Changelog
We are constantly evolving and adapting to stay ahead in the market. Our commitment to innovation ensures that we meet the ever-changing needs of our clients.
Features
New: receive events by email every hour or every day. sellerfox groups automatically recorded events into a summary email. As an Owner or Admin, choose “Off”, “Daily”, or “Hourly” for each event type under Events → Event Settings. In user management, use “Events Report” to select the recipients. Emails are only sent when there are new events of the selected types.
Improvements
Event settings in one overview. For each event type, see whether tracking is enabled, how many events were recorded in the last 30 days, and whether email delivery is enabled.
Buy Box events with a price comparison directly in the list. The event type is now called “Buy Box” in the filters and event settings. The event list shows your offer price including shipping and the difference from the cheapest Buy Box offer in the same item condition. The price difference appears only when Amazon supplies a comparable price.
Features
sellerfox now automatically emails Owners and Admins about persistent Seller Central or Amazon Ads connection problems and missing advertising profiles. The email takes you directly to the connection settings.
Improvements
Search Term Analyzer: with the new “Keywords” → “Tracked only” filter, you see only search queries that you track as a keyword on the respective marketplace. This also applies to the funnel and the export.
Features
New “Asia-Pacific” selling region: sellerfox now supports the Amazon marketplaces Australia, Japan, and Singapore. Choose the region when you set up a Workspace, then connect Seller Central and, optionally, Amazon Ads.
Features
New “VAT” setting: enter your VAT status and whether you use Amazon's VAT Calculation Service (VCS). If Amazon does not report VAT, sellerfox can calculate VAT from the gross price using your settings. VAT reported by Amazon always takes precedence. The previous input VAT option has moved into this setting.
New tile sets for the profit overview: choose “Days”, “Weeks”, “Months”, “Quarters”, or “To Date”. You can also create up to five custom sets with 2 to 4 tiles each, for example for Prime Day. sellerfox compares periods to date with the previous period up to the same point in time.
In the BSR Explorer, you can now choose the period, customize columns with BSR KPI sets, and export data as XLSX or CSV. Rank, change, and trend reflect the selected period.
Improvements
Recurring income and expenses: when the start date is in the past, sellerfox can now create the entries up to today. Use “Make recurring” to turn an entry you recorded yourself into the start of a series.
Improvements
ATTENTION - DATA CHANGE: Profit Tracking now includes COGS for FBA inventory lost or damaged by Amazon. The Waterfall table shows these costs separately from sold units, using the COGS that apply on the reimbursement booking date. A notice flags missing costs. Amazon's reimbursement remains a separate credit. This also applies to profit queries through MCP.
ATTENTION - DATA CORRECTION: “Refund Units” now counts only units for which Amazon refunded money for the product. Shipping-only, tax-only, and goodwill refunds no longer count. This also changes the refund rate, the “Refunded” badge in Orders, and estimated FBM return costs. Refund amounts remain unchanged.
Better layout on phones and tablets: tables, charts and dialogs adapt to the window width. In narrow windows the first table column starts narrow and can be dragged wider. The order ID stays visible while scrolling sideways, and the calendar shows one month instead of two. Safari on iPhone no longer zooms into input fields.
Features
Official sellerfox plugin for ChatGPT: connect ChatGPT to your shared workspaces through the plugin and analyze your Amazon data right in the chat.
Improvements
ATTENTION - DATA CHANGE: Profit Tracking now counts pending orders as revenue before Amazon reports the final price. The new “Pending revenue” row shows the amount. VAT and discounts of these orders are estimated until Amazon reports the final price, and fees until Amazon reports the final fees.
Orders: new “Delivery country” column and a “Refunded” badge for orders with a refund.
Redesigned order detail page: the header shows status, purchase date, delivery country, fulfillment channel and item count. The summary first shows the amount the buyer pays and marks estimated values with “(estimated)”.
Improvements
New marketplace filter on the Dashboard Overview: narrow the KPI tiles, comparison chart, Top 10 tables and latest events to selected marketplaces.
Income & Expenses: new “This Year” and “Last Year” periods plus a freely selectable period, so you can also find older entries.
Improvements
ATTENTION - DATA CHANGE: Analytics, PDF reports and MCP queries now include only active marketplaces, including for past periods. When you deactivate a marketplace, a notice shows beforehand which alerts, webhooks and keywords will be deleted.
More reliable MCP connection: better compatibility with ChatGPT and fixes to the data check, keyword search and date ranges.
Features
New SQPR funnel in the Search Term Analyzer:
- Compare impressions, clicks, cart adds and purchases for your products with the total market for a search term.
- Switch between a single ASIN and all selected products. Market shares and the rates between stages show where your products perform better or worse.
New data coverage indicator for SQPR analysis:
- See the percentage of reports available for your selected products, marketplaces and period.
- Check report status by ASIN and period. Missing reports, reports not yet available and failed reports are shown separately; you can request eligible missing reports directly.
Improvements
Redesign across the entire platform:
- Consistent tables, filters, buttons and dialogs across analysis views, events, automations, PDF reports, settings and sign-in.
- Collapse the navigation to make more room for your analysis.
- In analysis tables, resize the first column and use the chart icon to add or remove rows from the chart.
- The product detail view now shows the brand and Best Seller Rank (BSR) for main and subcategories, even without Product Boost.
- Keyword management shows monthly search volume, the number of your ASINs captured and the last successful capture.
- Filter keywords by search text, marketplace and favorites, sort alphabetically or by marketplace, and delete individual keywords from the list.
- Clearer event details with before-and-after comparisons. Image comparisons show additions, removals and changes in order.
- The BSR Explorer shows the data date for each marketplace, helping you assess the age of the measurements.
Bugfixes
Refreshing Amazon listings now preserves known SKUs and their saved COGS, even when a SKU no longer appears in the current listings report.
Manually selected analysis periods now include the entire final day.
Features
Extensive new documentation covering all sellerfox features, available in German and English:
- Step-by-step guides to getting started, connecting Amazon, and using the analytics views.
- A searchable KPI Explorer with explanations, units, and available calculation formulas.
- Help with data refresh schedules and common problems, plus guides to webhooks and the MCP connection.
Features
Profit Tracking can now be analyzed directly in your AI client through the sellerfox MCP connection:
- Retrieve revenue, costs, contribution margins, and profit for a selected date range.
- Break down the cost structure into revenue, refunds, advertising costs, Amazon fees, and other costs.
- Compare profitability by marketplace, parent ASIN, child ASIN, or SKU, and search recorded income and expenses.
- The MCP connection now includes 22 read-only tools.
Improvements
MCP queries now show known connection and import issues as well as available report date ranges for each marketplace, making potential data gaps visible before an analysis.
Features
Keyword KPIs can now be compared directly in a chart:
- Select keywords or individual ASINs in the table and compare their trends across multiple keyword KPIs.
- Show events in the chart for selected ASINs.
Profit Tracking now shows how KPI tiles develop over time:
- Open “Show development over time” below the KPI tiles and compare up to three Profit KPIs in the same chart.
- Switch each KPI between line and bar display, and switch between hourly, daily, weekly, and monthly values. The hourly view is available for periods of up to 14 days; metrics with daily-only data are marked in that view.
Improvements
The Product KPIs view can now be searched by ASIN, SKU, or product title. Combine text search with product lists, product selections, and marketplace filters.
Features
Profit Tracking is now available in every workspace – a profit and loss statement built from your orders:
- The waterfall table runs from gross revenue through DB1, DB2 and DB3 down to net profit – grouped by marketplace, SKU, child ASIN, parent ASIN or product list.
- Product costs per SKU with effective dates: every order is costed with the unit cost that applied on its purchase date. Import and export as CSV or XLSX.
- Your own income and expenses, one-time or recurring, with categories you create yourself.
- Your own costs for merchant-fulfilled orders (FBM): pick & pack, return costs and shipping cost templates by flat rate, weight or size – including a simulator.
Orders is now available in every workspace. The list shows individual orders with status, revenue and fees; the "Statistics" tab presents them as a heatmap by weekday and hour.
Features
The Workspace Owner can now request deletion of a Workspace directly in its settings. Confirmation requires entering the exact Workspace name. Any existing subscription must have fully ended first. Once confirmed, the Workspace immediately becomes inaccessible to all members; the action cannot be undone. Agency Workspaces with custom billing have a one-month waiting period after completing onboarding.
Improvements
Search Term Analyzer: reports that Amazon fails to deliver are now requested again automatically – up to three further attempts spread over four days. The reports history shows a "Retry x/y" badge with the date of the next attempt, and reports waiting for another attempt still count as being processed.
Bugfixes
Search Term Analyzer: the link operator (AND / OR) of the text search is now also applied to the KPI export.
Improvements
ATTENTION - DATA CHANGE: The combined Ads KPIs (Sales, Sales Share, Organic Sales, ACoS, RoAS, AOV, Orders, Units, Units Share, CVR and Cost per Order) now use each ad type's default Amazon attribution window: 7 days for Sponsored Products, 14 days for Sponsored Brands and Sponsored Display. Previously a 14-day window was applied to all ad types.
Bugfixes
Sponsored Brands data is no longer discarded when Amazon does not deliver the daily campaign structure. Ad spend stays complete on the affected days.
Bugfixes
Chart tooltips now show the same date as the chart axis. In time zones behind UTC the tooltip previously showed the previous day.
Features
AI integration via the Model Context Protocol (MCP) – Claude, ChatGPT or any other MCP-compatible AI client can be connected to sellerfox to analyze your data in a conversation:
- 18 read-only tools for products, product and marketplace KPIs, keywords and keyword KPIs, Search Query Performance data, BSR data and events.
- MCP access is disabled by default. Owners or admins enable it per workspace under Settings → Integrations after confirming an explicit notice about sharing data with the AI provider.
- Every user connects their own AI client and selects which of their workspaces may be queried. Owner or admin rights in the respective workspace are required.
- The new "Connected Apps" page in the account menu lists all connected AI clients including their last use – access can be revoked there at any time.
Bugfixes
The Ireland (IE) marketplace can now be selected in the marketplace selector.
Improvements
When creating an event, a "Select all" checkbox in the product selector selects all products matching the current filter.
Improvements
A pending workspace transfer is now shown in a dialog so that it can be confirmed or declined right away.
Improvements
New date preset: "Last 3 months".
The presets "Last 7 days" and "Last 30 days" now end yesterday and no longer include the incomplete current day.
Improvements
BSR Explorer: new "Sales 30D" column in the portfolio overview table.
Features
New BSR Explorer – a dedicated dashboard for analyzing Best Seller Rank data across your portfolio:
- Portfolio overview with sortable table, sparklines, and parent/child grouping with best, average, and worst aggregation.
- Product detail view with BSR chart, category hierarchy, and time range selector (30d, 90d, 6m, 12m).
- Rank delta badges showing BSR changes over different time periods with color-coded indicators.
- Multi-KPI overlay to compare BSR trends with other product KPIs on a second y-axis.
- Sibling product navigation and direct links to the product detail page.
Features
Events can now be exported as JSON, providing a structured data format with a uniform data model for seamless integration with external tools.
Features
Performance PDF Reports can now be customized in detail:
- Toggle individual report sections on/off and choose between default or custom KPIs per section (up to 12 KPIs).
- Reorder KPIs within sections via drag-and-drop.
- Configure sorting and grouping options per section (e.g. by parent ASIN).
Improvements
The date selector now supports custom comparison timeframes, allowing flexible period comparisons beyond the existing presets.
A warning is now displayed when an active Ads API connection has no ad profiles, helping to identify and resolve incomplete integrations.
Improvements
Support for the Ireland (IE) marketplace has been added.
Features
New KPI by weekday widget in the marketplace tab for analyzing sales patterns across different days of the week.
Improvements
Parent ASIN is now included in product exports.
Improvements
All export endpoints now include SKU columns alongside ASIN data.
Features
Search Term Analyzer (SQPR) - New view for displaying loaded reports:
- Display loaded, failed, and currently processing reports in a clean calendar view.
- Possibility to load missing SQP reports within a period when a product filter is active.
- Failed reports can be reloaded in the overview table.
Improvements
New additional keyword KPIs show the best ranking in the selected period: "Rank organic (best)", "Rank sponsored (best)" and "Rank total (best)".
KPI sets can now also be created for keyword KPIs.
Keyword and Search Term Analyzer text search now supports the "Does not contain" option.
Search Term Analyzer supports multiple search terms.
Features
WEBHOOKS: sellerfox data can be sent to any destination. Whether it's a custom endpoint or through automation tools like Make or Zapier, sellerfox sends the desired data of the last 30 days to the defined destination daily.
Features
Events table can now be exported as CSV or XLSX.
Improvements
New event: "Seller Account Status". This event is triggered when the seller account is deactivated or when the account status changes to "AT_RISK".
Features
sellerfox now available for the North America region
Improvements
New workspace onboarding process
Features
SQPR Update: SQPR Reports are loaded automatically. By default, the weekly and monthly data for the top 100 bestseller ASINs is loaded. However, it is also possible to define a custom ASIN list.
Search Term Analyzer: The ASIN search allows filtering of the SQPR data by specific child ASINs.
Search Term Analyzer: In addition to the SQPR reports, which are automatically loaded, there is a quota of 500 manual reports that can be loaded per month to fill any gaps in the data.
Workspace settings: SQPR settings allow for individual customization of the loading behavior of SQPR reports (bestseller ASINs vs. custom ASIN list).
Features
All keyword tables now include the monthly search volume of the keywords. The data originates from the official Amazon Search Query Performance Reports.
All keyword tables can be sorted by the monthly search volume.
Features
User Management: New option to invite users into the workspace as admins or with read-only access.
Workspace transfer: Workspace ownership can be transferred to another workspace user.
New workspace overview page when users have access to multiple workspaces.
Improvements
Performance PDF Reports:
- Reports can be created manually for any period.
- Extended settings for reports.
Charts:
- New option to display KPIs in the chart as a line chart or a bar chart.
- Multiple y-axes with the same unit can be reduced to one y-axis with a unified scale.
- Stable colors for KPIs in the charts.
Features
New Alerts feature allows the specific monitoring of KPIs at account level as well as for individual marketplaces, product lists, parent ASINs, child ASINs and Keywords.
A daily email summary lists all alerts where defined thresholds were exceeded.
Features
Keywords can now be added to favorites by clicking on the star.
Favorites are always displayed at the top of keyword tables.
The top 10 keywords are now displayed in both the dashboard overview and the performance PDF report.
Improvements
Date selector: Input fields for start and end dates allow faster date selection for longer periods.
New indicator in the date selector is displayed as soon as the selected period is expanded due to the selected granularity (days, weeks, months).
Improvements
Product list:
- Improved search allows you to search multiple ASINs / SKUs / search terms at the same time.
- Added tips for using search under the search box.
- Products in a product list can be deleted and moved around easily.
The menu displays the status of connections to Seller Central and Ads Console.
More reliable KPIs from the previous day by reloading the data multiple times.
Improved workspace selector with integrated search for accounts with many workspaces.
Improved loading times for workspaces with many products.
Features
New dashboard overview tab:
- Shows all important KPIs across the entire workspace at a glance.
- Shows the best/worst 10 products, search terms and product lists.
- Shows the latest 10 events of your Amazon seller account.
Features
New Performance PDF Report
- The report is generated automatically on a monthly, quarterly and annual basis and contains an overview of all important KPIs for the workspace.
- Various settings allow you to customize the report according to your own requirements.
- If required, the report can also be sent by e-mail to various e-mail addresses.
Improvements
New sorting options for keyword lists. It is now possible to sort alphabetically or by the number of ASINs affected by the respective search term.
Search Term Analyzer: Improved guidance when selecting the granularity so that the appropriate data is always displayed.
Features
New date selector for improved period selection:
- Configurable period comparison: previous year comparison (YoY) and previous period.
- Arrow buttons allow you to easily switch between periods.
- New options for selecting the time period.
Features
The overview tables now shows a comparison to the previous period, if comparative data is available.
- Clicking on the comparison value switches between relative difference, absolute difference and the value of the previous period.
- If the mouse cursor is moved over the comparison value, details about the comparison are displayed.
Features
All paid invoices can now be downloaded in the subscription settings
Features
Brand new Chrome Extension offers enormously simplified import of SQPR data into sellerfox.
You can find details about this in the workspace settings under "Chrome Extension".
Features
Search Term Analyzer: New way to store and manage quick filters for even faster analysis.
Improvements
Search Term Analyzer: Common analysis use cases covered by filter presets.
In addition, recommendations for optimizing keywords are available for these use cases.
Improved and more compact filter functionality across all views.
Improvements
Various UI improvements for more convenience:
- Direct linking from the tables to Amazon PDP and SERP (for product entries and search terms).
- When switching between the overview table and the time course, the result remains stable as the selected / sorted KPI is transferred to the other table.
- Improved display of dates in graphs and tables.
- Switch between historical data and current data in the keyword table in the product detail.
- The sort order in the time course tables can now be reversed.
Layout optimizations for mobile devices and small screens.
Improvements
The events “Suppressed in Search” and “NOT Suppressed in Search” have been removed.
- This event will no longer be tracked from now on. Old events will be deleted.
- The event will be replaced by the more detailed "Listing Problems" event.
A new “Listing Problems” event is now available.
- This event provides a more detailed overview of the problems of a listing and its consequences.
Under the "Events" menu item, there is a new problem analyzer when the "Listing problems" event is expanded. This shows current problems and recommended actions in detail.
Improvements
Improvements around the Search Term Analyzer:
- Advanced SQPR filter not only takes data at search term level into account, but also at ASIN/brand level.
- SQPR data can now be exported at ASIN/Brand level.
When changing the period, already selected entries for the chart are no longer reset.
Improvements
Keyword data can now be exported at ASIN level.
Improvements
Improved export now allows not only the export in CSV/XLSX format but also a pre-formatted export in XLSX.
Improvements
Additional marketplace filter in the events list allows more detailed filtering.
Instructional videos in the dashboard and on all subpages.
Improvements
New text search in the Search Term Analyzer for more precise filtering of search terms.
Improved text search in the "Products" => "Keyword KPIs" tab enables more detailed filtering of search terms ("exact match" and "contains").
Seller Central account can be reauthorized if the connection is inactive. Missing historical data is reloaded (SP API data for 2 years, Ads API data for 2 months).
Features
Multi-workspace handling: Multiple workspaces can now be managed within the same account. To do this, simply select "New workspace..." in the workspace selector ( at the top left corner of the dashboard). If you want to merge existing accounts, please contact our support.
Features
sellerfox is now officially live!
New subscription management available via the dashboard settings
Improvements
New date selector with automatic granularity selection for improved selection of the desired period
Features
All tables can be exported as CSV files.
New feature to toggle between "KPI Overview" and "Time Series" in the tables.
In the "Products" tab, all products (sorted by the selected KPI) are now displayed by default instead of only 10 products.
Improvements
New KPI selector for simplified selection of KPIs in the chart and in the time series tables.
Revised pagination: If more than 15 entries are available in a table, there is an option at the end of the table to expand the data. This avoids the previous page switch and thus the loss of context.
Improved loading behavior for a more pleasant user experience.
Bugfixes
Fixed issues in product lists where malfunctions could occur due to changed parent/child structure.
Features
Using the new "Keyword KPIs" tab in the "Products tab" allows you to find and analyze tracked keywords in detail. Filter by product, marketplaces or search text to find the keywords you are looking for.
Features
Automated event tracking:
- Since October 1, 2023, changes to the catalog item and listing item have been automatically tracked. This feature is enabled by default for all accounts and can be activated/deactivated individually per event category.
- The event setting and the events list can be discovered in the “Events” menu item.
Update for the events feature within the charts:
- Updated filter settings and other event settings in the chart under “Advanced chart settings”.
- Automatic and manually created events can now be viewed in the chart.
Improvements
New marketplace: Belgium can now be selected.
Improvements
Integration of Sponsored Brands and Sponsored Display data. This allows Sponsored Products, Sponsored Display and Sponsored Brands to be evaluated independently of one another.
The new Overall Ads KPIs provide an overview of the total ads performance.
Improvements
Consistent charts across all dashboard tabs.
This makes it possible to add several KPIs to the chart at once.
Updated UI for managing product lists and KPI sets.
"Products" Tab:
- As in the "Product Detail" tab, events can also be managed via the chart in the "Products" tab. Simply click on the chart.
"Keyword Analyzer" Tab:
- New KPI Set Manager. This allows the management of KPI sets also in the Keyword Analyzer.
- The "quick selection" feature can be used to filter for individual products without having to create a product list.
- The marketplace filter is now also available for filtering in combination with product lists.
Features
New product list filter in Keyword Analyzer available. This means that only search terms for the selected products in the product list are displayed.
Improvements
SQPR Upload:
- The processing status is now updated automatically and continuously. It's no longer necessary to reload the page manually to see the updated status.
- Detail view available for SQPR uploads. This includes the number of rows processed.
- SQPR reports can be deleted.
- Invalid SQPR reports can be overwritten by uploading them again.
Features
SQPR Upload: The new "Keyword Analyzer" tab in the dashboard enables detailed analysis of SQPR data. The data is uploaded manually. A video manual describing this feature can be found in the dashboard.
Features
"Keyword KPIs" tab in the product detail has been rebuilt from the ground up:
- New chart is now visible in the KPI overview and in the time course view.
- Any keyword and product KPIs can be included in the chart.
- Advanced chart settings to hide events and event labels.
- Clicking in the chart opens a popup for creating and managing events on this date.
- Entries in the time course table are highlighted in colour to indicate if the ranking is positive/negative.
The product filter can now hide inactive products.
Improvements
ATTENTION - DATA CORRECTION: Sponsored and organic ranking for keywords are now calculated correctly.
Improvements
More than 50 new KPIs to choose from.
Some KPIs can only be selected at marketplace level.
Improved UI for the KPIs in the KPI selector overlay.
KPI selection now also possible in the product detail view.
Improvements
ATTENTION - DATA CORRECTION: Previously, an unweighted average was calculated for KPIs in the TOTAL rows and columns. Now the weight is considered in the average calculation everywhere.
New TOTAL row in the time course table, which can also be displayed in the chart.
Bugfixes
Fixed bug in product search where specially encoded words were not found.
Improvements
Previously only active product listings were loaded. Now the product data of inactive products have been loaded as well (if available) for which there is historical data.
Features
New progress indicator while loading historical data.
Users are informed by email after loading historical data.
Bugfixes
Products Tab: Fixed an error that could lead to incorrect graph contents when switching between product lists.
Improvements
In the course of a daily account health check, inactive marketplaces are deactivated on sellerfox and the affected users are informed by email.
Non-final KPIs, which can still change, are marked.
Selected language is persisted.
EN translations of the emails. Emails are sent in the saved user language.
When selecting date presets "This year" and "This month", the end of the selection is the current day - not to the end of the period.
Login form can now be submitted by using the enter key.
Small UI improvements, like colors or text explanations.
Bugfixes
Fixed typo
Improvements
Introduced maximum image height for product images.
This prevents product rows from becoming too high in the tables and product selectors.
Bugfixes
Products tab: Fixed an error in the time course table where incorrect values were displayed for expanded child products under certain conditions.
Improvements
Products Tab: List can be sorted by List Order / ASIN / SKU
Products Tab: Events can be shown/hidden in the graph using a dedicated button
Copy ASIN / SKU in product tables by clicking on it
KPI Graph: Rankings on the y-axis are now rounded
Improvements
New date preset in period selector: "Last 12 months"
Selection in period selector is persisted across page reloads
Features
Language selector for selecting DE and EN
Improvements
Introduced currency symbol for GBP when GBP is defined as target currency
Translations for EN
Bugfixes
Fixed issue where selected currency was not considered correctly
Features
OPEN BETA RELEASE