How sellerfox works
sellerfox combines Amazon data, external data, and your own inputs. All data and settings belong to a specific workspace. sellerfox uses them to calculate metrics and makes the results available in the dashboard, reports, notifications, and authorized integrations.
New data appears according to its refresh schedule
Opening a view does not start an additional refresh. sellerfox shows the latest stored data. When new values appear depends on the data source; see Data refresh schedule.
What data Amazon provides
| Source | Data sellerfox loads |
|---|---|
| SP-API | Sales & Traffic Business Report, orders and fees, listings and catalog data, Best Seller Rank (BSR), and Search Query Performance Report data |
| Ads API | Campaign structure and performance data for Sponsored Products, Sponsored Brands, and Sponsored Display |
Both connections belong to a workspace. The workspace region controls which supported marketplaces it can use. The SP-API (Selling Partner API), which is authorized through Seller Central, is required. Amazon Ads is optional and has its own authorization process. The Amazon roles behind each source are listed under Connect Amazon accounts.
What comes from external providers
sellerfox obtains additional data from external sources:
- Keyword rankings for the keywords you enter.
- Average rating, rating count, and related product details for products with Product Boost enabled.
- Exchange rates that convert marketplace currencies into the workspace target currency.
For keyword rankings and Product Boost, sellerfox sends the keyword or ASIN and the corresponding Amazon marketplace to the market data provider. Data security describes other documented flows, including payments, reports, and integrations.
What you add
Enter your own data directly in the relevant features:
- Tracked keywords.
- Cost of goods sold (COGS) by SKU, income and expenses, and FBM cost settings.
- Product lists, KPI sets, saved filters, KPI alerts, webhook settings, and custom events.
- Workspace settings, member invitations, and roles.
You can also import cost of goods sold (COGS) from a file in Profit Tracking. Reports cannot be uploaded manually.
How sellerfox processes data
- 1
Collect
sellerfox requests source data on its schedule or records your input. If the Seller Central connection is disrupted, sellerfox interrupts data collection from Seller Central and the Ads console. Data from external sources, such as keyword rankings, may continue to update; see Amazon connections.
- 2
Assign
sellerfox assigns imported data to the workspace and, where relevant, to the marketplace, product, and date. sellerfox converts Amazon amounts in a marketplace currency using the rate for the date of the data, not the date when you view it. SQPR periods use the average rate across the report period. For dated imports of cost of goods sold (COGS), the “Effective from” date applies; “Beginning” uses the earliest available rate. See Target currency and Enter COGS per SKU for details.
- 3
Calculate
sellerfox combines the loaded data with your inputs and uses them to calculate the displayed KPIs and totals.
- 4
Present
Views show the latest stored data. Because Amazon corrects report data after it is first published, figures already shown for past dates may change.
The amount of historical data available depends on the data source. sellerfox also refreshes selected past dates so later corrections from Amazon appear in the dashboard. Data refresh schedule lists the affected periods and when those refreshes take place.
Where you use the data
| Output | What you receive |
|---|---|
| Dashboard and feature views | Interactive analysis for the current workspace |
| Exports | Files containing the data rows from the current view |
| PDF reports | Generated performance reports with optional scheduled email delivery |
| KPI alerts | Email notifications about the KPI conditions you configure |
| Webhooks | Scheduled deliveries of selected KPI data to your configured endpoint |
| MCP server | Read access for an authorized MCP client to the approved workspaces |
Export your data
An export includes every row in the open view that matches its current filters and settings, not just the visible table page. However, the export does not include all data from the workspace. When a view supports exporting, select “Export”, choose a format, and then select “Start export”.
| View | Export action | Formats | Scope | Export details |
|---|---|---|---|---|
| Dashboard → Marketplaces | “Export” above the table | XLSX, CSV | Selected marketplaces for the current period and KPI selection | Details |
| Dashboard → Products | “Export” above the table | XLSX, CSV | The current product filter or product list | Details |
| Dashboard → Products → Keyword KPIs | “Export”, grouped by “Search Term” or “Search Term + ASIN” | XLSX, CSV | Tracked keywords matching the current filters | Details |
| Dashboard → Products → Product detail → Product KPIs and Keyword KPIs | “Export” above the table | XLSX, CSV | That product and its variations | Details |
| Search Term Analyzer | “Export”, grouped by “Search Term” or “Search Term + ASIN” | XLSX, CSV | The KPIs for the selected grouping | Details |
| Events | “Export” above the list | XLSX, CSV, JSON | Events matching the current filters; JSON also carries the change details | Details |
| Profit Tracking → COGS | Export action on the “COGS” tab | XLSX, CSV | COGS entries matching the current filters | Details |
Dashboard overview, BSR Explorer, Orders, and “Income & Expenses” currently do not offer exports.
XLSX files are preformatted for Excel. CSV files contain raw values for machine processing. Large exports can take several minutes, so keep the dialog open while they run.
Related
- Amazon connections — connect and renew Seller Central and Amazon Ads.
- Data refresh schedule — schedules for initial and repeated data requests.
- Data security — protection, external flows, and retention.
- Seller Central comparison — why figures can differ between surfaces.