5 Best Tools to Optimize Your Amazon Reporting and Analytics

Dashboards solve this challenge by bringing key metrics together in one place. They make it easier to monitor real-time results, assess ROI, and prioritize resources. In this article, we’ll review the best Amazon analytics tools of 2025 that help sellers stay in control of their business performance.

Before diving into dashboards, let’s highlight the typical pain points Amazon sellers face:

• Data scattered across multiple platforms. Sales, ads, and costs often live in different systems, making reporting complicated.
• Delayed reporting. Waiting days for updates prevents agile decision-making.
• Difficult profitability tracking. Amazon bundles shipping, fees, and commissions, so true net profit is unclear.
• Short data retention. Amazon Ads stores data for just 3 months, limiting year-over-year analysis.
• Manual reporting. Finance teams often spend hours reconciling spreadsheets and correcting errors.

These issues create blind spots, waste valuable time, and make it hard to scale effectively.

The information in this article is based on publicly available sources and official product documentation. It is provided for informational purposes only and does not represent our subjective opinion.

To ensure a fair comparison, we assessed each Amazon seller reporting tool using the following criteria:

1. Data coverage. Does it capture sales, ads, inventory, customer, and financial metrics?
2. Ease of use. How intuitive is the UI? How long does setup take?
3. Customization. Can you apply filters, add KPIs, or integrate with external tools?
4. Update frequency. Does it provide real-time Amazon sales data or daily updates only?
5. Support & scalability. Can it grow with your business, and how responsive is customer support?

These benchmarks reflect real-world seller needs, not personal preferences.

1. 1. Helium 10

   One of the most recognized Amazon seller analytics platforms, Helium 10 offers a wide suite of tools for product research, PPC, and operations.

   Strengths:

   • Comprehensive all-in-one toolset beyond analytics (SEO, keyword tracking, product launches).
   • Strong Amazon PPC analytics dashboard for monitoring ad campaigns.
   • User-friendly interface and large knowledge base.

   Limitations:

   • Expensive subscription plans, especially for smaller sellers.
   • Limited flexibility for custom reporting.

   Best for: Medium-to-large sellers who need an all-in-one suite, not just reporting.

2. 2. Jungle Scout

   Jungle Scout is known primarily for product research, but it also offers reporting features to track sales performance.

   Strengths:

   • Reliable sales estimates and product trend analysis.
   • Useful for identifying profitable niches.
   • Beginner-friendly with guided insights.

   Limitations:

   • Limited PPC and financial tracking capabilities.
   • Less suitable for advanced profit analysis.

   Best for: New sellers or small businesses focusing on market entry and product launches.

3. 3. DataHawk

   DataHawk is an advanced Amazon data visualization tool with strong reporting and integration capabilities.

   Strengths:

   • Powerful integrations with BI tools like Looker Studio and Power BI.
   • Excellent keyword and advertising performance tracking.
   • Offers API access for large-scale data needs.

   Limitations:

   • Can feel overwhelming for non-technical users.
   • Pricing may not suit small businesses.

   Best for: Mid-to-enterprise sellers with in-house analysts or BI teams.

4. 4. Sellerboard

   Sellerboard positions itself as a profit dashboard for Amazon sellers, focusing on clear financial insights.

   Strengths:

   • Detailed profitability tracking, including fees, shipping, and refunds.
   • User-friendly, built specifically for profit-focused sellers.
   • Affordable pricing compared to bigger suites.

   Limitations:

   • Less advanced for advertising analytics.
   • Limited customization options.

   Best for: Small-to-medium sellers focused primarily on profitability.

5. 5. Southwave Custom Amazon Seller Analytics Platform

   Southwave offers a custom Amazon seller analytics platform tailored to each client’s needs. Unlike off-the-shelf tools, it’s built for flexibility and precision.

   Strengths:

   • Accurate net profit calculations — excludes “pending” orders and factors in all Amazon fees.
   • Unlimited historical data — no 3-month or 2-year limits like Amazon Ads or Seller Central.
   • Centralized data hub — integrates Amazon Ads, Seller Central, Shopify, WooCommerce, Google Analytics, QuickBooks, and more. Flexible dashboards with Looker Studio integration, teams can customize KPIs, filters, and visualizations.
   • Setup within 30 hours (or two weeks for more complex custom features).

   Limitations:

   • Requires initial setup and collaboration with Southwave’s team.
   • Update frequency is 3 times per day, not continuous real-time.

   Best for: Businesses of any size needing tailored, reliable, and scalable reporting beyond Amazon’s limits.

There’s no single “best” Amazon seller reporting tool — the right fit depends on your business model, scale, and goals:

• Choose Helium 10 if you need a full suite beyond reporting.
• Try Jungle Scout if you’re starting out and focusing on product research.
• Go with DataHawk if you want enterprise-level BI and integrations.
• Opt for Sellerboard if profitability tracking is your top priority.
• Consider Southwave’s custom Amazon reporting solution if you need a flexible, long-term dashboard that grows with your business.

By choosing the right platform, you’ll gain clarity, save time, and unlock better decision-making for your Amazon and e-commerce operations.

If you feel that a custom solution is the right fit for your business, our team at Southwave will be happy to discuss how we can tailor it to your needs. To learn more about how our dashboard works in practice, check out our detailed article: Your Amazon Data, Your Way: Dashboard for Growth .