Tour the dashboard
Use this tour after setup to find the main sellerfox features and see what to configure first.
Use the “Dashboard” tabs and standalone analytics views to explore your data. “Profit Tracking” combines revenue, Amazon fees, and your own costs in a profit and loss view. Use “Automations” for notifications and webhooks. Under “PDF reports”, create PDF reports and schedule their email delivery. Manage your workspace in “Settings”.
Find the main features
| Path | What it helps you do |
|---|---|
| Dashboard → Overview | See what has changed at a glance and take a closer look at unusual trends. |
| Dashboard → Marketplaces | Compare performance across active marketplaces and spot differences. |
| Dashboard → Products / Product detail | Analyze individual product performance and save recurring product selections as product lists. |
| Dashboard → Products → Keyword KPIs | Compare current keyword rankings with historical averages and track their trends. |
| Dashboard → Search Term Analyzer (SQPR) | Analyze impressions, clicks, add-to-cart actions, and purchases for each search query and compare them with the market. |
| BSR Explorer | Track Best Seller Rank (BSR) over time and put unusual changes in context. |
| Profit Tracking | See how much profit remains after Amazon fees, advertising, and your own costs. |
| Orders | Review individual orders and identify order patterns over time. |
| Keywords | Add or remove tracked keywords and mark favorites. Available to Owners and Admins only. |
| Events | Track listing, catalog, and Buy Box changes and record your own actions as events. |
| Automations → KPI Alerts | Receive a daily email when a KPI condition is met or a current value is missing. |
| Automations → Webhooks | Send selected KPI data to your own systems or workflows each day. |
| PDF reports → Performance report | Download a PDF report on demand or send it by scheduled email. |
| Settings | Manage workspace details, access permissions, data connections, your subscription, and integrations. |
| Settings icon at bottom left → Account: Connected Apps | Manage the workspaces approved for an MCP connection or revoke the connection. |
Users with the “Viewer” role cannot see “Keywords” in the navigation. Other restricted areas may remain visible. When users open a restricted area, sellerfox shows the “Not authorized” page. Settings → Subscription is not shown when a workspace is billed through the Agency Plan. The complete permissions matrix is available under Permissions.
Users with the “Owner”, “Admin”, or “Viewer” role can view Orders and open Profit Tracking. Only users with the “Owner” or “Admin” role can enter cost of goods sold (COGS) and additional income and expenses, or configure FBM cost rules there.
Check whether the initial load is complete
Open Dashboard → Overview. While the progress bar above the Overview is visible, sellerfox is still loading historical data. Some views remain incomplete until the initial load finishes.
The Overview contains a comparison chart, twelve KPI tiles, four Top 10 tables, and recent events. Use the toolbar above the Dashboard tabs to set the date range, comparison, and granularity for the shared analytics views.
sellerfox updates some data in real time. Other data is updated several times a day at scheduled times, weekly, or monthly. Data refresh schedule explains when each dataset is updated, how far back it reaches, and why earlier figures can still change. See Date range & comparison for the toolbar and Dashboard overview for details about the widgets.
What to set up first
- Set up Profit Tracking: review “Input VAT recoverable” under Settings → Workspace and enter your cost of goods (COGS) under Profit Tracking → COGS.
- Under Settings → Search Term Analyzer, review the ASINs for which sellerfox loads SQPR data. See SQPR reports.
- Under Dashboard → Products, create product lists for groups you analyze regularly. See Products & product lists.
- Under Settings → User Management, invite teammates and assign their roles. Review Permissions before granting access.
- Set up the automations and integrations you need: KPI alerts, Webhooks, PDF reports, or the MCP server.
Only users with the “Owner” or “Admin” role can configure these features. Users with the “Viewer” role can read supported areas. Users with the “External” role receive selected emails and cannot sign in to the dashboard.
Where to find help in the app
A “Do you need help?” banner appears at the top of Marketplaces, Products, Product detail, Keywords, Events, and Settings. Select “Open video” to watch a short tutorial for the current screen. If you dismiss the banner, it remains hidden for your sellerfox account.
If specific data is missing or arrives late, start with Troubleshooting.
Related
- Dashboard overview — layout and metrics on the Overview page.
- Permissions — roles and their access rights.
- How sellerfox works — where the data comes from and how sellerfox processes it.
- Troubleshooting — what to include in a support request.