In our case, we went with the “incidental” strategy, since there is little reason to collaborate with our tool: The “Sellics Product Analyser” (formerly “Sellics Benchmarker”) is a free tool for Amazon Advertisers to see how well they are doing with their advertising compared to their competitors.

TL;DR: The SEMrush AI toolkit looks slick and promises strategic insight based on LLM data — but under the hood, it appears to be a lot of guesswork dressed up in dashboards. While still cheaper than alternatives such as Profound, I don't see it's worth the $99/month - yet.