SellerSheet alternative: the playbook for your AI, not 400 tools.
Both plug your Amazon account into Claude or ChatGPT over MCP. SellerSheet exposes more than 400 API tools with ten skills on how to operate them; Epinium serves 100 versioned decision playbooks, each with its formula, threshold and what not to do.
Free to start · No credit card · Writes on Business, opt-in
Epinium vs SellerSheet: the short answer
SellerSheet and Epinium both put your Amazon account inside Claude or ChatGPT over MCP, and both let a person approve changes before they reach Amazon. SellerSheet does it in your AI client and in a Google Sheet, and suggests letting low-risk work such as reports, negatives and small bid moves run on its own once trusted; Epinium lets you choose between approving every change and an autonomy mode, starts new campaigns and workflows paused and logs every change for 12 months. The difference is what travels down the connection. SellerSheet sends breadth: more than 400 tools across Amazon's Seller, Vendor and Ads APIs and noon, with ten skills that teach your assistant how to operate them. Epinium sends the decision method: 100 versioned marketing playbooks across 22 disciplines, each carrying the formula, the statistical threshold that makes it valid, its confidence level and an explicit list of what not to do, with a CMO playbook that routes the question to the right specialist. Pick SellerSheet for the widest raw API coverage at the lowest price; pick Epinium when you want the decision criterion, EU data hosting and a vendor whose company and terms are on the record.
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Choose SellerSheet if…
- You want the widest raw API coverage in a chat window: more than 400 tools across orders, inventory, FBA shipments, listings and A+, advertising and AMC, pricing, finance and Vendor Central, plus noon in the UAE, Saudi Arabia and Egypt.
- Google Sheets is where your team already works. Its agents write proposals into a sheet you approve, a low-friction trust design and the same principle Epinium calls human-in-the-loop.
- Price is the constraint. There is a free plan and Basic is $9.99/month, below anything Epinium sells. For a solo seller on one or three marketplaces, that is the honest answer.
Choose Epinium if…
- 400 tools and ten operating skills are not 100 decision playbooks. A tool hands your assistant the endpoint; an Epinium playbook hands it the formula, the statistical threshold that makes it valid, its confidence level and an explicit list of what not to do.
- You need to know who you are signing with. SellerSheet's terms and privacy policy name no company, address or governing law, and state no hosting region or GDPR basis. Epinium is a Spanish company with data in the EU (AWS Ireland) under GDPR and a data processing agreement.
- Your work is wider than marketplace APIs. Epinium covers 22 marketing disciplines (pricing, retention, conversion, brand, PR, SEO/GEO) plus listings checked against Amazon's rules, catalogue, stock and Profitability in the platform itself, and connects your Shopify or WooCommerce store to the same assistant.
- A published quota should stay published. Between June and November 2026 SellerSheet cut MCP requests per minute on every tier at unchanged prices (halved from Free to Business, Enterprise from 120 to 80), cut Pro from 10 stores to 5, and cut the seats included on Business and Enterprise.
What our clients say
Epinium vs SellerSheet, criterion by criterion
Scroll the table sideways to see both columns
| Criterion | Epinium | SellerSheet |
|---|---|---|
| Company & HQ Who you are buying from and where support sits | Epinium — Spanish company (Barcelona), independent since 2015; product and data in the EU | Not disclosed — no company name, address or governing law in its terms; site in English and Chinese |
| Built for The segment the product is actually designed around | Brands, manufacturers and agencies selling across Amazon EU | Amazon and noon sellers, from solo sellers to agencies and aggregators |
| Public entry price Lowest published price — many vendors publish none | Brain free · Guru €159/mo · Business €349 · Master €799 | Free plan, then $9.99/mo Basic up to $199.99 Enterprise; yearly saves 10% |
| Pricing model A % of ad spend means your bill grows as you scale | Published subscription + 3% of the ad spend its AI manages (Business and Master) | Flat tiers by stores, orders, MCP speed and seats; AI image and copy on $1 credits; no ad-spend commission |
| Platform scope Advertising only, or advertising + listings + stock + P&L | Advertising + listings (every Amazon field, checked against Amazon’s rules) + catalogue + stock + Profitability (P&L) in one platform, with your Shopify or WooCommerce store next to Amazon | Amazon (Seller, Vendor, Ads) and noon: listings, A+, FBA, ads, pricing, finance; Shopify or TikTok Shop only as orders shipped from FBA |
| Human approval (HITL) & audit trail Whether AI acts on your account before a person signs off | Yes — you choose: changes wait for your approval, or an autonomy mode applies them; new campaigns start paused; every change logged for 12 months and reversible | Yes — agents draft changes to a sheet, dashboard or chat for approval in your AI client; it suggests letting low-risk work run alone; change-log retention not documented |
| GEO — listings optimised for Rufus & AI assistants The discovery surface advertising tools ignore | Yes — AI listing generation and audit against Amazon’s rules, written for shoppers and for AI assistants like Rufus | Not documented — it drafts bullets and A+ content, but nothing on Rufus or AI assistants |
| P&L and margin per product TACOS, fees, product cost and contribution margin, not just ACOS | Yes: P&L and margin per product with fees, advertising by type and product cost (contribution margin on Business), plus Margin leaks: the products whose margin fell, ordered by the money at risk (Business) | Yes — P&L and settlements in Orders & Finances, per-unit fees and margin via Data Kiosk; product-cost input not documented |
| Amazon EU depth ES, IT, DE, FR, UK as first-class markets, not translations | Built in Spain for ES, IT, DE, FR and UK; interface in five EU languages; 23 Amazon ad marketplaces | Amazon worldwide plus noon; up to 50 marketplaces on Enterprise; no EU-specific depth documented |
| EU data & GDPR Where your commercial data lives and how AI use is governed | Hosted in the EU (AWS Ireland) under GDPR, with a data processing agreement; no training on your data without consent | Privacy policy names no hosting region or GDPR basis; says it does not train AI on your data |
| Open to your AI agents (MCP) Can Claude/ChatGPT query the platform on your behalf | Yes — Epinium MCP in Claude and in the ChatGPT app directory, plus a public REST API; reads on every plan, including your P&L with product cost; writes SP/SB/SD campaigns, workflows, portfolios, tasks, Amazon listings from a spreadsheet (pending until you publish) and Shopify or WooCommerce products on Business (opt-in scopes); 12-month change log | Yes — its own MCP server and Tool API, 400+ tools with ten skills; read, write or destructive labels; rate-limited per plan |
| Free trial Can you evaluate it before a sales call | Yes — 7-day trial of the paid plans on your best-selling products, no card, then the free Brain plan for as long as you want | Free plan — 1 marketplace, 300 AI operations a month; 30-day money-back on the first paid plan |
Competitor data verified on from the public sources below. Capabilities a vendor does not document publicly are marked as such rather than denied. Spotted something out of date? Tell us and we will correct it.
Sources: SellerSheet — official site and pricing SellerSheet — llms.txt (docs index, tools, skills) SellerSheet docs — Stay in control SellerSheet docs — Tool reference SellerSheet docs — Skills SellerSheet docs — Changelog SellerSheet Terms of Use (Last updated Sep 28, 2026) SellerSheet Privacy Policy (Last updated Sep 28, 2026) SellerSheet home and pricing, Wayback Machine capture of Jun 14, 2026 Epinium — MCP server
A tool gives access. A playbook gives criterion.
SellerSheet is a credible product and its Google-Sheets approval layer is a good design. These are the places where an endpoint bridge and a served method stop being the same thing.
100 marketing playbooks, inside the Claude or ChatGPT you already use.
Twenty-two disciplines, backed by the experience of 500 brands. Not a data pipe — a marketing department. No card required.
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What our customers say
With a vast catalog and little time, we trusted Epinium to optimize our listings. This led to increased organic sales and improved advertising performance through AI, allowing us to focus on growing our business.
Alberto Feria
CEO, Alfa Holding
With Epinium, we are able to save a lot of time editing our clients' listings thanks to its bulk editor and Artificial Intelligence. We are able to take care of their strategies.
Miriam Larrosa
CEO, Roicos
Our expectations were certainly exceeded. Everything is just so well thought out, and snappy. Their support team is excellent too!
Neus Dominguez
Marketplace Manager, Labbox
We use Epinium every day to monitor the status of all our ASINs across all marketplaces and improve our SEO very productively. An indispensable tool that lets us manage a much larger catalog than we imagined. Worth every penny.
Oriol Penya
Organic Beauty Brands
It is impossible to calculate the hours Epinium has saved me managing customer catalogs. I've modified catalogs of up to 3,500 SKUs and run SEO audits comfortably from the same panel.
Jordi Ordóñez
Amazon Consultant
Epinium's ability to analyze and adjust ads in real-time based on performance has enabled us to maximize ROI and achieve our business goals more effectively. Without a doubt, I recommend Epinium to any seller.
Edgar Alvarez
Head eCommerce, BANDAI Entertainment Europe
Get the method, not the endpoint list.
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ExploreFrequently asked questions
Is Epinium MCP the same thing as SellerSheet’s MCP server?
Both are MCP servers over an Amazon account, so the plumbing is comparable. What they expose is not. SellerSheet publishes more than 400 tools mapping SP-API, the Ads API and noon, plus ten skills that explain how to operate them (ads, reports, FBA inbound, images, dashboards). Epinium publishes 41 read tools — plus, on Business and opt-in, write tools for workflows, Sponsored Products, Sponsored Brands, Sponsored Display, portfolios, tasks, Amazon listings from a spreadsheet and Shopify or WooCommerce products — and a catalogue of 100 marketing playbooks across 22 disciplines: the decision method rather than the endpoint surface.
Does SellerSheet keep a human in the loop?
Yes, and it is one of their better ideas: its agents draft changes into a Google Sheet, a dashboard or team chat, and the seller approves before anything reaches Amazon. The approval itself happens in your AI client, which SellerSheet recommends setting to ask before every write, and write access is granted store by store. It also suggests letting low-risk work (reports, negative keywords, small bid moves) run on its own once an agent has proved itself; how long it keeps a record of executed changes is not documented. Epinium lets you choose between approving every change and an autonomy mode, and its MCP draws the line with permissions: it reads by default on every plan, and writes — workflows, Amazon Ads campaigns (Sponsored Products, Brands and Display), portfolios, tasks, listings and Shopify or WooCommerce products — just on Business, through scopes you tick when you create the key. Workflows it writes are left paused and new campaigns are created paused, you can simulate before anything runs, and every change is logged for 12 months. Listing changes sent from a spreadsheet stay pending until you publish them.
Which one is cheaper?
SellerSheet, clearly. It has a free plan and Basic at $9.99 a month, up to $199.99 for Enterprise, with no commission on ad spend: below anything Epinium sells. AI image and copy actions are billed apart, on $1 credits. Epinium publishes Guru at €159, Business at €349 and Master at €799 a month, with a 3% commission for new customers on the ad spend its AI manages on Business and Master, and a free Brain plan you keep after the 7-day trial.
Is SellerSheet multi-channel?
Partly. It covers Amazon (Seller, Vendor and Ads) and, since July 2026, noon in the UAE, Saudi Arabia and Egypt. Shopify, TikTok Shop or your own site appear only as orders it can ship from your FBA stock (multi-channel fulfillment); no store integration is documented, and Walmart does not appear. Epinium’s live connected data is Amazon — Seller, Vendor and Ads — plus your Shopify or WooCommerce store, and the playbook catalogue covers 22 disciplines and names more than 70 tools.
Why does the number of tools matter?
Because tool selection degrades as a catalogue grows. Four hundred similar tool descriptions crowd the assistant’s context and make wrong calls more likely, which the user experiences as an assistant that misunderstands. A curated catalogue with a routing playbook keeps selection accurate — that is a deliberate design choice, not a coverage gap.
How much does SellerSheet cost compared with Epinium?
SellerSheet: Free plan, then $9.99/mo Basic up to $199.99 Enterprise; yearly saves 10%. Epinium publishes its pricing: Guru from €159/mo, Business €349 and Master €799 — published, not quoted on request. Business and Master also carry an advertising commission of 3% for new customers, charged only on the ad spend Epinium manages. You can start free with no credit card. Full detail on Epinium pricing. Competitor data verified on 8 November 2026 from public sources.
Is there a European alternative to SellerSheet?
Yes: Epinium. Not disclosed — no company name, address or governing law in its terms; site in English and Chinese. Epinium is a Spanish company, independent since 2015, with data hosted in the EU (AWS Ireland) under GDPR and a data processing agreement, built for Amazon EU (Spain, Italy, Germany, France and the UK) with the interface in five European languages and keyword suggestions per marketplace.
Does SellerSheet optimise listings for Rufus and AI shopping assistants?
Not documented — it drafts bullets and A+ content, but nothing on Rufus or AI assistants. Epinium generates and audits your listings with AI against Amazon’s rules, written for the shopper and for AI assistants like Rufus (GEO); see GEO / AI search. To be precise: Epinium writes for that surface, but it does not measure or score your visibility inside Rufus.