There are four plans, and the thing most people get wrong is assuming they run in a straight line from cheapest to most capable. They do not.
MCP Only costs less than Starter and gives you more data. Understanding why that is true is most of the work of choosing correctly.
Prefer to watch? Sixty-three seconds on the four plans and how to choose between them.
The four plans
| Plan | Price | Users | For |
|---|---|---|---|
| MCP Only | $69 /mo | — | teams who just want MCP access into their own AI stack |
| Starter | $149 /mo per brand | 5 | sellers just getting started with AI ops |
| PRO | $349 /mo per brand | 10 | growing brands ready to scale operations |
| PRO+ | $549 /mo per brand | 20 | established brands running full-funnel Amazon ops |
Two details in that table are easy to skim past.
Starter, PRO and PRO+ are priced per brand. MCP Only is not. If you manage six brands, that multiplies.
Every plan covers your first $1.5M in trailing twelve-month average revenue. Past that a percentage is added, falling as you grow and capped at 0.5%. See How Revenue-Based Pricing Works.
The split that actually matters
MCP Only is data access without the application. Starter is the application.
That is why MCP Only includes Search Query Performance, Amazon DSP and AMC Cloud — and Starter does not.
| MCP Only | Starter | |
|---|---|---|
| Search Query Performance | yes | no |
| Amazon DSP | yes | no |
| AMC Cloud | yes | no |
| Chat with Aria | no | yes |
| AI Insights & Alerts | no | yes |
| Users & Access | no | yes |
Neither is a better plan. They answer different questions:
- “I want my own AI assistant to reach my Amazon data.” → MCP Only. You get the full data surface and the MCP Web Console to configure it.
- “I want a product my team logs into.” → Starter or above. You get dashboards, alerts, Aria, and per-user access control.
If you want both the advanced data and the application, that is PRO.
What each step up buys
Starter → PRO adds the analytical depth: Search Query Performance, Amazon DSP, AMC Cloud, Category Insights, plus Business Reports and Insight Reports. It also doubles users from 5 to 10.
This is the biggest jump in the range. Most of what people mean by “the strategic features” lives on this step.
PRO → PRO+ adds Role-based AI Agents and Priority Support, and doubles users again to 20. It is a step for teams and agencies rather than a step for capability.
Things that are on every plan
Worth knowing, because people assume they are premium and they are not:
- MCP Access — every plan, including Starter.
- Rule Based Ad Optimization and Optimization Groups — automation is not gated.
- Organic and Best Seller Rank Tracking.
- Export, Connections, and Billing & Usage.
- Amazon Retail sales and traffic, inventory, and Sponsored Ads data.
So a Starter account can automate bids and track rank from day one. See What's Included in Each Plan for the row-by-row grid.
How to choose in one minute
- Do you need Aria, alerts, or a dashboard your team logs into? No → MCP Only, and stop here.
- Do you need SQP, DSP, AMC or Category Insights? Yes → PRO minimum.
- More than 10 users, or role-based AI agents? → PRO+.
- Otherwise → Starter.
Then multiply by your number of brands, and add the revenue component if you are above $1.5M.
Choosing wrong is cheap
You can upgrade or downgrade at any time. So the cost of starting one tier too low is a few days on the wrong plan, not a wasted year.
If you are genuinely unsure between Starter and PRO, start on PRO. The features that separate them — SQP, DSP, AMC — are the ones you cannot evaluate without seeing your own data in them.
See Changing Plans: Upgrades and Downgrades.
Related
- Are There Token Limits or Usage Caps? — the question the price list raises.
- Cancelling: What Happens to Your Data — if you are leaving rather than moving.
- I Cannot See a Menu Item That Someone Else Can — when a plan gate is the explanation.