Sellzone is a suite of tools powered by Semrush, which help you manage and optimize your Amazon US Marketplace listings. These tools track the performance of your product listings and growth-related challenges, including:
- Understanding the competition
- Compliance with Amazon Requirements
- Optimizing your listings
- Promoting your listings
Sellzone has three subscription levels, with different levels of access:
- Free: This level allows you to access unlimited split testing, ASIN external traffic overview, and listing checks to help you comply with Amazon Requirements.
- $50 per month (Growth): This includes all free features plus more in-depth ASIN external traffic reports, listing protection, quality checks, and ideas to help improve your listings.
- $85 per month (Pro): All Growth features plus personal account manager, private onboarding, and extended limits.
Sellzone provides insight into your Amazon Marketplace performance through seven different tools. Each one of them is designed to address a specific set of challenges for Amazon sellers.
- Traffic Insights: Here, you can get a detailed analysis of how much external traffic your listings are getting – an important source of new customers – and compare it to your competition.
- Listing Protection: This alert system can monitor your listings for unexpected changes and provide automated notifications so you can respond accordingly and avoid a potential loss of sales.
- Keyword Wizard: This tool helps you do keyword research, identify easy wins and low-hanging fruit, and increase your visibility by targeting high-value search terms.
- Listing Quality Check: This tool helps you be compliant by checking your listings against Amazon Requirements and Style Guides, and provides advice on how you can improve them.
- Split Testing: This free tool helps you test changes to your product titles, images, descriptions and pricing, compare the results with the original version, and keep the version that converts better.
- Product Research: Using the latest Amazon data, this free tool helps you identify and choose high-demand, low-competition products to sell – handy for both newbies and experienced sellers alike.
- PPC Optimizer Tool: This powerful ad automation tool allows you to launch and direct profitable advertising campaigns for your products using a data-driven approach.
If you need to toggle between tools, you can use the dashboard pictured above, or the drop-down menu on the top left side of the screen.
The Listing Protection tool can be used to provide security for your own listings, helping you to prevent traffic loss and respond more quickly to unexpected changes. You can also use it to gather intelligence about your competition.
When you choose to monitor a listing, it tracks the following:
- Product Title, Description, and Images
- Keyword Rankings
- Buy Box Statuses
- Price Changes
- Listing Suppression (if you’ve connected your Amazon Seller account)
If there are any sudden changes to the above for your selected listing, the tool will send you an automatic notification to alert you.
How to Use the Listing Protection Tool
The Listing Protection Tool allows you to track 500 Amazon product listings with the Growth plan and 2000 listings on the Pro level, whether they’re your own or belong to a competitor.
To add your first listing, all you have to do is enter the URL or ASIN and click monitor.
You can find all of the listings you’re tracking on the Listing Protection tool’s main dashboard. To track another one, simply enter the product’s URL or ASIN at the top of the page and click Add. You can remove any listing by clicking on the trash can icon.
Once you’ve added the listings you want to track, the next step is to customize the automated monitoring (to make sure you’re getting the most out of the tool). You can customize the monitoring of a listing by clicking on the “Track Your Listing Issues” button under the product in question.
Here, you can choose which information you want to track, and/or opt out of any information you don't want to track. You can also add relevant keywords and seller information. Remember, in order to track Listing Suppression, you’ll need to connect your Amazon Seller account.
Once you’ve chosen what you want to keep track of, you can customize your notifications. The Listing Protection tool can send you alerts via email or SMS. You can opt in or out of these notifications in the Settings tab by clicking on the switch to the left of the notification type you want to change. The slider will appear purple if it is activated, and gray when it is not.
To learn more about protecting your Amazon listings – and how the Listing Protection tool can help – check out our in-depth brand protection guide.
The Keyword Wizard tool is the keyword research tool for sellers. You can use it to analyze keywords to improve your listings’ visibility in Amazon search.
For Semrush masters: the tool’s functionality is very similar to the Keyword Magic Tool, but Keyword Wizard analyzes keywords for Amazon’s search engine.
The current size of the Keyword Wizard database is 200+ million keywords, allowing sellers to identify queries that can make their listings more profitable.
How to Use the Keyword Wizard Tool
1. Enter a seed keyword to begin your search (something basic related to the product you are selling, e.g. “headphones”).
2. Choose the type of results you want:
- Broad Match includes results that have meanings related to your keyword, but not necessarily the same.
- Phrase Match includes results that have the meaning of your seed keyword, but might not be phrased in exactly the same way.
- Exact Match includes results that include your seed keyword, exactly as written.
- Related includes results that are relevant to the seed keyword. These results are based on the best-ranking keywords of the top performing products for your seed keyword.
3. To get the best keywords for your listing, it’s a good idea to sort your results. You can use the advanced filters to remove keywords that have too high and/or too low a volume, as well as too many competitors. You can also use Exclude Keywords to remove competitor brand names, or Include Keywords to ensure that a certain term appears.
For example, using “star wars tshirt” as a seed keyword, you can change the match type to Related, and set the minimum search volume to 1,000 and the maximum number of competitors to 200.
This will allow you to find low-competition, high-demand keywords for products that are relevant to your seed keyword.
4. Click the Results icon to see the current Amazon results for a particular keyword.
5. Choose the keywords you want to target, or export up to 1000 keywords to a CSV file to reference later.
How do I choose high-volume, low-competition keywords for Search Terms using Amazon Keyword Wizard?
With the Search Terms feature in Keyword Wizard, you can easily make a list of high-volume keywords for the search terms attribute of your listing.
First, start a new search of broad match keywords for your main seed keyword in Amazon Keyword Wizard, and then select up to 1000 relevant keywords from the top results.
Next, click the Search Terms icon to see the most frequent words in selected list keywords. You can deselect irrelevant or branded keywords simply by clicking on them. There’s no need to take the keywords that are already present in your title and bullets, as they are indexed too.
- Numbers, single letters, and plurals are deselected automatically according to Amazon Guidelines.
- As Amazon limits the length of the Search Terms attribute by default, the tool selects only keywords that fit 249 symbols (without spaces). Watch out for the counter when you deselect any keywords or add new ones.
Once the list is ready, copy it by clicking on Copy to Clipboard, and then paste it in the Search Terms field in your listing.
To learn more about building an effective and successful keyword strategy for your Amazon business – and to see how Keyword Wizard can help – check out our in-depth keyword research guide.
The Traffic Insights tool provides in-depth reporting on how much external traffic your listings are getting, where that traffic is coming from, and what you can do to maximize your potential traffic going forward.
However, you don’t need to own a listing in order to analyze it. You can also use the tool to analyze your competitors’ listings, allowing you to identify their strengths and weaknesses and compare them with your own product listings.
How to Use the Traffic Insights Tool
You can compare up to three different product listings at a time using the Traffic Insights tool. Once you’ve identified which listings you want to learn about, simply copy and paste the URL or ASIN for each listing into the appropriate text field and click Analyze.
Traffic Insights offers a few different reporting options depending on the type of insight and the level of specificity you’re interested in.
The Overview Report provides a bird's-eye view of your product listing’s reach, including the estimated number of potential customers who could discover your product across all channels.
Here, you can find the Total Reach Trend, which provides dynamic insight into your listing’s maximum potential traffic across a period of time, as well as Reach by Channel, which breaks down potential traffic by each external channel.
To dig down and get more detailed insights into each channel, you can choose the relevant report on the menu on the left-hand side.
Google Organic Report
Organic traffic from Google can play a significant part in your audience acquisition strategy, so it’s important to pay attention to this channel.
The Google Organic report helps you understand Google search trends, and also allows you to identify potential improvements you could make. Here, you could analyze:
- Your overall trends in reach, traffic, and the number of keywords bringing traffic to your product listing
- Data about specific keywords including competition, traffic, and search position
- Organic search trends by device type and country
- Historical reports
Amazon Organic Report
A significant number of product-related searches start on Amazon, and many of these end up in a direct sale. Therefore, it’s important to focus on your search visibility, and to understand what your competitors are up to in this regard.
The Amazon Organic Report is structured in a similar way to the Google Organic Report, and allows you to view reach, keyword, and traffic trends on Amazon for your selected product(s).
In the Details report, you can also see valuable information about the product’s keywords, including Amazon SERP features, position changes, and detailed keyword analysis.
The Referrals report analyzes potential traffic coming from backlinks. Here, you can analyze overall referral traffic through three different trends:
- Referring domains
The Details report provides a more granular view, breaking down each of the top referral sources by domain. This section shows you the total backlinks provided by that domain, as well as how many new or lost backlinks there were in a given period. You can also see how competitive those backlinks are for each source. To view your specific backlinks (or those of your competitors) click on the referring domain.
Shopping Ads Report
The Shopping Ads Report looks at the keywords currently generating Product Listing Ads (PLAs) leading to your product. Here, you can find the number of total keywords generating PLAs, as well as specific data about each keyword. You can also learn how many websites are running a display ad leading to that product, and your Reach Trend, which shows the estimated number of potential customers using the search terms you’re ranking for.
Display Ads Report
The Display Ads Report focuses on visual banner ads related to an ASIN, listing or product, which are shown externally, across various ad-supported websites. It enables you to examine a few specific trends related to your display ad performance:
- Reach Trend: This graph estimates the overall amount of traffic visiting the websites that display ads related to your product listing over time. It shows you how many people your ad could potentially reach.
- Publishers Trend: This graph focuses on the number of websites that publish ads associated with your product.
- Ads Trend: This graph shows how many times display ads associated with your product appeared on websites that publish them.
More information about each of these trends can be found under Details. The Details panel breaks down your ad performance according to the website publishing them. Here, you can see each website’s estimated reach, how many ads they are running associated with your product, how many days those ads appeared, how many times those ads were seen, and how much competition there is. Here, competition specifically refers to the total number of Amazon products also running ads on that website.
Split Testing is a tool that helps you analyze potential changes to an unlimited number of Amazon listings, and make data-driven decisions as a result. You can test updates to your listing titles, descriptions, prices, and images for 1 to 30 days, and go forward with the higher-performing version of the page once the test has concluded (all without leaving the app).
How to Use the Split Testing Tool
The Split Testing tool requires an Amazon Seller account in order to function, so before you can use the tool, you’ll be prompted to connect your account. To do this, enter your Amazon Seller ID, and your MWS Auth Token into the corresponding text fields. Click on the Get Your Amazon MWS Details button to sign into your account, where you can copy and paste your Seller ID and token.
After you connect your Amazon Seller account to the Split Testing tool, you’ll be able to see all of your current product listings in the dashboard. If you want to run a split test on one of them, click on the product listing in question to access the Create Split Test window.
Next, choose the element you want to change, and make your edit within the Split Test tool. This could be the product title, price, item description, or main image. You’ll be able to change one element per split test.
When you’re finished, click 'Publish on Amazon' and your experiment will begin.
Your Split Test will run for 1 to 30 days, but you’ll still be able to view real-time data as it runs - and you can cancel it at any time. Once it completes, you’ll be able to compare the performance of the new page with that of the original page during the previous seven day period. After you’ve reviewed the results, you can choose which version you want to use moving forward.
You can only run one test per product page at a time, so once one experiment has completed, you can continue to make additional tweaks to that listing and run tests to optimize your performance. You can also run simultaneous split tests on different product listings.
Just remember: your split test will make actual changes to your live product listing, so double check before launching a test!
To learn more about AB and split testing on Amazon, check out our in-depth, user-friendly guide.
The Listing Quality Check tool audits your listings and makes data and expert-driven suggestions on how to optimize your listings, improve visibility, and increase conversion.
The Listing Quality Check tool evaluates your product listings for:
- Amazon Requirements: This report looks for anything that would need to be changed in order to avoid a listing suspension.
- Amazon Style Guides: This report checks your listing against Amazon’s style guide to help improve the overall quality of your listing.
- Best Practices: This report provides additional ideas to improve your listing based on Sellzone research.
You can also track your listing’s quality score, which assesses the overall health of your listing.
How to Use the Listing Quality Check Tool
To evaluate a listing using the Listing Quality Check tool, all you have to do is enter the product’s URL or ASIN into the corresponding field.
Once you click Check, the tool will run a comprehensive report that identifies areas of improvement. This report will also show you your Listing Quality Score, and how each failed check is impacting that score. To dismiss a failed check that you disagree with, click the corresponding Disagree button on the right side of the page.
Note that the specific checks available to you may vary depending on whether you are using a free or paid account.
It uses the freshest Amazon data to find in-demand products, and also allows you to determine whether your chosen product has the potential to be profitable using the Sellzone FBA Calculator.
How to Use Product Research
If you already have a rough idea of your seed keyword (such as “headphones”, “star wars”, or “diet supplements”), then you can search for products based on this.
Alternatively, you can select any number of categories that interest you (as well as unlimited subcategories for each one).
Next, you should choose a product price range based on your budget. If you’re not sure yet, you can leave this field blank. However, for beginners, experienced sellers recommend using the medium range of $10 to $25, as this is generally the most comfortable range for buyers.
The tool will present a list of suggested products based on your input, which you can then review more closely.
For each product, you can get a full, in-depth breakdown of Amazon’s fees by clicking on either View Detail or Calculate. With Calculate, you can also get a clear calculation of the net, ROI, and profit.
Once you have identified a suitable product, you can then add it to your favorites, and/or export the results to an Excel file.
With an impressive conversion rate of 9.55%, Amazon PPC advertising is a powerful channel for ecommerce campaigns.
Note: To use the PPC Optimizer Tool, you will need to connect your Amazon advertising account using your Merchant Token number. This enables the tool to determine the list of products available for advertising, monitor advertising campaign metrics, and optimize advertising campaigns.
How Does the PPC Optimizer Tool Work?
Once you have integrated your seller’s account, the tool will automatically create a list of all your products. The first step is to select the products you want to feature in your campaign, either via the dropdown menu or by searching manually.
For each product that you select, you will then need to set your desired parameters:
- Daily advertising budget
- Start and end dates
- Custom bid
- Advertising Cost of Sales (ACoS) target
You can also specify any keywords that you wish to include or exclude.
Note that you can start the campaign without specifying keywords; in this case, the tool will automatically gather a list of the most relevant and effective keywords for your product.
The tool will then create four campaigns for each of your products (these are visible from your Amazon Advertising account). For example, if you schedule a campaign for 10 products, then you’ll see 40 campaigns in your Advertising Account.
In general, it’s recommended to let your campaigns run for at least 2-3 weeks before you make any changes. This is so the tool can gather results without any interference to the automatic campaign optimization process. It’s also highly recommended not to edit the campaign from your Amazon account manually during this period.
Auto Campaign and Broad Campaign are intended to gather the most relevant keywords/ASINs for your product, and try them on a low budget. The most effective of these are then moved to Exact Campaign or Product Campaign (when this happens, those keywords or ASINs are automatically included as negatives for the previous campaign). With each new sale, the campaign will then become more optimized.
As your campaigns develop and evolve, you can analyze your ACoS, budget, revenue, impressions, and clicks for each advertising campaign.
When you click on the Show Details icon, you can also see more detailed information for the campaign.
You can also review, analyze, and manage your keywords using the Keyword Manager feature. This allows you to:
- Move keywords to negative
- Change your bid for specific keywords
- Change match types