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Automated marketplace accounting from Amazon to FreeAgent

Stop breaking down 14-day Amazon settlements by hand. Equali posts categorised sales, FBA fees, reserves, and VAT into FreeAgent, with 20% off for FreeAgent users.

Automated Amazon bookkeeping for UK FreeAgent sellers

Built for UK limited companies and sole traders selling on Amazon and running their books in FreeAgent.

14-Day Settlement & Reserve Breakdown

Equali unpacks every bi-weekly Amazon disbursement into gross product sales, FBA fulfilment costs, storage charges, and reserve holdbacks before posting to FreeAgent.

SETTLEMENT BATCH13 Jun Payout
100% Decomposed · Matched
Gross Sales Captured£412,880.00
Refunds−£6,204.15
Chargebacks & disputes−£1,930.00
Scheme & interchange fees−£8,417.62
FX adjustment−£512.09
Net Settled in BankMatched to payout record
£395,816.14
Matched: 4,318 txnsPosted to Ledger · JE-9941

Clean FreeAgent Category & VAT Mapping

Post Amazon sales, buyer refunds, advertising costs, and FBA fees to their own FreeAgent categories with your confirmed UK VAT settings.

AUDIT ENTRY#10432
Posted · Verified
Gross Sale£49.99
VAT (20%, incl.)£8.33
Processing fee (2.9%)−£1.45
Net Payout SettledMatched to bank MT940
£48.54
Audit Ref: AUD-2026-9921Posted to FreeAgent · 14 Jun
  • 20% FreeAgent Partner Discount

    Claim 20% off every Equali plan automatically when you select or connect your FreeAgent account.

  • Month-End Settlement Splitting

    Split 14-day Amazon settlements that cross a month end so your FreeAgent profit and loss stays accurate.

  • FBA & Advertising Separation

    Keep Amazon FBA pick-and-pack fees and advertising deductions separate from gross turnover in FreeAgent.

  • Duplicate Posting Protection

    Each Amazon settlement is marked as posted once sent to FreeAgent so a disbursement batch never lands twice.

SETTLEMENT BATCH13 Jun Payout
100% Decomposed · Matched
Gross Sales Captured£412,880.00
Refunds−£6,204.15
Chargebacks & disputes−£1,930.00
Scheme & interchange fees−£8,417.62
FX adjustment−£512.09
Net Settled in BankMatched to payout record
£395,816.14
Matched: 4,318 txnsPosted to Ledger · JE-9941

From bi-weekly Amazon payouts to categorised FreeAgent entries

Explain every Amazon bank deposit in seconds: When Amazon pays your bank every two weeks, the cash deposit never matches your gross sales because FBA fees, refunds, and rolling reserves were deducted first. Equali reconciles the full settlement report and posts the exact breakdown to FreeAgent.

Link Amazon to FreeAgent in four simple steps

Set up in minutes through the Equali app in Amazon's Appstore and FreeAgent OAuth.

MonthlyAnnual Save ~17%

Lite

£15/mo£12/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
Start 14-day trial
Most popular

Pro

£30/mo£24/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
Start 14-day trial

Premium

£75/mo£60/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
Start 14-day trial

Enterprise

£Custom

+ VAT/sales tax where applicable

Scalable enterprise solutions for more complex requirements

  • Everything in Premium
  • Unlimited stores
  • Unlimited payment providers
  • Unlimited sales channels
  • Unlimited integrations
  • Custom API access integrations
  • Priority phone & Slack support
  • Custom onboarding & training
Book a demo
Compare all features
Feature
EnterpriseBook a demo
Sales & Payment IntegrationsIncludes eCommerce platforms (e.g. Shopify, Amazon) and payment providers (e.g. Stripe). May require additional setup.13 Unlimited Unlimited
Accounting IntegrationsIncludes accounting systems (e.g. Xero). May require additional setup.
ERP IntegrationsIncludes ERP platforms (e.g. NetSuite). May require additional setup.Enterprise OnlyEnterprise OnlyEnterprise Only
Data Update FrequencyHow frequently payment and order data is refreshed via API (where available).Every 15 minutesEvery 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 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.-
Custom IntegrationsBespoke API connectors or custom development for proprietary or unique systems.Enterprise OnlyEnterprise OnlyEnterprise Only
Custom WorkflowsBespoke workflow setup for your specific use case.Enterprise OnlyEnterprise OnlyEnterprise Only
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.--
Custom Reconciliation RulesCustomisable reconciliation rules, including rule suppression, tolerance thresholds and more.Enterprise OnlyEnterprise OnlyEnterprise Only
Cross-Platform ReconciliationsReconciliations across platforms e.g. Shopify store orders reconciled with Stripe payments.Enterprise OnlyEnterprise OnlyEnterprise Only
Reconciliation Approval WorkflowA second approver reviews and authorises reconciliation changes before they take effect.---
CASS ReconciliationsSpecialised reconciliation workflows for CASS 15 safeguarding reconciliation and reporting.Enterprise OnlyEnterprise OnlyEnterprise Only
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.StandardStandardCustomCustom
Scheduled ReportsAutomated reports delivered on a chosen cadence (daily, weekly or monthly) via the dashboard.MonthlyDaily, Weekly or MonthlyDaily, Weekly or MonthlyDaily, Weekly or Monthly
Ad-hoc ReportsGenerate custom reports on demand without waiting for a scheduled run.--
Flexible Custom FieldsAdd customisable metadata fields to reporting data for better filtering and reporting.Enterprise OnlyEnterprise OnlyEnterprise Only
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.
CASS DashboardDedicated view and analytics for CASS reconciliation.Enterprise OnlyEnterprise OnlyEnterprise Only
Help and supportAvailable support channels and documentation.Help centre & support chatHelp centre, support chat & SlackHelp centre, support chat, Slack & phoneHelp centre, support chat, Slack & priority phone
Accountant AccessDedicated read-only or restricted logins for accountants and external advisors.
Ready to get started?14-day free trial on self-serve plans
EnterpriseBook a demo

Trusted by UK sellers & finance teams

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.

Related reading & guides

Explore technical guides and architectures for automated reconciliation and accounting.

Accounting6 min read

What is journal entry automation?

Journal entry automation creates the categorised accounting entries for your sales, fees, refunds and payouts without anyone typing them, and reconciles them back to the orders and settlements they came from.

Martin BurnMartin Burn · 22 July 2026
Read article
Strategy6 min read

Build vs buy: automated reconciliations

Should you build automated reconciliations in-house or buy an off-the-shelf specialist product? The factors to weigh, from opportunity cost and complexity to maintenance.

Martin BurnMartin Burn · 23 July 2026
Read article

Frequently asked questions about Amazon and FreeAgent integration

How do I connect Amazon to FreeAgent with Equali?

Equali connects Amazon to FreeAgent through the Equali app in Amazon's Appstore. Open the listing, sign in with your Amazon account to link it, and each 14-day settlement posts to FreeAgent with sales, fees, refunds, and VAT split out.

How are Amazon FBA fees and referral commissions recorded in FreeAgent?

Equali splits out Amazon referral fees, FBA pick-and-pack costs, and storage charges. It suggests standard FreeAgent categories like Bank/Finance Charges for fees and Sales for orders.

How does Equali handle Amazon account reserves in FreeAgent?

Equali tracks funds held back by Amazon in a reserve balance as part of each settlement. That way, the net payout in FreeAgent matches the actual cash paid to your bank.

How does Equali handle UK VAT for Amazon sellers on FreeAgent?

Equali posts the tax Amazon provides on each sale, refund, and fee to FreeAgent. Where Amazon gives no tax for a line, Equali estimates it from the tax profile you confirm during setup.

Can Equali split an Amazon settlement that crosses a month end in FreeAgent?

Equali lets you post 14-day Amazon payouts as a summary or line by line, and splits settlements that cross a month end so your FreeAgent profit and loss stays in the right month.

How do Amazon sellers claim the 20% FreeAgent discount on Equali?

Equali adds the 20% discount automatically when you sign up from this page or pick FreeAgent during sign-up. No promo code is needed at checkout.

Stop chasing reconciliations in spreadsheets

Connect your channels and providers, and let Equali reconcile, categorise and post every transaction. Start free, or see it on your own data.

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