SMB SEO

Marketplace seller tools for small businesses

Research and listing tools for Amazon and Etsy sellers. We list 18, and 10 have a free plan.

Order: tools we’ve tested come first, by score, then the rest alphabetically. Payment never changes the order.

Prices checked between Oct 9, 2026 and Oct 13, 2026. How prices compare across categories

How to choose an Amazon or Etsy seller tool

Updated Oct 14, 2026.

Do I need a paid keyword tool?

Check what Amazon and Etsy show you first. On Amazon, Brand Analytics’ Search Query Performance dashboard lists the searches customers use to find your brand, with their query volume, impressions, clicks, cart adds and purchases (Amazon). Product Opportunity Explorer groups search terms into niches with their volume, demand and competition, though Amazon calls it “only a guide” (Amazon). On Etsy, the search visibility page in Shop Manager shows how your shop and listings do in the areas Etsy search takes into account, with recommended actions (Etsy).

Our guides to what Amazon gives sellers and what Etsy gives sellers cover the rest. Pay for a tool when you need something these don’t show you.

Count what Amazon’s own data costs

Brand Analytics needs a Professional selling account and the Brand Representative role for a brand enrolled in Brand Registry. Amazon prices the Professional account at $39.99 a month, billed monthly, plus selling fees (Amazon, checked October 7, 2026). Brand Registry is “a free program”, but it needs a registered or pending trademark for your brand name or logo (Amazon). Without both, Brand Analytics isn’t open to you, so weigh a paid tool’s price against what they cost. Every price we list says whether it’s billed monthly or is the monthly cost of a yearly plan, with the day we checked it.

Ask where a number comes from

Brand Analytics gives you Amazon’s own figures for your brand. When a tool shows search volumes for other keywords or sales for other sellers’ products, ask whether each number comes from Amazon or is the tool’s estimate, and if it’s an estimate, how the tool makes it.

Check titles against Amazon’s 75-character rule

Since July 27, 2026, most product titles on Amazon are limited to 75 characters, including spaces (Amazon Seller Forums). A title that doesn’t comply “might be automatically corrected or it might not appear in our search results” (Amazon Seller Central). If a tool writes or rewrites titles, check its suggestions against the rule; our Amazon title checker counts the characters for you.

Etsy says its search looks at the whole listing, including the title, tags, attributes, descriptions, first photo and reviews, so “your title doesn’t need to do all the work”. Its ranking also counts your shop’s average review rating, message response rate and case rate from the past three months (Etsy). A keyword tool can help with titles and tags; the search visibility page’s recommendations cover the rest.

Sources for this guide

Free tools from SMB SEO

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