AgentXray vs PPCAssist (2026): Two Amazon MCPs, Two Ideas of Control
Last updated: 2026-10-23
TL;DR
PPCAssist is the closest match to us on the MCP side: Amazon Ads, Seller Central and Brand Analytics in Claude, ChatGPT or Cursor over one-click OAuth, $49/mo for the MCP plan with no card to start. It has more write tools than we do — it can build Sponsored Products campaigns and Sponsored Brands video campaigns from the chat — plus a rules engine with optional automation, a mobile app and a 5/5 Appstore score from 59 reviews (its own page, read 23 Oct 2026). The differences: its pages do not say whether profit uses the fees Amazon actually deducted or estimates (its P&L tool has an 'estimated fees' option); we read settlement line items. Its AI client asks before each action and its automation can run with 24 hours' notice; ours files drafts only a person can approve in the browser, and each applied change is judged 14 days later on net contribution.
PPCAssist (Outsiderz SAS, per its privacy policy) has run Amazon PPC software since 2021 and now sells three plans: an MCP-only plan at $49/mo flat, an AI Assistant plan at $249/mo billed yearly plus 2% of ad spend, and a Pro plan for experts and agencies at $599/mo plus 2%. The MCP exposes 81 tools across campaigns, portfolios, keywords, negatives, Sponsored Brands, Brand Analytics and a full P&L, and its site, docs and support run in English, French and Spanish. It is ahead of us on campaign creation, automation, mobile and agency white-labelling, and we say so below. AgentXray (Avanta Global EOOD, Sofia) answers a narrower question: what a unit earned against the money Amazon deposited, and whether a change you approved paid off. Every competitor fact here comes from PPCAssist's own pages, read on 2026-10-23.
The tools compared
AgentXray
From $29/mo — 14-day trial, card required. Agency Starter $99/mo for 3 client accounts. No commission on ad spend.
Measurement layer for Amazon sellers: settlement-verified profit, drafted changes a person approves, and 14-day net-contribution verdicts.
Strengths
- Profit from settlement line items — the fees Amazon actually deducted
- MCP server with 70 tools (47 read, 6 memory, 17 draft) for Claude, ChatGPT or any MCP client
- Every change is a draft a person approves in the browser; the AI's token cannot approve it
- Applied changes judged 14 days later on net contribution, and allowed to say 'inconclusive'
- Amazon OAuth via a Selling Partner Appstore listing; we never ask for API credentials
Best for: Sellers who want the profit number their payout agrees with, and every ad change approved and checked against it.
PPCAssist
$49/mo (MCP only) — Launch price for the first 200 subscribers, list $99. AI Assistant $249/mo billed yearly + 2% of ad spend; Pro $599/mo + 2%. 30-day trial, no card (home page); 7 days on the MCP page. ppcassist.com, read 2026-10-23
Amazon PPC software with an 81-tool MCP for Claude, ChatGPT and Cursor, a rules engine, a mobile app and agency white-labelling.
Strengths
- 81 MCP tools, including SP campaign creation and Sponsored Brands video campaigns from the chat
- Rules engine with ready-made strategies and optional automation with 24-hour notice
- MCP plan covers 100 stores, all marketplaces, for one flat price
- iOS and Android app; site and support in English, French and Spanish
- 24 free PPC Skills; Appstore 5/5 across 59 reviews (their own page)
Best for: Sellers and agencies who want a broad PPC toolset in their AI client, with campaign building and rule-based automation.
Feature comparison
Where the money number comes from
| Capability | AgentXray | PPCAssist |
|---|---|---|
| Fee source | Settlement line items (fees Amazon deducted) | Full P&L with 'every Amazon fee'; settlement vs estimate not stated (P&L tool has an 'estimated fees' option) |
| COGS | Entered by the seller | Entered by the seller (set_product_cogs) |
| Brand Analytics | Search Terms report + Search Query Performance | Search Query Performance |
| Sponsored Products / Brands / Display | Read | Read |
| Inventory / stock | Read (stock history, reorder plan) | Not stated on their site |
Getting connected
| Aspect | AgentXray | PPCAssist |
|---|---|---|
| MCP clients | Claude, ChatGPT, any MCP client | Claude, ChatGPT, Cursor, Codex, any MCP client |
| Amazon authorisation | OAuth (Selling Partner Appstore, Amazon Ads) | One-click OAuth; personal token for CLIs |
| MCP tool count | 70 (47 read, 6 memory, 17 draft) | 81 |
| Free trial | 14 days, card required | 30 days, no card (home); 7 days, no card (MCP page) |
Acting on it
| Capability | AgentXray | PPCAssist |
|---|---|---|
| Who approves a change | A person in the AgentXray panel; the AI's token cannot approve | The AI client asks before it runs an action |
| Automatic changes | Never | Optional full automation, 24-hour notice before execution |
| Campaign creation | No | Yes — SP campaigns, ad groups, SB video campaigns |
| Placement / bidding-strategy edits | Placement modifier drafts | Yes |
| Dayparting | No | Not stated on their site |
Judging whether it worked
| Aspect | AgentXray | PPCAssist |
|---|---|---|
| Metric for an applied change | Net contribution after 14 days | Account goals with target TACoS and ACoS; store before/after in money |
| Verdict may be 'inconclusive' | Yes, by design | Not stated on their site |
Where PPCAssist is ahead
| Capability | AgentXray | PPCAssist |
|---|---|---|
| Building campaigns from the chat | No | Yes |
| Rule-based automation | No | Yes, opt-in |
| Mobile app | Android (iOS in App Review) | Yes (iOS, Android) |
| Interface languages | 8 locales | English, French, Spanish |
| Stores on the entry plan | Volume tiers | 100 stores on the $49 MCP plan |
| White-label agency dashboard | No | Yes (Pro) |
| Vendor and KDP ads accounts | No | Ads only |
| Appstore reviews shown on site | Listed on the Selling Partner Appstore | 5/5 across 59 reviews (their claim) |
Pricing model
| Aspect | AgentXray | PPCAssist |
|---|---|---|
| Entry price | From $29/mo | $49/mo MCP only (launch price, list $99) |
| Commission on ad spend | None | None on MCP only; 2% on AI Assistant and Pro |
| Agency plan | Agency Starter $99/mo, 3 client accounts | Pro $599/mo + 2%, agency view and white-label |
Verdict by use case
- Building and restructuring campaigns from the chat: PPCAssist
- Rule-based automation of bids and negatives: PPCAssist
- Many stores on one low flat price: PPCAssist
- Trying it without a card: PPCAssist
- Profit from the fees Amazon actually deducted: AgentXray
- No change reaches Amazon unless a person approves it in the browser: AgentXray
- Knowing whether one change paid off, or that it is unclear: AgentXray
Where we do not win: PPCAssist has more write tools than we do, including campaign creation; it runs rule-based automation if you opt in; its $49 MCP plan covers 100 stores; you can try it without a card; and it shows more Appstore reviews. Those are real advantages. Where we differ: we compute profit from settlement line items rather than leaving the fee source unstated, our AI can only draft while a person approves in the browser, and we judge each applied change on net contribution after 14 days, including saying when the data cannot tell.
Frequently asked questions
- Both connect Claude to Amazon over MCP. What is different?
- What happens when the AI wants to change something. In PPCAssist the AI client asks you before it runs an action, and the platform can also automate changes with 24 hours' notice if you opt in. In AgentXray the AI can only file a draft; approval happens in a browser session the AI's token cannot reach.
- Does PPCAssist use the fees Amazon actually charged?
- Its pages say the P&L includes every Amazon fee, refunds, VAT and cost of goods, but do not say whether fees come from settlement or estimates, and its P&L tool lists an 'estimated fees' option. We read settlement line items, so the fee is the one Amazon deducted.
- Can AgentXray create campaigns like PPCAssist?
- No. We draft changes to existing campaigns — bids, negatives, budgets, states, placements — and leave campaign building to Amazon's console or a tool built for it. If campaign creation from the chat matters most, PPCAssist does it.
- Which is cheaper?
- Our entry plan is $29/mo; PPCAssist's MCP plan is $49/mo at its launch price and covers 100 stores. For one store we are cheaper; across many stores their flat MCP plan can be.
- Can I see what AgentXray changed on my Amazon account, and undo it?
- Yes. Every change — a bid, a budget, a price, listing copy or an image — is a draft you approve first, shown next to the value it replaces. After approval it stays in your change log, is followed for 14 days and judged on the money it made after fees and ad spend. Bids, budgets, campaign and target states, placements, prices, listing copy and images can be undone from there; the undo is itself a draft you approve.
- Does AgentXray tell me when Amazon closes a shipment with units missing?
- Yes. It shows the shortfall per SKU, when Amazon last received units on that shipment, any inbound reimbursement already paid, and the value at your own unit cost, with case text to paste into Seller Central. Amazon has no API for filing the claim, so you file it yourself; AgentXray never files anything.
Research sources
- PPCAssist home, pricing and FAQ (ppcassist.com) — read 2026-10-23
- PPCAssist MCP page (ppcassist.com/solutions/mcp) — read 2026-10-23 (81 tools, OAuth, 59 Appstore reviews, 'estimated fees' parameter)
- PPCAssist privacy policy (ppcassist.com/policies) — read 2026-10-23 (Outsiderz SAS; automation with 24-hour notice)