Sellerboard, Helium 10, and ConnectBooks all promise to show you what your Amazon business earns. They measure three different things. Sellerboard is a profit dashboard that lives outside your accounting system. Helium 10 is a seller growth suite where profit reporting is one module among twenty. ConnectBooks is a sync layer that pushes marketplace data into a general ledger. Pick by which of those three jobs you have open, not by which dashboard looks best in a demo.

What each one is built to do

Sellerboard: the fast read on today

Sellerboard is Amazon-only profit analytics. Its own homepage puts the scope plainly: it works with all Amazon marketplaces, and there is no QuickBooks or Xero connection advertised anywhere on it. What you get instead is speed. The tool accounts for what it describes as more than a hundred separate Amazon fees, breaks refund cost into the refunded amount, refundable and non-refundable FBA fees, refund commissions, and lost COGS on unsellable returns, and calculates margins on a FIFO basis with constant, batch, period-based, and marketplace-specific alternatives available.

Pricing starts at $19 a month on the Standard plan, or $15 a month billed annually at $179 for the year, covering 3,000 orders a month. Professional is $29, Business $39, and Enterprise $79 at 50,000 orders a month. The LTV dashboard appears only on Enterprise. Accounts cap at 30,000 products. Sellerboard says 20,000 or more Amazon sellers use it.

Helium 10: profit as one tab in a bigger suite

Helium 10 sells research, listing optimization, advertising, and operations together. Profit tracking and P&L reporting exist, but they sit behind the Diamond plan at $359 a month, or $279 billed yearly. Platinum, at $129 monthly or $99 yearly, gives you basic performance tracking and what the pricing page itself labels “Limited profit reporting.” Enterprise starts at $1,499 a month billed annually.

The limits matter more than the price. Platinum tracks 20 ASINs for its lifetime and manages inventory across 40 SKUs. Diamond raises that to 1,000 ASINs and 500 SKUs. The managed refund service carries a 15 percent fee on Platinum and 10 percent on Diamond, and campaigns run through Helium 10 Ads carry a 2 percent management fee on the spend they touch. Helium 10 says it is trusted by over 4.5 million brands and covers 24 or more marketplaces.

ConnectBooks: the ledger connection

ConnectBooks moves marketplace data into QuickBooks Online, QuickBooks Desktop Enterprise, or Xero, and covers Amazon plus Shopify, Walmart, eBay, and TikTok Shop. Its published plans start at $149 a month for Gold, $199 for Diamond, and $349 for Platinum, with the company noting that plan pricing varies by monthly order volume. Gold sends a summary sync. Diamond posts data per SKU with landed costs. Platinum adds multiple warehouse tracking, inventory age, turnover ratio, and FBA reconciliation. Sellers working in Xero rather than QuickBooks can check the Amazon side against a connection built specifically for that pairing before committing.

The three questions that decide it

Do you need this data in a ledger? If your accountant closes your books in QuickBooks or Xero, a dashboard that lives outside those systems creates a second set of numbers someone has to reconcile. That is the case for a sync tool. If you file on a cash basis from a single bank feed and your accountant is comfortable with that, it is not.

The IRS position on this is worth reading before you decide the ledger question does not apply to you. Publication 538 states that an inventory is necessary to clearly show income when the purchase or sale of merchandise is an income-producing factor, and that if you must account for an inventory, you must use an accrual method for purchases and sales. There is a small business taxpayer exception for filers with average annual gross receipts of $26 million or less, indexed for inflation, over the three prior tax years, though even those filers must use a method that clearly reflects income.

Do you sell anywhere besides Amazon? Sellerboard does not claim to. If Walmart or TikTok Shop is a meaningful share of your revenue, a single-marketplace tool leaves you assembling a consolidated view by hand.

Is profit the problem, or is growth? A seller who knows their margin is thin and needs keyword research, listing work, and ad automation is looking at a different purchase than a seller whose ads are fine and whose books are three months behind.

Where each one comes out ahead

Sellerboard wins on price and on refund detail. At $15 a month annually it is roughly a tenth of the ConnectBooks entry price, and its refund cost breakdown, separating refundable from non-refundable FBA fees and surfacing the return reason, is more granular than anything the other two publish. For an Amazon-only seller who wants to check yesterday’s number on a phone, it is hard to argue with.

Helium 10 wins on breadth. Nothing in the other two touches keyword research, listing optimization, or ad automation. If those are live problems, buying a separate research suite alongside a separate accounting sync costs more than Diamond does.

ConnectBooks wins on where the data ends up. It is the only one of the three that posts to a general ledger, and the only one covering five marketplaces. Its FAQ is unusually direct about limits, stating that stock is tracked by warehouse with no bin or zone level, that purchase orders can be downloaded as PDFs but not emailed from the platform, that seasonality in forecasting is not yet available, and that there is no open API for external use.

What none of them replace

None of these tools files your sales tax, none produces a balance sheet on its own, and none removes the need for someone to look at the output. All three will happily report a number built on a SKU cost you entered wrong two years ago.

They also do not resolve what your marketplace reports back to the IRS. Payment apps and online marketplaces issue Form 1099-K when payments for goods or services exceed $20,000 in more than 200 transactions, and may issue one below that. The IRS is explicit in its guidance on the form that you must report income whether or not you receive one, and that selling across multiple platforms can produce multiple forms. Reconciling several 1099-Ks to one set of books is a bookkeeping job, not a dashboard job.

A rough way to choose

Amazon only, under a few thousand orders a month, accountant handles the books: Sellerboard, and spend the difference elsewhere. Amazon only, but ads and listings are where the money is leaking: Helium 10 Diamond, accepting that profit reporting is a secondary feature. Multiple marketplaces, real inventory, and an accountant who wants clean data in QuickBooks or Xero: a sync tool, and budget for the higher monthly cost that comes with posting to a ledger rather than displaying a chart.

A seller doing $4M across Amazon and Walmart with 300 SKUs is a different buyer from one doing $400K on Amazon alone with 12 SKUs. The second seller does not need a ledger sync yet. The first one stopped being able to run on a dashboard some time ago.