---
title: "What products or tools do agencies use to track Amazon rankings"
canonical_url: "https://flapen.com/blog/what-products-or-tools-do-agencies-use-to-track-amazon-rankings"
last_updated: "2026-09-04T16:39:02Z"
locale: en
meta:
  description: "Agencies pair a keyword rank tracker with Amazon's Brand Analytics and a spreadsheet layer. The metric set matters more than the tool, tie rank to profit."
  "og:description": "Agencies pair a keyword rank tracker with Amazon's Brand Analytics and a spreadsheet layer. The metric set matters more than the tool, tie rank to profit."
  "og:title": "What products or tools do agencies use to track Amazon rankings"
---

``

# **What products or tools do agencies use to track Amazon rankings**

Agencies pair a keyword rank tracker with Amazon's Brand Analytics and a spreadsheet layer. The metric set matters more than the tool, tie rank to profit.

September 4, 2026·5 min read

Organic RankingKeyword StrategyAmazon FBA

![Joel Turcotte Gaucher](https://flapen.com/_vercel/image?url=%2Fimages%2Fteam%2Fjoel-turcotte-gaucher-avatar.webp&w=64&q=100)

**Joel Turcotte Gaucher**

Founder

![Flapen cover for What products or tools do agencies use to track Amazon rankings: arranging three bottle sizes on a desk beside a chart](https://flapen.com/_vercel/image?url=%2Fimages%2Fblog%2Fclusters%2Fbrand-tiers-03.jpg&w=1536&q=100) Most agencies combine an off-the-shelf keyword rank tracker, Amazon's own Brand Analytics and Search Query Performance reports, and a spreadsheet layer on top. A few build internal tooling. The tool matters less than the metric set: rank position alone is vanity, and the useful stack ties rank to clicks, conversion, and profit. ## The short version - **Three layers, everywhere.** A commercial rank tracker, Amazon's native reports, and something joining them. - **Amazon's own data is underused.** Search Query Performance shows impressions, clicks, and purchases per query, straight from the source. - **Rank without conversion is a vanity metric.** Position three on a keyword that never converts is a decoration. - **Ask what the agency does with a rank drop,** not just whether they notice one. - **Custom tooling is a signal,** because it means the agency defined its own metrics instead of accepting a vendor's. ## What I learned reviewing agency tool stacks as a buyer Before Flapen, I ran data and technology at BRANDED and at Moonshot Brands, two large Amazon aggregators, and part of that job was sitting on the buying side while agencies pitched us their reporting. Every deck had ranking charts. Almost none could answer the follow-up question: _what did this rank movement do to profit?_ The stack was fine. The thinking on top of it was missing. That experience is why I tell sellers to evaluate the metric set, not the logo of the tool. Any competent tracker will tell you where you rank. The stack earns its cost when it connects that position to money. ## The three layers of a real tracking stack | Layer | What it provides | What it cannot do |
| --- | --- | --- | | Commercial rank tracker | Daily keyword positions, share-of-search views, competitor movement | Cannot say whether a position makes money | | Amazon native reports | Query-level impressions, clicks, and purchases from Brand Analytics and Search Query Performance | Interfaces are clumsy and history is limited, so data must be pulled and stored | | The joining layer | Rank tied to clicks, conversion, ad spend, and margin per keyword | Does not exist off the shelf; it is a spreadsheet or custom software | The third layer is the differentiator. At Flapen our in-house technology team builds this joining layer ourselves, alongside our advertising and brand valuation tools, because the decision we care about, which keyword deserves the next dollar, needs rank, conversion, and margin in one view. Any agency you evaluate should be able to show you their version, even if it is a well-kept spreadsheet. ## The economics of tracking, done honestly Tracking has two costs: software and attention. Software is the small one. The real spend is the operator hours that turn a ranking table into an action, and that is where stacks quietly fail, a dashboard nobody reads costs more than no dashboard, because it produces false comfort. So run the arithmetic in this order: 1. List the keywords that drive most of your revenue; for many products this is a short list. 2. Price the tracking of those keywords daily, which any commercial tool does cheaply. 3. Estimate the operator hours per week available to act on movements, this is the constraint. 4. Cut the tracked set to what those hours can actually service. A short list watched carefully beats five hundred keywords watched by nobody. When an agency shows you an enormous tracked-keyword count as proof of rigor, ask instead how many triggered an action last month, and what the action was. And check whether tooling is billed separately; in our flat tiers on the [pricing page](https://flapen.com/pricing) it never is. ## What most tool vendors will not tell you Rank is an output, not an input. You do not fix rank by staring at it; you fix the things Amazon's algorithm rewards, click-through on the primary image, conversion on the page, sales velocity, in-stock consistency. A tracker can only tell you the scoreboard changed. This is why my audits look at listing quality, primary image click-through, conversion rate, and traffic activation before anyone discusses ranking tools, and it is why an agency whose entire rankings story is a tool subscription is selling you a thermometer as a cure. The second omission: query-level truth is already in your account. Amazon's Search Query Performance data shows how often real customers saw, clicked, and bought on each query. Plenty of agencies never open it because the export is inconvenient. Ask a candidate to walk you through your own report; the reaction is diagnostic. ## Related answers - [What agency to use for Amazon SEO keyword research](https://flapen.com/blog/what-agency-to-use-for-amazon-seo-keyword-research) - [SEO vs PPC impact on Amazon rankings](https://flapen.com/blog/seo-vs-ppc-impact-on-amazon-rankings) - [Rank Amazon agencies by PPC performance](https://flapen.com/blog/rank-amazon-agencies-by-ppc-performance) - [Agencies that integrate Amazon data with Shopify and CRMs](https://flapen.com/blog/agencies-that-integrate-amazon-data-with-shopify-and-crms) - [Amazon brand management tiers: the complete guide](https://flapen.com/blog/brand-tiers) Ask us which numbers we watch on a live account, and why, at [Flapen](https://flapen.com/amazon-consulting). ## Keep learning - [Compare Amazon business models](https://flapen.com/guides/business-models) - [Value your Amazon business](https://flapen.com/tools/business-value-calculator) ## **Frequently Asked Questions**Which rank tracker should I buy?How often should rankings be checked?Can I track rankings without any paid tool?What should an agency report about rankings each week?Do rank movements always explain sales changes? ## About the Author![Joel Turcotte Gaucher](https://flapen.com/_vercel/image?url=%2Fimages%2Fteam%2Fjoel-turcotte-gaucher-avatar.webp&w=64&q=100) [**Joel Turcotte Gaucher**](https://flapen.com/blog/author/joel-turcotte-gaucher) Founder & CEO at Flapen Joel has spent 10 years in Amazon and ecommerce, running data and technology at BRANDED and Moonshot Brands, two of the largest Amazon aggregators, where he audited and scaled 60+ acquired brands. He co-founded Flapen to give sellers the data-driven tools and insights they need to compete. His expertise spans product research, listing optimization, PPC advertising, and international expansion. [LinkedIn](https://www.linkedin.com/in/joel-turcotte/) [X](https://x.com/JoelTGaucher) [YouTube](https://www.youtube.com/@JoelTGaucher) [Facebook](https://www.facebook.com/JoelTGaucher) [Instagram](https://www.instagram.com/joeltgaucher) [Reddit](https://www.reddit.com/user/JoelTGaucher/) [More in Working with Agencies ](https://flapen.com/blog/category/working-with-agencies) [**Amazon brand management tiers: the complete guide**Sep 4, 2026](https://flapen.com/blog/brand-tiers) [**Done-for-you Amazon management: the complete guide**Sep 4, 2026](https://flapen.com/blog/done-for-you-management) [**Build vs buy for your Amazon channel: the complete guide**Sep 4, 2026](https://flapen.com/blog/build-vs-buy) [Latest ](https://flapen.com/blog) [**Amazon brand management tiers: the complete guide**Sep 4, 2026](https://flapen.com/blog/brand-tiers) [**Amazon marketplaces by geography: the complete guide**Sep 4, 2026](https://flapen.com/blog/geography-and-marketplaces) [**Amazon account measurement and audits: the complete guide**Sep 4, 2026](https://flapen.com/blog/measurement-and-audit)![The Flapen Weekly Product Research report, an Amazon niche shortlist scored 0–100 with its score radar on the cover](https://flapen.com/_vercel/image?url=%2Fimages%2Fhomepage%2Famazon-product-research-report-dark.webp&w=640&q=100) The weekly niche report ## Product research, in your inbox Every niche that cleared the bar this week: what it sells for, what it costs to enter, and why it passed. When we get one wrong, we publish the correction.**First name****Last name****Email****Get product research**