The 10 Best Amazon SEO Tools for Amazon FBA in 2025

Want to climb in the rankings of Amazon search results and increase traffic to your Amazon product listings? The right Amazon SEO tools will be a vital tool that can help you achieve this goal. But which solution is best for Amazon search engine optimization (SEO)? Well, you’ve come to the right place because we’ve reviewed all the best SEO tools of 2025 out there and we’re going to break down the essentials for you in this article, comparing features and pricing. This will provide you with all the information you need to choose the best SEO tool for your Amazon FBA business and skyrocket your revenue.

TL;DR: The Best Amazon SEO Tools Ranked

Many sellers struggle to choose the best tool for Amazon SEO given their specific needs. In this article we dissect ten popular Amazon SEO tools. For those looking for the quick breakdown, here’s a quick comparison of all the SEO tools and their respective features listed, categorized and ranked (How to Rank for Keywords on Amazon). 

Keep in mind that for different Sellers (i.e many product listings vs few listings) different tools may be optimal! Also, we have developed this ranking specifically with Amazon SEO functionality in mind. Many of the tools listed provide a comprehensive list of other features related to Amazon PPC etc.

Tool	Rank	Price (Monthly Subscription)	Product Research Feature List	Comments
SellerSprite	🥇	Free – $79	Keyword Research Reverse ASIN Lookup Copywriting Support (AI)	When it comes to SEO related tasks, in our opinion, SellerSprite claims the throne. Its research features are sophisticated and pricing is below that of tools with comparable functionality.
Jungle Scout	🥈	$49 – $399	Keyword Research Reverse ASIN Lookup Copywriting Support (AI)	Comprehensive all-round Amazon Seller tool with strong product research capabilities and competitive pricing.
ZonGuru	🥉	$49 – $79	Keyword Research Reverse ASIN Lookup Copywriting Support (AI)	Also highly comprehensive, with innovative and unique product research tools.
Helium 10	4th	$39 – $279	Keyword Research Reverse ASIN Lookup Copywriting Support (AI)	Definitely one of the most complete solutions in our review, but also quite pricey. To get things started you will have to go for the US$99/month plan and that puts Helium 10 at a disadvantage compared to other tools with similar functionality.
SmartScout	5th	$29 – $187	Keyword Research Reverse ASIN Lookup	Comprehensive Amazon SEO suite designed for arbitrage sellers.
Hypotenuse AI	6th	$150-$500	Copywriting Support (AI)	The value proposition of Hypotenuse AI is clear: copywriting. This tool is for Sellers with large portfolios of listings looking for efficiency and speed.
DataHawk	7th	Freemium	Content Optimization	Similar to Hypotenuse AI, DataHawk is geared toward content optimization. However, not with exclusive focus on Amazon.
Viral Launch	8th	$69 – $199	Keyword Research Reverse ASIN Lookup Copywriting Support (AI)	Viral Launch covers everything new need to carry out basic listing optimization and Amazon SEO research.
SellerTools	9th	$37/month	Historic listing insights (Sales, price changes etc.)	Robust tool for listing management and optimization and keyword optimization. Comes as a Chrome extension.
SellerApp	10th	Managed Service Plan starts at $250 per month	Content Optimization	SellerApp is predominately an Amazon PPC tool. It does have some SEO capabilities, but these are not the main focus on SellerApp.

What is a Amazon SEO Software?

Picture this: you’ve got a killer product, but it’s lost in the sea of Amazon’s endless listings and does not surface on Amazon search results. That’s where Amazon SEO tools come into play. Amazon SEO tools are your behind-the-scenes crew, helping you optimize your product listings and thereby making it more likely that they get discovered by customers. 

Think of them like search engine hacks, but specifically designed for Amazon. You can use them to analyze keywords, search volume, competition, get insights on what your competitors are doing and even use them for AI supported content writing. All to this with the objective to rank them for commercially relevant search queries. If successful, they will show up in front of Amazon shoppers when they are in buying mode. 

Key features of Great Amazon SEO tools:

• Keyword Research: Discover high-converting, relevant keywords.
• Backend Keywords: Suggestions for hidden keywords you can add to your Amazon listings to boost visibility.
• Guidance on Listing Optimization: Fine-tune your product titles, bullet points, and descriptions.
• Competitor Insights: See how your competitors are ranking and where you can one-up them.

Why is Amazon SEO Crucial for FBA Sellers?

Alright, let’s get real: if your product doesn’t show up on the first page of Amazon search results, it’s basically invisible. Amazon SEO is crucial because it determines whether customers find your product or not. 

Just like Google has its own way of ranking websites, Amazon uses its A9 algorithm to rank products in its search results. When buyers hit up Amazon, they’re not browsing for fun—they’re searching with intent to purchase, which means a solid Amazon SEO strategy gets your products on that coveted first page – in high positions, where customers are most likely going to click-through and eventually make a purchase. 

Why FBA sellers need to care about SEO:

• Organic Traffic: In contrast to Amazon Ads, so-called “organic clicks” driven by SEO are free.
• High Conversion Rates: If you target the right keywords, SEO brings in traffic that’s highly likely to convert into sales.
• Long-term Success: Good SEO helps maintain and grow product visibility over time. It’s the gift that keeps on giving. 
• Algorithm Love: Amazon’s A9 algorithm rewards well-optimized listings with better rankings and more sales. If you do things right you can initiate a virtuous cycle where your product listings rank higher, therefore generate more sales and as a result get MORE love from the a9 algorithm (as “sales” is one of the factors that contributes to your ability to rank well).

What Makes a Good Amazon SEO Tool that is Useful to Amazon Sellers?

Now, not all SEO tools are created equal. A good Amazon SEO tool should be built with the needs of Amazon Sellers in mind—meaning it needs to be easy to use, packed with actionable data, and capable of delivering real impact. It should provide a well-rounded suite of features that help you track, optimize, and tweak every aspect of your product listings. Plus, speed and accuracy are a must because Amazon’s marketplace is constantly evolving.

Look for tools that offer:

• Real-time Data: Stay ahead of changing trends with up-to-date metrics.
• Easy-to-Use Interface: You don’t need a PhD to figure out how to use it.
• Data Accuracy: Ensure the data is reliable so you can make confident decisions.
• Full Optimization Capabilities: Covers everything from keywords to listing enhancements and sales analytics.
• Integration with Amazon’s Platform: Sync seamlessly with your FBA dashboard and workflow.

Deep-Dive: Game-Changing Amazon Product Hunting Tools?

SellerSprite: Sophisticated Platform with Granular Settings

SellerSprite offers a wide suite of tools for Amazon FBA businesses. Among them also a list of comprehensive Amazon SEO related tools:

Keyword Research: This is SellerSprite’s version of a keyword research tool. It provides all the standard information that other tools also provide (search volume, number of competing listings, and so on). It also supports multiple international Amazon marketplaces. In addition to that this tool provides other, actionable information that most other tools do not provide. One example is “Click Concentration” which is a metric that indicates whether or not specific existing product listings that already rank for a given keyword attract a large proportion of clicks as compared to other listings that also compete for the same keyword. This information is really useful, because in essence it tells you whether or not certain keywords are dominated by specific brands. Take “running shoes” for example. Even if you designed and created a state-of-the-art running shoe, chances are you will never beat established brands in this category, as the purchase decision for this product is heavily guided by brand preference. For other product categories this may not be as obvious and a tool that can provide you insights into this can help identify keywords that will actually work for you.

Reserve ASIN Lookup: As other tools, SellerSprite also provides Sellers with the option to spy on competitors and to investigate which keywords their listings rank for. Again, SellerSprite makes an effort to differentiate the metrics provided beyond the industry standards. It also provides “Click Concentration” and other useful information, such as the ratio of organic vs paid listings that appear for any given keyword that a listing ranks for. 

Listing Builder: The SellerSprite listing builder is an AI powered tool that crafts listing copy based on information that you provide (target audience, product features, words to avoid etc). This is certainly helpful and can speed up the process of listing copywriting. But again – human supervision and intervention is strongly recommended. 

What customers are saying:

• Pros: SellerSprite is an affordable Amazon SEO tool packed with innovative features. It’s a great option for smaller sellers looking to get started with basic keyword research and listing optimization.
• Cons: While the software has its own unique features, it lacks some functionality available in more established tools like Helium 10 and Jungle Scout.

Jungle Scout: For Professional Amazon Sellers

Jungle Scout is one of the most comprehensive tools for Amazon sellers, offering a wide range of features for product research, market analysis, and SEO optimization. Known for its ease of use and depth of data, it’s designed to help both new and seasoned sellers navigate the complexities of the Amazon marketplace. For Amazon SEO, here are some of the core features that stand out:

Keyword Scout:

• Keyword Research: With Keyword Scout, sellers can uncover what shoppers are searching for on Amazon. It allows users to reverse-search multiple ASINs to see which keywords competing products are using, and which keywords their products rank for.
• Insightful Data: This feature helps sellers build effective keyword strategies by identifying high-volume, relevant keywords that can improve product visibility on search results.

Listing Builder & AI Assist:

• Data-Driven Optimization: Jungle Scout’s Listing Builder helps sellers create optimized listings using recommended keywords, helping them compete for higher rankings on Amazon search results.
• AI Assist: This tool uses AI to generate product titles, bullet points, and descriptions based on top keywords, helping sellers save time while creating high-quality listings. It can also generate new product benefit ideas, making it easier for sellers to reach the right audience.

What customers are saying:

• Pros: Jungle Scout is praised for its in-depth keyword research capabilities, particularly through its Keyword Scout feature, which many users find invaluable for discovering high-traffic search terms. The AI Assist in the Listing Builder is highlighted for its ability to streamline listing creation, saving time while delivering well-optimized content. The user-friendly interface is also a major plus for many sellers.
• Cons: However, some users mention that the extensive data provided can be overwhelming for beginners, making it necessary to invest time in learning how to fully utilize the platform. Additionally, the pricing can be a bit steep for small-scale sellers, especially those just starting out.

Pricing:

• Starter: $49 per month
• Growth Accelerator & CI: $79 per month
• Brand Owner: $399 per month

ZonGuru: For Better User Experience

ZonGuru is another comprehensive suite of tools with Amazon SEO features designed to help sellers optimize their product listings and enhance visibility on the marketplace. Its advanced analytics and data-driven recommendations simplify the process of keyword tracking and listing optimization, making it an essential tool for both new and seasoned Amazon sellers looking to boost their rankings and drive sales.

Keywords on Fire: Find high-value buyer keywords driving sales for competitors, and use them to boost your listings.

Listing Optimizer: Create data-driven, optimized listings to increase visibility and conversion rates.

Keyword Tracker: Monitor the performance of key search terms, track up to 50 keywords, and visualize trends over 30 days for improved ranking strategies.

What Customers Are Saying

• Pros: Users appreciate ZonGuru’s ability to simplify the keyword research process, especially through its “Keywords on Fire” feature, which uncovers valuable insights into competitor strategies. The user-friendly dashboard makes it easy for sellers to refine their listings.
• Cons: On the downside, some users feel ZonGuru’s pricing is on the higher side compared to its feature set, especially when stacked against larger competitors like Helium 10. 

Pricing:

• Researcher: $49 per month
• Seller: $79 per month

Helium 10: For Serious Amazon Sellers Needing Comprehensive Tools

Helium 10 offers over 30 tools for serious Amazon sellers, designed to optimize listings, boost visibility, and drive sales. Its SEO tools help you find and refine keywords while analyzing competitor strategies. The platform is ideal for those looking to streamline product listings and grow their Amazon business. 

Some of the relevant features for SEO optimisation include:

• Cerebro: Perform reverse ASIN lookups to uncover competitor keywords and identify high-ranking terms to improve your product listings. This is a great tool if you are just getting started and list new products. 
• Magnet: This is essentially Helium 10’s keyword research tool. Use it to discover high-volume, relevant keywords to increase traffic and sales across both Amazon and Walmart platforms. Magnet (shown in the screenshot below) also provides many additional information that can help you prioritize certain keywords over others: is search volume trending up or declining for a keyword? How many products are competing for a keyword?
  

• Frankenstein: Clean and refine massive keyword lists, turning them into actionable, traffic-driving keywords for better listing performance.
• Listing Analyzer: Analyze and optimize product listings with detailed insights and an in-depth checklist to enhance ranking potential.
• Listing Builder: Build and optimize listings with AI-enhanced tools that streamline the process for maximum SEO impact. Same here, be sure to not just copy and paste AI copy, but actually refine and enhance it!

What customers are saying:

• Pros: Helium 10 is widely praised for its effective tools, especially for product research and keyword optimization, with features like Cerebro and Blackbox standing out. The platform is known for its accuracy, and customer support has been noted as responsive and helpful in resolving issues promptly.
• Cons: However, users frequently complain about the difficulty of canceling subscriptions, with many feeling misled by the auto-renewal process and struggling to get refunds. These customer service and billing issues have left some feeling frustrated. Also, keep in mind if you are just getting started and your prime objective is to do Amazon SEO you will not use many of the comprehensive features that Helium 10 has to offer. 

Pricing:

• Starter: $39 per month
• Platinum $99 per month
• Diamond $279 per month

SmartScout: SEO Tool for Arbitrage and Wholesale Sellers

SmartScout is an AI-powered full-service Amazon software with an impressive list of tools designed for Amazon sellers. Its AI capabilities are great for Amazon SEO and can help you create high-converting product pages in minutes. Let’s break them down:

Keyword Detect: Spot opportunities by analyzing competitor performance, tracking rankings, and identifying high-relevance keywords to enhance visibility.

Search Terms Relevancy: Find the highest-impact keywords fast, focusing on what drives traffic and moves your product to Amazon’s front page. This feature is great for less experienced Sellers as it maps keywords on a chart that indicates search volume on one axis and keyword fit for a specific ASIN on the other axis.

Unique Amazon Search Terms: This tool is similar to so-called reverse ASIN keyword lookup tools: You can enter a listing ASIN and will get an overview of other products that compete with you – in terms of organic or paid search. This may help you uncover other potential keywords that you could also target (as other similar products also target them).

AI Listing Architect: Quickly create SEO-optimized listings with minimal effort, ensuring your product ranks for high-converting keywords in just minutes. We strongly recommend adding a human touch to anything created by AI as there is otherwise the high risk that you listing copy is too closely mirroring something that’s already out there – and more established.

What customers are saying:

• Pros: SmartScout is praised for its AI approach with customers commending the tool’s data depth that allows for precise decision-making when it comes to product research, SEO enhancement and product listing optimization.
• Cons: Some users note that SmartScout’s interface can be complex for newcomers, requiring a deeper learning curve compared to simpler platforms like AMZScout. Pricing is also considered somewhat high given its niche focus.

Pricing: 

• Basic $29 per month
• Essentials $97 per month
• Business $187 per month

Hypotenuse AI: For AI Enabled SEO Content Optimization

Hypotenuse AI is s new AI based copywriting tool that streamlines the content creation process for eCommerce businesses, offering a range of AI-powered solutions to enhance efficiency, accuracy, and brand alignment. With a focus on generating Amazon SEO-optimized product descriptions, it enables businesses to launch products to market faster while maintaining a consistent brand voice across all content. What separates Hypotenuse from its competitors is that it is designed to create listing copy at scale. So instead of going listing by listing the platform’s main point of differentiation is bulk content creation.

Bulk Content Generator: Generate hundreds or thousands of product descriptions, meta descriptions, and more in one go, while maintaining consistent quality and brand-specific formatting. Ideal for businesses with large product catalogs.

Bespoke Brand Voice: Hypotenuse AI trains its models on past content and brand guidelines, ensuring the generated content closely matches the unique tone and style of the brand, offering human-like, on-brand product descriptions.

Product Data Enrichment: Uses AI to enrich and standardize product data across all SKUs, ensuring completeness and accuracy by pulling information from images, spec sheets, or the web, minimizing manual entry.

SEO Monitoring: Tracks search performance on major search engines and eCommerce platforms like Amazon, providing insights to refine listings and boost visibility and sales.

What customers are saying:

• Pros: Users appreciate Hypotenuse AI’s ability to speed up the content creation process, especially when launching large volumes of products. The bespoke brand voice feature is often highlighted as a game-changer, allowing brands to maintain a consistent tone across all their product descriptions. 
• Cons: Some users have mentioned that while the bulk generation feature is highly efficient, it can occasionally produce repetitive content that may require further tweaking. Additionally, those new to AI-powered tools may find the setup process and brand voice training a bit time-consuming, initially.

Pricing: 

• Basic: $150/month (billed annually)
• Ecommerce Pro: Starts from $500/month

DataHawk: For SEO Analytics Tracking

DataHawk is an eCommerce optimization platform that centralizes marketplace data, turning it into actionable insights for improved profitability and revenue. Its “Convert” solution focuses on optimizing Amazon product listings to enhance content quality and boost conversion rates.

Content Performance Overview: Provides insights into content quality and conversion metrics to highlight areas for optimization, serving as a guide for improving product listings.

Monitor Content Changes: Tracks daily variations in conversion rates and listing content, helping sellers identify and respond to performance shifts quickly.

AI-Optimized Content: Uses AI and proprietary data to craft high-converting content for product listings in seconds, streamlining the optimization process for better engagement.

What customers are saying:

• Pros: DataHawk is praised for its ability to provide a comprehensive view of content performance, making it easier to identify areas for improvement. The AI-driven content creation is seen as a time-saver, enabling users to quickly update and optimize their listings.
• Cons: Some users mention that the platform’s extensive features can be overwhelming at first, requiring time to understand the full scope of its capabilities. Additionally, while the AI content feature is efficient, it might not always capture the unique brand voice needed for specific products.

Pricing: Freemium model—DataHawk doesn’t reveal its pricing online. Instead, they encourage you to schedule a demo so their support team can assess your Amazon business and provide you with a pricing quotation based on an annual subscription model that’s broken down into two sections:

• Platform fee: Based on your Amazon sales volume.
• Credits fee: Based on the number of credits you track. 

Viral Launch: For New Product Launches and Advanced Sellers

Whether you’re launching your first product or optimizing an existing brand, Viral Launch offers a suite of tools to help Amazon Sellers scale their business such as optimizing listings to improve SEO ranking. While Viral Launch may not be as popular as before, Amazon Sellers still find it useful for SEO purposes. 

Listing Analyzer: Identifies weaknesses and opportunities in your Amazon product listings, helping sellers improve visibility and sales by addressing content gaps or optimizing key elements.

Listing Builder: A powerful tool designed to boost Amazon SEO. Whether creating new listings or refining existing ones, it helps sellers infuse their listings with effective keywords to increase ranking and visibility, aiming for top positions on search results pages.

Keyword Manager: An all-in-one dashboard for managing keywords. Sellers can access advanced keyword insights, track rankings, check index status, and receive ad bid suggestions, all in a user-friendly interface.

LaunchGPT: This AI-powered feature acts as a virtual Amazon SEO expert. By providing basic product details, sellers can generate keyword-rich listings with tailored language and tone, streamlining the process of creating compelling product descriptions.

What customers are saying:

• Pros: The Keyword Manager is often praised for its advanced analytics, helping sellers stay competitive in Amazon’s search results. Many value the Listing Analyzer’s insights, which make it easier to identify areas for improvement.
• Cons: While LaunchGPT is efficient, it may require occasional adjustments for highly specialized products.

Pricing: 

• Essentials: $69 per month
• Pro: $99 per month
• Pro Plus Ads: $199 per month

SellerTools: For Product Management and Keyword Optimization

SellerTools provides a robust set of features aimed at helping Amazon sellers streamline product management, keyword optimization, and competition analysis. The suite includes tools like Product Manager and a Chrome Extension, designed to boost listing quality and uncover new keyword opportunities for improved visibility and sales.

Product Manager:

• Competition Research: Easily compare products by entering keywords or ASINs to access data that helps you gauge potential competitors.
• Keyword Manager: Automatically compiles keywords from competitors and prioritizes them based on their potential impact, offering suggestions from very high to low priority.
• Listing Manager: Simplifies the listing process by integrating keyword insights directly into Amazon Seller Central, ensuring your listings are optimized with the most important keywords.

Chrome Extension:

• Listing Quality Score: A quick analyzer that identifies areas for improvement in your listings, revealing missed sales opportunities.
• Exclusive Metrics: Access total Amazon traffic data and key insights, including brand analytics, sales by keyword, and search volume to stay ahead of market trends.
• Keyword Expander: Offers expanded keyword suggestions before and after your searches, helping you uncover valuable new terms directly from Amazon’s own data.

What customers are saying:

• Pros: Users find SellerTools valuable for its ability to automate keyword analysis and integrate data directly into Amazon Seller Central, saving time on listing optimization. The Chrome Extension, especially with its Listing Quality Score, is highlighted for providing clear, actionable insights into listing performance.
• Cons: Some users report a learning curve with the extensive data provided, finding the tool complex to navigate at first. Additionally, while the Chrome Extension is praised for its keyword insights, it has been noted that its features might overlap with other tools, potentially making it less unique in a crowded market.

‍Pricing: USD 37 per month (Chrome extension only)

SellerApp: Amazon PPC Focused Tool with some SEO Features

SellerApp is a versatile platform offering tools for product sourcing, tracking, keyword research, PPC automation, and listing optimization—all designed to simplify the selling process on Amazon. Its robust set of features covers nearly every aspect of Amazon selling, making it a valuable tool for sellers aiming to boost their marketplace presence.

Here’s what you can expect from their SEO and listing optimization:

• In-depth Analysis: SellerApp’s team analyzes your account, conducts detailed competitor research, and gathers product and keyword insights to refine listings.
• High-Converting Listings: Using the gathered data, they create product listings designed to drive sales, making use of keywords that improve visibility.
• A+ Content Assistance: For sellers registered with Amazon Brand Registry, SellerApp helps create visually appealing A+ content that enhances brand storytelling and presence.
• Backend Search Terms: Offers guidance on backend keywords and tips on product photography to improve product ranking and click-through rates.
• Comprehensive Listing Creation: Includes services like organic rank analysis, keyword research, competitor analysis, and complete listing creation and optimization to ensure a product’s success.

What customers are saying:

• Pros: Many users appreciate SellerApp’s holistic approach to listing optimization, which covers everything from keyword research to backend search terms. The in-depth analysis combined with A+ content support helps sellers create more compelling listings. Customer service is often highlighted as responsive and helpful, providing tailored advice.
• Cons: Some users find the initial setup process a bit complex, especially those new to Amazon’s ecosystem. While the listing optimization services are thorough, they can be time-consuming, and results may take time to reflect in organic ranking improvements.

Pricing: Managed Service Plan starts at $250 per month.

Recap: Picking the Right Amazon SEO Tool

Selecting an Amazon SEO tool that can support you all the way from keyword selection to content and listing copy creation is a crucial step in succeeding as an Amazon Seller. We hope that this article has helped you understand the different features or various popular Amazon software solutions with specific focus on their capability to support you with Amazon listing optimization. If you need more help, another option is to find a professional partner that offers Amazon SEO services. If you found this post useful, also check out our related post on the best Amazon product research tools, the best Amazon Analytics Tools and the best Amazon PPC Tools of 2025.