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When it comes to Ecommerce technology, you will find that what falls under “Amazon Seller Tools” is fairly broad. To offer a basic definition, “Amazon Seller tools” are used by sellers to simplify the selling process and to remain competitive in the highly saturated Amazon marketplace. So, pretty much anything that can be used by an Amazon seller to choose the right products, differentiate from their competition, optimize their listings, provide a better customer experience, manage everything from operations, to logistics, to marketing, and track how their store is performing would be included under this umbrella term.
One of the key benefits of using Amazon Seller tools is that they also automate much of the work involved in running an Amazon store and by offering you plug and play features for things like managing inventory management, shipping optimization, SEO and SEM (Amazon Ads), carrying out product research, and monitoring sales and revenue. Ultimately, these tools act as a support for merchants who want to simplify difficult processes and incorporate data into their business decisions.
As touched on before, some Amazon Seller tools provide you with the ability to automate repetitive, manual tasks. For instance, instead of scouring competitor stores to find their bestsellers and average price points, a product research tool can scan millions of products in seconds, providing you with detailed pricing history and sales information. Or, instead of setting up your own ad campaigns and experimenting with target audiences and ad placements, you can use an Amazon PPC tool that will optimize your ad groups, monitor CPC, and leverage the most relevant keywords on autopilot. These quick insights help you make informed decisions on what to sell, how to price your products, how to outrank your competition, how to increase sales, generate more positive reviews, and streamline your operations.
Obviously, these types of tools are for merchants selling on Amazon or thinking about selling on Amazon. If you have an Amazon store and want to increase sales volume and revenue over time, you will need to build out your Amazon selling toolbox accordingly.
Those just starting out might not need to invest in all of these tools straight away, but determining which tools can give you a leg up from day one and incorporating them into your business strategy early on is paramount if you want to stand out on this crowded platform once your business gets going. It's up to you and how contentious your industry is on Amazon, as well as how aggressively you want to seek Amazon sales.
Unfortunately, many brands treat Amazon like a secondary channel, where they just throw their products up and hope for some sales. However, this is not recommended as a long-term strategy. Once you have some data to guide where you need to be investing from a tools and resources standpoint, you’ll want to optimize your Amazon stack to reflect these key learnings.
Typically, it is the Ecommerce founders, CEOs, and product managers that all have a part to play in managing Amazon Seller Tools, but you can also expect to see the Head of Marketing, Head of Channel Marketing, Amazon Marketing Manager, and someone in the marketing team to have access too. Managing these tools successfully requires an analytical mind and a keen understanding of each product’s market, as well as customer personas. If you aren’t particularly well-versed in Amazon, you probably shouldn’t be selling on Amazon! Consider taking a few courses or hiring a consultant to help you understand best practices for managing your listings and tools if you want to drive the best immediate store results.
The answer to this question depends entirely on your current challenges and ultimate business goals. For example, if you want insights into your key metrics, like retention rates, Order Defect Rate, CAC, and LTV, you ideally want a tool that has a powerful dashboard and the ability to segment data based on cohorts, time periods, and products. Or, if you’re looking to research the best products to invest in, you might want a comprehensive supplier database and pricing trends.
Some of the most popular Amazon Seller Tools include:
Many tools will include features that cover one or more of these subcategories and there are plenty that cover multiple aspects of selling on Amazon. Helium10 is a notable category leader that lets you plug and play the various aspects of selling on Amazon, whether it’s research, analytics, SEO, or advertising. If you choose separate tools for each element, you’ll need to invest in more than one to cover every part of running your Amazon store.