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Zero-touch eCommerce accounting for Amazon Sellers

Bi-weekly Amazon disbursements, FBA fulfillment charges, advertising costs, and inventory reimbursements reconciled down to the penny.

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Connected to:

  • Xero
  • FreeAgent
  • QuickBooks
  • NetSuite
  • Amazon

+ more

From Amazon disbursement to your ledger in four steps

Connect once. After that, complex bi-weekly Amazon settlement summaries post automatically to your accounts.

  1. Authorise Equali in the Amazon Selling Partner Appstore with secure SP-API credential delegation in seconds.

    14-day free trial

  2. Assign dedicated ledger accounts for FBA fulfillment, long-term storage fees, sponsored product ads, and reimbursements.

    14-day free trial

  3. Compare bi-weekly settlement reports against actual bank transfer notices to confirm penny-perfect accuracy.

    14-day free trial

  4. Transmit itemised accounting journals separating customer sales, marketplace withheld taxes, and Amazon service fees.

    14-day free trial

Trusted by merchants & FinTechs

Company logoCustomer Story

"Thanks to Equali, we are able to control in detail the end-to-end flow of all transactions processed, giving us greater visibility and enabling us to detect any potential leaks or anomalies along the way."

Wouter van HaaftenCFO, Sunday

Interview Transcript

Wouter van Haaften, CFO of Sunday, on reconciling with Equali

Sunday is a financial technology company that was established in 2021. The company specialises in payment solutions for the restaurant and broader hospitality industry. It operates in three core geographies (the US, France and the UK) and currently employs 130 people across offices in Atlanta, Chicago, London and Paris.

My role as head of finance is to lead the finance and accounting teams, and my responsibilities are mainly about driving Sunday's financial roadmap and making sure our finances remain healthy.

The core challenge we face at Sunday relates to the fact that we process millions of transactions on a weekly basis on behalf of the restaurants. When, in addition to the volume of transactions, we take the complexity of working with several partners along the value chain, it makes the reconciliation exercise very complex from a finance and accounting standpoint.

We decided to work with Equali first and foremost because of the team. The team, coming from a broad range of experience within the FinTech and payments industry, gave us confidence that they would understand our problem and also provide us with the right solution.

In addition, Equali offered us dedicated customer support, on which they have delivered constantly for the past year. Every piece of feedback we have provided has been taken with great seriousness, and they have adjusted their product to suit our specific needs.

We use Equali mainly on the reconciliation front, making sure that the money we collect from the restaurant guest ends up in the right bank accounts at the right time. Equali provides us with an additional layer of confidence that our team's work is accurate.

Beyond the reconciliation piece, we also use Equali for two specific use cases:

First, our cash in transit: having a good understanding of the amount of money flowing through our systems at all times, still due to restaurants.

And second, fee reconciliation: making sure that the money we are being charged by our partners is correct.

The value that Equali provides Sunday today is, first, great control and visibility into the funds that flow through our system. But also, leveraging Equali enables our product and engineering teams to focus on revenue and growth-driven initiatives, such as building new features for the restaurants we serve. And on the finance side, it helps us focus on the more strategic projects, such as optimising our P&L and being a real strategic business partner for the teams.

MonthlyAnnual Save ~17%

Lite

£18/mo£15/mo

+ VAT/sales tax where applicable

1 store1 month of history on setup
  • 1 sales or payment integration
  • 2 click journal entry posting
  • Settlement reconciliations
  • Dashboard & standard reports
  • Payment Search
  • Tax Items
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Pro

£36/mo£30/mo

+ VAT/sales tax where applicable

Up to 3 stores6 months of history on setup
  • Everything in Lite
  • Up to 3 sales or payment integrations
  • Slack support
  • Daily, weekly or monthly scheduled reports
  • Multi-Store Support
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Premium

£90/mo£75/mo

+ VAT/sales tax where applicable

Up to 5 stores12 months of history on setup
  • Everything in Pro
  • Unlimited sales or payment integrations
  • Custom reporting
  • Ad-hoc Reports
  • File Upload
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Compare all features
Feature
LiteStart trial
ProStart trial
PremiumStart trial
Sales & Payment IntegrationsIncludes eCommerce platforms (e.g. Shopify, Amazon) and payment providers (e.g. Stripe). May require additional setup.13 Unlimited
Accounting IntegrationsIncludes accounting systems (e.g. Xero). May require additional setup.
Data Update FrequencyHow frequently payment and order data is refreshed via API (where available).Every 15 minutesEvery 15 minutesEvery 15 minutes
Historical Data (On Setup)Amount of past payment/order data processed during initial setup (via API where possible).1 month6 months12 months
Upload FilesUpload and map CSV, XLS, XLSX or TXT files directly in the Equali dashboard.--
Multi-Currency SupportReconcile and report on transactions in multiple currencies.
Multi-Entity SupportManage and reconcile data across multiple legal entities, subsidiaries or stores in one account.-
Categorisation & Tagging For Journal EntriesRevenue sub-ledger with categorised breakdowns for posting to specific journals (revenue, fees, etc).
Journal Entry PostingDirectly post categorised journal entries to your linked accounting system.
Link Journal Entries To Orders/PaymentsTrace and link posted journal entries back to the original order or payment record.
Settlement ReconciliationReconciles settlements vs individual payments and related entries.
Payment ReconciliationMatches payments from providers with orders from eCommerce platforms, including refunds and chargebacks.--
Payment SearchSearch for any payment or order using several data points directly from the dashboard.
Advanced Reconciliation ToolsBrowse reconciliation results, review reports, resolve breaks and understand why they occurred.--
Reconciliation Approval WorkflowA second approver reviews and authorises reconciliation changes before they take effect.---
Split Settlements At Month-EndSplit a settlement that spans a month end so each period's figures are accurate.-
Customisable Analytics DashboardCustomisable analytics dashboard with advanced filtering, KPIs and reconciliation breakdown.
ReportingStandard and customisable scheduled and on demand reporting.StandardStandardCustom
Scheduled ReportsAutomated reports delivered on a chosen cadence (daily, weekly or monthly) via the dashboard.MonthlyDaily, Weekly or MonthlyDaily, Weekly or Monthly
Ad-hoc ReportsGenerate custom reports on demand without waiting for a scheduled run.--
Manual Financial EntriesAdd one-off financial entries directly, outside the automated feed, for cases the connectors don't cover.--
Tax ItemsMapping and categorisation of tax rates and items from sales channels and payments, for accurate tax reporting and journals.
Transaction ViewBreakdown of each transaction, showing all financial entries associated with the order, including sales, refunds, fees and tax.
Help and supportAvailable support channels and documentation.Help centre & support chatHelp centre, support chat & SlackHelp centre, support chat, Slack & phone
Accountant AccessDedicated read-only or restricted logins for accountants and external advisors.
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Equali: Amazon Seller FAQs

How does Equali handle complex bi-weekly Amazon settlement reports?

Equali ingests raw SP-API settlement files, extracting hundreds of transaction types into clean, consolidated accounting journals for each disbursement cycle.

Are FBA storage fees, pick-and-pack, and advertising costs isolated?

Equali breaks down fulfillment by Amazon charges, monthly inventory storage, and Sponsored Products ad spend into distinct expense categories in your Chart of Accounts.

How does Equali manage marketplace facilitator VAT across the UK and Europe?

Equali distinguishes between standard UK VAT liabilities, EU One-Stop Shop (OSS) transactions, and sales where Amazon collects and remits tax directly under deemed supplier rules.

What happens when Amazon issues customer refunds or inventory reimbursements?

Equali records customer return deductions and warehouse damage credits as discrete entries, preserving clear visibility over lost inventory compensation.

How does Equali account for Amazon unavailable balance and reserve holds?

Equali tracks rolling unavailable balances and reserve deductions in a dedicated Amazon clearing asset account, balancing each settlement cycle to your ledger without manual timing adjustments.

Can Equali reconcile multi-currency Amazon European and US marketplaces?

Equali processes settlements across Amazon UK, EU marketplaces, and North America, converting local currency receipts using official ECB or custom corporate FX exchange rates.

How are Amazon Sponsored Products advertising charges recorded when deducted from payouts?

Equali isolates Amazon Advertising invoices and campaign deductions from net proceeds, debiting your marketing expense nominal account and maintaining full visibility over advertising costs.