Hazel reads your full Amazon Seller Central history (orders, units, ASINs, FBA inventory, returns, fees, and settlements) and answers business questions in plain English. No dashboards to build.
May 23, 2026
Hazel is an AI coworker that connects to your Amazon Seller Central account and answers business questions about your marketplace data the way an analyst would. Once authorized, Hazel ingests 121+ tables from SP-API (orders and line items, ASINs and catalog, FBA inventory levels, FBA returns and reasons, shipment-level financials, fees, and settlement payouts) and refreshes every few hours. Ask Hazel about Amazon units sold last week by SKU, the lift of a new ASIN launch, FBA fee drag on a focus product, or how Amazon revenue traces back to cash settlements, and you get an answer with the numbers behind it. For consumer brands selling on Amazon, Hazel replaces the work of pulling Business Reports, exporting flat files, and rebuilding the same pivot tables every Monday, and because Hazel pairs Amazon data with your Shopify, ad platforms, email, subscriptions, and reviews, cross-channel questions like "Amazon vs. DTC LTV" or "did Prime Day cannibalize our site?" are a single prompt.
Hazel reads the Amazon Seller Central data that matters for analyzing a consumer brand and lets you query it conversationally:
Hazel keeps the full historical record once your backfill completes, so YoY comparisons, cohort questions, and launch retrospectives are one prompt.
These are real questions Hazel customers ask about their Amazon data:
"Give me a breakdown of Amazon sales for April. Show a sales trend for the month, break it down by SKU, include AOV, APT, and any other relevant information."
"I'm looking for the split of what SKUs are sold on Amazon over the last 14 days."
"What is the average LTV of our Amazon customer vs. our DTC customer?"
"How is our new serum launch doing on Amazon vs. previous more recent launches?"
"Put together a cohort analysis of Shopify customers since May 2025, and separately for Amazon customers since November 2025."
"Can you assess Amazon Prime Days' impact on topline DTC sales for both prime day periods last year? Look at net sales and order volume for new vs. returning customer segments."
"For a royalty arrangement, calculate 1.5% of 40% of gross revenue for our focus peptide across DTC and Amazon for Q1. Show your work."
"Do you have access to Amazon Seller Central cash settlement data? When I ask about February fulfilled order revenue, can you show me how much was paid out in February vs. March?"
Sign in through Amazon Seller Central to authorize Hazel. The connection is OAuth via SP-API. One approval, no manual key management. Hazel handles each marketplace separately, so multi-marketplace brands authorize once and we ingest the regions you've enabled.
121+ tables from SP-API including orders, order items, ASINs and catalog, FBA inventory snapshots, FBA returns and reasons, shipment-level financial events, referral and fulfillment fees, and settlement payouts. Full historical lookback. Hazel pulls everything Amazon will give us, forward.
Roughly every 6 hours, automatically. Initial backfill can take several days because Amazon rate-limits historical reports more heavily than live order feeds. We'll tell you when the backfill is done.
Sign in with your Amazon Seller Central account. Hazel only reads your data through SP-API; it never writes back to listings, inventory, prices, or orders.
Amazon does not share customer emails with sellers, so Hazel cannot deduplicate Amazon buyers against your Shopify customers. Amazon customer counts, LTV, and cohorts are calculated on Amazon identifiers; DTC customer counts use Hazel's identity-resolved Shopify base. When you ask cross-channel questions, Hazel is explicit about which side of the analysis is which.
This integration covers Amazon marketplace selling: Seller Central orders, FBA, returns, and finance. Sponsored Products, Sponsored Brands, and DSP advertising data lives in the separate Amazon Ads integration; connect both if you want ad spend joined to marketplace orders.
A handful of Amazon Seller MCP servers exist today: Seller Labs' MCP (best-known), Apideck, Two Minute Reports, and various open-source SP-API wrappers. Amazon also ships Project Amelia (the in-Seller-Central AI assistant) and Dynamic Canvas (the AI-generated visual workspace launched in March 2026). Those are useful for answering questions inside Amazon, or for builders who want to wire SP-API directly into Claude or ChatGPT.
Rather than pointing an LLM at SP-API and writing the analysis logic, rate-limit handling, and historical backfill yourself, Hazel ingests your full Seller Central history into an analytical store, normalizes orders against fees and returns, joins Amazon with your Shopify, Meta Ads, Klaviyo, and Recharge data, and gives your team a single conversational interface for business questions. No MCP setup to manage, no per-prompt schema discovery, no SP-API rate-limit babysitting, and the same agent answers questions across every source you've connected. Where Project Amelia and Dynamic Canvas are great inside Amazon, Hazel is built for the question that crosses Amazon and the rest of your business.
Hazel also exposes its own MCP endpoint, so your team can connect Claude, ChatGPT, or any MCP-compatible agent directly to Hazel's analytical store. Book a call to set it up.
Yes. Sign in with your Amazon Seller Central account and authorize Hazel through SP-API. One approval, no manual key management.
Not in this integration. Amazon advertising lives in the separate Amazon Ads integration. Connect both if you want ad spend joined to marketplace orders, ROAS by ASIN, etc.
Amazon ships Project Amelia (the in-Seller-Central AI assistant) and Dynamic Canvas (the AI-generated visual workspace launched in March 2026). Both are strong for questions about your Amazon account as Amazon reports it. Hazel goes wider: we ingest your full Seller Central history into an analytical store, keep the historical record beyond Amazon's reporting windows, and join Amazon with Shopify, Meta Ads, Klaviyo, and Recharge so you can answer cross-channel questions. Amazon vs. DTC LTV, Prime Day cannibalization on your site, repurchase trends by channel. That Amelia and Canvas can't reach.
A Seller MCP gives an LLM live SP-API access: you still write the analysis logic, manage rate limits, and there's no historical store, no joins with your other sources, and no shared context across your team. Hazel is the managed analytics layer: full backfill, every 6-hour refresh, cross-source joins, and one shared agent for the whole team.
Roughly every 6 hours. Initial backfill takes several days because Amazon rate-limits historical reports.
No. Hazel is read-only. We never modify listings, inventory, prices, or orders.
Amazon does not share customer email addresses with sellers, so there is no reliable join key between an Amazon buyer and a Shopify customer. Hazel calculates Amazon customer counts, LTV, and cohorts using Amazon identifiers, and is explicit about that whenever you ask a cross-channel question.
Yes. Hazel ingests shipment-level financial events and settlement payouts, so questions like "how much of February fulfilled revenue was paid out in February vs. March" are answerable directly.
Yes. Authorize once in Seller Central; Hazel ingests every marketplace you have enabled and you can scope analyses to one marketplace or roll them up.
Hazel pulls from SP-API directly, which is the source feeding Business Reports. The metrics match Business Reports' definitions but Hazel keeps the full historical detail and lets you slice it any way, not just the pre-built report views.
Helium 10 and Jungle Scout are Amazon-only seller suites built around keyword research and listing optimization; their AI focuses on demand prediction and product research. DataHawk is closer to Hazel positioning-wise (an analytics-first tool) but it exports to Sheets and BI tools rather than answering questions conversationally. Hazel is the managed analytics layer with cross-source joins (Shopify, Meta Ads, Klaviyo, Recharge) and a conversational interface.
Hazel currently supports Seller Central (3P). Vendor Central (1P) support is on the roadmap, book a call if that's your setup and we'll scope it.
Book a call and we'll walk through your Amazon data, the questions you want to answer, and what the rollout looks like.
Hazel helps your team uncover new revenue, catch problems early, and make smarter, faster decisions before you even know what to ask.