Seller Tools is very user friendly. I like that it gives you all the information you need to improve your Etsy shop. It also gives you hints on keywords to use that help you sell your merchandise.
The best thing is knowing the trending keywords and being able to figure out where I am in the search results based on those keywords! The treasury tool is very handy as well as the coupon creator. I had never done a treasury till Seller Tools! Creating coupons is easy and it posts to social media which is nice.