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You’ve set up your Amazon seller account, chosen the Professional plan, and you’re ready to start finding products. Before you dive into sourcing, there are two pieces of software that almost every Amazon FBA seller in the UK uses daily.
The internet will recommend dozens of tools, extensions and dashboards. Most are unnecessary when you’re starting out, and signing up for everything at once is a fast way to burn your budget before you’ve bought a single product.
This guide covers what you actually need, what each tool does, what it costs, and when to add more.
The two tools every new seller needs
Two tools form the foundation of most UK Amazon FBA workflows: SellerAmp SAS and Keepa. Between them you can analyse a product and make an informed buying decision. One tells you what’s happening right now. The other tells you what’s been happening over time. You need both.
SellerAmp SAS: your deal analysis tool
SellerAmp SAS is what you use every time you look at a product and ask “should I buy this?”. It works as a browser extension on desktop and as a mobile app for scanning barcodes when you’re doing retail arbitrage in shops.
What SellerAmp actually does
When you’re browsing a retailer’s site or scanning in a shop, SellerAmp pulls up the matching Amazon listing and shows you the current sell price, estimated Amazon FBA fees, your estimated profit against your buy price, ROI percentage, current BSR, how many sellers are on the listing, and whether Amazon is selling on it.
All of it appears in seconds. Without it you’d be looking up each product manually, calculating fees by hand and working out whether the numbers stack up. It turns a ten-minute job into a ten-second one, which matters when you’re scanning a shelf.
How to set it up
SellerAmp SAS costs around £15 a month. Install the browser extension (Chrome works best) and download the mobile app. The important configuration step is your fee settings: set the marketplace to Amazon UK and fulfilment to FBA, or every profit figure will be wrong.
Set your minimum ROI and profit thresholds too. As a starting point, filter for 25 to 30% ROI and £1 or more profit. That keeps you off razor-thin margins while you’re learning. Adjust as you work out your own risk tolerance.
What to focus on as a beginner
The amount of data is overwhelming at first. Focus on three numbers: estimated profit, ROI percentage and seller count. If profit is above £1, ROI is above 25 to 30%, and there are fewer than about 20 sellers on the listing, you have something worth investigating. That’s where Keepa comes in.
A note on alternatives, including ours
Full disclosure: we build one of these. retailscout is our retail arbitrage app with an FBA deal analyser built in, so it does the scanning, the analysis and the route planning in one place rather than needing a separate subscription. It’s £14.99 a month, or included free with Member+.
We’re not going to pretend SellerAmp isn’t good, because it is, and it’s the tool most UK sellers use. If you already have it and you’re happy, keep it. But if you’re choosing your first analyser and you also want store locations and routing in the same app, it’s worth comparing the two before you commit to a subscription.
Keepa: your historical data tool
If SellerAmp tells you what’s happening now, Keepa tells you what’s happened over the last 30, 90 or 365 days. That context is critical, because a product that looks profitable today can be a terrible buy once you see its history.
What Keepa actually does
Keepa tracks the full price and sales rank history of every product on Amazon. Install the extension and every product page gets an interactive graph showing historical Amazon price, third-party seller prices, BSR over time, seller count over time, buy box price history, and whether Amazon has been on the listing and when.
This is what separates good buying decisions from bad ones. A product might show great ROI in SellerAmp right now while Keepa reveals the price only spiked temporarily, the BSR is terrible so it barely sells, or fifteen sellers piled onto the listing last week and the price is about to crash. Any of those turns your stock into cash sitting in a warehouse.
Why Keepa isn’t optional
Learning to read Keepa graphs is arguably the single most important skill in Amazon FBA. It’s the difference between stock that sells quickly at a profit and stock that sits for months racking up storage fees. Every experienced seller will tell you the same thing.
Keepa costs around £19 a month for the data plan. There is a free tier, but it doesn’t include sales rank history, which is the data point that matters most.
Inside the fulfilledby community there’s a dedicated Keepa Masterclass with hours of video on reading and interpreting Keepa data. Learning it alone through YouTube takes weeks of trial and error. The masterclass and structured 1-1 mentoring shorten that considerably.
What to focus on as a beginner
A Keepa graph looks like a mess of coloured lines at first. Start with two things: the green BSR line and the pink buy box line.
If the BSR line has regular downward spikes, the product is selling consistently. If it’s a flat line sitting high, it isn’t selling, and you should walk away regardless of what the profit looks like on paper. For the buy box, you want the pink line to be stable rather than temporarily inflated — a spike you buy into is a spike you’ll be selling under.
As a rough starting filter: BSR under 50,000 in its category, and a stable pink line. Those two checks alone will keep you out of most trouble early on.
Your monthly software costs
Here’s what fixed monthly costs look like for a new UK Amazon FBA seller with the essential stack:
| Expense | Monthly cost |
|---|---|
| Amazon Professional selling plan | £30.00 inc. VAT |
| SellerAmp SAS | ~£15.00 |
| Keepa | ~£19.00 |
| Total | ~£64.00 |
Software prices change, so treat these as a guide and check the current rate before you sign up.
That’s roughly £64 a month before you buy any stock. Everything else goes into inventory. For how to plan around that, read our guide on starting Amazon FBA with a limited budget.
fulfilledby members get exclusive software discounts that reduce these costs, so it’s worth checking what’s available before paying full price.
What you don’t need yet
This matters as much as knowing what you do need. Resist signing up for every tool you see recommended on YouTube or Reddit.
Repricers. Tools like RepricerExpress and BQool adjust your prices automatically to compete for the buy box. Useful with a large catalogue, unnecessary when you’re selling ten or twenty items and can manage pricing in Seller Central. Revisit at 50+ active listings.
Inventory management software. Helpful at scale, overkill while you’re learning. New fulfilledby members get Invenno free until they pass 100 orders. There’s more detail in our guide to Amazon inventory management software.
Product research tools. Jungle Scout and Helium 10 are built mainly for private label sellers researching products to manufacture. If you’re doing arbitrage or Amazon to Amazon sourcing, SellerAmp and Keepa are what you want instead.
Paid sourcing lists. Some services sell lists of profitable products monthly. The problem is that by the time a list reaches you, dozens of other subscribers have bought the same products and the listing is saturated. Learning to find your own deals is worth far more long term.
The rule: don’t add a tool until you’ve hit a specific problem your current setup can’t solve. If you’re unsure whether you need something, you don’t yet.
The Amazon Seller App, which is free
Worth mentioning because it costs nothing. The Amazon Seller App on iOS and Android lets you check sales, monitor account health, respond to customer messages and scan barcodes. The analysis is far more basic than SellerAmp, so it’s not a replacement, but it’s useful for quick checks away from your desk.
Download it and sign in with your Seller Central details as soon as your account is live.
When to add to your stack
50+ active listings. Consider a repricer, though honestly this is further off than most people think.
£1,000+ monthly revenue. Get proper bookkeeping software or an accountant, before tax season makes the decision for you.
Sending stock to a prep centre. Their workflow becomes part of your stack. Ours is covered on the fulfilledby prep centre page.
Consistent monthly profit. Profit tracking tools start earning their keep once there’s profit to track.
Frequently asked questions
What software do I need to start Amazon FBA in the UK?
Two tools cover it: SellerAmp SAS at around £15 a month for deal analysis, and Keepa at around £19 a month for historical price and sales rank data. Together that’s about £34 a month and covers everything a new seller needs to make informed buying decisions.
How much does SellerAmp cost per month?
SellerAmp SAS is around £15 a month for UK sellers. Our own alternative, retailscout, is £14.99 a month and includes store locations and route planning alongside the deal analyser, or comes free with fulfilledby Member+.
Is SellerAmp worth it for beginners?
Yes. It’s the most widely used deal analysis tool among UK Amazon FBA sellers and it removes the guesswork from buying decisions by showing profit, ROI, fees and sales data instantly.
Do I need Keepa from day one?
You can manage a few weeks without it while learning the basics, but it becomes essential quickly. Keepa shows historical price trends, BSR history, seller count changes and whether Amazon competes on a listing. Our Keepa Masterclass covers how to read it properly.
How much does Amazon FBA software cost per month?
About £34 a month for the essential stack — SellerAmp at around £15 and Keepa at around £19. Add Amazon’s Professional selling plan at £30 and your fixed costs come to roughly £64 a month before buying stock.
Are there free alternatives to SellerAmp and Keepa?
Keepa has a free tier, but it excludes sales rank history, which is the data point that matters most. There are free extensions with basic functionality, but none match the depth. For anyone buying stock with real money, the paid versions pay for themselves by preventing bad purchases.
Learn the tools with proper support
Having the right software is one thing. Knowing how to read it is another. Inside fulfilledby you get the Keepa Masterclass, exclusive software discounts, and structured 1-1 mentoring where we screen-share and work through real deal analysis using SellerAmp and Keepa together. It’s the fastest way from “what am I looking at?” to analysing deals confidently on your own.
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