Best Amazon SEO Tools in 2026

Updated 20 October 2026.

Helium 10, Jungle Scout, SellerSprite, SellerApp, and DataDive cover competitor keywords, search volume, an index check, and keyword tracking.

Pumo is different. It's our number one pick among the best Amazon SEO tools if you have a live listing and want it to rank higher. It finds the searches buyers use, shows where you rank on each among sponsored and organic results, and tells you what to change based on the listings above you.

Key Takeaways

• Pumo takes you from the searches buyers use to the change that moves you up. It shows your rank on each search among sponsored and organic results, compares you with the listings above you, and makes the photo or video when that's what's missing. Starter is $39 a month for 5 listings and your top 5 searches, refreshed weekly, with a 3-day free trial.
• Helium 10 and Jungle Scout both take up to 10 competitor listings and return the searches those listings rank for, with volume. Helium 10 does it on Platinum at $129 a month, while Jungle Scout starts at $49 with 50 searches a month and one month of history. You still have to work out what that means for your own listing.
• SellerSprite is a low-cost way into search volume, but read the plan before you pay. The $39 monthly plan tracks no keywords at all, and tracking 500 starts at $79 a month.
• SellerApp tells you whether Amazon has indexed your listing for a keyword, and it tracks organic rank. The free plan covers 2 products and 5 keyword searches a day, with no card. Its competitor search stops at 4 listings.
• Data Dive is for when you already know the niche's keywords and want them written into the listing. The entry plan tracks 25 keywords, with organic rank and PPC side by side. Standard is $98 a month, with two months free.

What Amazon SEO tools actually are (and what they are not)

Amazon SEO is getting your listing to show up and rank higher on what people search on Amazon. An Amazon SEO tool tells you which searches your listing can show up for and what to do about it. These tools do typically 4 things.

1. You give it a competitor's listing and it returns the searches that their product already ranks for (called ranking), usually with how many people search for each (called demand).
2. You type a keyword you already know and see related searches, plus whether that demand has held up over a year or two.
3. You monitor your own listing: where you rank on the searches that matter, which listings sit above and below you, and whether the result above you is sponsored or organic.
4. And you work out what to change to climb up the rankings.

The last two features are the ones that help you move up the search rankings. Say you search Amazon for your main keyword. The top two results are ads, and the first regular result (sellers call these organic results) is a competitor whose title starts with that exact keyword. In your listing, the same keyword only shows up halfway down your bullet points. That’s a strong clue: move it into your title and you have a better chance of climbing. A spreadsheet of search volumes can’t show you any of that.

This list intentionally leaves out ad managers, profit dashboards, and tools that only help you pick what product to launch. Amazon's own search reports in Seller Central are also excluded because they don't provide this level of intelligence.

Pumo covers this whole process: It figures out who your main competitors are, what do people search for to get to your product (called buying intent queries), where you vs competitors rank for each of them and what you need to change to improve your rankings and therefore your revenue. It intentionally focuses on the things you can do vs giving you a dashboard with fifty search terms that you wouldn't know how to read or act on.

How We Ranked These Amazon SEO Tools

Every tool is compared on four angles.

• Competitor listings per search. How many rival listings do they track. Helium 10 and Jungle Scout take 10. Data Dive analyzes up to 15 competitors at a time on its entry plan and 30 on Standard. SellerApp takes 4. Pumo starts with 5 and goes up to 50 but also recognizes which of these are searches you should worry about based on what people are looking for.
• Search volume, and how far back it goes. Helium 10 shows an estimate with a multi-year trend. Jungle Scout shows exact and broad volume, with one month of history on the $49 plan and up to two years on the $149 plan. SellerSprite shows volume for a keyword you type, and SellerApp lets you filter keywords by volume. Pumo and Data Dive don't show a historical volume number.
• Your rank, and who's around you. That means your rank over time, the listings just above and below you, and which of them are ads. Pumo shows all three for each search. Jungle Scout, SellerSprite, SellerApp, and Data Dive track your rank on a keyword, and some show your rank in the ads separately. Helium 10's rank tracking starts on its $359 Diamond plan.
• Starting price for this feature. Pumo is $39 a month, Jungle Scout $49, SellerSprite $79 (its cheapest monthly plan that tracks keywords), Data Dive $98, and Helium 10 $129. SellerApp has a free plan.

The Best Amazon SEO Tools in 2026

Here are the six, starting with our top pick. Pumo comes first because it doesn't stop at your rank: it tells you what to change to improve it. The other five are stronger at finding keywords, measuring search volume, or tracking rank. All prices come from each company's own website on 19 October 2026.

1. Pumo, best for knowing what to change on your listing to rank higher

Most keyword tools hand you a spreadsheet and leave the interpretation to you. That's like the hardest part. Pumo starts from your listing and ends with the fixes you need to take to rank higher.

Pumo finds the queries buyers type when they look for products like yours, then shows where you rank on each one and which results above you are ads. So you know whether you're losing to someone who paid for the spot or to a better listing. Next, it compares your listing with the ones beating you and tells you what to change. If every listing above you has a phrase in its title that yours is missing, Pumo tells you to add it. That's what makes it a listing optimization tool, not just a rank tracker.

If the top listings show the product's size or have a video and yours doesn't, Pumo makes that photo or video from your product photos, or writes a brief for your photographer when a real photo would be better.

Pumo rechecks your searches every week, along with five competitor products per listing. If one drops its price, changes its main image, or appears next to you on page 1, you get one email saying what to do.

Pumo's Starter plan is $39 a month for 5 listings, Growth is $99 ($49 at launch pricing) for 20, and Pro is $199 for 100. Every plan tracks your top 5 searches and starts with a 3-day free trial. You'll need a card, but you can cancel before it ends without paying.

The limits: no search volume, and no list of every keyword a competitor ranks for. It also tracks a few searches rather than hundreds, so it suits sellers focused on the ones that matter most.

Best suited for

A seller with a live listing who wants to know which searches matter, where they rank on each, and what to change to move up. It's the wrong pick if you need search volume numbers or a full list of a competitor's keywords.

2. Helium 10, best for looking up the searches a competitor's listing already ranks for

Helium 10 is on this list for its competitor keyword search. Paste in up to 10 rival listings and it shows you the searches those products rank for, with an estimate of how many people search each one. You can also start from a single keyword and get a list of related searches, with a trend covering several years. If you're new to a category and don't yet know the words shoppers use, this is a quick way to build a keyword list.

This search is on the Platinum plan, which costs $129 a month, or $99 a month if you pay yearly, and includes up to 100 competitor searches a month. There's also a free plan, but its Chrome extension access is limited, so treat it as a way to try the tool, not something to run your business on.

Tracking your own rank is where it gets expensive. That isn't included at $129. It starts on the Diamond plan, at $359 a month or $279 a month paid yearly, which is a big jump if all you wanted was to see whether your listing is moving up.

The keyword search also only looks at your competitors. It tells you which words they rank for, but it never looks at your listing, so it can't tell you whether your keywords or your photos are what's holding you back.

Best suited for

A seller who's happy to pay $129 a month to see the keywords behind up to 10 rival listings. Skip it if your main goal is tracking your own rank, since that starts at $359 a month.

3. Jungle Scout, best for a keyword search with a published monthly cap

Jungle Scout does the same competitor search as Helium 10, with one thing budget-minded sellers will like: every plan tells you exactly how many searches you get. Give it up to 10 listings and it shows the searches they rank for, both for the exact phrase and for close variations, along with how often people have searched them over time. If you only need a handful of competitor lookups a month, that predictability is useful.

The $49 Starter plan ($348 a year) gives you 50 searches a month and one month of search history. Growth Accelerator, at $79 a month ($588 a year), raises that to 250 searches and up to a year of history, and adds a rank tracker for 500 keywords. Brand Owner, at $149 a month, has no search limit and two years of history.

There's no free trial, only a 7-day money-back guarantee. That's not the same thing, because you pay first and only then find out whether 50 searches a month is enough.

Jungle Scout also shows your rank for a keyword in both the regular results and the ads. It doesn't show you the listing sitting above you, though, so you know your position but not what to change to beat it.

Best suited for

A seller who wants a competitor keyword search with a clear monthly limit and can work with 50 searches and one month of history at $49. It's a poor fit if you want to try it on your own listing before you pay.

4. SellerSprite, best for search volume, on the plan that actually tracks keywords

SellerSprite is on the list for search volume, and it costs less than the big suites. Type in a keyword and it tells you how many people search for it, with the numbers updated weekly. That's useful for checking whether a keyword is worth putting in your title before you change anything. It won't show you a competitor's keywords, though, and it doesn't run an index check.

Read the plans carefully. The $39 Basic plan (normally $49) doesn't track any keywords if you pay monthly. Buy it thinking you're getting Helium 10 at a third of the price, and you'll get search volume with an empty tracker. Standard, at $79 a month (normally $98), is the cheapest monthly plan that tracks keywords, and it tracks 500. If you pay for Basic yearly, at $390, you do get 250 tracked keywords. Monthly plans come with a 3-day trial.

For one product and a short keyword list, 500 keywords is more than you'll need. The bigger plans are built for large catalogs.

Once you're tracking, you'll see your rank on each keyword go up or down. You won't see which listings passed you or what they changed, so you know you slipped but not why.

Best suited for

A seller who wants search volume and is willing to pay $79 a month to actually track 500 keywords. The $39 monthly plan is a bad fit if you assumed it included tracking.

5. SellerApp, best for checking whether Amazon has indexed the listing

SellerApp is here for one check in particular: whether Amazon shows your listing at all when someone searches a keyword. Sellers call this being indexed, and if you aren't indexed for a keyword, you won't appear for that search. SellerApp also scores your listing, tracks your rank in the regular results in real time, lets you filter keywords by search volume, and takes up to 4 competitor listings in one keyword search.

The free plan is the main reason to try it. You don't need a card, and you get 2 products and 5 keyword searches a day. That's enough to check the listing you care about most, but not enough for a whole catalog. Paid plans are listed at $99 and $149 a month, with 50% off if you pay yearly.

Four competitor listings per search is fewer than the 10 that Helium 10 and Jungle Scout allow. You'll notice that in any category with more than a few serious competitors.

Being indexed also doesn't mean you're on page 1. SellerApp shows your rank in the regular results, but not which results above you are ads. So when you drop, you can't tell whether a paid spot or a stronger listing pushed you down.

Best suited for

A seller who wants to confirm they're indexed for their main keywords, and wants to try that free on two products. It's a weaker fit if you need to see the ads above you.

6. Data Dive, best for writing the listing from a niche's keywords, and tracking those keywords

Data Dive is for the step after keyword research, when you already have a list of keywords and need them in your listing. It can write the listing for you from those keywords, which saves you from squeezing a long list into a title and bullet points by hand. If writing listing copy is the part you keep putting off, this is the tool on the list that does it.

Its entry plan tracks 25 keywords, showing your rank in both the regular results and the ads, and compares you with up to 15 competitors at a time. Standard raises that to 30 competitors and costs $98 a month on the current bundle offer, which includes two months free.

Twenty-five keywords is a short list. It's fine for one main product, but it gets tight as soon as a second product needs its own keywords.

Data Dive doesn't show search volume or check whether you're indexed, so it won't help you find keywords in the first place. And while it tracks your rank, it doesn't show which listing is above you on a search or whether that spot is an ad. You can rewrite your listing and watch your rank change, but you won't see who's still beating you.

Best suited for

A seller who already has their keywords and wants them written into the listing, with 25 of them tracked. It's a weak fit if you still need to find a competitor's keywords or see the ads above you.

Side-by-Side Comparison

Here are the six tools side by side, using the same four checks as our ranking: how many competitor listings one search takes, whether you get search volume, whether you can track your rank, and the starting price.

Prices were checked on 19 October 2026 on each company's own pricing page: Helium 10, Jungle Scout, SellerSprite, SellerApp, and Data Dive. Prices change, so check before you buy.

Which Amazon SEO Tool Fits Your Use Case

Pick the tool that matches the job in front of you this week. Finding a competitor's keywords, checking search volume, checking whether you're indexed, and improving your own rank are four different jobs.

What results look like

Pumo's own demo uses a sample candle listing rather than a real customer's numbers. The candle ranks #1 for "amber rose soy candle" but only #11 for "scented candle gift set." Every listing above it on that second search leads with gift-set wording, so Pumo suggests a new title: "Amber Rose Soy Candle Gift — 8 oz, 40-Hour Burn." The same audit finds that 9 of 10 top listings have a photo showing the candle's size and this one doesn't, and that 4 of 7 competing listings have a video. You can walk through the whole example on how Pumo works.

Pumo's search view, using the sample candle listing.

FAQ

What are the best Amazon SEO tools?

Pumo is the best pick if you have a live listing and want to know what to change to rank higher. For a competitor's keywords, Helium 10 and Jungle Scout are the strongest, taking up to 10 listings at a time. SellerSprite is a lower-cost choice for search volume, SellerApp runs the index check, and Data Dive helps you write keywords into your listing.

How much do Amazon SEO tools cost?

Prices start at $39 a month for Pumo, $49 for Jungle Scout, $79 for SellerSprite's tracking plan, $98 for Data Dive's Standard plan, and $129 for Helium 10 ($99 a month paid yearly). SellerApp has a free plan, with paid plans listed at $99 and $149 a month. All prices come from each company's website on 19 October 2026.

How do I see where my Amazon listing ranks?

Paste your ASIN into Pumo. It shows your rank on the searches buyers use for that listing, the listings just above and below you, and which results are ads. Every plan tracks your top 5 searches and updates them every week.

What does a competitor keyword search return?

It gives you the keywords a competitor's listing already ranks for, usually with how many people search each one. Helium 10 and Jungle Scout take up to 10 listings per search, and SellerApp takes 4. Pumo doesn't do this search, because it starts from your own listing instead.

How many keywords can a cheap plan track?

It varies a lot, and the cheapest plans often track very few. SellerSprite's $39 monthly plan tracks none and its $79 plan tracks 500, while Data Dive's entry plan tracks 25 and Pumo tracks your top 5 searches on every plan. Jungle Scout's $49 plan gives you 50 searches a month, but that's a limit on searches, not a list of tracked keywords.

How can I tell a sponsored result from an organic one?

A sponsored result is an ad a seller paid for, and an organic result is one Amazon ranked on its own. Pumo marks every result on your searches as one or the other and shows where you sit among them. Jungle Scout and Data Dive show your rank in the ads and in the regular results for a keyword, but not the listings sitting above you.

How do I check whether Amazon indexed my listing?

Use an index check, like the one in SellerApp, which tells you whether Amazon shows your listing at all for a keyword. SellerApp's free plan includes it for 2 products. Being indexed only means you can appear for that search, not that you're on page 1.

How do I improve my Amazon search rank?

Start with the searches buyers actually use, then compare your listing with the ones ranking above you on each. Pumo does both: it shows where you rank, what the listings above you do differently, and what to change, from your title to a missing size photo.