🤖 What Is the Seller Labs MCP Server?

The Seller Labs MCP (Model Context Protocol) Server is a secure bridge that connects your Amazon business data to Claude AI. It lets you ask questions about your sales, advertising, profitability, and inventory in plain English — and get instant answers with charts, summaries, or detailed breakdowns.

No spreadsheets. No report downloads. Just ask Claude a question and get the answer.

Example questions you can ask:

💬 "What SKUs dropped in profit last week?"
💬 "Which keywords are driving the most conversions?"
💬 "How did ad spend impact margins across ASINs?"
💬 "Show me last week's sales by ASIN"
💬 "Which products show declining conversion rates?"

👉 Want more? Check out 61 Claude Prompts for Your Seller Labs MCP Server!

📦 Which Seller Labs Plan Includes MCP?

The Amazon MCP Server is included with the Genius Bundle — no extra add-on or separate purchase required.

The Genius Bundle includes Feedback Genius + Ad Genius + Profit Genius at up to 44% off, and gives you access to:

📊 Data Hub — Access your Amazon data without ever downloading a report
🤖 Amazon MCP — AI-powered data analysis (included, currently in beta)
📈 Profitability, Inventory, Ad Data, and more

ℹ️ Note: The MCP Server requires a separate Claude Pro subscription from Anthropic to use Claude AI.

💰 How Does Seller Labs Pricing Work?

Seller Labs uses monthly revenue-based pricing — your monthly cost is based on your last month's Amazon revenue. This keeps pricing fair and proportional to the size of your business.

Key highlights:

🆓 Free tier — Your first $30,000 in Amazon sales is free across all products
🎁 14-day free trial — No credit card required, no contracts
📅 Annual billing — Available at the same monthly rate
🌍 10 supported marketplaces — US, Canada, Mexico, UK, Germany, France, Italy, Spain, Japan, Australia
♾️ Unlimited Amazon accounts included

👉 View full pricing details here

🔌 How Do I Connect the MCP Server?

There are two ways to connect, depending on which Claude app you use:

🖥️ Option 1: Claude Desktop App (claude.ai)

Log in to your Seller Labs account
In Claude, click the slider icon (Search and Tools) at the bottom left, then select "Add Connectors"
Click "Manage connectors" at the top right
Click "Add custom connector"
Enter the following details:
- Name: Seller Labs MCP
- URL: https://ignite-api.sellerlabs.com/mcp
- Click "Add"
Find "Seller Labs MCP Server" in your connectors list and click "Connect"
Confirm the toggle shows enabled — you're all set

For the full walkthrough with screenshots, see: Connecting the Seller Labs MCP Server to Claude

⌨️ Option 2: Claude Code (CLI)

Edit your ~/.claude.json file and add the MCP server configuration with HTTP transport and OAuth settings
The configuration requires authorization URLs, token endpoints, and scopes: openid, mcp, offline_access, execute_sql, get_org_info
Restart Claude Code and verify with claude mcp list
Authenticate via the /mcp command (opens browser login)
Test connectivity with a sample query

ℹ️ Note: The claude mcp add command does not support OAuth-specific parameters — you must manually add OAuth details to the config file.

For the full walkthrough, see: Connecting the Seller Labs MCP Server via Claude Code App

❓ Frequently Asked Questions

📂 What data can I access through MCP?

The MCP Server gives you access to your full Amazon business data, including:

Sales and orders
Advertising campaigns and keywords
Profitability by SKU/ASIN
Inventory levels
Product reviews

You can run SQL queries using the execute_sql tool (supports SELECT, SHOW TABLES, DESCRIBE, EXPLAIN, and SET operations) or simply ask Claude questions in plain English.

⚡ How is MCP different from downloading reports?

With MCP, you never need to download a report. Claude queries your data in real time, analyzes it, and presents the results — including charts and summaries. It's conversational: you can ask follow-up questions, drill down into specific products, or compare time periods, all in the same chat.

⚖️ How does MCP compare to Amazon's own Ads MCP?

	Seller Labs MCP	Amazon Ads MCP
Query speed	Instant (real-time SQL)	10–30 min async per query
Data retention	Unlimited history	60–95 day retention
Data scope	Full business data (ads + inventory + profit + orders)	Ads only
Diagnostics	Yes	No
Contextual awareness	Full (Resources + Prompts + Tools)	Tools only (no context between queries)

🔒 Is my data secure?

Yes. The MCP Server uses OAuth authentication — Claude never sees your Amazon login credentials. OAuth tokens are securely stored, and refresh tokens extend your session automatically. You can revoke access at any time through the /mcp menu in Claude Code or by disconnecting the connector in Claude Desktop.

💳 Do I need a Claude subscription?

Yes. The Seller Labs MCP Server requires a Claude Pro subscription ($20/month from Anthropic) to use Claude AI. This is separate from your Seller Labs subscription.

🛠️ My connection isn't working. What do I do?

Common fixes:

Authentication failed: Run /mcp in Claude Code and complete the browser login, or reconnect the connector in Claude Desktop
Browser login not opening: Verify your OAuth configuration in ~/.claude.json
Session expired: The offline_access scope enables automatic token refresh — try disconnecting and reconnecting
Server not showing up: Check your JSON syntax for errors

If you're still stuck, reach out to support:

💬 In-app chat — Click the chat icon in Seller Labs
📧 Email — support@sellerlabs.com
📞 Schedule a call — Book an appointment through Seller Labs support

🎯 How Do I Find SP Product and Category Target Bids?

Sponsored Products product and category targets are stored in the targets table — not in keyword_performance, which covers keywords only. The targets table contains ASIN-level and category-level targeting along with their current bids.

Use a query like:

SELECT t.target_id, t.expression, t.expression_type, t.bid, t.state,       a.name AS adgroup_name, c.name AS campaign_nameFROM targets tJOIN adgroups a ON t.adgroup_id = a.adgroup_idJOIN campaigns c ON a.campaign_id = c.campaign_idWHERE c.venue_id = [venue_id]  AND c.campaign_type = 'sponsoredProducts'  AND t.expression_type IN ('manual', 'auto')  AND t.state = 'enabled'ORDER BY t.bid DESC;

Replace [venue_id] with your venue ID. This will return all enabled SP product and category targets with their current bids, ad group, and campaign names.

📦 Are AWD Fees Visible in the Transaction Data?

Yes — AWD (Amazon Warehousing and Distribution) fees are included in sl_transactions_pivot and appear as distinct transaction types:

AWDSTARStorageFee
AWDAmazonUpstreamProcessingFee
AWDAmazonUpstreamStorageTransportationFee

To isolate just AWD costs, filter with:

transaction_types LIKE 'AWD%'

🔍 Can I Manage Negative Keywords Through MCP?

MCP is a read-only data tool, so you can’t add, edit, or remove negative keywords through it. However, MCP can help you identify negative keyword candidates by analyzing your search term reports for terms with high spend but low/no conversions.

To manage negative keywords (add, archive, switch match types), you’d use the Negative Keywords tab in Ad Genius. Here’s a walkthrough: How to Use the Negative Keywords Tab

🚀 Can I Manage My Ad Campaigns Through the MCP?

Yes! The MCP now supports full Sponsored Products campaign management. You can:

Create campaigns end-to-end (campaign + ad group + product ads + keywords)
Adjust daily budgets and keyword bids
Pause or enable campaigns, ad groups, and keywords
View live campaign performance from the Amazon Ads API

Built-in guardrails protect your spend — budget increases over 2x your 30-day average daily spend and campaigns for ASINs with less than 14 days of FBA supply are blocked unless you explicitly confirm. Sponsored Brands and Sponsored Display support coming soon.

🎬 Watch the announcement video

🔗 Can Two Users on the Same Seller Labs Account Connect to Two Separate Claude Accounts?

Yes! Each user authenticates independently with their own Seller Labs credentials, so there’s no conflict. As long as your colleagues are added as users to your Seller Labs account, they can each connect MCP to their own Claude account.

Here’s how to add users: How Do I Add Another User to My Account?

Each person gets their own auth token and session, so multiple MCP connections from the same Seller Labs account work without any issues.

📊 Can I Access Just Amazon Data Without Seller Labs Metrics?

Data Hub provides access to both raw Amazon data and Seller Labs-enhanced metrics. The Data Dictionary outlines every available table. Tables with standard names contain Amazon-only data, while tables prefixed with sl_ layer in Seller Labs calculations and metrics. You can query whichever tables fit your needs, including Amazon-only data without any Seller Labs additions. See the full Data Dictionary for a complete list of tables and fields.

🌍 Does MCP work for non-US marketplaces?

Yes! The Seller Labs MCP Server works with all 10 Amazon marketplaces that Seller Labs supports: US, Canada, Mexico, UK, Germany, France, Italy, Spain, Japan, and Australia.

MCP connects to your Data Hub, which stores data from every marketplace you've linked in your Seller Labs account. So if you've connected your UK or Germany marketplace, you can ask Claude questions about that data — same as you would for the US.

Seller Labs MCP Server — FAQ & Pricing Guide