This is a relatively simple inexpensive fix.
https://www.ebay.co.uk/itm/BMW-Coral-Red-Leather-Touch-Up-Pen-Colour-Repair-for-Small-Faded-Areas-/263349424966?mkcid=16&mkevt=1&_trksid=p2349624.m46890.l49286&mkrid=710-127635-2958-0
Buy some of this.
Prior to use, clean the area (or the whole seat) with some woolite + water solution. I can’t remember the precise ratio, but I think I used six parts water to one part woolite.
You can use a magic eraser as as a light abrasive over the seat bolster. Then apply the dye in layers leaving 24 hours between each coat.
Don’t drive the car until it’s fully dry, or you will get red on you.
Those scratches on the base maybe more difficult. They look like damage to the plastic clear coat on the leather. You could try some autoglym trim restorer. It works good on plastics. Or experiment with the various leather balm products available.
The method I described for the bolster won’t give a factory fresh finish, but it’s 99% cheaper than a professional job, which requires a professional to respray and re-emboss the seat. I think you will be happy with the results.