Do I need a PPC automation tool?

Most small sellers (under £1,000/month ad spend) do not. Below that scale, manual management plus disciplined weekly maintenance is usually enough.

Will a PPC tool reduce my ACOS?

Sometimes — but only if it is configured correctly. Tools optimise within the constraints you set; bad rules give bad results.

Adtomic vs Perpetua — which is better?

Perpetua is more sophisticated and standalone. Adtomic is integrated with Helium 10 and easier if you're already there. For under £5,000/month spend, Adtomic usually wins on convenience.

Is Sellerboard a PPC tool?

Not primarily — it is a profit and inventory tracker. But its true-profit-per-ASIN reporting is useful for PPC decisions and complements dedicated PPC tools well.

Should I hire a PPC agency instead?

A good agency can be worth it at £5,000+/month spend. Below that, agency fees often exceed the value they add. A practitioner consultant is often a better middle ground.

Amazon PPC Tools Compared 2026 — Adtomic, Perpetua, Sellerboard & More

Amazon PPC has become technical enough that many sellers reach for a dedicated tool. Here’s a 2026 comparison of the main options — including the most-overlooked option, which is managing PPC manually with discipline.

The Manual Option

Managed properly, manual PPC inside Seller Central’s native ad console can outperform tool-managed PPC for many sellers. The native tools have improved significantly — bulk operations, search-term reports, automated rules, and dayparting are all available natively.

Best for: Sellers with under 20 active campaigns and disciplined weekly maintenance.

Adtomic (by Helium 10)

Helium 10’s integrated PPC tool. Strong rules engine, good visualisation, integrates with the rest of Helium 10.

Best for: Sellers already on Helium 10 who want PPC automation without adding another vendor.

Pricing: Included with Helium 10 Diamond tier (~£249/month) or as an add-on.

Perpetua

One of the most established standalone PPC platforms. Strong automation, multi-marketplace support, and dedicated account-management at higher tiers.

Best for: Mid to large brands with significant ad spend (£5,000+/month).

Pricing: From a few hundred pounds a month, scaling with ad spend.

Pacvue

Enterprise-grade with deep retail-media-network features. Used by larger brands and agencies.

Best for: Multi-million-pound brands and agencies managing many accounts.

Sellerboard

Not strictly a PPC tool — primarily profit and inventory tracking — but it includes useful PPC reporting that helps you see true profitability per ASIN.

Best for: All sellers as a complementary tool. Often more useful than dedicated PPC automation.

Quartile

AI-driven PPC platform with strong automation and reporting. Pricing is performance-based which can suit some sellers.

The Honest Decision Tree

Ad spend < £1,000/month: Manage manually + use Sellerboard for profit visibility. Don’t pay for a dedicated PPC tool.
Ad spend £1,000–£5,000/month: Manual + Helium 10 (Adtomic if you can justify) is usually enough.
Ad spend £5,000–£20,000/month: Perpetua or Adtomic. Real ROI from automation.
Ad spend £20,000+/month: Perpetua or Pacvue with proper account management.

What Tools Don’t Solve

No PPC tool fixes a poorly-built listing, an uncompetitive product, or a mismatched price point. Tools optimise within the constraints you give them. If your fundamentals are off, the tool will optimise toward a low ceiling.

Need PPC Help?

I run PPC audits and ongoing management for UK Amazon sellers. Get in touch for a fixed-price audit and recommendation on whether a tool is the right next step for you.

Want Help With Your Amazon Account?

Book a free 15-minute call. No pressure, no obligation.

Book a Free Call Send a Message