If you sell on Amazon and have outgrown manual bid spreadsheets, two tools that come up are AdsPlane and Perpetua. Perpetua (formerly Sellics) is a mature, goal-based retail-media platform: you set an objective and a target ACOS, and its engine optimizes bids and tactics automatically across Amazon and other marketplaces. AdsPlane is a newer Amazon Ads control plane built on the opposite instinct. A deterministic engine proposes every change, and nothing goes live until it clears your guardrails and an explicit approval step.
The real decision is not which one optimizes better. It is how much you want to hand off versus how much you want to keep your hand on the wheel.
Perpetua is built for breadth and hands-off automation: broad channel coverage, an intelligence data layer, and an engine that acts toward your goal on its own. AdsPlane is built for control and predictability on the Amazon sponsored-ads funnel: every action is reviewable, every change is logged, and pricing is a flat monthly fee rather than a slice of your ad spend. This post lays out where each one is genuinely strong so you can match the tool to how you actually want to run your account.
What Perpetua does well
Perpetua is a mature, well-known platform with a real track record (it carries the Sellics heritage) and named enterprise customers like Crocs and Hero Cosmetics. That maturity shows up in a few concrete strengths.
- Broad channel and ad-type coverage. Perpetua spans the full Amazon funnel — Sponsored Products, Sponsored Brands, Sponsored Brands Video, and Sponsored Display — plus Amazon DSP and AMC. It is also genuinely multi-channel: Amazon, Walmart, and other marketplaces in one tool, not Amazon-only.
- Goal-based automation. You pick an objective (growth, profitability, brand defense, awareness), set a target ACOS and daily budget, and the engine runs always-on daily bid optimization, automated keyword harvesting, dayparting, and a Keyword Boost Top-of-Search multiplier on its own.
- Intraday optimization and live data. Its higher tier adds intraday optimization via Amazon Marketing Stream, with hourly reporting, Share-of-Voice, and organic-rank insights.
- A real intelligence layer. Beyond bid management, Perpetua surfaces competitor search-term data, revenue-opportunity analysis, retail/digital-shelf insights, and custom AMC reporting at the Premium tier.
- Flexible delivery. You can run it self-serve or as a managed service with a dedicated client-success team.
For an established or high-spend brand or agency that wants one platform to cover a wide surface and largely run itself, that is a coherent package.
Where AdsPlane takes a different approach
AdsPlane is narrower on channels, deliberately. It focuses on the Amazon sponsored-ads funnel (SP/SB/SD) and invests its difference in the control model rather than in breadth.
The core idea is determinism with a human gate. A deterministic Python engine decides every bid, budget, pause, and negative; AI narrates and explains, never decides. Each daily Runbook runs Pull, Analyze, Manifest, Approve, Execute, Reconcile. Every recommendation lands in a reviewable Manifest that executes only after it clears a versioned Guardrail Policy and an Approval Gate — you approve from the web dashboard or from Telegram. New accounts start in Shadow Mode, which previews the full plan and executes nothing. Auto-Approval is opt-in per account and gated on confidence plus guardrails, but even then no AI decides whether an action runs.
The safety scaffolding is the product. There is a dry-run before live changes, before/after snapshots, mandatory Reconciliation after execution, an append-only Execution Ledger, a per-recommendation Data Confidence Score, and an emergency pause/kill switch. You set the hard guardrails yourself: max bid/budget move per action, a daily spend-movement cap, max actions per run, protected brand terms, campaigns, and ASINs, no-pause and no-negative lookback windows, and a minimum confidence threshold.
Beyond the daily loop, AdsPlane adds Rally-Control (intraday runs, 2/4/6 per day by tier), ML near-real-time auto-bidding on T3/T4 that is dayparting-aware and proposes inside your guardrails, Boost Reach (a seller-triggered up-only reach push on T3/T4), Placement and Top-of-Search optimization (T3/T4), and a Growth Engine that mines search terms into new exact-match campaigns, adds targets to existing campaigns, and gives advisory data for under-advertised but already-selling ASINs. It also reads AMC path-to-conversion and the AMS live stream, supports multi-account (3 on T3, 10 on T4) and multi-marketplace, and ships a portfolio dashboard with role-based access. Pricing is flat monthly and never a percentage of ad spend.
Feature comparison
| Capability | AdsPlane | Perpetua |
|---|---|---|
| Pricing model | Flat monthly, never % of spend | Flat at entry; flat + % of ad spend at Growth tier |
| Auto-execution with per-action approval | Yes, Approval Gate (web or Telegram) | Auto-executes; no published approval gate |
| Versioned guardrail policy | Yes, seller-set hard caps | Advanced levers, no formal policy version |
| Shadow / preview mode | Yes, new accounts start in Shadow Mode | Not publicly stated |
| Reconciliation + audit ledger | Yes, append-only Execution Ledger | Not publicly stated |
| Search-term harvesting | Yes, into new exact-match campaigns | Yes, automated keyword harvesting |
| Intraday optimization | Yes, Rally-Control 2 to 6 runs/day | Yes, via Amazon Marketing Stream |
| ML bidding | Yes, T3/T4, dayparting-aware | Yes, always-on goal-based bidding |
| Campaign creation from scratch | No, on roadmap | Goal-based campaign launch |
| Channels (SP/SB/SD, DSP, Walmart) | Amazon SP/SB/SD only | SP/SB/SBV/SD + DSP + Walmart + more |
| Multi-account / marketplace | Yes, up to 10 accts / 6 marketplaces | Yes, multi-channel |
| Market-intelligence layer | AMC + AMS data | Competitor data, SoV, digital shelf, AMC |
| Support model | Self-serve software | Self-serve or managed service |
Pricing
| Plan | AdsPlane | Perpetua |
|---|---|---|
| Entry / free | T1 Local Lite, $0 (local Shadow-Mode preview) | No free tier published |
| Starter | T2 Hosted Starter, $35/mo (30-day trial) | Essentials, $695/mo for up to $10k/mo spend |
| Growth | T3 Hosted Growth, $79/mo | Growth, $695/mo + % of ad spend, over $10k/mo |
| Pro / enterprise | T4 Hosted Pro, $235/mo | Premium, Custom, over $500k/mo spend |
| Self-hosted | T5 Private Local Pro (annual) | Not offered |
The distinction is not the headline number but the model behind it. AdsPlane is flat monthly at every tier, so a $79/mo plan costs $79/mo whether you spend $5k or $50k. Perpetua's Essentials tier is a flat $695/mo for accounts up to $10k/mo in spend, but its main Growth tier is $695/mo plus an undisclosed percentage of ad spend, and Premium is custom and demo-gated. So the true cost of the tier most growing brands land on can't be calculated from the public page, and it rises with the very spend you are trying to optimize. Which model is cheaper depends on your spend level. Which is predictable does not.
What AdsPlane doesn't do (yet)
A few honest gaps matter specifically in this matchup:
- Channel breadth. Perpetua covers Walmart and other marketplaces plus Amazon DSP and the full Sponsored Brands Video stack. AdsPlane is Amazon Sponsored Ads only — SP/SB/SD — with no Walmart, no other retail media, and no Amazon DSP. If you need one tool across channels, that is a real difference, not a footnote.
- From-scratch campaign creation. Perpetua can launch goal-based campaigns. AdsPlane does not yet build a brand-new account's initial campaign structure from scratch. It harvests search terms into exact-match campaigns, adds targets to existing campaigns, and provides advisory data for new campaigns on already-selling ASINs, but full from-scratch auto-creation is on the roadmap.
- Track record. Perpetua is an established incumbent with a large review base. AdsPlane launched in 2026, so its public review base is smaller and its track record shorter.
- Not a managed service. Perpetua offers a managed option with a dedicated account team. AdsPlane is software, not an agency.
- Windows-only installer for the free tier. The T1 Local Lite installer is Windows-only today.
Each of these is a scope choice. AdsPlane is built by a real Amazon seller (WOODFRESS cold-pressed oils, six-plus years on Amazon.in) and the full build is published openly as the book "The 5:30am Machine." It makes no guaranteed-sales claims. A better ads engine cannot fix weak products, listings, reviews, or inventory.
Which should you choose
Choose Perpetua if you are an established or high-spend brand or agency that wants broad multi-channel coverage — Amazon DSP and AMC plus Walmart and Sponsored Brands Video — with hands-off goal-based automation and a strong intelligence layer, and you are comfortable with flat-fee-plus-percentage-of-ad-spend pricing and a managed-service option.
Choose AdsPlane if you run Amazon SP/SB/SD with real volume and want deterministic, approve-before-execute control — Manifests, a versioned Guardrail Policy, Shadow Mode, Reconciliation, and an Execution Ledger — with flat monthly pricing that never scales with your ad spend.
Perpetua sells breadth and hands-off automation. AdsPlane sells control and predictable, flat pricing on the Amazon sponsored-ads funnel. Pick the one that matches how much you want to hand off.
For the wider field, see our ranking of the top 21 Amazon PPC tools or browse the best Perpetua alternatives.