Nova wins this matchup for multi-brand sellers, agencies, and anyone who wants their Amazon P&L inside Claude or ChatGPT. Sellerboard wins for one Seller Central account under 3,000 orders a month, where its $19 Standard plan delivers real net profit, alerts, and inventory planning for $10 less than Nova's entry price. Both tools reconcile fees to settlement reports, so accuracy is not the deciding variable.
What decides it: account count, data freshness, and AI access on one side; price and bundled extra accounts on the other.
- Nova: from $29/mo per account, hourly refresh, custom breakdowns, MCP server, 14-day trial.
- Sellerboard: from $19/mo with 4 extra accounts included, real-time profit dashboard, one-month trial.
Quick Verdict
Nova takes the overall win because it does more with the same Amazon data. Hourly refresh, unit-level cost allocation, custom breakdowns, and an MCP server separate a reporting tool from an operating system. Sellerboard stays the value pick, and for a single account it is the smarter buy.
- Nova fits: portfolio sellers, aggregators, agencies, and operators who query data in Claude or ChatGPT.
- Sellerboard fits: single-account FBA sellers who want the lowest price for accurate net profit and a strong inventory planner.
Nova vs Sellerboard at a Glance
Both tools connect to Seller Central and the Amazon Ads console through read-only API access. Both rebuild net profit after fees, refunds, ad spend, and COGS. The differences show up in refresh speed, extra-account pricing, breakdown depth, and whether your assistant can read the data.
Dimension | Nova Analytics | Sellerboard |
|---|---|---|
Entry price | $29/mo | $19/mo ($15/mo billed annually) |
Extra Seller Central accounts | From $29/mo each | 4 included on Standard, 16 on Enterprise |
Order limits | Not published | 3,000 on Standard up to 50,000 on Enterprise |
Data refresh | Hourly, 30 minutes on daily money metrics | Real-time profit dashboard |
Marketplaces | 21 Amazon marketplaces, Vendor Central beta | All Amazon marketplaces, plus Walmart and eBay |
Fee coverage | 200+ cost lines, FIFO or period COGS | Full fee reconciliation, COGS by period |
Custom breakdowns | Any tag: brand, supplier, lifecycle, manager | Filters by product, marketplace, and period |
PPC | Keyword-level reporting, no bid changes | PPC dashboard plus bid automation |
Inventory | Demand, days of cover, pipeline | Inventory planner, purchase orders, FBA workflow |
Reimbursements | Not a module | Money Back lost-inventory recovery |
AI access | MCP server for Claude, ChatGPT, Gemini | None |
Trial | 14 days, no card | 1 month, no card |
Trustpilot | 4.6 from 21 reviews | Not the main proof; 10K+ sellers claimed |
What Nova Analytics Is
Nova Analytics is a near real-time analytics platform made by NovaData SAS, a French company founded in 2023. It rebuilds your Amazon P&L from 200+ cost lines and refreshes hourly across 21 marketplaces. It adds listing health, BSR, inventory, A/B testing, and an MCP server with 520 metrics. My full Nova Analytics review covers every module.
The Seller Cockpit lists every SKU with units, sales, Buy Box share, net profit, and BSR in one table, with saved views for the filters you reuse.
What Sellerboard Is
Sellerboard is a German profit analytics tool launched in 2017 and used by more than 10,000 sellers, according to its own homepage. It pairs a real-time profit dashboard with inventory planning, PPC bid automation, review requests, and a Money Back module for lost-inventory reimbursements. Pricing is tiered by monthly orders, and every tier includes every feature. My Sellerboard review goes deeper.
Pricing: Sellerboard Wins on Cost, Nova Wins on Simplicity
Sellerboard is cheaper at every account count I tested. Its Standard plan costs $19 a month, or $179 a year, with 3,000 orders and 4 extra seller accounts. Nova publishes only its $29 entry price and charges $29 per additional Seller Central account. Its contact page mentions Starter, Pro, and Enterprise tiers, but the pricing page does not show where Pro starts.
Setup | Nova Analytics | Sellerboard |
|---|---|---|
1 account, under 3,000 orders | $29/mo | $19/mo Standard |
1 account, 3,000 to 6,000 orders | $29/mo entry, Pro tier not published | $29/mo Professional |
3 accounts, under 3,000 orders total | $87/mo | $19/mo Standard |
5 accounts, under 6,000 orders total | $145/mo | $29/mo Professional |
Agency, 20+ accounts | Custom | $79/mo Enterprise, 16 extra accounts |
Annual discount | Not published | 20% off, from $15/mo |
Trial | 14 days, no card | 1 month, no card |
The Sellerboard pricing breakdown shows the full order bands. What you pay Nova above the entry tier depends on a quote inside the app, which is the one part of this comparison I could not verify from public pages.
Profit Tracking and Data Accuracy
Both tools reconcile against Amazon settlement reports, and neither publishes a third-party accuracy audit. Nova claims 99.8% accuracy on 200+ cost lines and offers FIFO or period-based COGS per SKU in more than one currency. Sellerboard's reputation for fee reconciliation is older and broader, with more than 10,000 sellers depending on it.
The P&L rebuilds every Amazon cost line automatically. Nova claims 200+ cost lines and 99.8% accuracy against settlement reports.
Where Nova pulls ahead is granularity. Every unit that leaves inventory is classified as sold, refunded, removed, or liquidated, and profit is attributed unit by unit. You can exclude specific fees, estimate FBM shipping costs, spread monthly charges across SKUs, and choose your margin base. Sellerboard handles COGS by period and shows the profit breakdown per product, but it does not document unit-level exits or custom calculation rules.
- Nova: 200+ cost lines, FIFO or period COGS, custom calculation rules, unit-level exit classification.
- Sellerboard: full fee reconciliation, period COGS, profit per product, indirect expense tracking.
- Both: net profit after Amazon fees, refunds, ad spend, and COGS, in every marketplace you sell in.
Data Refresh and Daily Operations
Sellerboard markets a real-time profit dashboard, and its home screen is the profit view you open each morning. Nova refreshes its P&L, PPC, and inventory tables hourly, and says the money metrics on its Day-to-Day screen update every 30 minutes. In practice both tools show today's numbers today, which is the bar most competitors miss.
Day-to-Day compares today against the prior period automatically. Nova says the money metrics refresh every 30 minutes.
The difference is what surrounds the number. Nova's Day-to-Day view compares today against the prior period automatically and flags outliers, and its Seller Cockpit lets you save any combination of metrics, filters, and date ranges as a one-click view. Sellerboard spreads the same information across its Profit, Trend, Indirect Expenses, and Returns dashboards.
Multi-Account, Team, and Client Reporting
This is the section that decides the matchup for agencies. Nova consolidates up to 330+ Seller Central accounts in one workspace on its custom tier. It adds role-based permissions, per-client P&L views, and scheduled exports to Sheets, BigQuery, and Snowflake. Sellerboard bundles 4 to 16 extra accounts by plan and manages user rights by account and marketplace on Enterprise.
Agencies get one consolidated P&L per client account. Multi-account reporting is the feature that shows up most in Nova's Trustpilot reviews.
Sellerboard's approach is cheaper and works for a seller with a handful of accounts. Nova's approach is built for the agency that reports to 30 clients every Monday. Custom breakdowns let you give each brand manager a P&L, and the Reporting Builder saves a per-client view that loads in one click.
- Nova: unlimited accounts on the custom tier, role-based access, client-first view, warehouse exports.
- Sellerboard: 4 extra accounts on Standard, 16 on Enterprise, user rights by account and marketplace.
PPC, Inventory, and Extra Modules
Sellerboard does more things. Its PPC dashboard includes bid automation, and its inventory planner generates purchase orders and FBA shipments. It sends review requests, and the Money Back module files lost-inventory claims. Nova's PPC is reporting only. Its inventory view stops at demand and days of cover, and it has no reimbursement or review-request module.
PPC campaigns and keywords sit in the same table as profit, so you can see which keywords spend money without paying for themselves.
Nova answers with modules Sellerboard does not have. The Listing Health Scanner checks 12 listing problems across every marketplace and ranks them by revenue at risk. The Event Tracker measures the before-and-after effect of a price, listing, or ad change with significance indicators. BSR is tracked per marketplace and per day with 180 days of history.
Module | Nova Analytics | Sellerboard |
|---|---|---|
PPC bid automation | No | Yes |
Keyword-level PPC reporting | Yes | Campaign and product level |
Purchase orders and FBA shipments | No | Yes |
Lost-inventory reimbursements | No | Yes, Money Back |
Review request emails | No | Yes |
Listing health scanner | Yes, 12 issue types | Listing change alerts |
A/B test and event tracking | Yes | No |
BSR tracker | Yes, per marketplace, 180 days | No |
AI and MCP Access
Nova is the only one of the two with an MCP server. You add one URL as a custom connector in Claude, ChatGPT, or Gemini. The assistant can then query 520 live metrics with fees and returns already reconciled. Nova publishes 32 ready-made prompts, and PPC keyword data is available over MCP. Sellerboard has no documented AI integration.
- Nova: remote MCP server, read-only, structured answers that keep token use low.
- Sellerboard: no MCP, no assistant integration; data leaves through exports.
Say you want the ten SKUs with the biggest margin drop this week and the fee line that caused it. In Nova that is one question in Claude. In Sellerboard it is an export, a pivot table, and fifteen minutes.
Support, Onboarding, and Trials
Sellerboard offers a one-month trial with no card, email support with a stated 24-hour reply, and a demo account anyone can browse. Nova offers a 14-day trial with no card and email and phone support on CET business hours. Its stated response target is 2 to 4 hours, and its team imports your Sellerboard history so both tools run side by side.
- Nova: 14-day trial, phone support on Pro and Enterprise, public roadmap with feature voting, 24-month backfill.
- Sellerboard: one-month trial, no-registration demo account, 24-hour email support, 30,000-product account cap.
Decision Matrix: Nova vs. Sellerboard vs. Helium 10 Profits
The three-way version of this decision adds Helium 10, because many sellers want research and profit tracking in one subscription. Three variables decide it: account count, whether you still need product research, and whether you want your data inside an AI assistant.
- Choose Nova if: you run several brands or accounts, need per-client P&L, or query your numbers in Claude. Budget $29 per account and clarify the Pro tier during the trial.
- Choose Sellerboard if: you run one account under 3,000 orders and want net profit, bid automation, inventory planning, and reimbursements for $19.
- Choose Helium 10 if: you still need product research, keyword tracking, and listing tools. The Helium 10 Platinum plan includes Profits at $99 a month billed annually. My Sellerboard vs Helium 10 comparison covers that matchup.
Nova Pros and Cons
Nova's advantages are depth and freshness. Its disadvantages are scope and the unpublished tiers above $29. Weigh them against the size and structure of your catalog rather than against a feature count, because a single-account seller will never use half of what makes Nova worth $29.
- Hourly refresh, with 30-minute updates on daily money metrics.
- Custom breakdowns by brand, supplier, lifecycle, or manager.
- MCP server exposes 520 metrics to Claude, ChatGPT, and Gemini.
- Listing Health Scanner ranks 12 listing problems by revenue at risk.
- Unit-level exit classification and FIFO COGS.
- Only the $29 entry price is public; Pro-tier pricing appears after signup.
- Extra Seller Central accounts cost $29 each.
- No bid automation, purchase orders, reimbursements, or review requests.
Sellerboard Pros and Cons
Sellerboard's advantages are price and breadth. Its disadvantages are shallower breakdowns and no AI access. For a single account it remains one of the best-value operations stacks on Amazon, and its one-month trial is long enough to confirm the fee reconciliation against a real payout.
- $19 entry price with every feature on every plan.
- 4 extra seller accounts bundled on Standard, 16 on Enterprise.
- PPC bid automation, inventory planner, and purchase orders included.
- Money Back module recovers lost-inventory reimbursements.
- One-month trial and a demo account with no registration.
- No custom breakdowns by tag; filters stop at product, marketplace, and period.
- No MCP or assistant integration.
- Order caps per plan: 3,000 on Standard, 50,000 on Enterprise.
The Verdict: Nova or Sellerboard?
Nova wins for the operator with structure: several brands, several accounts, or a team that reports to clients. Sellerboard wins for the seller with one account who wants the most operations per dollar. Both offer a no-card trial. The honest test is to run them in parallel for two weeks against a real settlement statement.
Frequently Asked Questions
Is Nova better than Sellerboard?
Nova is better for multi-account sellers and agencies; Sellerboard is better value for one account. Nova adds hourly refresh, custom breakdowns, and an MCP server, while Sellerboard costs $19 and bundles four extra accounts.
Which is cheaper, Nova or Sellerboard?
Sellerboard is cheaper. Its Standard plan is $19 a month, or $15 a month billed annually, and includes 4 extra seller accounts. Nova starts at $29 a month and charges $29 for each extra Seller Central account.
Does Sellerboard have an MCP server or AI integration?
No. Sellerboard has no documented MCP server or assistant integration. Nova's MCP server connects to Claude, ChatGPT, and Gemini and exposes 520 metrics.
Which tool is more accurate for Amazon profit?
Both reconcile against Amazon settlement reports, and neither publishes a third-party audit. Nova claims 99.8% accuracy across 200+ cost lines; Sellerboard has a longer reconciliation track record with 10,000+ sellers.
Can I migrate from Sellerboard to Nova?
Yes. Nova imports your COGS and history from a Sellerboard export during onboarding. You can run both tools during the 14-day trial and compare the numbers before cancelling either.
Does Nova manage PPC bids like Sellerboard?
No. Nova reports PPC down to the keyword but never changes bids. Sellerboard includes bid automation alongside its PPC dashboard.
Which tool is better for agencies?
Nova. Its custom tier consolidates up to 330+ Seller Central accounts with role-based access, per-client P&L, and warehouse exports. Sellerboard caps extra accounts at 16 on Enterprise.
Do Nova and Sellerboard offer free trials?
Yes. Nova offers 14 days and Sellerboard offers one month, both without a credit card. Sellerboard also has a demo account you can browse without registering.