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 two 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: This includes full access to Sellzone’s entire suite of tools. This includes more in-depth ASIN external traffic reports, listing protection, quality checks, and ideas to help improve your listings.
Sellzone provides insight into your Amazon Marketplace performance through five 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 potential loss of sales.
- Keyword Wizard: This tool helps you do the 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 stay in compliance by checking your listings against Amazon Requirements and Style Guides, and provides advice on how you can improve.
- 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.
If you need to toggle between tools, you can use the dashboard pictured above, or the drop-down menu on the top right.
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 the 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 as many Amazon product listings as you like, 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 opt out of any you do not 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.
The Keyword Wizard tool is the keyword research tool for sellers. Using it, you can 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 tool database is 200+ million keywords to help sellers identify keywords 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.
3. Sort your results to get the best keywords for your listing. Filter out keywords with too low and too high volume, as you don’t need terms that are rarely searched and high volume usually means high competition. Also, filter out the brand names of your competitors.
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 the Search Term using Amazon Keyword Wizard?
With “Search Terms” feature Keyword Wizard in you can easily make a list of high-volume keywords for the “Search terms” attribute of your listing.
- Start a new search of broad match keywords for your main keyword in Amazon Keyword Wizard.
- Select up to 1000 relevant keywords from the top results of your seed keyword.
- Click “Search terms” to see the most frequent words in selected list keywords. Clicking on single keywords you can deselect irrelevant keywords or brand names. There’s no need to take the keywords that already present in your title and bullets since they are indexed too.
- Numbers, single letters and plurals are deselected automatically according to Amazon Guidelines.
- Since 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 words” and paste it to the “Search term” field of your listing
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 to identify their strengths and weaknesses and compare that with your own product listings.
How to Use the Traffic Insight Tool
You can compare up to three different product listings at a time using the Traffic Insight 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 birds-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.
The Organic Search Traffic report helps you understand Google search trends and what changes you could make to improve. 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
The Referrals report analyzes potential traffic coming from backlinks. Here, you can analyze overall referral traffic through three different trends:
- Referring Domains
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 backlinks are for each source. To view your specific backlinks (or those of your competitors) click on the referring domain.
The PLA Report looks at the keywords currently generating Product Listing Ads leading to your product. Here, you can find the number of total keywords generating Product Listing Ads, 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.
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 make data-driven decisions analyzing potential changes to an unlimited number of Amazon listings. You can test updates to your listing titles, descriptions, prices and images in seven day increments and go forward with the higher-performing version of the page once the test has concluded, 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 right from 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 seven 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. Once the test is over and you’ve reviewed the results, you can choose which version you want to use moving forward.
You can only run one test on a 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!
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 looks for anything that would need to be changed in order to avoid a listing suspension
- Amazon Style Guides: This checks your listing against Amazon’s style guide to help improve the overall quality of your listing
- Best Practices: This provides additional ideas to improve your listing based on our research
You can also track your listing’s quality score, assessing 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 identifying which areas still need work. 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.
The specific checks available to you may vary depending on whether you’re using a free or paid account.