Touching Up Leather Seats on a 2009 Ford Escape

I recently bought a 2009 Ford Escape and noticed that some parts of the leather seats have lost color or started to crack. I’m looking for the best way to touch up these small areas where the color has scratched off. Any recommendations on products or techniques?

Also, would applying a leather conditioner help with the cracks? I’d appreciate any advice on how to best care for these seats.