Overview
Sif (sif.com) is an Amazon on-site traffic and keyword-ops tool, not Google Analytics and not a Shopify pixel. Sellers paste an ASIN, split organic search, Sponsored Products, Deals, search recommendations, and related-item traffic, then reverse the queries that actually carry units and inspect a competitor’s campaign shape. Public pages place it under the Yi He / Gonglan product family and date the company to 2021. There is a free browser extension and an MCP server at mcp.sif.com so assistants such as Claude can call traffic, ads, and market tools.
The gap is “your Sponsored Products report shows spend; it does not show how the listing next to you is built.” SellerSprite-class suites expand keywords and reverse ASINs. Sif leans on traffic mix, an “ad fluoroscope,” and a traffic time machine. All of that is third-party crawl plus models. It is not a Seller Central export and must not be used as a settlement file.
It fits teams that already have live ASINs and need to take apart competitor PPC and organic slots. If you only source and never advertise, the free plugin is enough for a first look.
Core features and advantages
Traffic mix and reverse keywords
For an ASIN, Sif breaks sources into organic, ads, Deals, and recommendations, and lists head terms plus long-tail queries. Wholesale sellers use it to test whether a spike is paid. Brand sellers use it to fill missing search language on the listing. When you negate, the advertising console’s search-term report still wins — Sif is an outside view.
Ad fluoroscope and time machine
These are the flagship-leaning modules. The fluoroscope tries to reconstruct campaigns, ad groups, bids, and match types, and to show recommendation placements (Deals modules during events). The time machine tracks daily mix and slot changes, which is how you replay whether a competitor scaled SP or rode a recommendation widget through Prime Day. Basic membership is typically sales, traffic mix, and reverse keywords; ad structure and the time machine sit on Flagship. Confirm the live matrix on the in-site membership page.
Monitoring, expansion, and MCP
Marketing copy describes hourly organic, ad, and recommendation-slot checks. There is also keyword expansion, relevance filtering, and a term library. MCP exposes market, traffic, and ads domains to AI clients; community GitHub projects already dump those calls into Feishu tables. MCP/API rights are not the same as the web membership. Tokens are issued in-account.
Supported platforms
Amazon only. 2025 materials mentioned Australia, Mexico, Brazil, and the UAE on top of older locales; time-machine coverage can lag new stores. Check the logged-in product for the current locale list. No Shopify, eBay, or Temu. The extension runs on Amazon pages.
Who it's for
- Solo / small teams: start with the free plugin, then Basic if you reverse keywords weekly.
- Brand and focus-SKU shops: Flagship for ad teardown and the time machine.
- Agencies and builders: MCP into an internal workflow.
- Skip it if you do not sell on Amazon, or if you expected it to place bids for you.
Concrete use case: a competitor ASIN jumps during a deal week. Open the time machine first to see whether SP or a recommendation module moved. Reverse the queries, add high-intent terms to exact match, and negate junk from your own search-term report. Do not copy their bid.
Pricing and value
Sif sells a free plugin and paid memberships. Public materials split Basic (sales, traffic mix, reverse keywords) and Flagship (fluoroscope, time machine, library / bid-style tools), sold as 1 / 3 / 6 seats. Live RMB prices belong on sif.com’s membership checkout — directory coupon pages are not the cart.
Reseller promotions in recent years have listed Basic around ¥888/year and Flagship around ¥1,888/year for a single seat, with 3- and 6-seat bundles and rotating campaign discounts. Those figures are unverified as the 2026-09-06 list price. Credits and sub-account rules are in the help center. For a team already burning PPC, Flagship is cheap next to one week of bids on the wrong stem. If you only need a word list, stay on the plugin.
Community feedback
Talk sits in Chinese seller circles and SaaS directories, not in English Reddit reviews. Users like the traffic-mix picture and the ad teardown. Complaints: locale modules ship out of sync, numbers do not match Seller Central, the UI assumes you already speak Amazon ads. Support is WeChat / phone (the about page has listed a business number), not an English ticket queue. Homepage claims such as “400,000+ sellers” are marketing copy and unverified.
Competitive positioning
Sif’s wedge is Amazon on-site mix and campaign reconstruction. SellerSprite, Keyword Tool Dominator, and Google Keyword Planner are list builders. Keepa is price and BSR history. Perpetua’s Sonar used to be a free reverse-ASIN lookup and is retired in 2026. No third-party tool gives you both official spend and a competitor X-ray.
Alternatives
- SellerSprite — Amazon keyword mining and reverse ASIN.
- Keyword Tool Dominator — live autocomplete harvest without invented monthly volume.
- Keepa — price and BSR charts when you do not need traffic mix.
Limitations
Not Seller Central. Share-of-traffic and reconstructed ads are models: missing terms and wrong match types happen. New-locale modules lag. Buying Basic when you needed Flagship means no fluoroscope. MCP is a separate entitlement. No inventory, VAT, or managed PPC.
Verdict
If you already advertise on Amazon and need to read a competitor’s traffic, try the plugin and then Basic. Pay Flagship only when you will actually replay ad structure. Skip the annual plan for sourcing-only or non-Amazon work.
Next step: install the free plugin from sif.com, read this year’s tiers on the membership page, and open mcp.sif.com only if you need assistant access.
Data notes
Rechecked 2026-09-06 against sif.com public pages, the help-center index, the MCP site, and Chinese seller directories. published (2024-03-15), monthlyVisits, domainRating, and authorityScore are catalog placeholders and unverified. Public “founded 2021” is unverified as a launch day. Membership RMB prices must be confirmed in-account.