Yes, third-party PPC optimization software can certainly add value when optimizing Amazon ads. Here are some ways this type of software can help:

Automated optimization: Third-party PPC optimization software can provide automated optimization for keywords, bidding, targeting, and ad scheduling. This can save a lot of time and help you work more efficiently.

Comprehensive analysis and reporting: Third-party software often offers more comprehensive analysis and reporting features than Amazon's own reporting tools. This can help you get better insights into the performance of your ads and where you can improve.

Machine learning and AI technologies: Many third-party PPC optimization software uses machine learning and AI technologies to optimize the performance of your ads. For example, this can help predict the best times to advertise or the most effective bidding strategies.

Multichannel integration: Third-party software can often integrate with multiple sales channels and advertising platforms, allowing you to manage all your ads from a single dashboard. This can help simplify the management of your ads and gain more insight into the performance of all your ad campaigns.

So using external PPC optimization software can certainly be valuable when optimizing Amazon ads. However, it is important to consider the features you need and compare the value for money of different software options.