They say imitation is the sincerest form of flattery. Well, here’s another form of flattery, though perhaps less sincere. We discovered yesterday that Quickbooks is buying google ads against our product name.
We take that as a compliment, because it must mean that they would like to reach prospective eCommerce customers who are searching for us. That is quite flattering, considering they are:
Significantly larger than our company
Have been around a lot longer than us
Have had years (decades?) to try to enhance their software in ways that would make it work well for online sellers.
Spending on advertising is a lot easier that simplifying an existing product that isn’t particularly well-suited to eCommerce. And we have faith that word will continue to spread about how much better Seller Ledger is for eCommerce accounting.
So we welcome the challenge – the challenge of competing with Quickbooks:)
Continuing the work with did for both Amazon and eBay, we’ve just rolled out a new channel summary page for Walmart. While Seller Ledger has been importing Walmart sales, refunds and fees for more than a year now, we’ve made it even easier to make sense of all of that detailed data.
From your Seller Ledger dashboard, just click into your Walmart account to view a screen like the following:
You can choose from a number of date ranges to see your data. You can click into any payout to view a summary of (and mini profit and loss statement for) that payout. You can even drill down to see every single transaction that makes up each payout.
You can also see a summary of your sales and expenses for the period, with a breakdown among selling costs.
Whether you’re thinking of switching or just getting started, this step-by-step guide will help you choose the right solution for your Amazon business.
Amazon (and eCommerce) accounting comes with a rather unique set of challenges, above and beyond traditional business accounting. In addition to regular income and expense tracking, you can expect to face:
Lots of order transactions (if you’re lucky)
Even more fee transactions
Inventory and cost of goods sold tracking
Reconciling platform payouts vs your bank
The good news is, with modern software, you can shrink the time you spend on accounting for your Amazon business from hours a month to minutes.
How do I choose?
First, let’s assume that you’d like to get your Amazon data into your accounting software with as little customization and setup as possible. That will rule out platforms like Wave Accounting and Freshbooks, which not only don’t have direct integrations with Amazon, but they require using a general purpose API (application programming interface) tool like Zapier to make it work. That’s a non-starter for most sellers.
Next, the key question becomes – how much (and what kind of) Amazon data do you want to bring into your accounting software. Specifically, do you want all of the transactions from Amazon or just summarized information?
Detailed vs Summarized Amazon Data
So what does it mean, to get detailed vs summarized Amazon data? Let’s take a look at each method:
Detailed transaction data
This means pulling in every order, including line items, discounts, sales tax collected and remitted, shipping collected and fees subtracted. It also means bringing in shipping label transactions, and LOTS of other Amazon fees.
What are the pros and cons of this approach?
Pros:
You get a perfect understanding of your Amazon accounting, not only at the P&L and balance sheet level, but also down to the net profit on every sale (if your solution can pull that off – more on this later.)
You can automate inventory and cost of goods calculations by mapping sales back to the original inventory purchases.
You avoid the issue of payouts that can span different periods (e.g. an early January payout that includes both December and January transactions.)
Cons:
A lot of folks (especially old-school CPAs) worry about “cluttering up” your books with too much detail, which can bog down your accounting platform’s performance. Amazon does produce an enormous number of small transactions.
Reconciling all of those transactions to the payouts and deposits to your bank can be a royal pain in the neck if your solution doesn’t do this for you (again, more on this later.)
Summarized data
Using this approach, instead of bringing in all Amazon transactions, you summarize them outside of your accounting platform, and instead, match the totals to each payout that shows up in your bank account.
The pros and cons of this approach are pretty much the reverse of the above:
Pros:
Reconciliation of all of those Amazon transaction totals to your payouts should be easier.
You avoid “cluttering up” your accounting software with details you may never need to dig into.
The performance of your accounting software remains high by limiting the data you add.
Cons:
You miss out of net profit calculations.
You can’t automate inventory/cost of goods calculations.
Payouts that span multiple months or years are still problematic.
Biased perspective
We’d like to take a quick moment to point out the following observations. We believe two of the most commonly referenced reasons for choosing the “summarized” approach stems from folks dealing with practical limitations of existing solutions.
First, the idea that a lot of data will “clutter up” accounting software is more a reflection of the design of that software than the data itself. Good software design, especially around the user interface, can do an awful lot to hide details until you’re ready to look for them. In addition, when a software solution already has a lot of non-eCommerce features that already “clutter up” the interface, perhaps avoiding those unused features would help.
Second, the argument about performance is equally fascinating. There are many other platforms that process exponentially more data than accounting platforms and yet are still performant. Just ask Google, Amazon, eBay and Shopify (or TaxJar.) So changing your desired behavior because of the scaling limitations of a platform seems suboptimal.
What are the best options?
In addition to looking at the data options from Amazon, you may have some other criteria specific to you and your business. How much do you want to do yourself vs outsource to an accountant or bookkeeper? Do you want something specifically designed for eCommerce? How much do you value simplicity? Are you price conscious?
We’ll go through the leading contenders in the space, based on current (2026) sentiment:
Seller Ledger
Seller Ledger is one of the newer players in the space, created by several of the original team members behind Outright/GoDaddy Bookkeeping and TaxJar. It provides both the accounting platform plus a direct Amazon integration (as well as many others) and chooses the “detailed transactions” approach.
Seller Ledger is specifically designed for eCommerce sellers, so it has a much simpler user interface and setup process that traditional accounting software. It also has a pricing model that starts much lower and grows with the size of your businesses. Additionally, it does not limit features based on pricing tiers.
Detailed transaction approach
Seller Ledger pulls in all transaction data from Amazon via a custom-built integration. It does not require any third party connectors. And while it does pull in every Amazon transaction, it also ties every single transaction to each payout, and matches those payouts directly to your bank account deposit. This addresses the concerns about payout reconciliation, because it is built into the system, and also avoids the timing issue when a payout occurs around the end of a period.
It groups all transactions related to each Amazon order (including fees, shipping labels, etc) so you can see your net profit per order. That includes cost of goods sold, if you are using unique SKUs. Plus, it can automate inventory levels using the FIFO (first-in, first-out) method.
If you want to outsource your Amazon accounting completely, you can use Seller Ledger and invite your accounting pro to access your data. But bookkeeping services are not included in the price of the software.
Plans start as low as $10/mo for very small sellers and go up based on monthly transaction volume.
Limitations/concerns
As of the time of this writing, Seller Ledger is primarily designed for US eCommerce sellers. It handles US income and sales tax very well, but does not yet provide currency conversion. All non-US transactions are shown and summarized in their native currencies.
It is also exclusively designed for eCommerce businesses, so if you require invoicing other features for service-based businesses, you may want to look elsewhere.
Quickbooks Online or Xero + third party connector
The most familiar names in accounting software, these two classic platforms support all kinds of business types, not just Amazon businesses.
Quickbooks is by far the most popular accounting platform in the market. It has a direct integration option with Amazon, though most commentary suggests using a third party connector (A2X, Link My Books, Synder) to properly handle Amazon data. It is also more recommended for US-based businesses. However, Quickbooks is also relatively expensive and is notorious for raising prices (as in, up 35% in the last 3 years as of this writing.)
Xero has no direct integration with Amazon, relying instead on those same third party connectors. It tends to be much more recommended for non-US businesses (especially anyone based in New Zealand or Australia.) And it is quite a bit less expensive than Quickbooks.
Now let’s look at the third party connectors. While there are a lot of more general purpose middleware solutions out there (e.g. Zapier, Webgility, etc,) we are going to focus on the 3 that appear to be the best tailored for eCommerce.
A2X Accounting is well respected for their data accuracy and working especially well with Quickbooks. They use the “summarized” approach to bringing in Amazon data, though they have a creative solution for splitting payouts across periods. They are said to be a bit more complex than other solutions, and more expensive.
Link My Books, which also uses the “summarized” data approach, focuses a bit more on ease of use and VAT compliance. It is also a bit less expensive that A2X Accounting.
Synder is a more broad-based connector, working not only with Amazon and other marketplaces, but also with payment platforms like Stripe, PayPal and Square. They also support the “detailed” approach to Amazon data in your accounting platform. They tend to me a bit more complex, which, given their extra capabilities makes sense. And their pricing is a bit higher.
The combos
Given the performance and “clutter” concerns, and seeing the US vs non-US focuses, it would seem like the choices really come down to:
Quickbooks + A2X Accounting (if you are US-based)
Xero + Link My Books (for non-US businesses.)
In both cases, you will be using the “summarized” Amazon data approach, with the pros and cons mentioned earlier.
Both combinations are also designed very well to worth with accounting professionals.
In terms of pricing, Quickbooks Online + A2X Accounting is going to be on the more expensive side, at likely $100-$200/mo to start (depending on how many channels you link and transactions you process.)
Xero + Link My Books appears to start at about half that rate and go up from there.
One additional thought: by using two different applications, it might make for fun customer support inquiries if/when something changes or breaks. And given how often Amazon adds or changes their fees, software updates are inevitable.
Finaloop
Another relatively new option, Finaloop is a “full service” solution for eCommerce businesses looking for software + bookkeeping all in one place. Like Seller Ledger, they provide the accounting platform and a direct integration with Amazon, using the “detailed” data approach. And similar to Synder, they also link to other marketplaces and payment platforms. But their big claim to fame is that their service also comes with team members who will do your bookkeeping for you.
With pricing that starts at $250/mo, the base pricing isn’t that much more expensive than Quickbooks + A2X Accounting. But, prices rise pretty quickly and are based on your business revenue.
Limitations/concerns
Given what happened to Bench Accounting, another startup that tried to build a “software + bookkeeping” business (more broadly than eCommerce,) you’ll want to make sure you can take your data with you if needed.
Summary Comparison
Seller Ledger
Best for:
Small to mid-sized Amazon sellers in the US
Those who want detailed Amazon data
Those who want an affordable option
Quickbooks + A2X Accounting
Best for:
Scaling US-based Amazon sellers
Those who want summary level data
Those willing to pay for quality/reputation
Already have an accounting pro that likes this combination
Xero + Link My Books
Best for:
Scaling non-US based Amazon sellers
Those who want summary data
Those looking for a more affordable summary solution
Already have an accounting pro that likes this combination
Finaloop
Best for:
Amazon sellers who want to outsource their bookkeeping but don’t already have an accounting pro
As we approach the end of our 3rd year since launch, Seller Ledger is announcing our pricing update for 2026.
Seller Ledger is increasing prices 0%
Yes, you read that right. We are keeping prices the same. Just like we did in 2025. And 2024.
We haven’t raised prices since we launched on April1, 2023. To put that in perspective, let’s look at a simple chart comparing us with the overall rate of inflation and the leading accounting platform: Quickbooks Online.
As you see, over the last 2 years and 9 months, the total rate of inflation has been 6.8%. We also included the change in price for Quickbooks Essentials, which allows for up to 3 sales channels but no inventory tracking, and QuickBooks Plus, which includes everything in Essentials plus inventory tracking. In both cases, their monthly prices have increased more than 35%, or 5x the rate of inflation.
Conversely, Seller Ledger’s monthly pricing hasn’t changed at all. Given the rate of inflation over that time, Seller Ledger has actually gotten cheaper relative to most other products and services.
And yet, we’ve added a TON of new functionality
Just look back at what we added in calendar year 2025. Click on any of the bulleted items to learn more.
Oh, and though we haven’t promoted it yet, those of you who still have to deal with sales tax returns might want to check out our new state sales tax reports under the “Taxes” tab:)
If you want to go back even further to see what we’ve added since launch, feel free to check out our blog.
How is that possible without raising prices?
There are two parts to this answer:
First, we are a private company that is not beholden to outside shareholders. The number one responsibility of public company executives is to maximize shareholder value. We get to choose what we solve for. Every team member owns stock in this company. And we prefer to focus on making customers happy, first and foremost. It also helps that we’re profitable, which can be explained by the next point.
As it turns out, adding all of the functionality we have over the year has attracted some significantly larger customers. So much so that we’ve had to add some new pricing tiers above our largest tier. If you are an eCommerce seller with more that 5,000 orders/transactions a month, check out our updated pricing page.
Methodology
In the spirit of full transparency, we used the Wayback machine to look up pricing from both Quickbooks and Seller Ledger. Want to double check? Go ahead.
To help eCommerce sellers stay more organized, we are pleased to announce that Seller Ledger now supports the ability to attach receipts to transactions. And we do it in a couple of ways.
Start with just your receipt
Do you have a cash purchase that you need to put into Seller Ledger? Take a picture of the receipt and upload it first. Seller Ledger, using some AI magic, will try to parse the image. We also support other file formats.
In this example, go to the Expenses tab and click the “Add Expense” button:
Then, click the option to “Choose File” and select the receipt file from your hard drive.
After choosing the file, Seller Ledger will extract as much information as possible and pre-populate the fields below. In this case, it got the date and amount correct, but I had to edit the Vendor and Description.
Click the save button and your new expense is recorded, with a copy of the receipt that you can view at any time by clicking on it.
Attach a receipt to an existing transaction
You can also upload a receipt to an existing transaction that has been imported into Seller Ledger. Just click into your bank or credit card account and you’ll see a new paperclip icon to the far right of the transaction.
Clicking the paperclip icon pops up a simple dialog box:
Find the image or file of your receipt and click Done. In your transaction list, you will now see the icon has changed to a small receipt, which you can click on to preview the file you just uploaded.
As always, we want to thank all of the customers who wrote in suggesting this feature. Keep ’em coming!
If you are trying to tackle eCommerce accounting, you know how critical it is to be able to reconcile marketplace sales and expenses to the payouts that hit your bank account. Well, just like we previously did for eBay, we are pleased to announce the ability to drill into any Amazon payout to see the precise data that makes up that payout amount.
When you click into your Amazon account from your Seller Ledger dashboard and review your transactions, you have likely seen your payouts listed with an “>>expand” link next to them:
When you click expand, you’ll see some important additional information. Not only do we show the bank account details that the transfer was made to, but we show the summary totals by category.
And if that’s not enough, we also provide a button to be able to drill down and see EXACTLY which transactions make up that payout.
And as a reminder, if you link Seller Ledger to the bank account where those payouts get deposited, we will automatically match the payouts from your Amazon account to the deposit in that bank account.
This means you can look at any Amazon payout deposit and drill all the way back down to see the transactions that are included.
As we did earlier this summary for eBay, we’ve now rolled out a new channel summary page for Amazon as well. While Seller Ledger has been able to import all of your Amazon sales, refunds and fees for a while, now it’s even easier to make sense of all of that detailed data.
Now, when you click into your Amazon account from your Seller Ledger dashboard, you’ll see a screen like the following:
Drill down on any payout to see the totals for each payout including every single transaction that’s included in that payout.
Amazon has a large number of transaction types, especially their fees. While Seller Ledger focuses primarily on rolling up all of those amount to your end of year tax form, this new view should help you get a better sense of all of Amazon financial data.
While most of the major eCommerce marketplaces, like Amazon, eBay, Walmart, and Etsy have robust APIs that make it possible for us to automatically import and categories their transactions, a lot of newer and smaller marketplaces haven’t made that investment.
For some of the more popular ones, like Whatnot, Poshmark, Mercari and Depop, we’ve built a custom import tool for the transactions that they allow you to export. And we continue to evaluate other marketplaces.
But, in the meantime, we’ve recently rolled out the ability to track sales from any marketplace. You can now import order history from any online platform, so long as you can modify their transaction files to match our format. Here’s how it work:
Step 1: Download your transaction history in CSV format
Log into your marketplace and find the place to access your order/transaction history. The more detailed the report, the better. Then, download it in a CSV (comma-separated) format – a very common format for exporting data.
To upload a file with order and refund details, Seller Ledger expects the following fields:
Required:
Order Date
Order ID
Customer Name
Product Name
Quantity
Unit Price
Ship To State
Ship To Zip
Ship To Country
Optional:
SKU
Shipping
Tax
Ship To Address
Ship To City
In fact, it may be easier to simply use our sample format file, which we provide here.
Step 4: Upload the new file to Seller Ledger
Click into your newly created marketplace account from the dashboard and click the “Upload history” tab.
You’ll want to choose the “Upload orders” option on the left. Click the “Choose File” button, select the reformatted file you just created, and click Save. Seller Ledger will begin importing your order history, complete with any product, fee and refund details that are provided.
While we pride ourselves on providing the most automated accounting solution for eCommerce sellers, there will always be circumstances where a seller conducts business in person, or on a platform what doesn’t offer much in the way of connectivity.
For those cases, we’ve rolled out improved order history tracking for off-site and cash sales.
Step 1: Create an account to track those off-site or cash sales
We just rolled out the ability to create/add a new type of asset account that you can use to track these sales. From your dashboard, click the “Add Channels, Banks and Accounts” button and, if you scroll to the bottom of the next screen, you’ll see the following option:
This can be a “Cash” account, or an account to track sales from other online marketplaces like Facebook Marketplace, TCGplayer, StockX and more. Just name your account and you’re off to the races.
Step 2: Add your order details
Click into your newly created account from your Dashboard, and you’ll see a new button called “Add order” in the upper right:
Clicking on that button will bring up a much more detailed transactions screen that not only lets you enter the regular information like date, customer, and amount, but will also let you record the item(s) that you sold:
If you scroll down, you will also see that we allow you to enter additional information about each order, including:
Any shipping you may have collected from the buyer
Any sales tax you may have collected (or had collected for you)
Any fees that may have been incurred (for example, by a non-connected marketplace that this order sold through
Any shipping labels or other shipping costs you had to pay
If a part of this order was donated to charity
As a reminder, the more details you can record that are tied to an order, the better able Seller Ledger is to tell you the EXACT net profit you make on every sale.
And as a reminder, you can always us the regular “Add transaction” button to record things like payouts (remember – they are transfers,) non-order fees, etc.
Want more step-by-step guidance?
If you’re having trouble figuring out how to enter data from certain non-connected marketplaces, just email us a copy of one or more of their reports (or screens) to [email protected] and we’d be happy to help.
Give it a try
Whether it’s cash-sales or other non-connected platforms, you can now get a complete view of your eCommerce business finances. Seller Ledger offers everyone a 30-day free trial, with no credit card required. Sign up and see for yourself how easy it is to get your finances in order.
Recently, we wrote about how folks who source on eBay can track their purchases in Seller Ledger. Well, we’ve also heard that more and more resellers are sourcing from Whatnot, a fast-growing live-streaming sales platform. We already make it possible to import your Whatnot sales into Seller Ledger, but today, we’ll show you how to create inventory from your purchase history.
Step 1: Get your Whatnot purchase history in the right format
First, you’re going to want to download your Whatnot orders report for a given period of time. It will come in a CSV file format that, then you open it in a spreadsheet, will look something like this:
The goods news is, because it’s already in a CSV file format, you only need to make a few changes and it will upload to Seller Ledger just fine.
Step 2: Remove and rename columns
The vast majority of the columns in this file won’t be needed for uploading inventory. You can simply delete the following columns, which are not supported by our inventory upload feature
order id
order numeric id
buyer
seller
product description
product category
processed date
order status
order style
order currency
sold price
subtotal
shipping price
taxes
taxes currency
credits applied
Inbound cost of goods sold
Note: because the “total amount” column amount includes the inbound “shipping price” and “taxes” amounts, that “total amount” will be properly divided among the quantity of the items and be included in the item costs.
Keep the “product name” column header as is, as well as the header for “quantity.” But rename “total amount” column header to “total cost” to match the column headers we require.
Step 3: Create unique SKUs for each product
The most important step now is to add a new column, titled “sku” and to create unique SKUs for each item in this file. Then, when you list them on various platforms to sell (and include the corresponding SKU value,) Seller Ledger can tie the sale back to the original cost, reduce your inventory and properly calculate cost of goods sold.
Step 4: Upload your inventory to Seller Ledger
Lastly, to load this cost information into Seller Ledger, just go to the Inventory tab and click the “Add Inventory” button. Record the date that you are uploading this information, “Whatnot” as “Purchased from” and enter the total amount of all of the items (which you can add up in the spreadsheet.) Then click the button near the bottom of the screen that says “Upload inventory”, choose the file, and click save. Within a few minutes, it should show as a single large purchase of items with all of the cost details broken down.
That’s it. Happy sourcing on Whatnot. May your profit be ever increasing.
