Best Amazon Analytics Tools in 2026 for eCommerce

‍

Selling on Amazon in 2026 isn’t as simple as finding winning products and turning ads on. It’s about understanding profitability at a SKU level, navigating rising ad costs, managing complex Amazon fees, and making smarter decisions across multiple marketplaces.

‍

For modern omnichannel brands, Amazon is just one part of a much larger ecosystem that includes DTC sites, paid media, social and marketplaces. Yet most Amazon sellers still rely on fragmented reporting, spreadsheets, or native Amazon dashboards that tell you what happened, not why it happened or what to do next.

‍

That’s where Amazon analytics tools come in.

‍

In this guide, we’ll break down:

‍

• What Amazon analytics tools actually do (and where Amazon’s own reporting falls short)
• What to look for in the best Amazon analytics tools in 2026
• The top platforms for Amazon sellers and omnichannel brands
• Why Conjura stands out as the #1 solution for serious sellers

‍

If you sell on Amazon in addition to other channels then this guide is for you.

‍

‍

What Is an Amazon Analytics Tool? (And Why Native Amazon Reports Aren’t Enough)

‍

An Amazon analytics tool is a platform that pulls together your Amazon sales, advertising, and operational data to help you understand performance beyond surface-level metrics like revenue or ROAS.

‍

Amazon Seller Central and Amazon Ads provide plenty of reports, but they’re:

‍

• Siloed (sales, ads, fees, and refunds live in different places)
• Lagging (by the time you spot an issue, profit is already lost)
• Revenue-focused, not profit-focused

‍

Most importantly, native Amazon tools don’t answer the questions that actually matter in 2026:

‍

• Which SKUs are truly profitable after ads, fees, refunds, and costs?
• Which Amazon ads are driving profit, not just attributed revenue?
• How does Amazon performance compare to DTC or other marketplaces?
• Where should I invest budget next to grow profitably?

‍

This is why Amazon sellers are increasingly turning to third-party Amazon seller analytics tools, platforms designed to unify data, calculate real profitability, and surface actionable insights.

‍

‍

What to Look for in the Best Amazon Analytics Tools in 2026

‍

Different Amazon analytics tools will have their own strengths. As marketplaces mature and margins tighten, the best tools in 2026 share a few critical capabilities.

‍

True SKU-Level Profitability

‍

Revenue alone is misleading on Amazon. A best-in-class tool should calculate profit per SKU, accounting for:

‍

• Amazon fees
• Ad spend
• Refunds
• Cost of goods
• Additional operational costs

‍

If your tool can’t tell you which products actually make money, it’s not fit for modern Amazon selling.

‍

Amazon Ads Analytics That Go Beyond ROAS

‍

Amazon Ads performance should be tied back to products, not just campaigns. Look for platforms that connect Sponsored Ads spend directly to SKUs so you can see which products scale profitably and which burn budget.

‍

Omnichannel & Multi-Marketplace Visibility

‍

Most Amazon sellers now operate across:

‍

• Amazon
• DTC (Shopify or BigCommerce)
• Paid media (Meta, Google, TikTok)
• Additional marketplaces

‍

The best Amazon analytics tools bring all channels into one view, allowing apples-to-apples comparisons of performance and profitability.

‍

Actionable Insights, Not Just Dashboards

‍

Dashboards are table stakes. In 2026, the best tools go further by providing:

‍

• Recommendations
• Alerts
• AI-powered insights
• Clear “next actions” for teams

‍

Speed, Usability, and Team Adoption

‍

If a platform requires a data analyst to operate, it slows decision-making. The best tools are fast to implement, intuitive to use, and designed for marketing, merchandising, finance, and operations teams alike.

‍

‍

Best Amazon Analytics Tools in 2026

‍

Below are the top Amazon analytics platforms for eCommerce brands in 2026, starting with the clear market leader.

‍

‍

‍

‍

1. Conjura - Best Overall Amazon Analytics Tool for Omnichannel Sellers

‍

Conjura is the #1 Amazon analytics tool in 2026 for brands that care about profit, not vanity metrics.

‍

Unlike traditional Amazon seller analytics tools that focus on surface-level reporting, Conjura is built around a single core principle: accurate product-level profitability across all your channels.

‍

Why Conjura Leads the Market

‍

True SKU-Level Profitability

‍
Conjura calculates contribution profit at the SKU level by combining:

‍

• Amazon sales
• Amazon Ads spend
• Amazon fees
• Refunds
• Product costs
• Additional imported costs

‍

This gives brands a clear, accurate view of which products drive profit and which silently drain margin.

‍

Best-in-Class Amazon Ads Analytics

‍
Conjura connects Amazon Ads directly to products, allowing sellers to understand:

‍

• Which SKUs are worth scaling
• Where ad spend is inefficient
• How ads impact total business profitability, not just Amazon revenue

‍

Built for Omnichannel Brands

‍
Amazon doesn’t exist in a vacuum and neither does Conjura. The platform unifies data from:

‍

• Amazon
• Shopify & BigCommerce
• ERP's like Brightpearl and NetSuite
• OMS's
• Google Analytics
• Meta, Google, TikTok, Amazon Ads
• Other operational data sources

‍

This allows teams to compare performance across channels and marketplaces in one place.

‍

Actionable Product & Marketing Insights

‍
Conjura doesn’t stop at reporting. Its product actions and AI-powered insights (via Owly AI) surface clear recommendations to:

‍

• Improve SKU profitability
• Optimize ad spend
• Fix stock and demand issues
• Identify growth opportunities faster

‍

Designed for Real Teams: Marketing, merchandising, finance, and operations teams all work from the same source of truth, without spreadsheets or manual reconciliation.

‍

Best for: Scaling brands selling on Amazon and other channels that want a single platform for profitable growth.

‍

‍

2. Amazon Seller Central & Amazon Brand Analytics (Native Tools)

‍

Amazon’s native analytics tools are unavoidable, but limited.

‍

Pros

• Free to use
• Direct access to Amazon sales and operational data
• Useful for basic reporting and compliance

‍

Cons

• No true profitability metrics
• Ads, fees, and refunds live in separate reports
• No cross-channel or omnichannel visibility
• Reactive, not insight-driven

‍

Bottom line: Amazon’s tools are necessary, but they’re not sufficient for modern sellers focused on profit - hence why you’re probably reading this article in the first place!

‍

‍

‍

3. Triple Whale

‍

Triple Whale is a well-known analytics platform with a strong focus on marketing attribution.

‍

Strengths

• Pixel-based attribution
• Strong paid media insights
• Popular with agencies and performance marketers

‍

Limitations for Amazon Sellers

• Amazon analytics are not the core focus
• Product-level profitability is limited outside enterprise plans
• Less suited for operations and finance teams managing marketplace complexity

‍

Best for: Brands primarily focused on paid media optimization rather than deep Amazon SKU analysis.

‍

‍

4. Polar Analytics

‍

Polar Analytics positions itself as a highly customizable “all your data in one place” platform.

‍

Strengths

• Large number of integrations
• Custom dashboards and metrics
• Flexible for in-house analytics teams

‍

Limitations

• Steeper learning curve
• Less opinionated insights
• Not purpose-built for Amazon SKU-level profitability or action-driven decision-making

‍

Best for: Teams with strong internal analytics resources that want flexibility over guidance.

‍

‍

Amazon vs Walmart: Which Marketplace Is Better for eCommerce Sellers in 2026?

‍

One of the most common questions eCommerce brands ask today is: Should we double down on Amazon, or invest more in Walmart?

‍

The real answer for most sellers in 2026 is both, but let’s break it down.

‍

Amazon: The Revenue Giant (With Margin Pressure)

‍

Amazon remains the dominant marketplace by volume and reach.

‍

Pros

• Massive customer base
• Highly developed advertising ecosystem
• Strong international infrastructure
• High purchase intent

‍

Cons

• Rising seller and fulfillment fees
• Intense competition
• Expensive ad auctions
• Margin erosion on commoditized products

‍

Amazon is still the fastest way to scale revenue, but without strong analytics, it’s also the fastest way to lose profit.

‍

‍

Walmart Marketplace: The Growing Profit Opportunity

‍

Walmart has quietly become one of the most attractive expansion channels for established Amazon sellers.

‍

Pros

• Lower fees than Amazon
• Less competition
• Strong brand trust with U.S. consumers
• Improving advertising tools

‍

Cons

• Smaller customer base
• Less mature analytics ecosystem
• Operational complexity when added as a second marketplace

‍

For many brands, Walmart offers higher-margin growth, especially when top Amazon SKUs are replicated successfully.

‍

‍

The Real Challenge: Comparing Amazon vs Walmart Performance

‍

The hardest part of selling on both Amazon and Walmart isn’t getting products listed or ads live, it’s understanding how each marketplace is really performing. When sales, ads, fees, and inventory data live in separate systems, it becomes incredibly difficult to get a clear, side-by-side view of what’s actually driving profit.

‍

As a result, sellers are often left struggling to answer fundamental questions. Which marketplace is delivering higher contribution profit? Are Walmart ads more efficient than Amazon Ads once fees and costs are factored in? Should inventory be prioritized for Amazon’s higher volume or Walmart’s potentially stronger margins? And which SKUs perform best on each marketplace?

‍

Without unified analytics, these decisions are often based on assumptions rather than evidence. That’s why modern Amazon seller analytics tools must support multi-marketplace reporting, enabling teams to compare Amazon and Walmart performance using the same profitability metrics. When both marketplaces are measured consistently, brands can confidently allocate budget, inventory, and effort where it will have the greatest impact on profit.

‍

‍

Final Verdict: The Best Amazon Analytics Tool for 2026

‍

There’s no shortage of Amazon analytics tools on the market. But most fall into one of two camps:

‍

• Basic reporting tools that tell you what happened
• Marketing-focused platforms that optimize ads without showing true profitability

‍

In 2026, winning Amazon sellers need more than either of those.

‍

They need:

• Accurate SKU-level profit
• Amazon Ads analytics tied to products
• Omnichannel and multi-marketplace visibility
• Actionable insights for marketing, merchandising, and operations teams

‍

That’s why Conjura stands out as the best Amazon analytics tool for modern eCommerce brands. By unifying Amazon, DTC, paid media, and marketplace data into one platform and focusing relentlessly on profitability, Conjura helps brands make faster, smarter, and more profitable decisions. If you’re serious about scaling on Amazon (and beyond) in 2026, the right analytics platform isn’t optional; it’s foundational.

‍

Ready to See What’s Actually Driving Profit on Amazon?

‍

Book a demo with Conjura and see how product-level, omnichannel analytics changes the way you grow.

‍