Amazon PPC software can dramatically impact how efficiently you scale advertising spend. In this comparison of Xnurta vs Astra, we evaluate both platforms using consistent criteria to help Amazon sellers decide which solution better fits their operating model in 2026.

Key Takeaways

Analytics-first platform — Astra specializes in Amazon advertising analytics, full-funnel insights, and business-level decision support with intuitive dashboards built for scaling sellers.
Automation-led optimization — Xnurta focuses on AI-driven Amazon Ads optimization through automated recommendations, bid management, and campaign insights.
Different operating models — Sellers prioritizing clarity, analytics, and actionability tend to favor Astra, while Xnurta suits brands and agencies seeking deeper AI automation within ad workflows.
Fit varies by scale — Pricing, onboarding, and learning curves differ, making Astra more approachable for smaller teams, while larger advertisers may better leverage Xnurta’s advanced automation.

The right choice depends on whether insight-driven decisions or automation depth matters more to your business.

Table of Contents

Key Takeaways
How We Evaluated These Amazon PPC Platforms
Astra Overview
Xnurta Overview
Side-by-Side Comparison

How We Evaluated Xnurta vs Astra

To provide a fair and practical comparison, we evaluated Xnurta and Astra across the criteria that matter most when selecting Amazon PPC software. These factors reflect real-world advertiser needs, not marketing claims.

Evaluation Criteria

Automation:
In 2025, the best PPC tools should take the busywork off your plate. From campaign creation and keyword research to bid and budget optimization, the right software should streamline your entire ad workflow so you can focus on growth, not micromanaging ads.

Optimization & Performance:
Great PPC tools don’t just automate tasks. They help your ads perform better. We looked for platforms that fine-tune bids in real time, improve targeting, and use data to increase ROI while cutting wasted spend.

AI and Machine Learning Capabilities:
The strongest tools now use AI and Machine Learning to make smarter, faster optimization decisions. By learning from your data and adapting to performance trends, newer technology can manage campaigns more effectively than any rule-based system.

Analytics & Reporting:
Clear data leads to better decisions. The top tools make it easy to track metrics like ROAS, ACOS, TACOS, and CTR without spending hours in spreadsheets. Good reporting helps you spot trends, find opportunities, and take action quickly.

Ad Scheduling (Dayparting):
Timing matters. A good PPC tool should let you set custom Ad schedules, pausing campaigns during slower periods of the day, and ramping up during peak traffic hours when conversion potential is the highest.

Flexibility & Control:
Whether you want a fully automated setup or prefer to fine-tune things yourself, the best tools give you the flexibility to adjust your level of automation to suit your strategy and comfort level.

Pricing:
Good software should fit your budget and scale with your business. We looked for tools with transparent, fair pricing that deliver solid value for sellers of all sizes.

Customer Support:
A strong PPC tool should be backed by equally strong support. We valued companies that offer helpful onboarding, clear documentation, and responsive customer service to help you get results faster.

Astra by Sellrbox

Full Ad Workflow Automation

Astra covers every step of Amazon advertising: keyword discovery, campaign setup, bid & budget optimization, negative keyword management, and ad scheduling. It supports Sponsored Products, Sponsored Brands, Sponsored Display, AMC, and DSP, giving you a single platform to manage your entire funnel. Many tools stop at bid automation; Astra builds, manages, and optimizes campaigns continuously based on live data.

Smarter AI Algorithms

Astra’s AI runs on three goal-based optimization modes: Profit (ACOS Target), Sales (Monthly Budget Target), and Visibility (Constant Bid). Each is tuned for a specific business outcome. Profit mode maximizes margin by adjusting bids and budgets based on ACOS and TACOS trends. Sales mode prioritizes volume and growth. Visibility mode focuses on rank building, gathering initial data, and top-of-funnel exposure. Under the hood, Astra’s algorithms analyze real-time performance data, keyword competition, and seasonality to make precision-level bid and budget adjustments automatically.

Most PPC software still operates on rule-based logic: “if ACOS > X, lower bid by Y.” Astra goes further. It learns from trends over time, identifying opportunities humans might miss, and adjusting dynamically across hundreds of data points. That’s what drives consistent, compounding performance gains.

Flexible Automation

Astra offers a rare blend of automation and flexibility. You can automate everything or keep things semi-manual, tuning campaigns, ASINs, or keywords as you like. We love this flexibility because it fits both new sellers and advanced strategists. You can scale automation at your own pace while still having access to every metric and manual lever if needed.

Intelligent Ad Scheduling (Dayparting)

Performance changes throughout the day, and Astra adapts automatically. Its built-in dayparting engine allows you to set scheduled to pause ads during low-performing hours and increas bids during peak conversion windows. This helps you capture more profitable traffic while eliminating wasted spend.

**Dayparting**

Demand fluctuates throughout the day, and so should your bid strategy. Astra’s Dayparting allows you to pause ads during the least effective hours of the day, saving you money and maximizing profit.

Advanced Analytics & Reporting

Astra’s reporting suite gives you a complete view of performance. You can track ROAS, ACOS, TACOS (even per ASIN), keyword rank, ad share, and everything else you could think of… all in real time. Dashboards are customizable by product, campaign, or account, making it easy to share insights across teams or clients. For agencies and brands managing multiple markets, Astra’s consolidated reporting removes the usual chaos of spreadsheets and manual exports.

**Hourly Bid Adjustment**

Bid prices fluctuate throughout the day. Astra automatically changes bids every few hours based on current market trends.

Ease of Use & Support

Despite its advanced capabilities, Astra’s interface is intuitive and straightforward. Setup takes minutes, not hours. You’ll find in-app guides, training videos, and a responsive customer success team that genuinely helps you get the most out of the platform — not just answer tickets. Sellers consistently highlight Astra’s support as one of its biggest strengths.

Transparent, Performance-Based Pricing

Most PPC tools charge a percentage of ad spend, which means they profit even when your campaigns don’t. Astra flips that model. Its pricing is based on ad revenue, so you only pay more when your ads generate more sales. This keeps incentives aligned and ensures you’re getting actual return, not inflated metrics. Every plan comes with a 30-day free trial (no credit card required), letting you test all features before committing.

Comparison Table

Pros

+ Full automation capability.
+ Superior AI for smarter decision making and better results.
+ Flexibility between AI automation and manual control.
+ Ad scheduling (Dayparting).
+ In-Depth analytics.
+ Exceptional support and onboarding experience.
+ Transparent & performance based pricing.

Cons

- Amazon-Only, does not yet support Other platforms like Walmart.
- Slightly steeper learning curve than other softwares.

Check Out Astra by Sellrbox

Xnurta

Best for: Enterprise Amazon brands and agencies with dedicated PPC specialists who require deep customization and rule-based control.

Xnurta is an advanced Amazon PPC platform designed to support large-scale advertising operations. It focuses on rule-based automation, customizable workflows, and analytics built for teams managing high ad spend across complex account structures.

Rather than emphasizing simplicity or guided decision-making, Xnurta is built for advertisers who prefer explicit control over automation logic and are comfortable managing PPC through structured rules and processes.

Automation & Campaign Management

Xnurta’s automation framework is centered on rules-based execution. Advertisers define performance thresholds and conditions that determine how bids, budgets, and campaigns are adjusted over time.

This approach offers predictability and flexibility, particularly in large accounts where standardized logic needs to be applied consistently across thousands of keywords or ASINs.

However, the effectiveness of automation is highly dependent on:

The quality of the rules created
Ongoing maintenance and refinement
PPC expertise within the team

For sellers without this infrastructure, automation can feel more technical than assistive.

Optimization & Performance

Xnurta is well-suited for scaling bid efficiency in mature accounts. When configured correctly, it can help maintain performance across large catalogs and reduce manual bid management.

That said, optimization outcomes are largely driven by:

Rule design
Account structure
Operator experience

Unlike more outcome-guided platforms, Xnurta does not actively steer advertisers toward profitability goals — it executes the logic it is given.

AI & Machine Learning Capabilities

Xnurta positions AI as a supporting layer, not the primary decision-maker.

Its system relies more on:

Deterministic rules
Threshold-based automation
User-defined logic

This can be advantageous for teams that want full transparency and predictability. However, it also means fewer adaptive, self-learning optimizations compared to AI-first platforms that continuously adjust based on evolving performance signals.

Analytics & Reporting

Xnurta offers robust reporting designed for enterprise workflows. Its analytics are most valuable when paired with structured internal processes or agency-style reporting requirements.

While reporting is comprehensive, it often requires interpretation by experienced PPC managers to translate insights into action — making it less immediately actionable for lean teams or solo sellers.

Flexibility, Control & Scaling

One of Xnurta’s strengths is flexibility. Advertisers can:

Build detailed automation rules
Customize optimization logic
Apply consistent execution across large portfolios

This level of control comes with tradeoffs:

Higher setup complexity
Ongoing management overhead
Greater reliance on PPC expertise

For some teams, this is a feature. For others, it becomes friction.

Pricing & Support

Xnurta is typically best suited for higher ad spend environments, where the operational savings of automation outweigh the cost and complexity of the platform.

Support and onboarding are aligned with enterprise use cases, focusing on platform enablement rather than hands-on optimization guidance.