Amazon Advertising
Semrush
| Feature | Amazon Advertising | Semrush |
|---|---|---|
| Pricing | Free only | Free / from $139.95/mo |
| Free Plan | ✓ Yes | ✓ Yes |
| Rating | 4.2 / 5 | 4.6 / 5 |
| Best For | amazon-sellers, ecommerce-brands, cpg-brands, agencies | digital-marketers, agencies, enterprise, ppc-managers |
| Founded | 2012 | 2008 |
| Sponsored Products | ✓ | ✗ |
| Sponsored Brands | ✓ | ✗ |
| Display Ads | ✓ | ✗ |
| Dsp | ✓ | ✗ |
| Video Ads | ✓ | ✗ |
| Attribution | ✓ | ✗ |
| Keyword Research | ✗ | ✓ |
| Site Audit | ✗ | ✓ |
| Rank Tracking | ✗ | ✓ |
| Competitor Analysis | ✗ | ✓ |
| Ppc Tools | ✗ | ✓ |
| Content Marketing | ✗ | ✓ |
| Social Media | ✗ | ✓ |
✓ Amazon Advertising Pros
- Access to high-intent buyers
- Lower funnel advertising
- Rich product targeting
- Growing DSP capabilities
✗ Amazon Advertising Cons
- Only reaches Amazon shoppers
- Competitive bidding drives up costs
- Complex campaign management
✓ Semrush Pros
- Most comprehensive marketing toolkit
- Excellent PPC and advertising tools
- Content marketing platform included
- Social media management built-in
✗ Semrush Cons
- Very expensive for small businesses
- Interface can feel overwhelming
- Some data less accurate for non-US markets
The Verdict
Amazon Advertising is built for amazon sellers and ecommerce brands, with a focus on sponsored-products and sponsored-brands. Semrush targets digital marketers and agencies and leads with keyword-research and site-audit.
Amazon Advertising uses custom enterprise pricing, while Semrush starts at $139.95/mo — a tangible advantage for teams with a fixed budget.
Both offer free plans, so you can test each with your real workflow before committing to a subscription.
Semrush edges out on user ratings (4.6 vs 4.2). While both are well-regarded, that gap reflects real differences in user satisfaction worth considering.
Feature-wise, Semrush offers broader built-in capabilities (7 features vs 6), while Amazon Advertising takes a more focused approach — which can mean a simpler, faster onboarding experience.
Both tools are a solid fit for agencies — in those cases, the decision often comes down to workflow style and how your team prefers to organize work.
Bottom line: Semrush has a slight overall edge — but if access to high-intent buyers matters most to you, Amazon Advertising may still be the right call.