What both products do
A2X and Link My Books solve the same fundamental problem: ecommerce payouts (Amazon, Shopify, eBay, Etsy, etc.) are net of dozens of components — sales, refunds, platform fees, FBA fees, advertising costs, returns, shipping reimbursements, currency conversions, etc. A single Amazon payout of £4,237 might represent £6,800 of sales, £1,200 of fees, £800 of returns, and a few hundred pounds of misc adjustments.
Manually posting these to Xero/QuickBooks is error-prone and time-consuming. A2X and Link My Books both:
- Pull the raw settlement reports from each marketplace
- Split them into accounting-clean line items (sales, fees, returns, etc.)
- Post one clean journal entry per payout to Xero or QuickBooks
- Match the journal to the actual bank deposit so reconciliation is automatic
The result: monthly bookkeeping for a multi-channel ecommerce business goes from days of work to ~15 minutes of review.
Side-by-side feature comparison
| Feature | A2X | Link My Books |
|---|---|---|
| Founded | 2014 (New Zealand) | 2020 (UK) |
| Amazon support | Excellent — most mature | Excellent |
| Shopify support | Excellent | Excellent |
| eBay support | Yes | Yes |
| Etsy support | Yes | Yes |
| TikTok Shop | No (as of 2025) | Yes (added 2024) |
| Walmart / WooCommerce | Walmart yes, Woo no | WooCommerce yes |
| Xero integration | Native, deep | Native, deep |
| QuickBooks integration | Native | Native |
| Sage integration | Yes | Limited |
| PVA (Postponed VAT) support | Yes | Yes |
| Multi-currency reconciliation | Excellent | Good |
| COGS tracking | Optional add-on | Built-in |
| UK VAT setup wizard | Generic | UK-specific (built by UK team) |
| UK support team | NZ/global timezone | UK timezone |
Pricing comparison (2025/26)
| Tier | A2X | Link My Books |
|---|---|---|
| Starter (lowest) | $19-$29/mo per channel | £17/mo flat (covers 1 channel) |
| Growth / Mid | $49-$89/mo per channel | £29-£59/mo flat (multi-channel) |
| Scale / Enterprise | $149+/mo per channel | £99/mo (unlimited channels) |
| Free trial | Yes — limited features | Yes — full 14 days |
Key pricing difference: A2X charges per channel, Link My Books charges flat per business. For a single-channel Shopify-only seller, both are similar. For a multi-channel seller (Shopify + Amazon + eBay), A2X compounds quickly — 3 channels at $49 = $147/mo (~£116). Link My Books at the multi-channel tier is £29-£59/mo for the same coverage.
Where they actually differ
UK VAT setup
Link My Books was built by a UK team and has UK-specific VAT setup baked in — including PVA, marketplace VAT treatment (Amazon collecting vs you collecting), and OSS/IOSS mappings. A2X has generic VAT support that works fine but requires more manual configuration for UK-specific scenarios.
COGS tracking
Link My Books has built-in COGS tracking — link products to cost prices and the bridge automatically posts COGS journals matching sales. A2X has this as an optional add-on at extra cost.
Multi-currency
A2X has the more mature multi-currency handling — particularly for Amazon EU sales where the seller is paid in EUR but reports in GBP. Both handle it; A2X handles edge cases better (e.g. delayed currency settlements, USD-paid Amazon sales in non-US accounts).
Customer support
A2X has a larger, more mature support team but operates on NZ/global timezones — UK morning queries usually get responses next-day. Link My Books is UK-based with same-day UK-timezone support.
TikTok Shop
Link My Books added TikTok Shop in 2024. A2X hasn't (as of late 2025). For sellers with material TikTok Shop revenue, this is a deciding factor.
Which wins at your stage
Solo Shopify-only seller under £150k/yr
Link My Books. Cheaper, UK-VAT-native, and you don't need A2X's multi-currency depth at this stage.
Multi-channel UK seller (Shopify + Amazon + eBay) under £500k/yr
Link My Books. The flat pricing wins decisively — 3 channels on A2X compounds to £100-£150/month vs ~£40-£60 on LMB.
Amazon-heavy UK seller £500k-£2M/yr (especially with Pan-EU FBA)
A2X. The mature Amazon settlement parsing and multi-currency handling for Pan-European FBA is materially better. The per-channel pricing is offset by the depth.
TikTok Shop in your mix
Link My Books. A2X doesn't support it yet (as of late 2025).
Sage user (not Xero / QuickBooks)
A2X. Better Sage integration than Link My Books currently.
Enterprise / £5M+ ecommerce business
Talk to both. Both have enterprise tiers and the deciding factors are usually integration depth with your specific ERP / WMS rather than the bridge itself.