What Amazon seller software is actually free in the UK?
Three different things get called free in this market, and only one of them is a price. Here is what a UK seller can genuinely do for nothing, job by job — including the two jobs where the honest answer is that you will have to pay someone.
The short answer
Less than the search results suggest, and more than most sellers use. Sorting the market honestly gives three categories, and only the first is free in the sense you meant when you typed the question:
- A free tier. A price of zero with no clock on it. Amazon's own Seller Central reports and Automate Pricing, Keepa's price-history graphs, CamelCamelCamel, and Eve SellerOps' FREE plan for catalogue sync, profit analytics and repricing for 10 active SKUs every 5 minutes.
- A free trial. Fourteen days or a month of a paid product, marketed under the word "free". Sellerboard, SellerAmp, BQool, Aura and Repricer.com are all here — and so is the rest of Eve: unlimited real-time repricing, sourcing, FBA shipments and reimbursement checks are on STARTER, free for 14 days and then £99 per month + VAT.
- Free because you already paid. Bundled into the £25 per month excluding VAT Professional selling plan. Real value, but not new money saved.
What is free, job by job
Software categories are a vendor's way of describing themselves. Jobs are how you actually shop. Here is each job a UK seller has, and whether there is a free way to do it.
| The job | Free option | Where the free option stops |
|---|---|---|
| Profit after real fees | Eve SellerOps (Free plan); Seller Central reports plus a spreadsheet | The spreadsheet route needs you to join fees to orders by hand, every month |
| Repricing | Amazon Automate Pricing; Eve SellerOps FREE for 10 active SKUs | Amazon's tool follows rules without a per-decision log; Eve's FREE plan checks every 5 minutes and logs its decisions |
| Price and rank history | Keepa extension; CamelCamelCamel | Bulk filtering and the data API are paid on both |
| Fee and ROI maths on one product | Amazon's FBA revenue calculator; our FBA calculator | One product at a time — neither prices a whole supplier list |
| Pricing a supplier list in bulk | A spreadsheet and the one-product calculators | One line at a time; bulk tools, Eve's Scout included, are paid after a trial |
| FBA inbound shipments | Seller Central | It will not plan against your own pick list; tools that do, Eve's Workflows included, are paid |
| Lost and damaged FBA stock | Seller Central's inventory ledger and reimbursement reports | Matching lost units to reimbursements is by hand; detection tools, Eve's Recoveries included, are paid |
| Keyword research and PPC | Nothing genuinely free | Brand Analytics needs Brand Registry; the rest is Helium 10 and Jungle Scout territory |
| VAT returns and bookkeeping | Nothing genuinely free | This is accounting software, and you should pay for accounting software |
The two nothing genuinely free rows are the honest part of this page. If your bottleneck is advertising or your VAT return, no free stack solves it and you should stop reading comparison articles and go and buy the right tool.
The bit that catches UK sellers out
Most of this market is priced in US dollars for a US seller, and three things follow from that.
- The sticker price is not your price. A $19 plan is not £19, and several vendors add UK VAT at checkout. A five-tool stack advertised at "under $150" lands closer to £150 once it reaches your card.
- Fee maths is often US-shaped. UK referral and FBA fees differ from the US rate card, and a calculator that quietly assumes the wrong one will tell you a product is profitable when it is not.
- You have already spent £25. The Professional selling plan is a fixed monthly cost before any software. Ninety pounds of tooling on top is not a £90 decision, it is a £115 one, and it has to come out of margin you can name.
Where Eve fits, and where it does not
Eve SellerOps splits the same way this page does. The Free plan has no time limit: catalogue sync with no listing cap, and profit analytics that subtract Amazon's own per-order fees, for the account owner. It also reprices 10 active SKUs every 5 minutes. STARTER adds unlimited real-time repricing, supplier-list pricing, FBA inbound workflows and reimbursement detection, plus one team member with each area switched on or off individually. It is £99 per month + VAT after a 14-day free trial, with the first 3 paid months at £49.50 + VAT while a limited-time offer runs.
What it does not do, so you can rule it out quickly:
- No PPC or keyword research. Nothing here helps you advertise.
- No VAT returns or bookkeeping. It measures margin; it does not file anything.
- Amazon UK. Not multi-channel, not eBay, not Shopify.
A realistic low-cost UK stack, then: the Professional plan you already pay for, Keepa's extension for history, Eve's FREE plan for catalogue and margin — and a paid tool bought deliberately for whichever of repricing, sourcing, shipments, PPC or accounting is actually your bottleneck.
Common questions
Is free software safe to connect to my Seller Central account?
Judge it on the connection, not the price. Any tool worth connecting goes through Amazon's Selling Partner API with an authorisation you grant in Seller Central and can revoke there at any time, independently of the tool. What should worry you is anything asking for your Seller Central password, or a tool that cannot tell you what it does with your data.
What is the catch with a free tier?
Usually a cap that bites later — a SKU limit, an order limit, or the good feature reserved for the paid plan. Ask for the specific number before you migrate a catalogue onto anything. Where there is genuinely no cap, ask instead how the company intends to make money, and be sceptical of a vague answer.
Do I need the Professional selling plan?
Past about 34 items a month, yes — at £0.75 excluding VAT per item sold, that is where the Individual plan overtakes the £25 subscription. Professional also unlocks Automate Pricing and the report feeds most third-party tools rely on, so a serious account is on it regardless of the arithmetic.
Are the free tools good enough to start with?
For a first year on Amazon UK, largely yes. The things that genuinely require paid software — advertising at scale, automated online-arbitrage scanning, VAT filing — are not day-one problems. Buying five subscriptions before you have proven a supplier is a way of spending margin you have not earned yet.
Sources
Prices checked 7 September 2026 on each vendor's own pricing page: Amazon UK selling plans, Sellerboard, SellerAmp, BQool, Aura, Repricer.com. Plans change; check before you buy.