Noon Seller Lab 2026: Dashboard, Orders, Reports Explained

Seller Lab is the whole of noon from a seller's side. It is the equivalent of Amazon Seller Central or Flipkart Seller Hub, and if you have come from either you will find the layout familiar and the vocabulary not: purchase orders, ASNs, PSKUs, ZSKUs, Project Users, DirectShip. This page maps the console, sets out the daily rhythm for each fulfilment model, and names the handful of reports worth opening every week. Facts here come from noon's help centre as of September 2026.

Two audiences, one console. If you are an Indian brand selling cross-border, most of your catalogue and pricing work happens in the Globalship Portal rather than Seller Lab — see how to sell on noon from India for that split. If you are a UAE or KSA seller, Seller Lab is where everything lives.

What is Seller Lab, and how do you get into it?

Access starts one level above the store. You create an Organisation ID with an email OTP and a phone OTP — noon accepts a phone number from any country — and choose an internal organisation name that customers never see. That yields a Project ID, and only then do you create the store itself and the legal entity behind it. One legal entity per trade licence, multiple legal entities allowed under one Organisation ID.

That three-layer structure matters later. The organisation holds users. The store holds the storefront, the catalogue and the country. The legal entity holds the licence, the tax details and the payout method. Most onboarding problems people blame on Seller Lab are actually a legal entity not linked to a selling origin, or a payout method added but never linked to the invoicing profile.

What does the store dashboard actually tell you?

The homepage is a snapshot of yesterday against your 30-day average, which makes it useful for spotting a break and useless for judging a trend. The store performance strip carries sales with a 30-day graph, ad sales and ad spend if you run noon ads, units sold, product impressions, conversion rate and live SKUs broken out by Express and supermall tags. Hovering most cards reveals a link deeper into Vantage analytics or the Ad Manager.

Below that sit the service and quality metrics, and these are the ones that cost you money:

Seller rating — a weighted average of customer reviews with recent feedback weighted more heavily. noon states it directly affects Buy Box eligibility.
Pending orders (FBP) — split into unshipped (not yet dispatched) and pending (awaiting your processing). This is the card a DirectShip seller checks before the cut-off.
Item defect rate (IDR) — the share of defective items against total orders, built from negative feedback at two stars or lower plus seller-controllable returns, meaning items returned as wrong, defective, used or expired.

The action centre above the fold separates critical actions, such as a document about to expire, from general onboarding tasks. Both sections disappear when empty, which is why sellers sometimes miss that a trade licence expiry warning was ever shown. A speaker icon in the top-right opens a virtual inbox holding your five most recent emails from noon, with a full inbox dashboard behind it — worth using, because policy changes arrive by email and get lost in shared mailboxes.

What does a day in Seller Lab look like?

The answer depends entirely on your fulfilment model, and the difference is stark.

Task	FBN seller	DirectShip (FBP) seller
Morning	Check pending actions and stock cover; nothing to pack	Process all pending orders before the cut-off — 10 am in the UAE and KSA, 11 am in Egypt
Order processing	noon picks, packs and ships from its fulfilment centre	Pack in noon packaging, label, create the shipment in the Supply Chain app or web, hand over to noon
Tooling	Seller Lab only	Seller Lab plus the Android-only Supply Chain app, logged in with a Project User ID
Inventory	Create ASNs, watch the FBN inventory dashboard for non-saleable stock	Keep your own warehouse stock file current through the partner SKU stock import
Weekly	Reconcile the statement under Payments and Fees, check disputes, review RTV recommendations

The Project User trap. The Supply Chain app will not accept your normal Seller Lab email login. You have to create a Project User under User and Access, with its own display name and user ID, and hand those credentials to the person packing. noon's own troubleshooting note is that a blank screen on app login usually means someone typed their User ID instead of their Project User ID. If you have a large order volume, ask noon to switch on Picklist fulfilment, and choose multi-packer mode in warehouse settings so each packer works a separate session rather than fighting over the same queue.

How should you set up users and roles?

Seller Lab distinguishes User Access, which is Seller Lab itself, from Project Users, which exist for app-based order processing. User Access roles are Owner (full control including higher-privilege actions), Admin (manage and create within assigned areas) and Viewer (see everything, change nothing). You can also grant area-specific roles, so someone can be a Viewer on the account and an Admin on one area only. Adding, removing or re-roling a user needs Admin or Owner access with user management permission.

The change to act on: from 12 June 2026 noon enforces permissions strictly by role. Anyone who had been editing pricing or product content while holding Viewer access is now blocked. If your agency, your cataloguer or your warehouse supervisor was quietly working above their role, that stopped working — audit the user list rather than waiting for the support ticket.

Which Seller Lab reports are actually worth opening?

FBN reports live under the navigation menu at noon.com, then Fulfilled by noon, then FBN Reports, then Generate Reports, where you choose a category and a report and set a close date or a date range. There are a dozen; four earn a place in a weekly routine.

Report	What it answers	How often
Inventory Ledger, summary view	Opening and closing stock for a date range with every movement aggregated — inbound received, customer shipment, return re-inbound, QC fail, vendor return, liquidation, disposal, lost and found	Monthly, and whenever stock does not tie
Inventory Ledger, detailed view	Every individual transaction, with SKU, barcode, document number and reason code — the only way to chase a specific discrepancy	On demand, before raising a case
Saleable and non-saleable Recommended RTV	Which units noon suggests you pull back to avoid long-term and non-saleable storage fees	Every month, before the 25th
Statements under Payments and Fees	Referral, outbound, storage, return administration and any penalty lines, plus your fee tax invoices for input VAT	Weekly

Ledger reports cover noon marketplace items only and go back to July 2022. They exclude noon subsidiaries. Alongside them, the FBN inventory dashboard under Fulfilled by noon, then My Inventory, shows saleable and non-saleable stock by warehouse with volumetric dimensions, size classification and an estimated fee view per SKU — which is where you catch a unit that has been classified into a more expensive size tier than you expected. Non-saleable stock is bucketed by reason, and the required action differs: damaged is cleared in reconciliation, expired triggers an automatic return to vendor, while customer-initiated returns, non-delivered returns, missing parts and extra items all need you to raise the RTV yourself. Content-issue boxes carry a reason code such as wrong_size or wrong_brand and QC images taken in the warehouse.

What about the fees and revenue calculator?

Seller Lab ships a fees and revenue calculator, reachable from the price edit pop-up on a product listing page or from the pricing section of a product detail page. It models FBN and FBP side by side per unit and tags the better one Best Value. You give it a price excluding VAT, units stored and units sold per month, package height, width, length and weight, an optional FBP storage cost, and a pickup or drop-off shipping model. Adding cost of goods and miscellaneous per-unit costs under Other Costs is what turns it from a fee estimator into a margin tool.

Two limits to respect. All figures exclude VAT, which understates the real cost by 5% in the UAE and 15% in KSA. And it uses standard rates only — no warranty charges, long-term storage, cancellation fees or value-added service costs. Category precision matters too, because the product family, type and subtype you choose set the referral rate; noon's own example is a standard smartphone at 5% against a renewed smartphone at 8%.

A worked check. On a 149 AED small appliance in a standard parcel of 0.8 kg with an average selling price above 25 AED, the FBN outbound fee is 10.50 AED and the referral fee at 13% on the VAT-exclusive 141.90 AED is 18.45 AED. Add 5% VAT on both fees, 1.45 AED, and noon takes 30.40 AED, about Rs 715 at an illustrative Rs 23.50 per AED. The same item in KSA at 149 SAR is 129.57 SAR excluding 15% VAT, and small appliances there run at 15% for non-top brands, so a 19.44 SAR referral fee, a 10.00 SAR outbound fee and 4.42 SAR of VAT on fees — 33.86 SAR, about Rs 779 at Rs 23 per SAR. The calculator will get you here faster than a spreadsheet, but it will not show you the VAT.

FAQ

What is noon Seller Lab? noon's seller console: catalogue and imports, fulfilment for FBN and FBP, pricing, ads, account health, reports, payments and fees, and store management including legal entities and payout methods. It is the noon equivalent of Amazon Seller Central.

How do I log in to Seller Lab? Through the Organisation ID you create at registration, using email OTP, Google, WhatsApp or SMS OTP, PartnerPass or a QR. Team members are added separately as User Access, and warehouse staff need a Project User ID for the Supply Chain app.

Is there a noon Seller Lab app? There is a Supply Chain app for processing DirectShip orders, compatible with Android phones and tablets only, plus a Direct Delivery mini-app inside it. Seller Lab itself is used through a browser.

What is the daily order cut-off on noon? DirectShip sellers on pickup mode, excluding DirectShip Express, must process orders before 10 am in the UAE and KSA and 11 am in Egypt for same-day collection. Anything later is collected the next business day.

Which report shows why my stock does not match? The FBN Inventory Ledger Report. Use the summary view for opening and closing balances with aggregated movements, then the detailed view for the individual transaction. If the data still does not explain the gap, raise a case through the Support Centre in Seller Lab.

Can I give my agency access without handing over the account? Yes. Add them as User Access with an Admin role scoped to the areas they need, or as a Viewer with area-specific admin rights. Since 12 June 2026 those role limits are enforced strictly, so scope them correctly the first time.

Getting more out of Seller Lab

Seller Lab rewards routine more than cleverness: clear the pending orders before the cut-off, read the action centre, pull the ledger monthly, act on the RTV recommendations before the 25th, and reconcile the statement every week. If you would rather that routine belonged to someone else, our noon account management service covers it, and we can also audit an existing account and hand you the fix list. See what the service includes.

Noon Seller Lab (2026): The Dashboard, the Daily Workflow, User Roles and the Reports That Matter