Selling on Amazon is tough. Competing with thousands of other sellers, keeping up with ever-changing algorithms, and optimizing your listings—it’s a lot to juggle.
The best Amazon SEO tools help sellers find high-converting keywords, analyze competitors, and optimize listings to rank higher in search results. They take the guesswork out of Amazon SEO and give you an edge over the competition.
I’ve tested and compared the top options to find the best SEO tools for Amazon sellers in 2025. Here’s what made the cut.
The 7 best SEO tools for Amazon
- Helium 10 for an all-in-one Amazon SEO tool
- Data Dive for advanced keyword research and SEO
- Sellerise for Amazon analytics and SEO
- Jungle Scout for the best SEO tool for new Amazon sellers
- ZonGuru for the best budget-friendly SEO tool
- MerchantWords for the best SEO and market research tool
- DataHawk for the best Amazon SEO tool for multiplatform sellers
What makes the best Amazon SEO tool?
When choosing the top Amazon SEO tools, I focused on the features that actually move the needle for sellers. A great tool should make it easier to boost organic rankings, improve conversions, and grow your sales, not just flood you with numbers.
To score them as objectively as possible, I reviewed dozens of products and whittled down a list of quality criteria that could apply to any Amazon SEO tool.
- Amazon SEO Functionality: There are many aspects to Amazon SEO. The best tools need to include features for keyword research, keyword tracking, listing optimization, and competitor analysis, everything you need to maximize your organic search rankings.
- User Experience: How easy is the tool to integrate, learn, and use? The learning curve should be low enough that new users can reliably access any feature and easily navigate their way around the software.
- Value: How does the price represent the quality of the software? The price point should reflect the quality and number of features included with each product. For my list, I included a variety of tools ranging from all-in-one solutions to SEO-specific tools, each one providing good value for its price.
- Customization: There are many different types of sellers on Amazon with a wide range of different needs. For this article, we chose tools that can work well for any seller, whether that be through different workflows, filters, or customization options
Your quick guide to the best SEO Tools for Amazon Sellers
| Best For | Key Feature | Pricing | |
| Helium 10 | All-in-one SEO tool | 20+ high-quality tools for Amazon sellers | Starts at $39/month |
| Data Dive | Advanced keyword research and SEO analysis | First-in-class competitor keyword analysis | Starts at $39/month |
| Sellerise | Amazon analytics and SEO | Huge range of seller tools. Includes SEO, analytics, reimbursements, and more | Starts at $19/month |
| Jungle Scout | New Amazon sellers | Clean UI, very intuitive design, easy to use | Starts at $49/month |
| ZonGuru | Budget-friendly, all-in-one toolkit | Seller-first design, affordable pricing | Starts at $49/month |
| MerchantWords | Keyword and market research | Keyword research, analysis, and tracking tools. Reverse-ASIN tool | Starts at $35/month |
| DataHawk | Multiplatform sellers | Centralizes SEO and listing data from multiple platforms | Customized pricing |
Best multipurpose Amazon SEO tool
Helium 10
Helium 10 Pros
- 20+ premium tools for all aspects of your Amazon business
- Advanced reverse-ASIN keyword tool
- Includes an AI listing builder and listing analysis
Helium 10 Cons
- Premium pricing
If you’re an Amazon seller, chances are you’ve heard of Helium 10. With millions of users, it’s one of the most popular tools on the market, and for good reason. Helium 10 is an all-in-one platform that combines powerful SEO tools, product research, analytics, and more into a single monthly subscription.
Helium 10’s flagship SEO tool, Cerebro, is a powerful reverse ASIN lookup that reveals every keyword a competitor’s product ranks for. Unlike many other tools, Cerebro scans all seven pages of Amazon search results—not just the first two—helping you uncover hidden keyword opportunities your competitors might miss. It also offers some of the most advanced filters available, allowing you to filter keywords by review count, search volume, title density, competitor ranking, click share, and more.
Once you have your keyword list, it’s time to create an optimized product listing. Fortunately, Helium 10 includes an AI-powered listing builder that helps you create optimized listings from scratch. Simply upload your keyword list (or import one from Cerebro), describe your product’s top selling points, and let the AI generate titles, bullet points, and descriptions. You can even force the AI to include specific keywords in certain sections, ensuring your listing is as relevant as possible.
Helium 10 doesn’t stop there. You’re subscription will also give you access to tools like Frankenstein for cleaning up keyword lists, Black Box and X-ray for advanced product research, Profits, their analytics tool, an FBA reimbursement tool, and much more. In total, Helium 10 offers over 20 premium Amazon seller tools to help with all aspects of your Amazon business.
While Helium 10 is a bit pricey (most sellers will need the Platinum Plan at $99/month), the number of high-quality tools makes it worth the investment. Whether you’re optimizing listings, researching new product ideas, or managing inventory, Helium 10 is an excellent all-in-one Amazon seller software.
Helium 10 Pricing: The Starter plan is $39/month. For full access to their keyword tool, users need their Platinum Plan at $99/month
Best advanced SEO and keyword tool
Data Dive
Data Dive Pros
- Premium AI tools for listing optimization, keyword analysis, and competitor research
- Best-in-class competitor and keyword analysis
- Fully customizable interface (easy to show/hide data and columns)
Data Dive Cons
- Has a steeper learning curve for new sellers.
- Standard plan is expensive ($149/month)
For experienced Amazon sellers who want to take their SEO and keyword research to the next level, Data Dive is an excellent choice. Designed for speed and precision, Data Dive offers advanced features and filters that go beyond basic keyword research and listing optimization.
At the core of Data Dive is its master keyword list, generated by analyzing the top 10-15 competitors in your niche. This list is divided into three categories:
- Master Keywords: highly relevant keywords that most competitors rank for
- Outlier Keywords: less relevant but potentially valuable
- Residue Keywords: non-relevant keywords to avoid
While it may seem overwhelming at first, the color-coded system makes it easy to get an understanding of how you compare with the competition as well as any gaps in the market.
When it comes to creating an SEO-optimized product listing, Data Dive includes a powerful AI-listing builder. This tool uses a proprietary metric called Ranking Juice to estimate the ranking potential of your product title, ensuring it’s optimized for Amazon’s search algorithm. The AI Listing Builder also helps you craft high-converting bullet points and descriptions, all while suggesting the best keywords to include. With just a few clicks, you can create a baseline listing that includes all of your highest-performing keywords to maximize your organic search ranking.
Besides keyword research and listing optimization, Data Dive also includes tools like Rank Radar, which tracks your keyword performance over time, and Niche Dive, a competitor analysis tool that identifies gaps in the market. The Product Scorecard evaluates new product ideas, while the AI Product Brief analyzes competitor reviews to suggest improvements for innovating new product designs.
While the steep learning curve can make this tool a challenge for newer sellers, Data Dive’s advanced tools, competitor research, and flexibility make this one of the premier Amazon SEO tools on the market.
Data Dive Pricing: Plans start at $39/month for 100 reverse-ASIN keyword searches, tracking for up to 25 keywords, and two uses of their AI copywriter
Best SEO and analytics tool for Amazon sellers
Sellerise
Sellerise Pros
- A wide range of keyword, analytics, and finance tools
- Includes keyword research, analysis, and tracking
- Very budget-friendly starter plans
Sellerise Cons
- Keyword tool has fewer features than some competitors
For sellers who want to combine powerful SEO tools with advanced analytics, Sellerise is an excellent option. With over 20+ tools designed to optimize listings, track performance, and automate reviews, Sellerise is a versatile platform that goes beyond just SEO. Whether you’re researching keywords, analyzing competitors, or tracking financial metrics, Sellerise has you covered.
Sellerise’s main SEO tool is Keyword Hunter, a unique keyword research tool that focuses on sales data rather than search volume. Instead of overwhelming you with thousands of irrelevant keywords that may only see a dozen searches each month, Keyword Hunter creates a shorter, more optimized list of keywords that have proven sales potential. It also includes metrics like conversion rate, total clicks, and search rank for each keyword.
Another great Amazon SEO tool included with Sellerise is the Keyword Reranker, a reverse ASIN tool that shows the historical performance of keywords for any product. This is particularly useful for identifying keywords you’ve recently lost rankings for, allowing you to focus on regaining your organic ranking. Combined with Keyword Processor, which helps clean up and optimize keyword lists, Sellerise provides a comprehensive suite of tools for Amazon SEO.
But Sellerise doesn’t stop at SEO. Its advanced analytics tools are some of the best in the industry. The Dashboard offers a clear, intuitive overview of key metrics like sales, net profit, margins, and FBA fees. You can customize charts to compare performance over different periods, making it easy to spot trends and adjust your strategy. Sellerise also includes customizable alerts. With over 25 alert options—like hijackers, low stock, or inactive listings—you can stay on top of potential issues before they impact your business.
Starting at just $19.99/month, Sellerise is an affordable option for sellers who want advanced features without breaking the bank. Its combination of SEO tools, analytics, and customizable alerts makes it a powerful choice for optimizing your Amazon business.
Sellerise Pricing: The Starter Plan is just $19.99/month. To access their Keyword Hunter Pro and Keyword Reranker Pro tools, users will need the Advanced Plan for $99,99/month.
Best Amazon SEO tool for new sellers
Jungle Scout
Jungle Scout Pros
- Includes keyword research, analysis, and tracking, along with a listing builder
- Huge number of tutorials, videos, and learning resources
- Very intuitive design, easy to use
Jungle Scout Cons
- Fairly expensive
- Limited historical keyword data with cheaper plans
If you’re new to selling on Amazon, Jungle Scout is the perfect tool to help you get started. Designed with beginners in mind, it offers an intuitive interface, a wealth of learning resources, and exceptional customer support. While it may not have the advanced features of tools like Helium 10 or Data Dive, its simplicity and ease of use make it a favorite amongst new and experienced sellers alike.
When it comes to Amazon SEO tools, Jungle Scout offers a high-quality keyword tool, keyword tracking, listing analysis, and a listing builder. For keyword research, Jungle Scout’s Keyword Scout is both powerful and beginner-friendly. It allows you to perform multi-ASIN reverse searches, showing you which keywords your competitors are ranking for on the first two pages of search results. You can filter keywords by search volume, estimated PPC bids, and ease of ranking. While it doesn’t dive as deep as some competitors (it only shows keywords with a minimum search volume of 450), its straightforward interface makes it easy to use, even for those new to SEO.
One of Jungle Scout’s standout features is AI Assist, an AI-powered tool integrated into its Listing Builder. Using ChatGPT, AI Assist helps you create optimized listings in just minutes. Simply upload your keyword list, and Jungle Scout organizes it by search volume into “high,” “medium,” and “low” categories. As you work on your title, bullet points, or description, you can click the “AI Assist” button to generate content. While it doesn’t include the flexibility of AI writers like Helium 10 or ZonGuru Jungle Scout’s Listing Builder is a respectable tool that can quickly create a baseline product listing.
What truly sets Jungle Scout apart is its commitment to helping new sellers succeed. The platform offers extensive learning resources, including a free online course (with a subscription), tutorials, and a comprehensive help center. Plus, its customer support is top-notch, with a 4.6/5 rating on Trustpilot from over 3,600 reviews.
Jungle Scout continues to remain one of the most popular tools for Amazon sellers, and we highly recommend it to both new and experienced sellers alike.
Jungle Scout Pricing: The Starter Plan is $49/month. To unlock more features, including additional keyword searches and a full year of historical keyword data, you’ll need the Growth Accelerator Plan at $79/month.
Best budget-friendly Amazon SEO tool
ZonGuru
ZonGuru Pros
- Includes keyword research, keyword tracking, and listing optimization
- Highly customizable, easy-to-filter keyword results
- Very affordable pricing
ZonGuru Cons
- Fewer tools compared to Jungle Scout or Helium 10
If you’re looking for an affordable all-in-one tool that doesn’t skimp on features, ZonGuru is a fantastic choice. Like Helium 10 and Jungle Scout, ZonGuru offers a suite of tools for keyword research, listing optimization, and product research, but at more budget-friendly pricing.
At the heart of ZonGuru’s SEO capabilities is Keywords on Fire, its powerful keyword research tool. This tool allows you to perform reverse ASIN lookups across multiple marketplaces, showing you exactly which keywords your competitors are ranking for. Something I loved about Keywords on Fire is its custom metrics, like ZG Score, which rates keywords on a scale of 1 to 100 based on their value to your listing. It’s a very quick way for newer sellers to get an understanding of how relevant or important a keyword is to their listing.
Much like its competitors, ZonGuru also includes an AI listing tool. Simply input your brand name, product description, and desired tone, and the AI will create a fully optimized listing—complete with titles, bullet points, descriptions, and backend search terms. You can even edit sections using AI prompts, like asking it to regenerate a bullet point with a specific focus or character limit. Once your listing is ready, you can publish it directly to Seller Central without any copying and pasting.
While it’s not as popular as Jungle Scout or Helium 10, ZonGuru’s affordability and beginner-friendly features make it a great choice for new sellers. Its custom metrics, like ZG Score, simplify things like product and keyword research, while its AI-powered tools streamline listing optimization. If you’re looking for a budget-friendly way to grow your Amazon business, check out ZonGuru’s 7-day free trial.
ZonGuru Pricing: The Research Plan is $49/month and includes 20 uses of their keyword tool and 15 uses of their AI listing builder, as well as additional tools
Best Amazon SEO and market research tool
MerchantWords
Merchant Words Pros
- 9+ tools for keyword research, tracking, analysis, and market research
- Local keyword data for all Amazon marketplaces
- Budget-friendly starter plans ($35/month)
Merchant Words Cons
- No listing optimization tool
If you’re looking for a tool that combines Amazon SEO with market research, Merchant Words is a great choice. Founded in 2013, Merchant Words has built a reputation for providing accurate, data-driven keyword data that helps sellers optimize their listings and uncover emerging search trends.
Merchant Words includes a host of tools ranging from a reverse ASIN keyword tool, keyword tracking, a market research tool, an emerging trends tool, and more. Unlike other tools that rely solely on third-party data, Merchant Words generates its own data, ensuring you get the most reliable information.
For sellers looking for new product ideas, Merchant Words includes an Emerging Trends tool. This feature tracks keywords that have grown in popularity over the past month, helping you identify new opportunities before they become saturated. Additionally, the Page 1 Products tool lets you analyze the most common keywords used in titles for any given search term, giving you a clear roadmap for optimizing your listings.
One thing I loved about Merchant Words is how every tool “flows” together with the others. No matter which tool you’re using, or where you are in the software, your master keyword list is always available for you to reference or edit. The UI is also very clean and organized, making using the software a great experience. Whether you’re optimizing listings, researching keywords, or analyzing market trends, Merchant Words is a powerful tool for Amazon sellers. Its unique data-driven approach and comprehensive features make it a must-have for anyone serious about growing their Amazon business.
Merchant Words Pricing: The Silver Plan is $35/month and includes 500 keyword searches as well as many additional features
Best SEO tool for multiplatform sellers
DataHawk
DataHawk Pros
- Integrations with Walmart, Amazon, Google, Facebook, and more
- Advanced analytics for keyword tracking, organic rankings, and PPC
- Includes an AI copywriter tool, keyword tracking, and keyword analysis
DataHawk Cons
- Unable to upload your own keyword list
- Premium pricing
For sellers operating across multiple platforms like Amazon, Walmart, and Shopify, Datahawk is a great option. This Paris-based SEO and analytics tool offers a unified solution for tracking organic rankings, optimizing listings, and measuring PPC performance across all your marketplaces.
At the core of Datahawk is its project-based organization system. Each project allows you to track keywords and products across multiple platforms, with detailed charts showing your organic and PPC rankings day by day. The charts are color-coded, making it easy to identify your best-performing (green) and worst-performing (red) keywords. Another key feature that Datahawk includes is its AI Assistant, which notifies you of the most critical issues to focus on daily. The AI detects “anomalies” like significant changes in keyword rankings or sales ranks. You can mark these alerts as “no action needed,” “investigating,” or assign them to a team member for follow-up.
For listing optimization, your Datahawk subscription also includes an AI Copywriter. Using ChatGPT, it generates optimized titles, bullet points, and descriptions based on Amazon’s best practices. The tool is very easy to use and supports multiple languages, making it a great choice for international sellers. The one major downside, however, is that currently, you are unable to upload your own keyword lists. This means that you’ll need to rely on Datahawk’s keyword tool when using their listing builder.
As I mentioned in the introduction, what sets Datahawk apart from other tools on our list is its multiplatform capabilities. Whether you’re selling on Amazon, Walmart, or Shopify, or using Facebook and Google for advertising, Datahawk provides a centralized dashboard for tracking performance and optimizing your organic SEO and PPC. For sellers juggling multiple platforms, Datahawk is a great choice. Its AI-powered features, multiplatform support, and detailed analytics make it a must-have for anyone serious about scaling their e-commerce business.
DataHawk Pricing: Pricing is based on your monthly sales figures and product catalog
Which Amazon SEO Tool is right for you?
Finding the right SEO tool can make all the difference in your Amazon business. Whether you’re a beginner looking for an easy-to-use solution or an experienced seller needing advanced analytics, the tools we’ve covered—like Helium 10, Jungle Scout, and Data Dive—offer something for everyone.
Each tool has its strengths, from AI-powered listing optimization to in-depth competitor analysis. The key is to choose one that aligns with your goals, budget, and expertise level. Remember, the best tool is the one that helps you save time, boost rankings, and grow your sales.
So, what are you waiting for? Pick the tool that fits your needs, and start optimizing your Amazon listings today.
