Sellerly Review: Everything You Need To Know

Is it the best tool for Amazon sellers?

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Are you selling products on Amazon as a secondary source of income next to your online store? Or, are you strictly an Amazon seller without an ecommerce site? It seems like an Amazon seller account is a must-have if you plan on expanding your reach and locating new customers. It turns out that over 2.4 million sellers are currently peddling products on Amazon, with hundreds of thousands of new third-party merchants being added each year.

Editor's note:
Sellerly has been rebranded to Sellzone.

You can check out our updated Sellzone review here.

Whether you're having success on Amazon or not, it's essential to reevaluate your approach every week or month to see how you can improve your listings and take your sales to the next level. That's why we want to take a long look at a product that helps you A/B test your Amazon listings to find out which elements your customers like best. In addition, this tool provides wonderful tools for improving your Amazon listings, checking on traffic, and protecting the integrity of those product listings.

In this Sellerly review, we'll talk about our favorite features, the pricing, interface, and other elements to see if this potential selling machine is right for you.

Sellerly Review

Sellerly Review: What Does it Do?

Sellerly has massive potential for all Amazon merchants big and small. Sellerly has four tools to help users improve the performance of their product listings on Amazon: Split Testing, Traffic Insights, Listing Quality Check and Listing Protection tools. The tools are designed to influence visibility, traffic, and conversions of Amazon listings.

Sellerly toolkit started with Sellerly Split Testing tool back in 2018 which was and still is free for its users. In addition to Sellerly's Split Testing feature, it now provides features for listing protection, traffic insights, and a quality check for your listings.

We'll explain all of them more in the Features section below

Sellerly Review: The Features

Sellerly offers four different tools all packaged into one sleek dashboard.

The tools include the following:

  • Listing Protection – This monitors each of your listings on Amazon and sends you a notification if something isn't right.
  • Traffic InsightsThe Amazon Traffic Insights tool is an analytics tool that allows you to evaluate and compare Amazon listings’ traffic channels, and scale your marketing strategy accordingly. The process is handled by using the ASIN (Amazon Standard Identification Number) of each item.
  • Split Testing – A system for running tests for all Amazon listings and figuring out which wording, photos, and other elements work best for increasing conversions.
  • Listing Quality Check – An overarching audit tool for Amazon sellers that checks listings for incompleteness, Amazon Guidelines fit, and content errors, and provides recommendations for listing optimization.

Feature Analysis: Listing Protection

The Listing Protection tool is an alert system for sellers that helps you to instantly respond to unwanted listing changes and traffic loss. The tool tracks your keyword positions, buy boxes, listing suppression, and prices.

How does it work?

  1. Add a listing
    To start tracking a product, you need to enter the product page’s URL or ASIN.
  2. Add keywords and Seller’s name
    Enter keywords the product ranks for in Amazon’s search engine, and the seller’s name to track Buy Boxes.
  3. Set up notifications
    You can choose to get notifications via email or SMS.

Source: Sellerly FAQ

listing protection - Sellerly Review

All you have to do is click on the Add Listing button to begin getting notifications about those listings, whether it's for your own product or a competitor's.

add listing - Sellerly Review

The listing URL or ASIN is required in order to begin the analysis.

listing url

A click of the Add button runs the Listing Protection tool and places that product in the list below.

add button

You can add as many products as you want to the Listing Protection module. There's a Settings tab for indicating which notifications you'd like to receive.


Options include Email and SMS Notifications, both of which send directly to your email or phone when something of note happens on a listing.


Each product you have under the Listing Protection tool from Sellerly has a button to Track Your Listing Issues. This is an alternative to waiting around for notifications.

track your issues - Sellerly Review

The idea behind the Listing Protection tool is to either check to see what your competitors are doing, or it's to ensure that nothing fishy is going on with your own listings.

For instance, you can track keywords and pricing, and product descriptions. If Amazon changes the price without you knowing, or the description isn't quite right, you'll know about it before anyone else.

the issues

Overall, tracking an Amazon listing boosts your company's oversight for products on Amazon. It's a valuable tool to check price changes and match how your competitors price their products. In addition, optimizing for a keyword ensures your products get listed when customers search for the relevant words.

If you're not optimized for those particular keywords, you risk lower sales, or no sales at all. Finally, the buy box function enables you to push your way into the coveted Amazon Buy Box area. The most successful Amazon sellers get listed in the Buy Box so that it's the first option recommended when customers search for a product. Sellerly outlines whether you need to improve your pricing strategy or get better customer feedback to land your product in the Buy Box.

Feature Analysis: Traffic Insights

The Amazon Traffic Insights tool is an analytics tool that allows you to evaluate and compare Amazon listings’ traffic channels, and scale your marketing strategy accordingly.

How does it work?

  1. Add listings
    Enter the URLs or ASINs of up to 3 listings to evaluate and compare their traffic channels.
  2. Check the reports
    The Overview report shows the big picture of listings’ reach – the estimated number of customers that can discover the product through all analyzed channels.
    Google Organic – Traffic from Google’s organic search results.
    Referrals – Traffic that comes from the links from different websites.
    PLA – Product Listing Ads are displayed for product-related searches on Google, but unlike standard text-based ads, they feature more information, like images, reviews, prices, special offers, and more.
    Display Ads – The visual banner ads you see on a huge variety of advertising-supported websites of the Google Display Network.

Source: Sellerly FAQ

traffic insights - Sellerly Review

It functions by asking for the URL or ASIN for any product you want, from your own store or a competitor's.

analyze it

After inserting product ASIN or URL the following tabs are available from the analysis:overview with total reach for the product, reach by channel, and organic search traffic.

reports for Sellerly Review

The Google Organic tab highlights trends from Google for this product and offers a list of keywords that bring the product into the Google results.The metrics shown in this Google organic report are:

  • Reach – estimated number of potential customers that have searched for a listed keyword;
  • Position – the position of a listed keyword in organic search result;
  • Difference – changes in the product PLA rankings for a listed keyword compared with the previous month;
  • Traffic – the estimated amount of organic traffic brought to the analyzed product via a listed keyword;
  • And others – landing page, competition, Google geo and device.

google reports

The Referrals Report takes a deep look into where your traffic comes from. You can see domains and figure out if referrals from third-party websites are increasing or decreasing. Sellerly also summarizes this data rather well, telling you if the reach or referral domains have gone up or down recently.

The PLA (product listing ads) Report shows changes in the number of keywords that trigger a PLA ad of the analyzed product to appear in search results and the Display Ads tab shows changes in the number of domains publishing display ads associated with the analyzed product.


pla report - Sellerly Review

What's really cool is that Sellerly lets you compare products in the Traffic Insights section which gives you an opportunity to compare your product listing with your competitor’s best performing listing and find ways to increase your brand’s reach outside Amazon’s ecosystem. You simply click on the Add To Compare button and insert another URL or ASIN.

add to compare

The multiple products are stacked next to each other.

compare two - Sellerly Review

Then, you're able to view statistics and graphs from both products. An example is the Total Reach Trend. We're comparing two gardening pH monitors, which could simulate a situation where you compare one of your products on Amazon to another similar item that's had success.

As you can see, one of the pH monitors performs much better than the other. You can learn more metrics by clicking to each tab orgo into the other tools from Sellerly (especially the Listing Quality Check) to see how you can improve your own listing and boost traffic and sales.

overview compare

Sellerly lets you compare several products side-by-side. It then completes the comparison for all report tabs, like Google Organic, Referrals, and PLA.

It's clear that Sellerly takes statistics seriously, considering the tool is packed with helpful bits of information and visual charts to instantly show you how well a product performs. We also enjoy that you don't have to be the seller of a product to run an analysis. Sellerly opens up all sorts of opportunities for spying on other sellers and copying tactics that work.

referral compare - Sellerly Review

Feature Analysis: A/B Split Testing

The Split Testing tool is the first Sellerly product which still remains free for users, where you make a slight change to an Amazon listing to compare it with an older version. This way, Amazon sellers don't have to guess to figure out if a picture or description is appealing to their customers. You just have to run an A/B test to figure that out.

split test in Sellerly Review

An Amazon MWS account is required to run A/B tests, considering they wouldn't want you to gain full access to other vendor pages for testing.

Therefore, all that's required is the Seller ID and MWS Auth Token, both of which are found in your Amazon MWS dashboard.

add details

Once those details are inserted, you have the opportunity to run a product listing test comparing one version of your product page next to another. For example, it's possible to modify the title of that product and see if your new title attracts more attention or had better keywords for showing up in Amazon results.

Feel free to modify elements like title, price, image or description. After you choose one of the elements to be tested, you simply offer a new version of this element, it automatically updates your actual Amazon listing and measures changes in sales for 7 days. You would change one item on the product page so that two versions are ready for testing. As an example, you may decide to create a product page with two primary product images.

sellerly split test

After you publish the selected two versions, you are able to see the trends live. Sellerly would then show some customers one page and other customers the alternative page. The test runs for 7 days and After one week, results come back to reveal which version gives you better returns than the other. You are able to stop testing at any moment, when you realize which version works better and proceed with the winner.

There are various test parameters to consider from the title to the photos, and the description to the pricing.

As an example, your pricing could be slightly off, making people think that it's just a little bit too expensive. Or maybe you'd increase sales by modifying the price to $29.99 instead of $30, seeing as how the .99 makes the product look much cheaper.

Regardless of your plans or speculations, every idea for a product listing on Amazon should be run through the Sellerly Split Testing module first. This way, you're not going with your gut instinct or leaving it up to chance when it comes to your online business.

Feature Analysis: Listing Quality Check

The final product provided by Sellerly is called the Listing Quality Check.

The Amazon Listing Quality Check tool is an audit tool for Amazon sellers that checks listings for incompleteness, Amazon Guidelines fit, and content errors, and provides recommendations for listing optimization.

How does it work?

  1. Add a listing
    Enter the URL or ASIN of the product page you want to analyze, and let the tool collect data (may take up to 5 minutes).
  2. Check the report
    Listing Quality Score – The overall well-being of a listing based on the ratio of failed and successful checks.
    Amazon Requirements tab – Amazon requirements that must be met to avoid potential listing suppression.
    Amazon Style Guides tab – Additional tips for improving the quality of your listing that are based on the Amazon Style Guide.
    Ideas tab – Additional ideas for improving the quality of your listing that are based on best practices and our research.

Source: Sellerly FAQ

list quality check - Sellerly Review

Much like the other tools from Sellerly, the Listing Quality Check requires a listing URL or ASIN. Paste in one or the other and click on the Check button to activate the tool.


paste in url

There's no limit to the number of products you check.

Sellerly outlines the Amazon Requirements and tells you where you're successful in following those requirements. For example, you want to have a title that doesn't exceed 200 characters. If your title is too long, Sellerly tells you about that. If it's just right, a green check mark shows up next to that requirement.

Some other checks include the number of images on the page, backgrounds for images, blurry images, product descriptions, and ratings.

the checks

It's a long list of suggestions and details, so we recommend walking through each one if you see a red warning message. You're bound to improve your results and sales if all Amazon requirements are covered.

more checks for Sellerly Review

A few tabs are available in the Listing Quality Check. You can view problems with the Amazon Style Guidelines, check out Ideas from Sellerly, or take a look at All Checks to ensure that every part of your product page is working the right way.

Failed checks are common for all merchants, but they often go unnoticed or you simply don't know that Amazon likes to see certain things.

Sellerly solves those problems for you. During my test, I noticed that a listing has company specific information in the bullet points and too many characters in those bullet points, along with a few other situations. So, I'd go to my Amazon listing and make the appropriate corrections. After that, simply run the Sellerly Listing Quality Check again to ensure they've been entirely resolved.

all checks list

Sellerly Review: The Interface

The interface is one of the best things about Sellerly, considering it displays one consolidated dashboard to select and test your Amazon product listings.

You can access each Sellerly feature by going to the Tools tab in the main dashboard menu. There, you'll find links to Listing Protection, Traffic Insights, Listing Quality Check, and the original Split Testing tool from Sellerly.

It's as simple as that. Click on the Listing Protection button to add any listing and monitor for things like listing suppression, product ranks, and Buy Box changes.

Then, navigate to the Traffic Insights area to analyze one or multiple products to see detailed analytics, including referrals and display ads.

Finally, you can click on the Listing Quality Check to receive a Listing Quality Score, along with a list of successful checks and recommendations to follow best practices and Amazon Style Guides.


Sellerly Review: The Pricing

The Sellerly Split Testing Tool is completely free for whichever merchants want to give it a try. You can buy a package of all other tools for $50 per month. You can see more information here

sellerly pricing

We encourage you to give Sellerly Split Testing a try, since it's easy to implement, you don't have to pay a dime, and it immediately gives you the tools to start testing little parts of your product pages to ensure that they all look and sound great for your customers.

If you’d like to get a deeper analysis and prospects for improvements you can purchase Listing Protection, Traffic Insights, or the Listing Quality Check, those tools are all packaged into one plan for $50 per month.

There's also a 7-day trial that requires a credit card on file.

Sellerly Review: Customer Support

Since Sellerly is an Semrush product you can expect some excellent customer support. Not only does Semrush have a direct email address to the Sellerly support team on its website, but you can connect through social sites like Facebook, Twitter, and Instagram.

In addition, Semrush has always provided a wonderful online knowledgebase for you to research your own questions and figure out how to use its products without much time spent browsing around. After that, you're able to send in an email and get a prompt response from a customer support rep..

Not only that, but Semrush has locations all around the world. Therefore, phone numbers are provided to users in North America, Europe, and Australia, giving a wide variety of merchants the chance to speak with a real person regardless of where their business is located.

Some other support resources include options to request sales demos, a chatbox on the Semrush website, and buttons for contacting the sales team. We particularly enjoy that Semrush has an online academy and a community forum.

With the forum, you can chat with other users to ask questions about their own experiences, while also fielding questions to help out others. The online academy, called SEMrush Academy, has an incredible amount of materials for training yourself on the SEMrush tools, including Sellerly. It has options for taking exams, downloading in-depth marketing PDFs, and earning certificates when you've completed some of the courses.

Overall, the Semrush support modules online–and the customer support team itself–has proven itself over and over again, making us believe that this isn't going to change much for the free Sellerly tool.

We particularly enjoy the Send Feedback button in the Sellerly dashboard, which pulls up a quick email module to speak with someone at Sellerly. Along with an FAQ page, blog, webinars, and social media outlets Sellerly does its best to answer your questions along your selling journey.

Is Sellerly Right for Your Online Business?

Overall, every merchant on Amazon should be trying out Sellerly to see how it can improve conversions and quickly make better product listings on Amazon. Sellerly has a quick, easy-to-use interface, the cost is low and it’s powered by Semrush – an award winning developer of tools for digital marketers which is well-known for its data accuracy.

Split testing tool is free, and it's pretty fun seeing how even the littlest changes can make a big difference with your Amazon sales. Traffic Insights offer incredible comparisons, isting Protection is great to monitor your Amazon page, and isting Quality Check makes sure that every product you have on Amazon has the right content.

If you have any questions about this Sellerly review, let us know in the comments!

Rating: 5.0 - Review by

Joe Warnimont

Joe Warnimont is a Chicago-based writer who focuses on eCommerce tools, WordPress, and social media. When not fishing or practicing yoga, he's collecting stamps at national parks (even though that's mainly for children). Check out Joe's portfolio to contact him and view past work.

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