Seller.Tools Review (2023)

Rick Wong 2 July 2021


In 2021, there is an abundance of Amazon PPC software available to Amazon Sellers. You could probably google “amazon software” and find 20 different softwares, but how do you find the good ones? There are plenty of articles out there with a list of the “Best Amazon Seller Software” but that’s all it is… just a list.

A one-paragraph summary of a tool or software is helpful to no one. That’s why we’re writing this comprehensive review on a new Amazon software we came upon called Seller.Tools.

What is Seller.Tools?

Seller.Tools is Amazon software that provides a whole suite of tools for Amazon Sellers. It offers reverse ASIN lookup, listing manager, listing creation & optimization, product research, account alerts, and lastly PPC management. Its keyword research tools are its dominant use because all the keyword tools are integrated with each other.

Essentially, you can find top keywords via Reverse ASIN lookup, track & manage those same keywords. Those keywords can also be directly added to your ASINs and you can track their performance with the data generated.



Seller.Tool’s pricing tiers are pretty on par with most Amazon Seller Software, with 3 plans: Lite, Starter & Professional.

seller tools review

Of course, each tier allows you access to a different number of features, you can see the full list here. But overall, there’s a few main differences between each tier:

seller tools review

Other than that, the differences are fairly minor. Lite Plan obviously has the most limitations. If you’re looking to handle more than 1 account, it’s best to go for Starter or Pro. The Lite plan is very limited and the Professional Plan is quite pricey… So overall, the Starter plan seems to offer the most bang for your buck.

Before doing any of that though, you can try the 14 day free trial, which allows you to use basically all their features!

Key Features

Seller.Tools has a whole host of tools as we mentioned before, so we’ll cover some of the key features we used. Please note that we didn’t have need for some of the features, so we didn’t use them all but we will still briefly touch upon what they are in the “Other Features” section later on.

Last Search

Last Search is a tool that allows you to input a keyword and find ALL the keywords associated with it. You can run multiple last searches, and they will be added to a queue.

seller tools review

This is a powerful “auto-suggest” type tool, it pulls in thousands of keywords and shows you search volume, number of competitors and category. You can directly add the list of keywords to a product, or export the entire list to filter it manually in Excel.

In our opinion, Last Search is a good brute force keyword research tool in terms of pulling as many keywords as you can, but there’s not a lot of data provided here. Number of competitors, category and search volume simply isn’t enough to filter the best keywords.

Luckily, there’s also R2A, which is actually extremely useful and has a wide range of filters.


R2A is Seller.Tool’s “Real Reverse ASIN Lookup” feature. This feature is the one we found most useful. Reverse ASIN lookup is a powerful way to find high-performing keywords. The best method is to put in competitor ASINs into the search box and find the keywords they’re targeting.

seller tools review

The one uniquely useful part of this tool is that you can compare your ASIN statistics to a competitor. As you can see, the competitor is targeting over 40 more keywords than us. This means there is a lot of keyword opportunity.

seller tools review

In contrast to Last Search, R2A actually offers a LOT of data and possible filters. You have search volume, number of competitors, but also average KW rank, rank density, and match type. This helps narrow down your list by choosing a range for the search frequency, search volume, match type and average KW ranks. You can then export your filtered keyword search data.

seller tools review

It also comes with the handy feature to simply click the plus sign and add that keyword to a product. You can then go to Keyword Manager for that ASIN and track changes for keywords… Which brings us to the next feature – Keyword Wizard.

Keyword Wizard

Keyword Wizard is a tool that is under “Keywords Manager” section of an ASIN. First thing you do is search your products and select an ASIN.

seller tools review

After that you click into Keywords Manager of the ASIN. You can then “Add a keyword” and you’ll get 3 options as to how.

What Keyword Wizard does is it lets you extrapolate more keywords from one “initial keyword” that describes your ASIN. For example, in our case we put in “calculator case” because that best describes our sample product.

Seller.Tools outlines how to use this tool in a step by step process that’s easy to follow.

  1. Select Top 3 competitors from a list generated by the tool
  2. Choose “master keyword” out of those provided or specify your own
seller tools review

3. Sort a list of keywords generated into “relevant” and “irrelevant” by clicking the arrows

After this, there’s actually another stage of filtering & sorting:

4. Start R2A for your filtered list of approved keywords, again sort them by relevancy

5. Start the “final search”

After the final search, you can add your filtered list of highly relevant keywords directly into the ASIN’s keywords manager. Then, you can easily track the rankings and metrics.

This tool is very robust, the only issue is that it takes far too long to generate this list of keywords. The initial list of keywords is way too general, which is likely why there’s 2 stages of sorting. It would cut down on the time if you started with the R2A search to begin with, and simply sorted that list once.

Still, the sorting tool is pretty user-friendly & quick when it comes to analyzing keyword relevancy. Overall, the Keyword Wizard is actually quite useful. Most other software don’t provide you with a relevancy sorting tool, so this definitely sets Seller.Tools apart.

Listing Manager

The Listing Manager is another tool under the “Product” section. You can edit product listings and optimize them within the Listing Manager.

The most helpful part of the Listing Manager is the list of phrases and words on the site, color-coded by search volume. Yes, a lot of software have tools like this where they give you a list of keywords to insert into your description. What’s unique about the Seller.Tools Listing Manager is how it prioritises them according to search volume.

You can easily export this listing data into Excel format. The best part is, it comes out in the exact flat file template that Amazon uses! You can directly upload the excel file into Amazon itself, making it quick and easy to update your listing pages.


PRIZM is a Product Research Tool you can use to find product opportunities by setting various filters.

This tool can really assist with your decision making process when it comes to deciding whether or not to go forward with a product idea. You can set some relevant, important filters to find products that fit your ‘criteria’ for a successful product. You can select categories, and set filters for sales & revenue. The PRIZM tool will output live data that you can use to make key product launch decisions.

What’s unique about PRIZM is that you can set a range for FBA fees, which is not a filter you usually see in other similar tools. This is really useful filter, because FBA fees are your main product costs. PRIZM lets you set a ceiling for your FBA fee costs, which is great – it cuts down on so much time spent calculating product costs for every single product idea!


The last key feature is the Seller.Tools PPCS, in other words, the PPC Manager. PPCS has a couple functionalities including:

Quick Negative Matcher

Quick negative matcher identifies keywords with suboptimal performance, such as exceeding 100% ACoS or having over 2 clicks and no sales. You can then quickly negative match them.

In the Quick Negative Matcher, you can simply add keywords into Negative Exact or Negative Phrase directly after viewing the metrics in this dashboard. You can also sort it to show 30 days/60 days/90 days/Lifetime data, and toggle “Auto Only” to see only your automatic campaigns.

Overall, a fairly useful tool to identify problem keywords in your campaigns, but there is only 3 criteria you can set, which might not be enough nuance. Despite this, you can easily add keywords into negative match with the click of a button. You can even bulk apply the rules based on suggestions.

Keyword Extractor

Keyword Extractor allows you to pull the profitable “golden nugget” keywords out of all your keywords. You can then add keywords to existing campaigns or create a unique new campaign to really capitalize on those profitable keywords.

Creating new campaigns is very easy, you can set budgets and match type. You can find your campaigns in “Ad Settings” within PPCS. Keyword Extractor has a very similar user interface to the Quick Negative Matcher, and is fairly user friendly.

Bid Optimizer

Bid Optimzer collects data from Amazon daily and watches trends of current bids, and bid changes. Seller.Tool’s algorithm then provides bid change suggestions geared towards letting you reach target ACoS and increasing sales volume.

The unique thing about Seller.Tool’s Bid Optimizer is that it provides you with a reason for their suggested bids (in blue box). This will help you make an informed decision. Or you can leave it entirely automated, and simply “Bulk Apply” all new suggested bids.

Other Functionalities

Other than those three key functions, PPCS also has Analytics, a Bulk Keyword Editor, and a Task List.

In the Analytics you can see a list of your campaigns, campaign placements, budgets, ad groups, search term analytics, and bid change history. You can also see “converting search terms” and “converting ASINs” but we feel this aspect was already covered with their Keyword Extractor tool.

The Task List allows you to schedule future tasks, such as pausing a campaign in 2-3 days, or using dayparting.

Other Features

Like we said at the start, Seller.Tools has more features that we personally didn’t have a need for. That doesn’t mean they won’t come in handy for you though, so here’s a brief description of what else they offer.

Research Tools

There’s actually several more tools you can use, for example the “Competitor Builder” under an ASIN which generates as list of your top competitors and lets you track their metrics by ASIN. These “related products” that are found by Seller.Tools are the perfect list of ASINs to go back and feed into R2A.

There’s also KW insights, which is another keyword tool, it’s like R2A but you’re actually searching a keyword rather than an ASIN.

This tool is good but only for very basic keyword statistics. Sales to Demand is an indicator of how competitive the keyword is, and Sales to Demand is the Estimated Daily Sales/Keyword Demand *100. For example, if you have a product idea and you want a brief idea of how competitive the niche is, this would be a good way to gauge that.

Promotional Tools

One of Seller.Tool’s biggest features its use of ManyChat Promotions, and it’s “Last Launch” tool that lets you create and launch promotional campaigns. Since we don’t personally use ManyChat for any promotions or advertising, this feature wasn’t one we utilised.

Thankfully, the Seller.Tools Youtube channel actually has tons of videos on how to utilize Last Launch, ManyChat Promotions and ManyChat Flows. There have been fairly good reviews about this tool, so if you use ManyChat for promotions then Seller.Tools is worth investing in.

Seller.Tools also has API Integration, which lets you customize your marketing and promotional flows at an extremely detailed level. They have many videos on how to utilise Seller.Tools API on their youtube channel.

Alerts & Extensions

Other than the software and tools, the Seller.Tools software also lets you set Account Alerts. You can see changes in real time on product title changes, color variations, weight changes, BSR, hijackers, buy box status and price. The alerts are very easy to set, you can also set Keyword Alerts by clicking the bell icon beside a keyword.

Seller.Tools also has a Chrome extension with a variety of uses. You can request reviews with 1-click from your Orders page, you can download reviews of an ASIN, see sales info & daily traffic. You can also see a “Listing Quality Score for the ASIN product detail page you’re on.

The extension is a quick and easy way to get some sales statistics & reviews, but ultimately actually using the software itself is better for keyword & product research.

Customer Support

In terms of customer support, Seller.Tools offers a multitude of resources. There’s a “Learn” banner at the top of every page in Seller.Tools that gives you a short video on how to use that tool. They have a Youtube channel with over a hundred videos and dedicated tutorials and tips for every tool.

They also have frequent scheduled calls that you can join, and you can even schedule your own, including an initial demo. Their customer service is prompt and helpful, and they also provide coaching services.

Review Score

All in all, we give Seller.Tools a solid 8 out of 10. It has a solid set of keyword & product research tools, along with some useful promotional tools too.

Although the Professional Plan is quite expensive, most sellers won’t be managing 5 seller accounts. The pricing for Lite and Starter are perfectly reasonable for the features on offer. While the user interface is a little packed and overwhelming especially for PPCS, but Seller.Tools definitely makes up for that with how user-friendly it is. It also provides a LOT of features & functionality. Not to mention, the support resources are extremely detailed and helpful.

Whether it is the best software out there for Amazon Sellers is difficult to say with certainty, but it is definitely a versatile and robust Amazon software.

If you have questions or insights to share, please feel free to post them via the comments section. Please also consider joining our Facebook Group where we discuss any questions you may have about running an Amazon business.

We are SellerMetrics, our Amazon PPC Software helps Amazon sellers, brands, KDP Authors and agencies navigate Amazon Advertising PPC via bid automation, bulk manual bid changes, and analytics.




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