AgentXray vs Sellerboard: Research Tool vs Profit Tracker — Which Do EU Sellers Need?
Last updated: 2026-05-11
TL;DR
AgentXray and Sellerboard solve different problems — they are complementary, not alternatives. AgentXray is a research and AI decision tool (should I enter this niche?); Sellerboard is a real-time P&L accounting and FBA reimbursement tool (how profitable are my live products?). Most serious EU FBA sellers run both.
The 'AgentXray vs Sellerboard' question often comes from EU sellers trying to trim their tool stack — and the honest answer is that you are comparing a research tool against an accounting tool. AgentXray (Avanta Global EOOD) helps you decide which products to source and sell, using AI verdicts and Keepa-backed EU market data. Sellerboard ($19/mo, sellerboard.com) tracks what happens after you launch: real-time P&L, per-ASIN profitability, FBA reimbursement automation, and PPC attribution. They occupy different positions in the EU Amazon stack and most EU sellers who are serious about the business use both. This page explains what each covers, where they overlap, and when one alone is enough.
The tools compared
AgentXray
€29/mo — Starter; Free plan permanent (10 searches/day)
AI research and decision tool for EU Amazon sellers. Answers: should I enter this product/niche?
Strengths
- AI YES/NO/MAYBE verdicts — should I enter this niche?
- EU-first research: DE/FR/IT/ES/UK
- Keepa-backed BSR and price trend analysis
- EUR billing, permanent free tier
- Pan-EU FBA feasibility analysis
Best for: EU sellers at the research stage — evaluating which products to source and which niches to enter.
Sellerboard
$19/mo — Standard; Professional $29/mo; Business $39/mo
Real-time P&L, FBA reimbursement automation, and PPC attribution for Amazon sellers.
Strengths
- Real-time P&L — per-ASIN and overall
- FBA reimbursement automation (replaces Refund Genie)
- PPC attribution — ads cost mapped to profit
- Inventory planning and restocking alerts
- EU marketplace support with multi-currency reporting
Best for: Amazon sellers with live products who need accurate profitability data, FBA refund claims, and PPC cost tracking.
Feature comparison
What each tool does
| Feature | AgentXray | Sellerboard |
|---|---|---|
| Primary purpose | Research & entry decisions | Profit accounting & ops |
| Pre-launch (should I enter?) | Yes — core use case | No |
| Post-launch (am I profitable?) | Basic profit estimate | Yes — core use case |
| AI YES/NO/MAYBE verdict | Yes | No |
| Real-time P&L | No | Yes |
| FBA reimbursement claims | No | Yes (automated) |
| PPC attribution | No | Yes |
| Inventory planning | No | Yes |
Pricing
| Feature | AgentXray | Sellerboard |
|---|---|---|
| Entry tier | €29/mo (Starter) | $19/mo (Standard) |
| Free tier | Yes — permanent | 1-month trial |
| Billing currency | EUR | USD |
| Combined cost | ~€29 + $19 = ~€47/mo | — |
EU support
| Feature | AgentXray | Sellerboard |
|---|---|---|
| DE/FR/IT/ES/UK coverage | First-class (research) | Supported (accounting) |
| EUR billing | Yes | No (USD) |
| VAT in profit math | Yes (pre-launch) | Yes (post-launch actuals) |
| Pan-EU FBA context | Yes | Partial (logistics cost est.) |
Verdict by use case
- Deciding which products to source: AgentXray
- Tracking P&L on live products: Sellerboard
- Automating FBA reimbursement claims: Sellerboard
- EUR billing and EU-native pricing: AgentXray
- Combined pre- and post-launch stack: Both
Use AgentXray before you source: it tells you whether to enter. Use Sellerboard after you launch: it tells you how profitable you are. The combined stack (~€47/mo) costs less than most single all-in-one tools and gives you better depth at each stage.
Frequently asked questions
- Are AgentXray and Sellerboard competitors or complementary?
- Complementary. AgentXray is a pre-launch research and decision tool; Sellerboard is a post-launch P&L and accounting tool. They cover different phases of the Amazon FBA workflow and most serious EU sellers run both.
- Can AgentXray replace Sellerboard for profit tracking?
- No. AgentXray provides a pre-launch profit estimate as part of the research verdict. It does not track live orders, actual FBA fees, ad spend attribution, or real-time P&L. Sellerboard is purpose-built for that.
- Does Sellerboard help with product research like AgentXray?
- No. Sellerboard is focused on products you already sell. It provides profitability data on your live catalog, not AI verdicts on whether to enter new niches. AgentXray handles the research step before you commit to sourcing.
- What is the combined monthly cost of AgentXray plus Sellerboard?
- AgentXray Starter (€29/mo) plus Sellerboard Standard ($19/mo) totals roughly €47/mo — less than Helium 10 Platinum alone at $129/mo. You get specialised depth at each stage for significantly less.
- Does Sellerboard support EU marketplaces?
- Yes. Sellerboard supports DE/FR/IT/ES/UK with multi-currency reporting, EU FBA fee tracking, and VAT-inclusive P&L. It bills in USD, so EU sellers pay a small FX conversion. AgentXray is the only tool in the stack with native EUR billing.
Research sources
- Sellerboard pricing page (sellerboard.com/pricing) — accessed May 2026
- AgentXray pricing page (agentxray.ai/pricing) — internal source of truth