your Amazon account and files taxes for you in every state you have a presence or “nexus” in.
    3. ShipStation — ShipStation automatically prepares shipping labels for every order if you’re an FBM merchant. You can manually import FBA orders if you’re an FBA Seller.

    6. PPC tools 

    Amazon PPC works just like most other pay-per-click advertising methods — you pay a fee to Amazon when a shopper clicks on your ad. However, the goal with Amazon PPC is to increase your sales rank with it (more sales equals higher rank).

    You can manage your PPC ads manually using Amazon’s built-in tools provided via Seller Central (for Sellers) and Amazon Advertising (for Vendors). However, third-party tools make it easier by automating a lot of the process for you, and giving you access to additional insights that help you succeed.Actionable insights in minutes

    For example, most third-party PPC tools include keyword research capabilities that make finding the right keywords (including negative keywords) and optimizing for them much easier. Some even automate the creation of advertisements themselves, and adjust your bids to optimize your ACOS for you. 

    Others provide additional analytics (or compile them from multiple sources) in a way that makes it easier to glean useful insights from your PPC results, helping you hone in on better outcomes. 

    Who should use PPC tools

    Since there is some crossover between the built-in tools that Amazon already provides and third party PPC tools (and dedicated analytics tools), most PPC tools are best suited for businesses with large and complex product lines, and high-volumes of PPC ads. For businesses with only a handful of products, Amazon’s built-in tools will require a little more time, but will likely be sufficiently robust.

    One exception would be businesses in very competitive markets. The additional insights that third party tools provide on the search term optimization side are very helpful for breaking through in a saturated market.

    Tools worth investigating:

    1. Ad Badger — Ad Badger might be one of the most advanced PPC automation tools on the market. Plus, their tools also come with access to forums and online classes for asking your Amazon advertising questions and continued learning. 
    2. PPC Entourage — PPC Entourage is a popular tool for managing and optimizing your PPC campaigns (it’s used by thousands of Sellers). It automates everything in the process with just a few clicks, making it easy to increase revenue. 
    3. Profit Whales — Profit Whales also automates everything in your Amazon PPC campaigns with a single click (and no prior experience with it). Simply select a strategy and watch your ACOS drop.
    4. Nozzle — Nozzle offers a range of bid management capabilities. You gain granular dayparting control, bid automation, and search term automation. Just as critically, AI-based insights deliver significant advantages to crafting and executing PPC campaigns. CLV data allows you to understand your true break-even ACoS, customer insights help you target the right keywords, and competitor insights help you target the right competition. 

    What you should do

    Simply put, there are a lot of tools available to Amazon Sellers, and it’s really easy to go overboard. Given that Amazon offers a wide range of tools to Sellers as part of their monthly subscription, it’s worth it to spend a little extra time considering what you really need.

    The tool categories we’d highly recommend you to start with would be customer analytics and competitor benchmarking. These two tools will give you the insights you need to optimize your business for profitability on the Marketplace so you can scale (Nozzle makes this really easy using AI — learn more here). 

    Once your business has grown in size, then it may be worth looking at other tools to help you scale the tasks that have grown too large to manage without a piece of tech to help. But it’s all about matching the outcomes you need with the right piece of software. Good luck, and start procurement!

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