Why Amazon Sellers Don’t Need Another Tool—They Need Strategy

The Tool Overload Problem

Everywhere you turn, there’s a new Amazon tool promising to automate, optimize, or “revolutionize” your business. Helium 10. PickFu. Scale Insights. The list keeps growing.

Here’s the problem: Amazon is catching up. The Ad Console is rolling out genAI-powered features (keyword isolation, bulk edits, negative targeting) that used to be third-party exclusives. Tools that were once essential are starting to look like overpriced luxuries.

Tools Don’t Replace Strategy

Tools are multipliers. They make good strategy better and bad strategy worse.

• Have 10 SKUs? You don’t need a $2K/month enterprise suite.

• Have 1,000 SKUs? Yes, automation saves your sanity.

• Have no clear strategy? All the software in the world won’t fix that.

Over-reliance on software has created a generation of sellers who don’t actually know how to correctly set up or effectively run campaigns—they just know how to click buttons. That’s not sustainable.

The Agency Clutter Problem

It’s not just tools. Amazon Agencies are crowding the space, too. Everyone claims to be an “Amazon AI agency.” Half of them are winging it. The ones that last are the ones with process, depth of knowledge on how the platform works, and the ability to scale execution.

The Strategic Takeaway

Stop thinking the next tool is the missing puzzle piece. It’s not. The missing piece is often:

• A tighter catalog strategy.

• Better ad structuring.

• Honest conversations about what’s actually working.

Before you sign another software contract or hire another “all-in-one” agency, ask: Do I really need this—or do I need a better strategy?

Because here’s the kicker: Tools change. Agencies fold. Strategy is what keeps you in the game.