When you think of selling on Amazon, your mind probably jumps to obvious things: SEO-rich product titles, lightning deals, reviews, and fulfillment logistics. But underneath the surface of Seller Central lies a toolkit that even experienced sellers overlook. It’s not hidden, exactly. It’s just rarely talked about, buried behind dashboards and nested tabs that don’t scream for attention.
But those who find them and use them well quietly outperform their peers.
Here are eight of those tools. Tools that can sharpen your decision-making, amplify your visibility, and quietly boost your bottom line.
1. Search Query Performance
Let’s start with one of Amazon’s most overlooked power tools. Search Query Performance provides granular data on what shoppers are actually typing into the search bar to find products like yours. This includes impressions, clicks, cart adds, and actual purchases, broken down by keyword.
This matters a lot because most sellers optimize listings based on guesswork or what third-party keyword tools suggest. But those tools don’t pull from actual Amazon search behavior. This tool does.
By comparing your click-through and conversion rates to the keyword averages, you can isolate listing issues, discover where you’re underperforming, and uncover niche search terms that deserve more attention.
2. SKU Economics
Profitability isn’t always as straightforward as it seems. Fees pile up. Margins get murky. SKU Economics clears the fog. It breaks down every cost associated with a single SKU, from Amazon fees to shipping to storage, and calculates your actual per-unit profit.
It’s essentially your personal product-level P&L sheet.
Smart sellers use it not only to prune underperforming listings but to identify pricing sweet spots and avoid inventory decisions that feel right but kill margins quietly.
3. Product Opportunity Explorer
This tool is less of a dashboard and more of a crystal ball.
It shows you emerging trends in customer demand, based on what people are searching for but not always finding. You can explore niches by keyword, understand seasonality, and even assess competitor offerings.
If you’ve ever wondered what product to launch next, or whether it’s worth entering a saturated space, this tool makes the decision less of a gamble.
4. Market Basket Analysis
Think of this as Amazon’s version of “people also bought.”
Market Basket Analysis tells you what your customers frequently purchase alongside your products. It’s not just interesting; it’s actionable. You can use it to:
- Bundle products that are frequently co-purchased
- Launch complementary items
- Inform upsell strategies and cross-promotions
In a world where increasing AOV (average order value) matters more than ever, this tool offers precise data on how to do it.
5. Manage Your Experiments
A/B testing is commonplace in tech and media. Amazon quietly brought that rigor to product listings with Manage Your Experiments.
You can test different versions of titles, images, bullet points, and descriptions to see what converts best. The key: this isn’t a plugin or third-party tool. It’s baked into Seller Central for brands enrolled in Brand Registry.
Results are statistically validated, giving you real-world proof of what resonates with shoppers.
6. Automate Pricing
Pricing on Amazon is volatile. Competitor prices shift. Inventory ebbs. Sales velocity changes. Manually keeping up can drive you mad.
Automate Pricing helps you stay competitive by setting rules for price changes. Want to always beat the lowest price by $0.05, but never drop below a floor? You can set that. Prefer to keep a certain price unless a specific seller undercuts you? That too.
It’s not just about winning the Buy Box. It’s about doing it strategically, without losing your shirt.
7. Brand Analytics
Most sellers don’t know this exists, and even fewer check it weekly.
Brand Analytics offers high-level data on customer behavior: top search terms, item comparisons, and market basket data. If you want to understand not just how your product is performing, but how customers are navigating your entire niche, this is your compass.
The real edge is competitive intelligence. You can see which ASINs customers are clicking on and comparing to yours, and even how often you win those comparisons.
8. Amazon’s AI Chatbot: Amelia
Amelia is Amazon’s internal AI assistant for sellers, quietly rolling out with broader capabilities. Unlike static help articles, Amelia responds dynamically to your questions.
Need to understand a drop in traffic? Ask Amelia. Wondering how to prep for Q4? Amelia might have a checklist. It’s part productivity booster, part business coach, and it’s still under the radar.
Early adopters report a marked reduction in support tickets and more time focusing on strategic work.
The Bottom Line
Amazon isn’t just an online marketplace. It’s a complex operating system. The sellers who treat it as such, who leverage the full depth of its tools, tend to outpace the ones who treat it like just another e-commerce channel.
If you’re already in the game, these eight tools can help you play it smarter.
If you’re new, mastering them early can flatten your learning curve.
Either way, the tools are there.
Most sellers just never learn to look for them.
Note: If you want to outsource your amazon account management urtasker might just be your go to source.
