Ecommerce reporting comparison

Sellerboard vs a custom data warehouse: Amazon profit, or every channel?

Sellerboard is cheap, deep Amazon profit software. A warehouse puts Amazon next to Shopify, TikTok Shop, and wholesale in one model. Here is when each wins.

Linus TseGreyfield DataFacts last checked November 3, 2026

Contents 10 sections

The short answer

If Amazon is most of your business, Sellerboard is excellent value: Amazon fee detail, reimbursements, PPC automation, restock planning, and a repricer for a few dozen dollars a month. A warehouse earns its cost when Shopify, TikTok Shop, or wholesale are big enough that you need one profit number across channels, because Sellerboard runs Shopify as a separate product.

How Sellerboard and a custom warehouse differ

01
An Amazon operating tool vs a reporting model
Sellerboard does things: adjusts PPC bids, plans restocks, reprices, and finds reimbursement claims. A warehouse explains what happened across the whole business.
02
Separate dashboards vs one model
Sellerboard combines Amazon, Walmart, and eBay, and serves Shopify through a separate product. A warehouse puts every channel in the same tables.
03
Tens of dollars vs a project
Sellerboard costs $15 to $79 a month by order volume. A warehouse is a project plus Snowflake, connector, and BI bills.

Pricing at a glance

Sellerboard

Independent; operated by nextechnology GmbH (Stuttgart, Germany) per its Shopify App Store listing. No acquisition or funding news found; changelog shows active releases through October 2026.

Profit analytics and automation suite built mainly for Amazon sellers, covering fees, PPC, inventory restock, reimbursement claims and repricing, with Walmart and eBay dashboards added. Shopify is served by a separate product (sellerboard.io) with its own plans.

Pricing model: Order volume (orders per month), with seller-account and user limits per tier
Published starting price: $15/month billed annually ($19 billed monthly) for Amazon/Walmart/eBay, up to 3,000 orders/month; Shopify product from $9/month (600 orders)
Free tier: No - one-month free trial, no credit card; demo account available
What drives cost: Sellerboard.com (Amazon, Walmart, eBay), annual / monthly billing: Standard $15/$19, 3,000 orders/month, 4 seller accounts, 1 user; Professional $23/$29, 6,000 orders, 6 accounts, 2 users; Business $31/$39, 15,000 orders, 8 accounts, 4 users; Enterprise $63/$79, 50,000 orders, 16 accounts, 4 users, plus user access rights by account/marketplace/product and automated reports. A 'Need more?' option above Enterprise has no published price. Follow-up/review-request email quotas also rise by tier (150 to 30,000/month). Main cost drivers: monthly order volume, then number of seller accounts and users. Repricer is stated as included in the subscription; no add-on prices found. Shopify (sellerboard.io, separate subscription) billed monthly: Standard $9 (600 orders), Professional $19 (1,800), Business $39 (5,400), Enterprise $79 (unlimited). EU prices net of VAT. Setup: no vendor-stated setup time found; reviewers say entering historical COGS and fixed costs is the time-consuming one-off step (third-party: Capterra).

Pricing source, checked November 3, 2026

Custom warehouse (Greyfield)

A Snowflake warehouse with dbt models and a BI layer (usually Sigma), built around your sources and your definitions, that you own after handover.

Pricing model: Project-based build, optional ongoing support
Published starting price: Scoped after a free consultation
Free tier: No
What drives cost: Warehouse, connector, and BI licences are billed by those vendors directly to you.

Pricing source, checked November 3, 2026

Feature comparison

"Not verified" means we could not confirm it from public docs, not that the feature is missing. Each cell links to the page we checked.

Sales channels

Sales channels: Custom warehouse (Greyfield) and Sellerboard
Feature	Custom warehouse (Greyfield)	Sellerboard
Shopify Native Shopify connector.	Yes Through a managed connector such as Fivetran or Airbyte. source	Separate product Separate product (sellerboard.io) with its own plans and dashboards; not in the cross-marketplace Summary Dashboard source
Amazon Seller Central Native Amazon connector.	Yes Orders, settlements, and fee events. source	Yes Core product; all Amazon marketplaces source
TikTok Shop Native TikTok Shop connector.	Yes Modeled alongside Shopify and Amazon. source	Partly Listed as an integration only on the Shopify app (sellerboard.io); not mentioned for the Amazon/Walmart product source
Wholesale, retail, ERP, 3PL Native connectors for sources beyond the online store, such as NetSuite, Faire, retail POS, or a 3PL.	Yes Any source with a connector or export. source	Partly Walmart and eBay marketplaces; QuickBooks and ShipStation mentioned; Shopify app lists ShipStation, Flexport, Veeqo. No NetSuite, ERP or retail POS found source

Marketing

Marketing: Custom warehouse (Greyfield) and Sellerboard
Feature	Custom warehouse (Greyfield)	Sellerboard
Ad platform spend Meta, Google, and TikTok ad spend connectors.	Yes Ad spend modeled next to orders. source	Partly Amazon Ads and Walmart Connect/SEM in main product; Meta, Google, TikTok, Snapchat, Pinterest ads only in the Shopify product source
Tracking pixel + attribution Its own pixel and multi-touch attribution models.	No Attribution from a dedicated tool can be loaded in. source	Partly Shopify product uses UTMs, first-party cookies and Shopify journey data; no multi-touch model described. Amazon product has Amazon Attribution for external traffic source
MMM / incrementality Marketing mix modeling or incrementality testing.	No Not part of a standard build.	Not verified Not mentioned in vendor pages checked source

Profit and customers

Profit and customers: Custom warehouse (Greyfield) and Sellerboard
Feature	Custom warehouse (Greyfield)	Sellerboard
Profit with COGS and fees Contribution margin after product cost, shipping, and fees.	Yes Fees, refunds, and cost timing defined in dbt. source	Yes Per-SKU profit with Amazon/Walmart fees, shipping, VAT, indirect expenses; COGS by period, batch, FIFO source
LTV and cohorts Lifetime value, cohort, and retention analysis.	Yes Contribution-margin LTV by acquisition channel. source	Partly Per-product LTV (sales/orders per buyer over 3-48 months) and repeat-customer report; no cohort analysis described source
Subscription analytics Recharge or other subscription reporting.	Yes Recharge renewals and skips modeled as events. source	Not verified No Recharge or Subscribe & Save analytics found source
Custom metric definitions Define your own metric logic.	Yes Definitions live in dbt models you own. source	Partly Custom dashboard tiles pick from existing metrics (up to 8 per tile); no custom formulas found source

Data access

Data access: Custom warehouse (Greyfield) and Sellerboard
Feature	Custom warehouse (Greyfield)	Sellerboard
Data in a warehouse you can query Your modeled data lands in Snowflake, BigQuery, or a hosted warehouse you can query with SQL.	Yes Your own Snowflake account. source	Not verified No API or warehouse connector found; XLSX/CSV report exports only source
SQL in the product Write SQL inside the product.	Yes Full SQL in Snowflake and in Sigma. source	Not verified SQL not mentioned in vendor docs checked source
AI assistant Natural-language questions about your data.	Partly Depends on the BI tool; we have built text-to-SQL access for a client. source	Partly Read-only MCP connector for Claude, ChatGPT and other MCP agents; no built-in assistant found source
Mobile app A native mobile app.	Partly Depends on the BI tool you choose.	Yes iOS and Android apps source

What Sellerboard does better than anyone building from scratch

Amazon fees are hard. They arrive after the order, they come from several reports, and they change. Sellerboard pulls settlement-level fees, refunds, storage, and VAT through Amazon’s API and keeps that mapping current, which is work a custom build has to own itself. We wrote about why in where Amazon seller fees live in the SP-API.

It also acts. PPC bid automation, an inventory planner with purchase orders, a profit-aware repricer included in the subscription, and reports of lost or under-reimbursed FBA units are things a reporting warehouse does not do.

Where it stops

Shopify is a separate Sellerboard product with its own plans and dashboards, and its cross-marketplace summary covers Amazon, Walmart, and eBay only. TikTok Shop appears only on the Shopify app’s integration list. We found no NetSuite, ERP, or retail POS connectors.

Data leaves as Excel or CSV downloads, plus a read-only connector for AI tools. We found no public API, warehouse connector, or SQL access, and custom dashboard tiles choose from existing metrics rather than your own formulas.

So the moment you need Amazon profit that changes after the sale reconciled against Shopify and TikTok Shop orders, or you need to avoid counting the same order twice when Amazon fulfils Shopify orders, you are stitching exports together by hand.

Running both

Many Amazon-heavy brands should keep Sellerboard for PPC, restock, and reimbursements even after building a warehouse. The warehouse takes Amazon settlement data directly and owns the cross-channel profit model; Sellerboard keeps running the Amazon operation.

Where Sellerboard is better

Pulls Amazon settlement-level fees, refunds, storage, AWD and VAT detail automatically via SP-API, which a custom build would have to map and maintain itself
Finds lost/damaged FBA units and under-reimbursed units (paid below COGS) over a 60-day window and generates claim reports and message templates
Amazon PPC bid automation with target-ACOS strategies, keyword harvesting, negative-keyword filtering and (Oct 2026) day parting, which a reporting warehouse does not do
Inventory planner with reorder recommendations from sales velocity, lead times and supplier settings, plus purchase orders, FBA shipments and reorder alerts
Profit-aware Amazon repricer (Sept 2026) included in the subscription
Walmart dashboard covering Walmart fees, WFS inventory and Walmart Connect plus Walmart SEM ad spend
Very low cost: $15-$63/month billed annually for up to 50,000 orders/month, with a one-month free trial and no credit card
COGS by period, batch, FIFO or weighted average, with automatic daily COGS import from a Google Sheet or CSV/Excel URL
iOS and Android mobile apps, daily performance emails and alerts

Who should pick which

Pick Sellerboard if

Amazon is most of your revenue.
You want PPC automation, restock planning, and repricing alongside profit.
You want lost and under-reimbursed FBA units flagged for claims.
Your budget is tens of dollars a month.

Pick a custom warehouse if

Shopify, TikTok Shop, or wholesale are a large share of revenue next to Amazon.
Finance needs one profit and loss across every channel.
You need the data in a warehouse with SQL access.
You need your own metric formulas and cost rules.

Recommendations by team

If you are	Pick	Why
Amazon-only FBA seller	Sellerboard	Deep Amazon profit, PPC, and restock at very low cost.
Agency managing several Amazon accounts	Sellerboard	Multiple seller accounts, user permissions, and branding.
Brand on Amazon and Shopify with similar revenue	A custom warehouse	One profit model instead of two products and manual stitching.
Brand adding TikTok Shop or wholesale	A custom warehouse	Channels Sellerboard does not cover sit in the same model.
Amazon-heavy brand with a finance team	Both	Sellerboard runs Amazon operations; the warehouse owns company profit.

Recent changes to Sellerboard

2025-08 Walmart Profit Dashboard launched (fees, ad costs, COGS by period, shipping profiles)source
2026-03 Custom dashboard tiles, P&L heatmap, COGS alerts, separated VAT, eBay order-level cost upload; Walmart inventory shown in Walmart dashboardsource
2026-05 Walmart SEM ad spend added to Walmart profit metrics; ASP column; Walmart in daily emailssource
2026-07 Summary Dashboard extended from Amazon-only to Amazon, Walmart and eBaysource
2026-08 Amazon Attribution page, automatic daily COGS import from Sheets/CSV URL, Real ACOS on Trends; Walmart multi-channel order handling and Walmart/eBay report exportssource
2026-09 Profit-based Amazon Repricer launched, stated as included in subscriptionsource
2026-10 PPC day parting, COGS import by SKU/EAN/UPC, Amazon Attribution campaign profit, FBM refund reasonssource

Questions people ask

Does a custom warehouse replace Sellerboard?

For profit reporting across channels, yes. For running Amazon, no: we do not build PPC automation, repricing, or restock tools, so Amazon-heavy brands usually keep Sellerboard for those.

Does Sellerboard work with Shopify?

Through a separate product, sellerboard.io, with its own plans and dashboards. Its cross-marketplace summary covers Amazon, Walmart, and eBay.

Can I export Sellerboard data to Snowflake or BigQuery?

We found no public API or warehouse connector, only Excel and CSV report downloads and a read-only MCP connector for AI tools.

How much does Sellerboard cost?

Its Amazon, Walmart, and eBay plans run from $15 to $63 a month billed annually ($19 to $79 monthly), based mainly on orders per month. Shopify is a separate subscription. There is a one-month free trial.

Sources and corrections

We checked these pages on the dates shown. Products change quickly. If you work at Sellerboard and something here is wrong or out of date, email linus@greyfielddata.com and we will fix it.