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DeepseekMost Fulfillment by Amazon (FBA) sellers we talk to think they know their profit. They subtract cost of goods from Seller Central revenue and call it done. The actual number, once you account for…
Most Fulfillment by Amazon (FBA) sellers we talk to think they know their profit. They subtract cost of goods from Seller Central revenue and call it done. The actual number, once you account for FBA fees, pay-per-click (PPC) ad spend, refunds, storage, and the 70-plus individual fee lines Amazon charges, is typically far lower.
Sellerboard was built to close that gap. This review covers what the tool does well, where it falls short, who it makes sense for, and how it compares to the main alternatives in 2026. We also walk through setup and the 2026 features.
TL;DR
• What it is: A real-time profit and loss dashboard for Amazon FBA and Fulfillment by Merchant (FBM) sellers, with secondary support for Walmart, eBay, and Shopify.
• Who it’s for: FBA sellers doing 50-plus orders per month who need true net profit per product, not just revenue.
• Standout feature: Profit accuracy. Sellerboard tracks over 70 Amazon fee types, supports First In First Out (FIFO) inventory costing, and auto-detects reimbursement opportunities.
• Starting price: $19/month (Standard plan). Annual billing: $15/month. 30-day free trial, no credit card required.
• Our verdict: Worth it for most FBA sellers at 50-plus orders per month. The reimbursement finder alone typically covers the subscription cost. Not right for pre-launch sellers or anyone who primarily needs product research.
What Is Sellerboard?
Sellerboard is a profit analytics platform for Amazon sellers. Two German co-founders built it in 2017 after one of them, a private-label seller on the German marketplace, realized he could not calculate his true profitability from Amazon’s own reporting system. Seller Central spreads financial data across settlement reports, advertising dashboards, and inventory pages in a way that makes it nearly impossible to see net profit per product in real time. Sellerboard pulls all of that into one place and does the math.
It serves Amazon as its primary platform with full feature access across US, EU, and JP marketplaces. Walmart has a dedicated profit dashboard with PPC automation in development. eBay has its own dashboard within the main account. Shopify connects through a separate product called sellerboard.io. For multi-channel sellers, all four channels can be tracked from the same interface.
Connect your Seller Central account via the Selling Partner API and Sellerboard pulls every transaction, matches fees to orders, and adds the two numbers Amazon cannot see: your cost of goods sold and overhead expenses. The result is a live profit figure per product, per day, per marketplace. Over 14,000 sellers now use it. Ratings: 4.7/5 on G2 (54 reviews), 4.6/5 on Trustpilot (160 reviews), 4.9/5 on Capterra (18 reviews).
Best For: FBA sellers scaling past $50K/year who are still tracking profit on spreadsheets or Seller Central alone.
These are the three numbers Sellerboard is built around.
Sellerboard Features Breakdown
Profit tracking is the core, but Sellerboard has expanded into PPC profitability, inventory management, reimbursement recovery, review automation, and customer lifetime value analysis. Here is what you actually get.
Profit and Loss Dashboard
Five views sit across the top of the main dashboard: Tiles, Chart, P&L, Map, and Trends. Tiles is where most sellers spend their time. Each tile shows a configurable period, from today to any custom range, with a full line-by-line breakdown of every number that went into the profit figure for that window.
Click through on any tile and you see organic vs. sponsored sales, promo costs, ad spend including external channels like TikTok and Google, FBM shipping if applicable, refunds at the component level (Amazon refunds some fees on returns but not others), the full Amazon fee schedule, and your cost of goods. Gross profit and net profit update as each component comes in.
The P&L view gives you that same data in spreadsheet format across months or weeks, which is useful for spotting which fee line has been drifting. The Trends view tracks a single metric across all products simultaneously. The Map view shows regional sales distribution per marketplace, broken down by country or US state. Together, these five views give you more angles on your data than any competitor editorial review has explained.
Best For: Any FBA seller who has ever looked at their bank balance and wondered why it does not match their Seller Central revenue.
PPC Profitability Tracking
Amazon’s advertising console shows you ACoS (Advertising Cost of Sale) at the campaign level. What it cannot show you is whether a product is actually profitable after combining organic sales, sponsored sales, refund rates, storage fees, and cost of goods in one calculation. That is where Sellerboard fills the gap.
Once you connect your PPC API, profitability is visible at the account level, the campaign level, and the keyword level. The practical value: a campaign with a 20% ACoS can look healthy while the product itself is running at a negative margin once storage overages and a 12% refund rate are included. Sellerboard shows you that combined number. It also supports automated bid rules based on target ACoS thresholds, so bids adjust without manual intervention. For a deeper look at campaign structure before using these automation tools, see our Amazon PPC guide [INTERNAL LINK NEEDED].
Sellerboard’s PPC automation is limited compared to dedicated tools. If you manage complex multi-campaign structures across dozens of SKUs, Helium 10 Adtomic or Scale Insights will give you more granular control. Sellerboard is the right tool for profit visibility on campaigns, not for building advanced campaign architecture. Best For: Growing sellers spending $500 to $10,000/month on ads who want to see real product-level profitability, not just ACoS.
Reimbursement Finder
Amazon loses, damages, and miscounts FBA inventory more often than sellers realize. When that happens, Amazon owes you a reimbursement. The problem is locating the cases: they are spread across multiple FBA fee reports and Amazon does not always file them automatically, which means money sits unclaimed until someone goes looking.
Sellerboard’s reimbursement module, labeled ‘Money Back’ in the platform, scans your FBA records, identifies discrepancies between inventory received and inventory credited, and either files cases automatically or generates pre-filled case text you can submit yourself. Most sellers recover between $50 and $200 per month through this feature. At $19/month for the Standard plan, a single $25 claim puts you at break-even for the month. Most active FBA sellers have more than one qualifying situation per month.
Most FBA sellers with 50+ monthly orders have qualifying reimbursement situations they have never filed for. Sellerboard’s Money Back module identifies them automatically. The average recovery is enough to cover the Standard plan subscription cost entirely in the first month.
Inventory Management and Restock Alerts
Sellerboard tracks stock levels across all your FBA and FBM products, calculates sales velocity in units per day, and gives you a days-of-stock-remaining figure for each SKU. When a product drops below your restock threshold, it sends an alert by email or in-platform notification.
You can also create FBA inbound shipments directly from Sellerboard without going back to Seller Central. Select products and quantities, set prep preferences and expiration dates, and submit. The workflow is identical to Seller Central but operates inside the same interface where your inventory costs are already synced, which removes a manual reconciliation step.
Demand forecasting at the depth of dedicated tools like RestockPro or SoStocked is not what this module does. It gives you current velocity and a reorder signal, which is enough for most sellers managing under 100 SKUs. For larger catalogs with more complex lead time patterns, a dedicated inventory planning tool will serve you better. Best For: Sellers managing 10 to 150 SKUs who want stockout and overstock alerts without adding a separate tool.
LTV Dashboard: Customer Lifetime Value Tracking (New in 2026)
No editorial competitor has written about this feature, which makes it worth explaining in some detail. The LTV (Lifetime Value) dashboard analyzes accumulated sales per buyer. It shows you how much revenue a typical customer generates across their entire purchase history with your brand, not just from their first order.
In practice, it does two things. First, it tells you which products bring in repeat buyers and which are single-purchase items. Second, it changes how you think about customer acquisition cost: if a customer who buys your $18 supplement pack once typically buys three more times over six months, your real acquisition cost ceiling is much higher than a single-order margin calculation suggests. That means you can afford to spend more to acquire that customer in the first place, which changes your PPC bidding strategy at the campaign level.
Sellers with consumable products get the most from it: supplements, pet food, cleaning supplies, anything people buy repeatedly. If you sell a single non-consumable product, the LTV dashboard will not give you much to work with.
Best For: Brand owners with two or more SKUs and any seller of consumable or replenishable products.
Available across all Sellerboard plans. Access it at Profit → LTV in the left nav. The dashboard shows accumulated revenue per customer cohort, average orders per buyer, and which products generate the most repeat purchases. For consumable-product sellers, this is the most useful new feature Sellerboard has shipped in two years.
Heatmap Profit Visualization (New in 2026)
Sellerboard added a color overlay to the P&L table this year. Cells are now shaded green or red based on whether the value for that period is positive, negative, or trending relative to the previous period. The deeper the color, the larger the deviation from your average.
The practical application is faster pattern recognition across large datasets. A storage fee spike in September, a refund rate creep in November, a margin compression across Q4 that was invisible in a plain spreadsheet, these show up immediately in the heatmap as a block of red cells that stands out from the surrounding green. Seasonal patterns in refund rates and storage fees that previously required a row-by-row read now surface in seconds.
Best For: Any seller managing five or more SKUs who currently exports P&L data to Excel for visual analysis. This eliminates that step entirely.
Walmart, eBay, and Shopify Integration
Sellerboard added Walmart support with order-level profit tracking and indirect expense allocation. The PPC automation feature for Walmart is currently in development. eBay has its own dedicated dashboard within the main account. Shopify connects through sellerboard.io, a separate product that uses the same interface but connects to your Shopify store.
For multi-channel FBA sellers who fulfill Walmart orders from their Amazon inventory, Sellerboard separates the multi-channel fulfillment (MCF) shipping cost from the Amazon FBA cost, so you can see the true margin on each channel without manually splitting the data. TikTok Shop integration has been requested by sellers and is not yet available.
Best For: FBA sellers who also sell on Walmart or use Amazon MCF to fulfill off-Amazon orders.
Sellerboard Pricing: Plans and What You Actually Get
Pricing scales with monthly order volume, not revenue. That distinction matters: a seller doing $500K/year on 8,000 monthly orders pays more than one doing the same revenue on 2,000 orders. Here is the current structure:
All plans include the full feature set. The differences between plans are order volume limits and user seats, not feature access. If you approach a plan’s order limit, Sellerboard notifies you before your data stops updating, giving you time to upgrade without a gap in tracking.
Free trial is 30 days with full access, no credit card required. Some affiliate links extend this to 60 days. Annual billing cuts the price by approximately 20 percent across all tiers.
ROI framing: at $19/month, a single reimbursement claim of $25 puts you at break-even. Most FBA sellers with 50-plus monthly orders have multiple qualifying reimbursement situations each month, so the net cost of the subscription is typically zero after the first month.
How to Set Up Sellerboard: First 7 Days Guide
No competitor has published a setup guide for Sellerboard. The most common reason sellers get inaccurate data after connecting is not a tool problem. It is an input problem: they connect the account and skip the configuration steps. Here is the sequence that gets you to reliable numbers within a week.
1. Connect your Seller Central account via the Selling Partner API. This is done inside Sellerboard’s settings and takes about five minutes. Sellerboard pulls historical data for up to 18 months after it’s connected, so you have an immediate baseline.
2. Enter your cost of goods for every product. Go to Profit > Products and input the landed cost per unit for each SKU. If your supplier prices have changed over time, use the FIFO model rather than the constant model (explained in the callout below). A product with a COGS of zero will show inflated profit across every calculation until you fix it.
3. Add your indirect expenses. Go to Profit > Indirect Expenses and enter any recurring cost that is not automatically tracked: prep center fees, software subscriptions, VA payments, photography, packaging design. Set recurring costs to ‘monthly’ so they spread across your daily profit view rather than hitting as a lump sum on a single day.
4. Connect your PPC account. Go to Settings > Integrations and connect your Amazon Advertising account. This unlocks campaign-level profitability and lets Sellerboard cross-reference your ad spend against returns, refunds, and storage fees to give you a true per-product TACoS figure.
5. Configure your inventory alerts. Set your restock threshold per product based on your actual lead time. A product with a 30-day supplier lead time and 100 units per day velocity needs an alert at 4,000 units minimum. The default threshold will not match your situation.
6. Set up the review autoresponder. Go to Reviews > Autoresponder, create one campaign covering all products, set the trigger to 5 days after delivery, and use Amazon’s standard review request template. The content must stay neutral. Asking specifically for positive reviews violates Amazon’s review policy.
7. Run your first data check. Pull up last month in the Tiles view and compare the gross profit figure to what you actually received in your Amazon payout. The numbers will not match exactly because payouts cover two-week settlement windows, not calendar months. But they should be within 5 to 10 percent. If the gap is larger, your COGS or indirect expense inputs need reviewing before you trust the dashboard.
Inaccurate COGS inputs are the number one cause of wrong profit data in Sellerboard. Sellers who connect the account but do not update their cost of goods every time supplier prices change will see misleading profit figures for months, sometimes without realizing it.
Setup is only half the job. Every time you restock at a new price, update the COGS entry in Profit → Products. If you use FIFO, Sellerboard handles the transition between batches automatically once each new batch is entered.
FIFO (First In, First Out) assigns the oldest inventory unit cost to each sale. 200 units at $3.50 in January + 200 units at $4.10 in March → Sellerboard applies $3.50 per sale until the January batch runs out, then switches to $4.10 automatically.
The constant cost alternative uses whichever number you entered last so profit figures drift every time you restock at a different price. For any seller who has restocked more than once, FIFO gives you meaningfully more accurate data.
Sellerboard vs Alternatives: 2026 Comparison
Two questions come up constantly: should Sellerboard replace Helium 10, and is it the same thing as InventoryLab? The answer to both is no. These tools do different jobs. For full standalone breakdowns, see our Helium 10 review and our InventoryLab review [INTERNAL LINK NEEDED]. Here is the side-by-side comparison:
Choose Sellerboard if: you need the deepest profit visibility at the lowest price, want the reimbursement finder built in without paying a third-party service fee, or are expanding to Walmart. It is a financial operations tool, not a research suite. Know that going in.
Choose Helium 10 if: you need product research, keyword tracking, and listing optimization alongside profit monitoring. Helium 10’s Profits module gives you campaign-level P&L but does not match Sellerboard’s fee depth or include reimbursement tracking. The stack most scaling sellers settle on: Helium 10 for growth work, Sellerboard for financial operations.
Choose InventoryLab if: you need accounting-grade financials with QuickBooks integration or a full purchasing and accounting workflow for retail arbitrage. InventoryLab costs $69/month but handles multi-marketplace accounting at a depth that goes beyond Sellerboard’s scope.
Choose SmartScout if: you are a wholesale seller who needs brand analysis and retailer discovery tools. SmartScout’s profit tracking is limited. It is a sourcing intelligence tool. The use cases barely overlap with Sellerboard.
Stick with Amazon native reporting if you are pre-launch or doing under 20 orders per month. At that volume, Seller Central’s built-in reporting is sufficient and the added complexity of a third-party tool is not worth it yet.
Who Should Use Sellerboard (and Who Shouldn’t)
Sellerboard is designed for sellers who are already moving inventory, not those still in the research phase. If you are pre-launch, there is nothing here for you yet. Come back when your first FBA shipment is in transit. For a guide on building your first FBA business, see our FBA beginner guide [INTERNAL LINK NEEDED].
Best For
Beginners (0–50 orders/month): The free trial gives profit visibility from day one, but most high-value features only deliver meaningful ROI at 50-plus orders per month. Use the trial, then upgrade when your ad spend crosses $500/month.
Growing sellers ($50K–$500K/yr): Core audience. Profit-tracking ROI is clearest here. Sellers at this stage often discover they are 20 to 40 percent less profitable than expected once fees and PPC are properly accounted. The reimbursement finder typically pays for the subscription entirely.
Scaling sellers ($500K+/yr): Sellerboard’s FIFO costing, multi-marketplace coverage, and agency-tier plans make it indispensable at scale. Complement it with Helium 10 for keyword research and listing optimization.
Amazon FBM sellers: Fully supported. FBM shipping cost profiles let you build pricing grids by weight and destination marketplace. Core profit tracking works identically to FBA.
Walmart sellers: Partial fit. Profit dashboard is live; PPC automation is in development. Verify which features are currently available before recommending Sellerboard to Walmart-first sellers.
Not Ideal For
Pre-launch sellers: Sellerboard requires live order data to produce any meaningful output. There is nothing to track until inventory is moving.
Sellers who primarily need product research: Sellerboard does not do keyword tracking, product research, or listing optimization. You will still need Helium 10 or Jungle Scout for growth work.
Sellers who need full mobile management: Sellerboard’s mobile app is read-only. You can check numbers and receive alerts but you cannot configure campaigns, update COGS, or manage shipments from the app.
- ✓You’re doing 50+ FBA orders per month and still guessing your real profit.
- ✓You’ve had Amazon FBA errors (lost or damaged inventory) and never filed for reimbursement.
- ✓You sell on both Amazon and Walmart and need a single profit view across both channels.
- ✓Your supplier prices change between batches and your current COGS tracking doesn’t reflect that.
Pros and Cons
What Works Well
• Profit accuracy at a price no competitor matches. No other platform under $20/month tracks 70-plus Amazon fee types, supports FIFO costing, and integrates external ad channel costs in the same dashboard.
• Pricing stability. At $19/month, Sellerboard is cheaper than every comparable profit-tracking tool and has maintained that price since 2017. Confirmed as a deliberate product decision in a 2025 product demo.
• Reimbursement ROI is concrete and measurable. Sellerboard shows you what Amazon owes, you file or let the tool handle it, and you recover money that was already yours.
• FIFO inventory costing. For sellers who restock at different prices, FIFO keeps profit figures accurate between batches without manual adjustments.
• Ease of setup. Connecting Seller Central, entering COGS for your top products, and running the reimbursement finder takes under 30 minutes. Core value is accessible on day one.
Where It Falls Short
• Mobile app is view-only. The most consistent complaint on both Trustpilot and G2. You can check numbers and get alerts but you cannot take action from the app.
• Accuracy depends entirely on your inputs. The second-most common Trustpilot complaint is inaccurate data, which almost always traces to a COGS entry that was never updated after a supplier price change. Sellerboard does not flag stale COGS figures.
• No product research, no keyword tracking, no listing optimization. Sellerboard is a financial operations tool. An all-in-one platform it is not.
• PPC automation hits a ceiling with complex campaigns. Portfolio bidding, advanced negative keyword logic, and dayparting are outside what Sellerboard’s automation can handle.
Our Verdict: Is Sellerboard Worth It in 2026?
Yes, for most FBA sellers doing 50-plus orders per month. The question is not whether the tool is capable. It is whether you are at the stage where the depth it offers translates into decisions you can act on.
A seller doing 20 orders per month, mostly manual FBM, without any PPC spend does not have enough data moving through the system for the profit tracking to be meaningfully more useful than a well-maintained spreadsheet. The advantage is narrow at that volume. Wait until you are running FBA at scale.
A seller doing 200 orders per month on two or three SKUs, running basic PPC, who has never filed a reimbursement claim: that is exactly who Sellerboard is built for. The reimbursement finder will likely cover the subscription in the first month or two. The profit tracking will show you which SKU is actually making money and which one only looked profitable on the Seller Central summary screen. The FIFO costing will stop you from making restocking decisions based on margin data that drifted after your last supplier price change.
At $19/month on the Standard plan, the cost of not knowing your real profit is almost certainly higher than the subscription. Start with the free trial.
If you’re running Amazon FBA on spreadsheets or guessing your real profit from Seller Central, the free trial costs nothing and takes about 20 minutes to connect. The reimbursement finder alone has paid for the first month for most sellers we’ve tracked. [Start your free trial].
Frequently Asked Questions
Is Sellerboard worth it for Amazon FBA sellers in 2026?
For sellers doing 50-plus FBA orders per month, yes. The reimbursement finder alone typically recovers more than the $19/month subscription cost in the first month. Below that volume, the advantage over a well-maintained spreadsheet narrows considerably.
How accurate is Sellerboard’s profit data?
Highly accurate when your inputs are correct. Sellerboard pulls all Amazon fee data directly via API; the two numbers it cannot auto-populate are cost of goods sold and indirect expenses such as prep fees and VA costs. The most common cause of inaccuracy is a COGS entry that was set once and never updated after a supplier price change.
How is Sellerboard different from Amazon Seller Central?
Seller Central shows revenue and high-level fee summaries across fragmented reports. Sellerboard consolidates PPC costs, cost of goods, refund component breakdowns, storage fees, and reimbursements into a single real-time net profit figure per product.
What is the difference between Sellerboard and Helium 10?
Sellerboard tracks financial performance: profit per product, PPC profitability, reimbursements, and inventory costs. Helium 10 is a research suite covering keyword tracking, product research, and listing optimization. Most scaling sellers use both since the tools barely overlap in functionality.
Does Sellerboard work for FBM sellers, not just FBA?
Yes. FBM shipping cost tracking is supported through configurable shipping profiles where you build a pricing grid by weight and destination marketplace. FBM sellers get the full profit dashboard, PPC tracking, and reimbursement finder; the FBA-specific features like storage fee tracking are simply less relevant.
What happens if I exceed my plan’s monthly order limit?
Sellerboard notifies you before you hit the threshold so you are not caught off guard. Upgrading to the next tier is required to continue receiving data updates beyond the limit, but the notification gives you enough time to do so without a gap in your tracking.
Is there a free version of Sellerboard?
There is no permanent free tier. The standard trial is 30 days with full feature access and no credit card required; some affiliate links extend this to 60 days. After the trial, the Standard plan starts at $19/month.
What is the best Sellerboard alternative in 2026?
For accounting-grade financials with QuickBooks integration, InventoryLab ($69/month) is the closest alternative. For a combined research and profit platform, Helium 10’s Diamond plan covers both.
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