Free tools for Amazon sellers, ours and Amazon's own

Before paying for software, it is worth knowing what Amazon provides for free. Amazon's tools page describes Seller Central as the hub for your selling account, where you list and price products and fulfill orders, and the free Amazon Seller app for managing the business, news and alerts on the go. Around them sits a set of free tools that cover most of what paid suites sell.

For research, Product Opportunity Explorer generates insights about customer search and purchasing behavior, and Amazon's keyword guide adds the search bar's own suggestions. Registered brands get Brand Analytics, a collection of dashboards including Search Query Performance, which shows impressions, clicks, cart adds and purchases for the searches that lead to your brand.

For listings, A+ Content adds rich text, images, video and comparison charts to product pages, and Manage Your Experiments runs A/B tests on product content. Amazon also lists video in the main image block, View in 3D, View in Your Room and Virtual Try-On, and an AI tool that suggests brand names for new launches.

For pricing and operations, Automate Pricing applies repricing rules to help you become the Featured Offer, a fulfillment comparison shows whether to ship yourself or use FBA, and Veeqo, Amazon's free multichannel shipping software, handles labels and inventory across channels. Buy Shipping sells carrier labels for orders you ship yourself.

For customers, the Customer Reviews tool lets registered brands monitor reviews and contact customers to resolve issues. For money, Amazon Currency Converter for Sellers and Seller Wallet handle global payments and transfers.

And across all of it, Seller Assistant, Amazon's AI assistant, answers questions, reports on the business and, in 2026, runs workflows with your approval; a new plugin brings it into Amazon Quick and, in beta, Claude.

Many of these tools need a Professional selling plan, which Amazon lists at $39.99 a month plus selling fees, and several need Brand Registry. That is often the real cost of the free tools: the plan and the trademark, not a subscription.

Paid third-party tools still have a place, for historical data, competitor tracking and automation at scale. Amazon's own Selling Partner Appstore lists approved third-party software. The question to ask before buying is which job the paid tool does that Amazon's free tool does not, for your catalog.

Amazon also shows sales signals in public. Best Sellers Rank on each product page and the Best Sellers, New Releases and Movers and Shakers lists show what sells now in each category, which is the raw material many sales estimators start from. Our guide to what BSR on Amazon means explains how to read it, and best products on Amazon turns it into product ideas.

Our own contribution is small and specific: a free ACoS and TACoS calculator that shows whether your ads make a profit, with the formulas on the page. More tools will follow here when they are worth building.