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”.

On desktop, “Collapse menu” reduces the sidebar to icons. “Expand menu” restores the labels. Open your personal settings at the bottom of the sidebar with “User settings”; when the menu is collapsed, this is the button with your initials.

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.
User settings → Account: Connected Apps	Manage the workspaces approved for an MCP connection or revoke the connection.

Most features in the table are available from the left navigation.

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.

Owners, Admins, and Viewers can open Orders and Profit Tracking. Only Owners and Admins can manage COGS, income, expenses, FBM cost rules, and tile sets.

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.

Data updates at different intervals depending on the source. 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.

Resize the first table column

Most tables have a vertical handle at the right edge of the first column. Drag the handle left or right. Give long product names, search terms, or email addresses more room, or leave more space for metric columns. Double-click the handle to restore the default width.

You can also focus the handle with the Tab key and use the keyboard:

• Left / right arrow: make the column narrower or wider.
• Home / End: use the smallest or largest available width.
• Enter: restore the default width.
• Escape: cancel a drag in progress.

The width stays in place for that table area during the open session. “KPI Overview” and “Time course” in the same area share the setting. Reloading the page restores the default width.

What to set up first

1. Set up Profit Tracking: answer the questions about your VAT under Settings → Workspace → VAT and enter your cost of goods (COGS) under Profit Tracking → COGS.
2. Under Settings → Search Term Analyzer, review the ASINs for which sellerfox loads SQPR data. See SQPR reports.
3. Under Dashboard → Products, create product lists for groups you analyze regularly. See Products & product lists.
4. Under Settings → User Management, invite teammates and assign their roles. Review Permissions before granting access.
5. 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

In the KPI bars above Dashboard charts, hover over a metric name or focus it with the keyboard to read its description. The KPI Explorer contains the full definitions.

“Documentation” opens help for the current view. Documentation links use your selected language. The “Documentation” sidebar entry also opens the documentation overview.

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.