Seller Assistant New Features Review - Best Software Tools For Amazon Wholesale And Online Arbitrage

If you sell on Amazon through online arbitrage or wholesale, product research tools quickly become part of your daily workflow.

One of the tools many sellers rely on is Seller Assistant.

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Seller Assistant originally started as a Chrome extension designed to help you analyze products directly on Amazon pages.

Today, it has evolved beyond its original extension and is developing into a full platform designed to support the broader sourcing and operational needs of Amazon sellers.

In this guide, you will learn:

1. How Seller Assistant has evolved from a Chrome extension into a larger platform

2. How the platform supports both online arbitrage and wholesale workflows

3. What tools are now available to analyze brands, suppliers, and product catalogs

4. How Seller Assistant helps you organize sourcing, purchasing, and inventory decisions

Understanding how these tools fit together will help you build a more structured approach to sourcing products on Amazon.

So, let's begin!

Seller Assistant Evolution From Extension to Platform

When you first start selling on Amazon, most of your time goes into product research.

A browser extension works well at this stage because it displays the key information you need directly on the product page.

However, as your business grows, your workflow becomes more complex.

This is especially true if you move into wholesale.

Wholesale sourcing introduces a completely different scale of operations.

At this stage, you need tools that support bulk analysis, organization, and structured workflows.

Seller Assistant expanded beyond its browser extension to support these operations.

Instead of focusing only on Amazon product research, the platform now includes a collection of tools designed to support different parts of the sourcing and operational process.

According to Oleg Kuzmenkov, the founder of the tool, these additions aim to help sellers move through the different stages of their Amazon business more efficiently.

Before I move on to a detailed overview of each new feature in Seller Assistant, I’ll first explain how a typical Amazon wholesale business operates.

This will help you see where each tool fits in the workflow and how it supports different stages of your sourcing process.

Understand the Amazon Wholesale Workflow

Wholesale selling on Amazon is not a single action such as finding a product and listing it.

Instead, it is a continuous cycle of research, sourcing, purchasing, and restocking.

As your catalog grows and your inventory moves through Amazon’s fulfillment network, you repeat this process again and again.

To see how this works in practice, let’s start with the first stage.

Start with brand and product research

The wholesale process usually begins with product and brand research.

At this stage, you look for brands that perform well on Amazon.

Your goal is to understand whether the brand shows strong demand, how competitive its listings are, and whether Amazon itself dominates the Buy Box.

If a brand looks promising, the next step is to find suppliers who distribute those products.

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Review supplier price lists

Once you find a supplier, you will usually receive a price list.

This price list can contain hundreds or even thousands of products and your goal is to analyze it manually to identify items that may have profitable margins.

This step allows you to quickly narrow down large supplier catalogs and focus only on products that meet your sourcing criteria.

Select products and place purchase orders

After reviewing the results of your analysis, you select the products that match your profitability requirements.

Then, these products are ordered from the supplier through a purchase order.

This step formally confirms which products you are purchasing, the quantities you want, and the prices agreed upon with the supplier.

Prepare inventory for Amazon fulfillment

Once your products are purchased, they usually go through several additional steps before reaching Amazon’s warehouse.

In many cases, inventory is first sent to a prep center.

The prep center inspects the items, labels them, and prepares them according to Amazon’s packaging and fulfillment requirements.

After preparation is complete, the products are shipped to Amazon fulfillment centers through FBA shipments.

Monitor inventory and repeat the cycle

When your inventory arrives at Amazon’s warehouse, the process does not stop.

You continue monitoring your listings to track changes such as Amazon fee adjustments, price fluctuations, and Buy Box competition.

As your inventory begins to sell and stock levels decrease, you eventually need to restock those products.

At that point, you repeat the sourcing process and place new orders with suppliers.

Many wholesalers describe this ongoing ptocess as a sourcing and replenishment loop.

You continually analyze brands, evaluate supplier price lists, purchase products, and restock inventory.

As your business grows, managing this cycle becomes more complex.

The new features in Seller Assistant are specifically designed to simplify this process.

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Let’s now take a detailed look at each of them, starting with the first one: the Brand Analyzer.

Use Brand Analyzer Before Choosing a Supplier

This tool gathers key information about an entire brand and presents it in a single report.

To begin analyzing a brand, you simply add it to the analyzer.

That can be done by entering the brand name directly or by providing a link from Amazon.

Once added, the system gathers information across its listings and generates a summary that helps you evaluate the opportunity.

The report shows how many products belong to the brand and provides several indicators that help you understand how competitive the brand is on Amazon.

Check seller competition in the Buy Box

One of the first metrics you should review is the number of sellers that typically appear in the Buy Box for products within the brand.

If the average number of sellers is extremely high, competition may be difficult.

If the number is moderate, the brand may offer a more realistic opportunity for wholesale sourcing.

You should also be careful about certain types of products that create problems for sellers.

Related read: Which Products To Avoid As An Amazon Seller And Why

Review Amazon’s Buy Box presence

Another important metric is Amazon’s Buy Box presence.

In some brands, Amazon itself sells many of the products and frequently controls the Buy Box.

When this happens, it becomes difficult for third party sellers to compete on price or maintain stable margins.

Seeing this data early helps you avoid spending time pursuing brands that Amazon already dominates.

Evaluate pricing and fee averages

The Brand Analyzer also shows average product prices, average Amazon fees, and overall review activity across the brand.

These indicators help you understand whether the brand operates in a price range that fits your sourcing strategy and whether the products show signs of consistent demand.

Assess brand strength through reviews

The tool also calculates overall review counts and ratings across the brand’s catalog.

This gives you a quick sense of how established the brand is on Amazon.

Brands with large numbers of reviews often indicate steady sales and strong product visibility in the marketplace.

Reviews are an important signal, but they can also reveal problems with a product. For a deeper breakdown, read: Why You Should Avoid Amazon Products With Bad Reviews As An Amazon Seller

Observe brand velocity

Another useful metric is brand velocity, which reflects how actively the brand’s products are being analyzed and tracked.

This can help you identify brands that attract consistent interest and may show ongoing demand.

Check marketplace coverage

Seller Assistant supports several major Amazon marketplaces when analyzing brands.

You can review brand performance across regions such as the United States, Canada, the United Kingdom, Germany, France, and other European marketplaces.

This is helpful if you operate in multiple regions or plan to expand your sourcing strategy into additional Amazon markets.

When you review all of these metrics together, your decision becomes clearer.

If the brand shows healthy demand, manageable competition, and limited Amazon dominance, it may be worth pursuing.

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The next step is to find suppliers who distribute the brand and obtain their product price lists.

Once you receive a price list, you can analyze it to identify profitable opportunities.

For this stage, Seller Assistant provides a dedicated tool called the Price List Analyzer.

Analyze Supplier Price Lists in Bulk

The Price List Analyzer allows you to upload a supplier price list and automatically match those products with their corresponding listings on Amazon.

Instead of researching each product separately, the system processes the entire catalog and presents the results in a structured view that helps you quickly evaluate which items may be worth selling.

Upload a supplier price list

The process begins by uploading the supplier’s spreadsheet into the Price List Analyzer.

Once the file is uploaded, the tool displays a preview of the data and asks you to map the key fields in the document.

One of the first steps is selecting the header row so the system correctly recognizes the structure of the spreadsheet.

After that, you choose the column that identifies each product.

In many cases this will be a UPC code, which the tool uses to match the supplier’s product with the correct listing on Amazon.

Other times, you might also see identifiers such as EAN, ASIN, or GTIN.

If you need to convert them, learn how to do it here: UPC EAN ASIN GTIN Converter Tutorial By Seller Assistant

You also select the column that represents the supplier’s price.

This value becomes the cost of goods used in profitability calculations.

Once these fields are mapped, the analysis can begin.

Match products with Amazon listings

After the analysis starts, Seller Assistant searches Amazon for listings that match the identifiers provided in your spreadsheet.

When the matching process is complete, the tool displays the results in a table that includes a wide range of product information.

Instead of seeing only supplier data, you now see the supplier price alongside key Amazon metrics.

This allows you to immediately evaluate whether a product may generate profit after Amazon fees and other costs are considered.

The results page provides a clear overview of the analyzed catalog.

Each row represents a product from your supplier’s price list, along with additional information gathered from Amazon.

Review product data in the analysis dashboard

The analysis dashboard displays multiple data points that help you evaluate each product.

You can review pricing information, estimated fees, and profitability indicators directly within the same table.

Because the entire catalog appears in one place, it becomes much easier to compare products and narrow the list down to the most promising opportunities.

Another useful capability inside the analyzer is the ability to configure which columns appear in the table.

This allows you to focus on the metrics that matter most to your sourcing strategy.

Once the analysis is complete, you can also export the results.

You may export the entire list or only the filtered results into a connected Google Sheet for further review or record keeping.

However, even after analyzing a supplier catalog, you may still be left with hundreds of potential products.

To identify the best opportunities, you need to narrow the results further.

This is where filters and warning indicators help highlight profitable products while flagging potential issues that require closer review.

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Use Filters and Warnings to Identify Profitable Products

The Price List Analyzer tool allows you to quickly narrow your results based on the profitability and risk criteria that matter most to your sourcing strategy.

Instead of reviewing every product individually, you can apply filters that immediately highlight the products most likely to meet your requirements.

Filter products by profitability

One of the most common ways to narrow your results is by filtering for profitable products.

You can apply filters that display only the items that meet your minimum profitability thresholds.

For example, you may decide to focus only on products that reach a certain return on investment (ROI).

Narrow results using ROI thresholds

Return on investment is one of the most important metrics when evaluating wholesale products.

By adjusting the ROI filter, you can quickly identify products that fall within your target profitability range.

For instance, you may choose to view only products with an ROI of twenty percent or higher.

This immediately removes products with weaker margins and helps you focus on items that have a stronger potential return.

Using ROI thresholds helps you prioritize the most promising products first, especially when working with large supplier catalogs.

Exclude unwanted brands or categories

Another useful filtering option allows you to remove products that do not fit your sourcing preferences.

For example, you may choose to exclude generic brands or specific product categories that you prefer not to sell.

Applying these filters ensures that the results you review align with your overall business strategy.

This prevents you from spending time analyzing products that you already know you will not add to your inventory.

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Review warning indicators

While filters help you narrow down profitable opportunities, the Price List Analyzer also highlights potential issues through warning indicators.

In the analysis results, certain rows may appear highlighted to signal that something about the product requires closer inspection.

These warnings do not necessarily mean the product is unsuitable, but they indicate that the data may contain inconsistencies or unusual values.

For example, you may notice a product showing an extremely high ROI.

While that might initially appear attractive, it can sometimes indicate that the product was matched incorrectly.

Warnings can also appear when the system cannot find a Buy Box price for a product.

Without Buy Box data, it becomes harder to estimate how competitive the listing will be.

By reviewing these warning signals carefully, you can avoid sourcing products that might create unexpected issues later.

Focus only on clean product results

If you prefer to review only the most reliable product matches, the Price List Analyzer allows you to filter out items that contain warnings.

This leaves you with a cleaner list of products that meet your profitability requirements and do not show immediate signs of data inconsistencies.

From this refined list, you can select the products you want to move forward within your sourcing process.

The selection can be done directly within the analyzer.

You can also export the list or prepare for the next step in your workflow, which is creating a purchase order.

Create Purchase Orders and Stay Organized

Once you move from product analysis to purchasing decisions, organization becomes critical.

As your wholesale business grows, managing orders manually can quickly become difficult.

You may work with multiple suppliers, order different products from each one, and place new orders every week as inventory sells.

Without a structured system, it becomes easy to lose track of which products you ordered, which supplier is fulfilling them, and how much you are spending on each purchase.

In many cases, sellers try to manage this process using spreadsheets.

After analyzing a supplier price list, they download the results, upload them into Google Sheets, and create a separate tab to prepare a purchase order.

They manually copy product identifiers, add quantities, and calculate the total cost of the order.

While this method works at a small scale, it becomes difficult to manage as the number of suppliers and products increases.

Seller Assistant is currently developing a purchase order feature to simplify this step of the wholesale workflow.

Instead of exporting spreadsheets and rebuilding orders manually, you will be able to select the products you want to purchase directly from the analyzed price list and generate a purchase order within the platform.

The products you identify as profitable during analysis will automatically become part of the order

As a result, several manual steps will be removed and your sourcing workflow will become more organized.

You will also be able to keep supplier information, product selections, and order details in one place, making it easier to review your purchasing activity and track how frequently you order from specific suppliers.

Generate order documents for suppliers

Once a purchase order is created, it will be exported as a document that you can send to your supplier.

This document will typically include the products you are ordering, the quantities required, and the agreed purchase prices.

You will then be able to send this document to the supplier through email or use it while communicating with them directly.

Having a structured purchase order helps both sides stay aligned on the details of the transaction and reduces the chance of errors during the ordering process.

Keep your wholesale workflow organized

The main benefit of integrating purchase orders into your sourcing workflow is better organization.

Instead of managing multiple disconnected spreadsheets and documents, you keep your analysis results and purchasing decisions within the same system.

As your business grows, this structured approach becomes increasingly valuable.

Managing suppliers, product catalogs, and purchase orders becomes far easier when all the information is connected and accessible in one place.

Once your purchase order is sent to the supplier and the products are purchased, the next step in the wholesale process involves preparing the inventory and calculating the true cost of getting those products into Amazon’s fulfillment network.

Seller Assistant is currently working to track these costs across the workflow so you can calculate the true landed cost of your inventory directly within the platform.

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Understand True Product Costs With Landed Cost Tracking

At this stage, the cost of a product is no longer limited to the price listed in your supplier’s catalog.

Several additional expenses appear before the inventory finally reaches Amazon’s warehouse.

If you ignore these costs, your profitability calculations can become inaccurate.

To make better sourcing and pricing decisions, you need to understand the complete landed cost of each product.

Understand how product costs increase

When you purchase products from a supplier, the supplier price represents only the starting point of your total cost.

After the order is placed, your inventory typically moves through several stages before it becomes available for sale on Amazon.

In many wholesale workflows, products are first shipped from the supplier to a prep center.

The prep center inspects the inventory, prepares it according to Amazon’s requirements, and may apply labels, packaging adjustments, or other preparation services.

These services usually come with additional fees.

After the products are prepared, they are shipped to Amazon fulfillment centers through FBA shipments.

Amazon also charges fulfillment and inbound shipping costs for these deliveries.

By the time the inventory reaches Amazon’s warehouse, the total cost of each product can be significantly higher than the original supplier price.

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Calculate the true landed cost of your inventory

To understand the real profitability of a product, you need to combine all of these expenses into a single calculation. 

This includes the supplier cost, preparation fees, shipping costs, and Amazon-related charges.

The final result is your landed cost, which represents the total amount you invested to place that product into Amazon’s fulfillment network.

Accurate landed cost calculations are important because they directly influence your pricing decisions and profit margins.

If the landed cost is higher than expected, the product may no longer meet your profitability requirements.

Track suppliers, prep centers, and shipments

Managing these cost layers becomes more challenging as your wholesale operation grows.

You may work with multiple suppliers, several prep centers, and different shipping arrangements depending on the product.

Seller Assistant is expanding its platform to support this workflow by adding features for suppliers, prep centers, and operational tracking.

The goal is to help you calculate the full landed cost of products as they move from supplier purchase to Amazon inventory.

This approach allows you to connect purchasing data with the additional costs that appear later in the process.

Keep profitability data connected to your workflow

When product costs are tracked across the entire supply chain, you gain a clearer understanding of how profitable your inventory actually is. 

Instead of estimating margins based only on supplier prices, you can base your decisions on the full cost of bringing the product to Amazon.

This information can also support other operational decisions such as repricing strategies, inventory planning, and profitability reporting.

By connecting sourcing data, purchasing activity, and product costs inside the same system, you maintain a more accurate view of how your wholesale business performs.

Once the operational side of your workflow is organized, another challenge often remains: identifying reliable suppliers for the products you want to sell.

This is where the Sourcing AI feature in Seller Assistant comes in.

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Find Suppliers With Sourcing AI

Sometimes you already know which product you want to sell on Amazon, but you are unsure where to source it.

Finding suppliers manually can take time.

You may need to browse multiple websites, contact distributors, and compare different offers before locating a supplier with competitive pricing.

Many beginners start by sourcing products from large retail websites.

While this approach can occasionally work, it usually does not provide the best pricing or a reliable long-term supply.

You might also like: Example Of A Fake Supplier Website

Sourcing AI allows you to submit a sourcing request for a specific product.

When you create the request, the system automatically includes the relevant product information and begins scanning for potential suppliers.

Once the search is complete, you receive a list of suppliers that may carry the product.

The tool can also display helpful details such as pricing estimates, product conditions, or notes about sales restrictions.

For example, the results may indicate whether a product is associated with a Minimum Advertised Price (MAP) policy or other limitations that could affect how the product can be sold.

By reviewing several supplier options at once, you can quickly compare sourcing opportunities and decide which suppliers are worth contacting.

At this point, you still need a way to analyze listings quickly while browsing different websites and supplier catalogs.

This is where the Seller Assistant browser extension becomes an important part of your workflow.

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Use the Seller Assistant Extension While Browsing Products

The extension allows you to view Amazon product data without constantly switching between multiple tabs.

Instead of opening Amazon separately for every product you research, you can keep the analysis panel visible while browsing other websites.

This makes it easier to evaluate products while searching through supplier stores, distributor catalogs, or even general web searches.

Open the product in the side panel

One useful feature of the extension is the side panel.

When you open a product through Seller Assistant, the product information appears in a panel that stays visible while you browse other pages.

For example, you can open a product on Amazon and activate the side panel.

Once the panel is open, you can browse other websites such as Google or a supplier store while keeping the product analysis visible.

The panel shows key Amazon data, including product details, estimated fees, and profit calculations based on the cost you enter.

For example, if you enter a supplier price, you can immediately see how it affects your potential profit after Amazon fees.

This helps you evaluate sourcing opportunities while browsing supplier websites.

Access detailed product information

The extension also allows you to explore additional product details without leaving your current page.

You can view variations of the product, check calculation results, review logistics information, and examine other data points that help you determine whether the product fits your sourcing criteria.

Because all of this information appears in the side panel, you do not need to repeatedly open new Amazon tabs to continue your analysis.

If you want a full walkthrough of all extension features, check out this guide: How To Use Seller Assistant Extension Tutorial Review

Save product data to your connected tools

Another useful feature of the extension is the ability to save product information directly to connected tools such as Google Sheets.

If you have connected a spreadsheet during the setup process, you can send product data from the extension into that sheet with a single action.

This allows you to keep a record of the products you analyze and organize your sourcing research more effectively.

Keeping this data stored in your own system can be helpful when tracking potential products, comparing supplier offers, or sharing research with team members or virtual assistants.

Analyze competitor storefronts

The extension also includes tools that help you analyze other sellers on Amazon.

When you open a seller’s storefront, the extension can display information about the seller’s inventory.

You may see the number of products they offer, the main brands they sell, and the categories they focus on.

You can also view pricing information such as the seller’s storefront price and the current Buy Box price.

If these prices differ significantly, it may indicate that the seller is struggling to sell their inventory or facing pricing pressure from competitors.

This type of insight can help you understand the competitive landscape before you decide to source a product.

Using the extension alongside the platform tools allows you to analyze products, research suppliers, and evaluate competitors without interrupting your sourcing workflow.

Together, these tools support multiple stages of your sourcing process.

To use them effectively, it is also important to understand how the platform’s pricing plans are structured and which plan provides access to the features you need.

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Understand Seller Assistant Pricing Plans

Seller Assistant offers several pricing plans designed for different types of Amazon sellers.

Each plan provides access to a specific set of tools depending on how advanced your sourcing workflow is.

I’ve written a detailed guide about this here: Seller Assistant Pricing and Price Review, but here’s a quick breakdown.

Start with the plan designed for new sellers

If you are just beginning your Amazon sourcing journey, the entry level plan focuses on the tools you need for product research and basic analysis.

This plan includes access to the Seller Assistant Chrome extension, which allows you to analyze products directly on Amazon pages.

You also get access to the IP Alert extension, which highlights potential intellectual property or account health concerns related to specific products or brands.

Another feature included in this plan is the VPN provided by Seller Assistant.

This can be useful if you or your virtual assistants need to access United States retail websites that restrict access based on geographic location.

You also have the ability to connect the extension with Google Sheets.

Access advanced research features with the Pro plan

As your sourcing workflow becomes more advanced, you may need additional tools that help you analyze competitors and evaluate brands more frequently.

The Pro plan expands your capabilities by adding access to the Seller Spy feature.

This tool allows you to track specific sellers and observe the products they offer, which can help you identify potential sourcing opportunities.

You also gain access to a larger number of Brand Analyzer reports each month.

This allows you to evaluate more brands as you search for profitable wholesale opportunities.

Another feature included in this plan is the Bulk Restriction Checker, which allows you to check large lists of products to see whether your Amazon account is allowed to sell them.

Instead of checking restrictions one product at a time, you can review thousands of product identifiers in a single process.

The Pro plan also increases your product lookup limits within the extension and allows you to connect additional Google Sheets.

This can be helpful if you manage multiple sourcing projects or work with a team.

In addition, the plan allows you to create an extra account for a virtual assistant.

This makes it easier to delegate product research tasks while keeping your sourcing workflow organized.

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Unlock bulk analysis tools with the Business plan

For wholesale sellers who work with large supplier catalogs, the Business plan includes the most advanced tools within Seller Assistant.

This plan provides access to the Price List Analyzer, which allows you to process large supplier price lists and evaluate products in bulk.

The plan supports analysis of up to hundreds of thousands of products each month, making it suitable for sellers who regularly work with large distributor catalogs.

The Business plan also increases limits across several other features, including seller tracking, brand analysis reports, restriction checks, and product lookups.

In addition, users on this plan receive access to expanded API limits and integration capabilities.

This can be useful if you want to connect Seller Assistant with custom systems or external tools used in your sourcing workflow.

Another advantage of the Business plan is access to a dedicated support manager who can help you resolve issues and make the most of the platform.

Understand subscription options

Seller Assistant offers both monthly and yearly subscription options depending on the plan you choose.

For sellers who prefer a long term commitment, the yearly subscription provides a lower overall cost compared to paying monthly.

The platform may also allow you to apply a discount code during the signup process, which can reduce the subscription cost further.

If you want to see the current discounts available, check out this guide: Seller Assistant Coupon Code & Discount

During the registration process, you typically answer a few questions about your business before selecting your subscription plan.

Once you choose a plan and complete the subscription, you gain access to the tools included in that tier.

Choosing the right plan depends on the stage of your Amazon business and how extensively you plan to use bulk analysis, supplier research, and automation tools within your sourcing workflow.

I hope this walkthrough gives you a clear understanding of how Seller Assistant can help you analyze products, organize your sourcing process, and manage your Amazon wholesale workflow more efficiently.

Until next time,

Vova :)

P.S. - I recently published an article about another tool, SmartScout, where I discuss its availability in Mexico. If you're interested, you can read it here: SmartScout Mexico: Complete Guide for Amazon Sellers