Best Amazon Seller Tools: Helium 10, Jungle Scout and the Free Options
Which tool is worth paying for depends on what you are stuck on: finding a product, fixing a listing, or running ads profitably. Here is what each one is best for, what it costs right now, and when the free tools inside Seller Central are enough.
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Which Amazon seller tool should you use?
Helium 10 is the strongest all-in-one suite once you are selling and running ads. Jungle Scout is the easier pick for product research before you launch. The Amazon Seller app and the tools built into Seller Central are free and cover order management, Buy Box checks and basic search term data. Most sellers we work with run one paid suite plus the free Amazon tools, not two paid suites.
Helium 10
Keyword research (Cerebro, Magnet), listing optimization, profit tracking and ad management in one login. The most complete suite for sellers who already have sales.
- Reverse ASIN keyword research
- Listing builder and keyword tracker
- Adtomic for PPC rules and reporting
- Chrome extension for on-page data
Jungle Scout
Sales estimates, Opportunity Finder, supplier database and keyword data built around one question: is this product worth launching? Catalyst plans are for sellers under $1M a year.
- Product database and sales estimates
- Opportunity Finder for niches
- Supplier database and launch tools
- 7 day money-back guarantee
Amazon Seller app
Amazon's own mobile app for anyone with a seller account. Not a research suite, but it handles the daily checks sellers actually do from a phone.
- Scan products for fees and Buy Box
- Orders, returns and inventory alerts
- Buyer messages and account health
- Free with any seller account
Seller Central built-in tools
Brand Analytics, Product Opportunity Explorer and the Amazon Ads console are included with a Professional selling plan. Underused, and often enough for the first year.
- Search Query Performance (Brand Registry)
- Product Opportunity Explorer
- Campaign Manager and search term reports
- Included in the $39.99 per month Professional plan
Amazon seller tool pricing, checked October 21, 2026
Public list prices read from each company's pricing page on the date above. Plans change often, so check the current price before you buy.
| Tool | Plans and price | Best for | Free option |
|---|---|---|---|
| Helium 10 | Platinum: $129 per month, or $99 per month billed yearly. Diamond: $359 per month, or $279 per month billed yearly. Enterprise: from $1,499 per month. | Sellers with live listings who want keywords, listing work, profit tracking and PPC in one place. | Check current price for a free or trial tier. |
| Jungle Scout (Catalyst) | Starter: $49 per month, or $29 per month billed yearly ($348). Growth Accelerator: $79 per month, or $49 per month billed yearly ($588). Brand Owner + CI: $149 per month, or $129 per month billed yearly ($1,548). Cobalt (brands over $1M): custom pricing. | Product research and launches, especially before the first sale. | No free plan. 7 day money-back guarantee on paid plans. |
| Amazon Seller app | Free. | Daily account checks from a phone. | Free with any Amazon seller account. |
| Seller Central tools | Included with the Professional selling plan at $39.99 per month. The Individual plan is $0.99 per item sold and does not include Brand Analytics or ads. | Search term data, opportunity research and ad management without a third-party tool. | Included in the plan you already pay for. |
Match the tool to the problem
Still choosing a product
Start with Jungle Scout. Its sales estimates and Opportunity Finder are built for the pre-launch question, and the Starter plan is the cheapest way in. Pair it with our product launch playbook.
Listings live, ads bleeding
Helium 10 earns its price here: Cerebro for the keywords competitors rank on, the listing builder to fix copy, and Adtomic for bid rules. Read our margin-first Amazon PPC strategy before you touch the bids.
Not ready to pay for anything
Use Search Query Performance in Brand Analytics, Product Opportunity Explorer and the search term report in Campaign Manager. They are included in your Professional plan and cover more than most sellers realize. Our guide to AI agents for listings and ads covers what to automate first.
Not sure which tool your account needs?
Send us your store and a strategist looks at your campaigns, search terms and wasted spend, then tells you what to fix and which tool, if any, is worth paying for.
Amazon seller tools: common questions
Is Helium 10 or Jungle Scout better?
Helium 10 is the better all-in-one suite for sellers who already have listings and run ads, because it adds listing optimization, profit tracking and PPC management on top of keyword research. Jungle Scout is the better pick for product research before launch, and its Starter plan costs less. Many sellers use Jungle Scout to pick a product and Helium 10 once the listing is live.
Is there a free Amazon seller tool?
Yes. The Amazon Seller app is free with any seller account, and a Professional selling plan includes Brand Analytics, Product Opportunity Explorer and the Amazon Ads console. Those cover order management, search term data and ad reporting without a third-party subscription.
How much do Amazon seller tools cost?
As of October 21, 2026, Jungle Scout Catalyst plans run from $29 to $149 per month depending on plan and billing period, Helium 10 runs from $99 to $359 per month with Enterprise from $1,499, and Amazon's Professional selling plan is $39.99 per month. Prices change, so check each pricing page before you buy.
Do I need a tool to run Amazon PPC?
No. Campaign Manager and the search term report inside Seller Central are enough to run profitable campaigns if someone checks them weekly. A tool like Helium 10's Adtomic saves time on bid rules and reporting; a managed service saves the time entirely.