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Helium 10 Review 2023

Jessica Clark Hustle Life
by Jessica Clark | Last Updated: April 18, 2023
Helium 10 review 2022

Helium 10 is the swiss army knife of Amazon FBA tools which includes powerful integrated tools like Black Box and Cerebro to help propel your Amazon FBA business. Experienced users wonder how they sold on Amazon without it.

Try Helium 10 for Free

Helium 10 suite of tools makes it a must-have for sellers.


Helium 10’s platinum plan is a great value for most people.

Ease Of Use

The interface is easy to use after a few days.


Support is responsive, most questions will be answered within 24 hours.

What I Liked...
Accuracy – The keyword and product search tools are accurate and relevant so that even inexperienced sellers can make educated decisions.
User-Friendly – We found Helium 10 to be user-friendly, but to get the true value and functionality you have to commit time to training. The Helium 10 Academy training videos are exceptional.
Range of Tools – The software covers all bases and has a comprehensive set of integrated tools to support you through all aspects of runnings an Amazon FBA business.
New Tools Added – Helium 10 continues to add new tools like Cerebro and update the existing ones. So, subscribers aren’t left out in the cold if Amazon changes its algorithm, or as the market changes.
What I Didn't Like...
A Few Bugs With New Tools – Helium 10’s tools work great most of the time, but can sometimes be buggy.  User feedback suggests that the software developers should be quicker at fixing the bugs.
Price – Even though there is a free plan, it isn’t until you upgrade to a paid tier that the software really becomes useful.
Overlapping Tools - It can sometimes feel like there are too many tools and some duplication. Could the developers have streamlined the software a bit to make it easier to use?

Helium 10 Review 

Helium 10 is the all-in-one platform that touts itself to be (drum roll please) “THE Ultimate Amazon FBA tool!"  A serious claim, given the array of other tools out there such as Jungle Scout and AMZScout.

So, in this Helium 10 review, I will be putting the platform through its paces and answering the important questions so you can really weigh up the Helium 10 pros and cons and decide how this FBA tool can help your business.

That having been said, I won’t hide the fact that I really do like this software. Aside from a couple of average features and a bit of overlap between tools (which I’ll explain more about later on) this is an impressive tool kit that comes at a competitive price. 

But, before we get into it, you’re probably asking yourself. What is Helium 10 used for? Why do I need to use an Amazon FBA Tool? Or, can I make money on Amazon without using Helium 10?

To answer those very good questions, we should first take a step back and consider 'Why Amazon FBA?'

Can You Still Make Money from Amazon FBA?

We know already that Amazon is THE heavyweight champion of all-time champions when it comes to eCommerce. With 300 million active customers and net sales amounting to close to 514 billion U.S. dollars in 2022, you don’t need to be a math genius to figure out why so many online sellers choose Amazon FBA as their marketplace of choice.


BUT, because the Amazon stats are so damn big, there are literally over 9 million sellers all armed with pitchforks in hand to fight for and defend their piece of that yummy pie!

Whilst that hefty competition might be a deterrent for some, the truly seasoned and successful Amazon sellers understand that knowledge is power and that utilizing the right suite of tools is a universal truth and game-changer.

Trying to be a successful Amazon seller without Amazon FBA tools means that YOU have to do all the heavy lifting and more concerningly, you will be indulging in risky guesswork to find products to scale.

Whilst there is no shortage of tools available to help, the choice of FBA tools out there can be confusing. And picking the wrong one for your business and goals can be a frustrating waste of valuable time and money!

But don’t throw in the towel just yet. We’ve been there and bought the T-shirt, so to speak, and if you do nothing else today, you should pat yourself on the back for doing one good thing for your business by looking at this comprehensive Helium 10 review.

So, let’s dive right into the review!

What is Helium 10?

Home page helium 10

Most people who sell on Amazon have heard of Helium 10. It’s been around a little while and over 700,000 Amazon sellers have generated $4 Billion plus in sales using the Helium tools, but just in case you haven’t heard the name Helium 10, this section will quickly get you up to speed.

Turning a product idea into a real way to make money online, isn’t as easy as everyone makes it sound. The challenge of creating a successful eCommerce business has become more competitive and complex over time, and having a good product isn’t necessarily a direct path to riches. That’s why more and more sellers are turning to software tools to take out some of the grunt work and guesswork to help them build a successful eCommerce business.

Helium 10 is the industry’s first All-In-One Amazon Software.  Meaning that the creators are providing an end-to-end tool kit to help manage your Amazon-based business. There are around 30 ‘power tools’ bundled together to help Amazon FBA merchants manage their business.

Get 10% off Helium 10 for life

Helium 10 tools help the best Amazon sellers find ideas for new stuff that can be sold, create high-ranking product listings, track their success using the keywords ranking tool, and evaluate the competition, all from the convenience of its dashboard. Plus, there are a bunch of other nifty features.

Whilst in our opinion, the true value of Helium 10 is to take an already OK Amazon FBA store to the next level and build a serious Amazon brand, it’s also suitable for absolute beginners.

If you’re starting out, there are likely components of the software that aren’t needed to achieve your immediate goals, but if you’re planning to be an Amazon seller for the long run, then the software will set you up to become an Amazon power seller and create a scalable business from the ground up.

So now that we’ve given a bird's eye view as to what is Helium 10. You’re probably thinking that for a platform stuffed full of so many features, the quick summary just doesn’t cut it and you really need to know more. Our Helium 10 review must go deeper to understand what is Helium 10 used for and to explain all the key benefits and features of the software.

What’s included in Helium 10?

Whilst the package started out with 10 tools (hence the name Helium 10), the suite now has around 30 tools. So, I suggest you take a breath because we’re going to break it down.

To help you organize this jumbo package into a workable solution, I have created a Helium 10 Quick Guide, so you can see for yourself how I use Helium 10. Because we love being helpful to our Hustle Life readers, I have shared my workflow and list of essential Helium 10 tools later in this article. It is a go-to guide to help make sense of this comprehensive tool kit.

The Helium 10 guys have also helped us out a bit by splitting the suite into several categories. The categories are Product Research, Keywords Research, Listing Optimization, Operations, Analytics, Marketing, and Finance. In each category, you have access to tools that do a specific job:

Product Research Tools will help you to quickly find profitable products that build your business.

  • Black Box - search through over 450 million products in seconds.
  • Trendster - View a product’s sales trends, demand, and seasonality. In a recent 2023 update, this tool has become a legacy product. This is part of the ‘overlap’ and confusion I discussed before. It’s good to see that the Helium 10 developers are starting to smooth out the kinks for the end user.
  • Helium 10 Chrome Extension Tools:
    • X-Ray and Supplier Finder (NEW) - Choose your product with revenue estimates
    • Demand Analyzer - View historical search volumes
    • ASIN Grabber - In-depth product research
    • Inventory Levels - Competitor Stock Levels
    • Profitability Calculator - Estimate your product’s profitability
    • Review Insights - Quickly aggregate customer reviews
how to find best selling products on Amazon

Keyword Research Tools will help you rank higher in searches and beat your competitors

  • Cerebro - Uncover your competitor’s keyword strategy
  • Magnet - Find thousands of high-ranking product keywords
  • Misspellinator - In the 2023 version of the Helium 10 software this tool is no longer available.

Listing Optimization Tools help you craft high-quality, converting listings

  • Frankenstein - Instantly creates keyword lists to help you quickly write your product listings.
  • Amazon Product Ranking Tool (formerly Scribbles) – Tracks the keywords you have used so you never miss an important keyword
  • Listing Analyzer – Provides an assessment of your listing to identify weak and strong areas.
  • Listing Builder – Get insights to help improve your SEO and generate more traffic

Operations Tools help you run your business by automating tasks and sending reminders

  • Refund Genie - Receive Amazon refunds faster
  • Inventory Management - Protect your inventory by controlling order volume
  • Alerts - Get alerted to any suspicious activity on your account
  • Follow-Up - Encourage organic reviews
  • Seller Assistant – Automate request reviews to create credibility amongst buyers
  • Mobile App – To put Profits and Alerts in the palm of your hands

 Analytics Tools takes the guesswork out of your decisions, by providing you with accurate data

  • Keyword Tracker - Maintain your sales by tracking your keyword rankings and more
  • Market Tracker - Understand where you and your competitors stand in your marketplace
  • Profits - Understand your real-time financial health. This tool has been updated in 2023 to include a heatmap showing where your products are in high demand.

Marketing Tools help you get out in front of your competition with direct traffic targeting and powerful ad campaigns

  • Profits - Understand your real-time financial health. This tool has been updated in 2023 to include a heatmap showing where your products are in high demand.

Whilst this list is impressive and certainly ticks the boxes in terms of scope and quantity, sometimes it's quality that matters most. We often get asked, ‘Can Helium 10 really do it all?’  If you’re after a simple answer then the answer is ‘Yes’. The longer answer is ‘Yes, but some of the tools are better, more essential, and more useful than others.

The even longer answer is that there are tools out there that do a much better job at some of the tasks. See our Jungle Scout vs Helium 10 quick comparison below.

So maybe Helium 10 isn’t the best at everything, but in total it does do an impressive job at helping you manage your FBA business from end to end.

Get 20% off Helium 10 for your first six months

Helium 10 Features - A Suite of Powerful Amazon Seller Tools!

All the tools and features we discuss below are easily accessible via the Helium 10 website and the centralized dashboard.

So, let’s take a look at some of the key features that I use and understand. I will also be talking through not just WHAT they do, but more importantly HOW they can power up your Amazon FBA business and propel you to the next level.

Black Box: Discover Untapped Products to Sell on Amazon

amazon best sellers

Finding a good product to sell on Amazon is one of the most challenging things newer FBA sellers have to deal with.

Helium 10 Black Box is amongst the industry's best Amazon product research tools. It provides insights that can help you discover potential bestselling products in untapped niches with low competition. Any easy and clear path to making good decisions about what to sell on Amazon FBA gets a thumbs up from me.

Black Box is essentially a database of over 450+ million products. You can literally do product research on average monthly sales volume, competition, pricing, and product reviews, all in a matter of seconds. Instead of spending hours or days trawling through manual research on Amazon, you just click on a few smart filters and the software will do the job in the blink of an eye.

The Helium Black Box tool has tabs for “products”, “keywords”, “competitors”, “marketplace,” “product targeting” and “niche” which allows you to search using different filters but also assess results against several key parameters in one hit.

our helium 10 black box test results

While most people will reply on the “products” tab to identify potential products or niches, I encourage users to search using the “keywords” tab. After all, if there is high keyword demand, that strongly indicates customer demand for a product.

In another test run using Black Box for this Helium 10 review, I was able to find competitors in various niches that had poorly written product descriptions and had two or fewer images of their products. However, despite that, they were doing well in terms of sales revenue.

The assumption is that if those products with unoptimized listings and poorly described offerings are doing so well, then once you know where the gaps are, you can do even better. See the below example in the baby niche. I chose 3 products and identified gaps in the listing quality using Black Box.

helium 10 black box product testing results

Another useful aspect of this Helium tool is that you can plug in ASINs (Amazon Standard Identification Number) of your own products and it will find similar products (and associated ASINs) being sold by your competitors. By grabbing these ASINs you can do further competitor research using the Helium 10 Market Tracker tool.

In a tough marketplace like Amazon, this kind of data at your fingertips is what will give you the edge over your competition and help your Amazon store stay ahead of the game.

If you want to see this in action for yourself, then watch Helium 10’s very own Bradley Sutton use Black Box to identify some great products and niche opportunities. 

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Cerebro For Amazon Keyword Research

Let me first say that if you don’t do thorough Amazon keyword research then you won’t be writing effective ‘hit-generating’ product titles or product descriptions. Guessing at buyer keywords isn’t an option for any serious FBA seller. Another important factor (which seems obvious but is worth clarifying) is that Amazon FBA keyword research must be based on the Amazon search results and data. Using keyword research tools like SEMRUSH and AHREFS is just not that relevant because they are based on Google searches.

Whilst Helium 10 has several Amazon keyword tools, the most popular and useful is Cerebro because it will help you identify essential keywords that work to help launch or sell more of your products, and the data is extracted from the Amazon database, not Google. 

Cerebro is amongst the best Amazon keyword research tools and allows you to see search volume, historical search data, ranking data, number of competitors, and more. With this kind of powerful research tool, you’ll have direct access to data on the keywords that are driving your competitors’ performance.  

Amazon keyword research reverse ASIN keyword tool

This is a reverse ASIN Keyword tool, so all you need is to paste the complete ASIN for a product you want to sell and Cerebro Product Rank (CPR) formula churns out must have keywords. Increasing the chances for your product to rank and show up high on the search results.

During our tests for this Helium 10 review, we pasted a competitor’s bestselling product link into Cerebro, and it gave us everything we needed to help tweak our product description in order to rank our own product listing better.

The other important information that you’ll get from Cerebro is the IQ Score for a keyword, which uses Helium 10’s unique algorithm to determine the viability of a product. At a very basic level, a high Cerebro IQ means that there are a high number of searches and low seller competition i.e., fewer products competing for those customers. A low score means fewer searches and very high competition, which is a niche you’d typically want to avoid.

See Cerebro CPR in action in this practical screen share video: 

Magnet: The Helium 10 Keyword Database

MAGNET helium 10 helium keyword research

Magnet follows Helium 10’s tradition of wacky naming schemes. The Helium 10 keyword research tool has little to do with the power of attraction and more to do with fetching powerful keywords from its database to help you generate more organic traffic and increase sales.

Like with Cerebro, the Magnet data is directly sourced from Amazon rather than Google search results. So, it’s about as relevant as it gets. However, unlike Cerebro, the Magnet searches are based on “seed” keywords. Just simply type in a keyword or phrase e.g. ‘hairbrush’ and Magnet will crawl the Amazon database to generate the following intel:

Related keywords
The highest volume-related keywords
Keywords that are actionable
Competing for similar items
Word usage frequency

Whilst the tool is relevant, efficient, and thorough, this does mean you can end up with a list of several thousand keywords. This could make your job more confusing. But there is a way to sort these keywords out using Frankenstein.

P.S. If it still isn’t obvious why you need two keyword research tools and I haven’t done a great job of explaining the differences between Cerebro and Magnet, then jump down to our FAQ section.

Frankenstein: Clean up keyword research and remove duplicates

Frankenstein keyword cleanup

Now one of the issues we’ve had with using Helium 10 for generating keywords using Cerebro and Magnet is they tend to generate a lot of repeats and unrelated keywords. Whilst some people love trawling through lines of data to find the little gold nuggets, it’s just not something I personally have any time or passion for.

That’s where I like to roll out the red carpet for Helium 10’s Frankenstein.

Frankenstein takes care of the keyword clean-up by removing duplicates or unwanted characters and helps you organize your keywords into a more targeted and manageable list.

In a test run of Cerebro and Magnet, we ended up with a keyword list of over 4000 words or phrases. When we did a quick import of our list and ran it through Frankenstein, we dropped that down to just 200 keywords!  Although 200 keywords is still a lot to try and shoehorn into an Amazon product listing, it was at least a much easier starting point. And with the Frankenstein keyword organizer, we could organize the remaining keywords by search volume, giving us a big hint as to which keywords will generate the most traffic.

The other very good news is that Frankenstein is 100% compatible with Scribbles. Which we talk about next.

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Scribbles: Create and Optimize Product Listings

Scribbles: Create and Optimize Amazon Product Listings

Amazon Product Ranking Tool (Formerly Scribbles) was the birth child of Helium 10. A tool designed to help create optimized Amazon product listings.

Unfortunately, many newbie sellers don’t think enough about their product listings. Most don’t know how important listing optimization is to their business. Take our advice: listing optimization is a BIG DEAL and Helium 10 Scribbles makes getting it right very easy. The tool won’t write your product listings for you, but its real power is in its patented Helium 10 algorithm, which scours the internet, analyzing competing listings and sources information from them.  

Using Scribbles for Amazon, sellers can:

Import Amazon keywords from the Helium keyword research tools, Cerebro, Magnet, and/or Frankenstein.
Sort your keywords into high-volume important keywords down to low-volume options.
Create an optimized listing using the highest volume search terms that best represent what you’re trying to sell on Amazon.
Check keyword density, i.e., the right number of times the keywords appear.
Retrieve previously used Amazon listings and import them into the listing account.

Scribbles also automates many minor tasks, for example; if you add a specific keyword to the bullets, title, and description, it is automatically added to the “used keywords” list.

The keywords which aren’t used in the title, description, or bullets are added to the “Unused Keywords” list. So, you have a great deal of editorial control over the listing.

helium 10 review scribbles results

Using Scribbles, we were able to add our primary or seed keywords to the frontend and the backend of the listing, which should theoretically help get the most traffic and sales. However, the question is, does it really work?

Well, to find that out, we took a half-decent-ranking digital product of our own that sells comfortably for under $10. We optimized its product listing using Helium 10 Scribbles and published it. While it didn’t rank higher immediately, we did see a positive shift after about a week.

While Scribbles is extremely useful for creating copy that will help you rank, the danger is you might be tempted to keyword stuff your listing. Not something Amazon encourages and not a great shopping experience for your customers However, that’s not something Helium 10 can help you with, and you’ll have to rely on your better judgment!

Index Checker: Check if your product has been indexed by Amazon

Index Checker

The Index Checker checks if your products have been indexed by Amazon. Your product just won’t show up in the search results if the Amazon A9 algorithm hasn’t indexed your products properly against your keywords.

Using the feature is straightforward, but without it, you literally have to type in each of your keywords into Amazon and manually check if you’re ranking.   

Even if you’re a chronic insomniac, the idea of manually checking the Amazon indexing doesn't sound that appealing, and worst of all, the manual indexing searches aren’t going to tell you what you need to do to fixup any issues!

Whereas Helium 10’s Index Checker will flag low-quality keywords which might be negatively affecting your listing, and better still, it will let you snoop in on competing products and their keywords.

All up, it’s a simple tool that does the jobs it’s meant to, plus a few extra nifty things for good measure.

Try Helium 10 today  - Free Account

Adtomic: Create Amazon Ads and Improve ROI

Adtomic Amazon ad manager

Adtomic is the revamped version of Helium 10 Ads.

If you’ve been an Amazon seller for a while, you’ll know that you can quickly chew through 100’s or even 1000’s of dollars. If you’re getting a decent ROI (ROAS) from your advertising spend then this isn’t a problem. But if you have a low ROI, then all your hard work is in vain.

Adtomic is the Amazon advertising platform that will help you create Amazon ads, decide which keywords to target, analyze the results of your campaigns, and help you understand how to increase your ROI.

Portals: Helium 10 Page Builder

Before we start looking at some of the analytics tools, I want to also quickly mention a page builder called Portals, which is one of Helium 10’s newer features.

With Portals you can:

Import your Amazon listings directly into Portals to create professional eCommerce product landing pages.
Drive traffic from social media, paid ads, and email marketing directly to your product landing pages.
Collect customer emails for subsequent campaigns.
Track clicks, and create deeper FB integration for your ads.

Aside from the practical aspects, the important benefit is that with a professional and integrated landing page, you’ll start to shift from having individual items being sold on Amazon to establishing your Amazon business as a brand.

I’m keen to give Portals a test drive to enhance my product listings. I didn’t get time to implement it into my workflow yet, but I’ll report back the next time I refresh this article.

Keyword Tracker: A must have tool to stay ahead of the competition

Amazon FBA how to find competitors keywords

With so many Amazon sellers out there all hungry for more sales, keeping a close eye on your competition has to be high on your priority list. This is what makes Keyword Tracker a must-have and must-use part of the tool kit.  

If you really want to maintain your product sales and momentum and to help avoid getting your market share sliced up, then this tool is going to help you do just that.

You can track an ASIN, Product URL, or specific keywords of interest that are relevant to your products. You can also see the search volume, competing products, trends in terms of search rank positioning, competitor ranking, and it shows this data for sponsored (PPC campaigns) as well as organic results.

I’ve built Keyword Tracker into my normal workflow for my important high-value products that are the cornerstone of my mini FBA empire. If you want to see when and how I use other tools then take a look at my quick go-to guide below.

It’s giving me the data to help me understand how I’m fairing against my competitors. If I’m losing ground or dropping in my ranking, then I know I need to pay more attention to my competitors and to make adjustments to my keywords or product listings.

Market Tracker: Create and Track Amazon Market Trends

Helium 10 Market Tracker

The Market Tracker tool is another newer tool useful for existing FBA sellers who want to get a more complete picture of the marketplace or markets relevant to your products.

With the tool you can:

create ‘markets’ into a centralized command center to get a good overview of product spaces that you sell in.
organize your ‘markets’ by choosing which products to track and which to ignore.
analyzing your market to gain insights to help you spot trends and gain market share.
Get 10% off Helium 10 for Life

Profits Tool for Financial Reporting

Helium 10 Profits tool

The Profits tool is a full financial reporting tool that gathers and collates important financial data into one convenient dashboard.  

It’s a live portal so data is refreshed every 30 minutes (or every 5 minutes for Elite Plan members) meaning you can use the data to make (near) real-time decisions.

If you want to see more detailed data on product profitability, inventory levels, advertising ROI (ROAS), and other expenses, then this is your go-to tool.  

 A word of warning though; in reality, if you’ve just launched the product, with little to no sales, the tool will not present an accurate picture. So, don’t go making rash decisions before the data has a chance to detect genuine trends.

Alerts to avoid Amazon ranking highjacking

Alerts to avoid getting Amazon products hijacked

Amazon listing and ranking hijackings happen when someone takes action to alter your listing or sell counterfeits of your branded products.

The Alerts feature won’t necessarily stop this from happening, but it does provide 24/7 listing protection by immediately sending alerts via SMS or email whenever someone attempts to hijack your listing. It also captures and sends daily screenshots of your active listings and provides reporting templates to quickly report a hijacking incident to Amazon should one occur.

Alerts will monitor all your ASINs and will notify you if someone is selling what you are selling or altering your listing to use it for themselves.

You need to connect the Alerts tool to your Amazon seller account to start tracking all the listings. You will be alerted if people have hopped on your listing or are using an edited version.

Alerts checks for:

A change in the listing’s title as well as when it took place
Changes to the description
Changes to product photograph(s)
Lost or missing buy button/box

Alerts can also be sent via email so that you don’t have to keep checking on your listing.

Another nifty feature of the Alerts tool is it takes screenshots of the updates every day via desktop and mobile of your listing. So, if something does go wrong, you can go back and do a visual check of the listing’s history and changes.

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Inventory Protector

Helium 10 Inventory Protector

Come Black Friday or Christmas, most sellers take advantage of high-volume sales by offering competitive discounts and promos.  

Instead of you being able to build up your brand and customer base and potentially create upsells; a nefarious competitor or astute/greedy buyer could wipe out your entire stock of heavily discounted products in one hit.

The inventory protector tool helps avoid the issue by setting the maximum amount of a particular item per sale.

Many sellers would think that this inventory protector type feature would be baked into Amazon but it isn’t. 

What’s more, Inventory Protector is very easy to use and manage. A brief look at the inventory protector feature is all you need to figure out how to use it.

Refund Genie

How to manage Amazon refunds

As an Amazon seller, you know that every now and then, Amazon tends to damage or lose your stuff, which means you’re potentially losing stock which means you’re losing money.  While Amazon is sensible enough to notify you through Amazon Seller Central when a refund is due, sometimes things fall through the cracks and you may be entitled to a refund and not realize it.

When you’ve been around the traps a little you’ll start to hear of horror stories where sellers have thousands of dollars in refunds that have gone unnoticed for several weeks or more, depending on how often they do manual reconciliations of their business.

Refund Genie works by using Amazon’s API and tracking refund information and recording instances where a refund is due. It also provides you with a template that you can copy and paste, which then fills in the blanks to email Amazon to provide evidence of your refund and to prompt Amazon to rectify the mistake. It’s a neat and useful way to semi-automate what is otherwise a mundane but vital part of running your business.

Follow-Up to create a customer base and collect reviews

how to create automated email followup to Amazon customers

Automated email follow-up in eCommerce, when done well can create a memorable customer experience, generate repeat business and help build your brand.

Helium 10 Follow up is an all-singing and-dancing email automation tool, allowing you to create customizable email templates that get triggered at specific events.  

With it, you can thank customers for their purchase, build a relationship with them, and promote other products from your Amazon business. It’s customizable, well-designed, easy to set up, and a great tool for gaining positive reviews and boosting the lifetime value of each customer.

Although it’s easy to use, don’t be fooled into thinking this part of your Amazon business will be a breeze. Even with the Follow-up tool and templates, it takes time to get things set up. But once things are up and running the process will run efficiently and you’ll be on your way to building your brand.

Download Helium 10 Chrome Extension - it's FREE

Helium 10 Chrome Extension

helium 10 chrome extension in action

The Helium 10 Chrome Extension is a tool that you can use whilst you are browsing Amazon or Alibaba.

The Amazon extension is more of a limited (but growing) suite of tools that helps you fine-tune your product research by validating your product ideas, estimating profits, accessing competitor research, planning for seasonal products, and finding validated suppliers.

I like the quick and easy functionality of the tool, and it’s great for the first level of product research, but its real potential is when it’s partnered up with the more in-depth tools discussed above.

Installing the Helium 10 extension is FREE and takes only a few minutes to install on your browser. Whilst it’s an included part of the paid plans, you can also access this (for a limited period) on the Free Plan too.

Once installed it will give you access to a few extra tools like:

1. Helium 10 Xray

Xray chrome extension helium 10

The Helium 10 Xray feature is the flagship tool of the Helium Amazon extension and provides users with access to market data which helps narrow down lucrative product opportunities.

You’ll get access to sales trends, estimated sales and revenue, market/product competitors, product review data, and much more. In short, you get to see the best-selling amazon products without having to extract and manipulate a single spreadsheet.

helium 10 xray tool in use

We’re also excited to see that there is now finally a way to easily source Alibaba suppliers from within Helium 10. The Helium 10 X Alibaba Supplier Finder tool is now embedded into Xray as part of the Amazon product research tool. Supplier Finder is a brand new tool to help solve the problem of where to buy products to sell on Amazon FBA. It's now easier than ever before to find a supplier based on filters for Price, Vendor Rating, Supplier Type, Country, Verified Supplier, and more. 

If you find a supplier you like, then you can also use Helium 10 Xray to go to the supplier product page and make contact to start your product sourcing journey.

It's this type of integration that helps sellers get up and running quicker with new FBA businesses or with new product launches.

Download Helium 10 Chrome Extension - it's FREE

2. Demand Analyzer

top selling amazon products 2022

Demand Analyzer is part of the Helium 10 Extension, but the key difference is that it can be used whilst you’re browsing in Alibaba.

Helium 10 is the only Amazon seller service that offers this functionality on Alibaba’s website.

Without having to jump back and forth between Amazon and Alibaba, you can activate the Chrome Extension and get access to the following information:

    • The last 30 days of estimated search volume on Amazon. 
    • Historical search volume over the last year.
    • Estimated revenue generated by top products in this niche and estimated sale price.
    • A list of related keywords.

With Demand Analyzer, you have a much clearer indicator as to the best products to sell on Amazon because the information is showing exactly what real customers have been searching for. Use this alongside the other Helium 10 product research tools and you'll see how to find the best products to sell on Amazon FBA.

3. ASIN Grabber

Amazon ASIN tool

A time-saving Helium Amazon Extension tool that allows you to grab ASINs in bulk, which can be used during your product research. You can also download top-performing keywords for use in your PPC ad campaigns later.

4. Inventory Levels

Inventory Levels provide data on the stock levels that competitors are carrying. It’s a good way to see if a competitor is backing a certain product or gearing up for a big sales campaign.

5. Profitability Calculator

helium 10 chrome extension profitability calculator

If you don’t turn a profit on every sale, then it doesn’t matter if your product sells like hotcakes. You’ll still be making a loss. The Profitability tool is essentially an Amazon FBA calculator, which is extremely useful to help you get an estimated profit margin based on certain key paramaters like product costs, sale price, FBA fees, and cost of shipping.

I use this to make some quick decisions on whether a product is a go or no-go. It helps to take the emotion out of my product selections and to focus on what matters. Profitability!

6. Helium 10 Review Insights

helium 10 review insights example

Whilst Xray seems to be the flagship tool of Helium 10’s Chrome Extension, I personally want to thank the Helium 10 team for creating Review Insights. Review Insights is an absolute must-have and must-use tool. Let me explain why.

With Review Insights (previously known as Review Downloader), you have a quick way to download Amazon product reviews so you can learn what customers are saying about your products. Positive feedback is great to leverage more sales, whilst understanding negative reviews gives you a chance to fix up common buyer issues quickly before they fester into something nasty.

If I’m using this Helium Amazon Extension tool to do product research, then I use negative reviews to help identify a better-quality version of a competitor’s product.

For example, when I run this tool on dog harnesses, then one common point of friction causing low star reviews, is harness sizing. If I were to sell a dog harness on one of my FBA stores then I’d focus my product listing on harness sizing, provide full measurements and select a harness that has adjustable straps. Do you now get how useful this could be?

helium 10 review insights results

It’s simple to beat the competition when you know the customer base and what matters to them.

Helium 10 Chrome Extension Widgets

helium 10 xray widget example

One final word on Helium 10’s Chrome Extension is that the Chrome Extension layers widgets are on top of product listings. These widgets help show historical sales volume and pricing fluctuations over time. You can only see the widgets when the Amazon Chrome Extension is being used and because it’s layered on top of the listing it means that the data is all displayed on the one screen.

Download Helium 10 Chrome Extension - it's FREE

Helium 10 for Walmart Marketplace

Walmart marketplace seller tool

I noticed recently that the Chrome Extension has been updated for Walmart Marketplace compatibility. Xray, Cerebro, Magnet and Profits are functional for Walmart third party sellers and gives you access to millions of Walmart Product IDs to help identify your next successful product, do keyword research and monitor profits.

If you’re both an FBA merchant and a Walmart 3rd party seller then it goes without saying that you’ll be best placed to make the most out of the full suite of Helium 10 apps.

Find out more about how Amazon and Walmart compare AND how they can make you more money together.

Helium 10 Customer Reviews

Myself and my team have been using Helium 10 for a while now and even doing this review article has prompted me to rethink about some of my product listings and where I could make improvements to my workflow to help me sell more.

Whilst I feel confident that Helium 10 is helping me to generate more income from my eCommerce business, I wanted to know if other users feel the same way. So, I read some of the Helium 10 reviews on

Helium 10 reviews

So it's fair to say that the Helium 10 reviews are mostly positive and overall rated at 4.5 out of 5 stars. But even so, like with my own product research, I always like to take a closer look at any recent 1 and 2-star ratings. The three common things I noticed is that users commented on the following:  

  • Being frustrated by the turnaround of bug fixes
  • New users needing to take time for training and to become familiar with everything
  • Users requesting that the developers focus more on the current tools rather than adding more tools to the Helium platform.

As for the users that enjoy the software, they say things like:

"Unequivocally a must-have for starters like myself."

“…..You still need to understand the data and react to it... BUT Helium 10 collects it for you in a fraction of the time. Don't know what we would do without Helium 10.”

“H10 is essential software used daily in managing my business. The customer service team is excellent at resolving technical issues. Always new features released that help us grow and scale our businesses.”

You’ve already seen a concise list of the pros and cons at the top of this article. But further down I’ve also expanded out my top 6 reasons for recommending this tool.

Helium 10 Academy

Helium 10 Academy is the go-to for Helium 10 Training! You absolutely won’t get the most out of the tools without going through the Academy training videos.

Helium 10 Academy Training

What I like best about Helium 10 Academy is that many of the video modules are instructed by Helium 10’s very own Director of Training, Bradley Sutton. What makes Bradley’s approach work so well is that he’s not just clicking on buttons and selecting random filters. He uses real-life examples of how the Helium tools can make a difference to your Amazon business.

Other great features of the Helium 10 training are:

It is FREE!
It’s broken down into separate categories like Product research, Keyword research, Marketing, Listing Optimization, etc so you can easily find the right training to help with specific activities you’re doing.
Within each category, the modules are clearly titled.
There are knowledge checks along the way.
And most importantly, the videos are live demos of the system (not death by PowerPoint)!
Get Your Free Helium 10 Training

Helium 10 Blog

First, let me mention the Helium 10 Blog. It’s a resource that has proved itself time and again With articles like “How to Make Passive Income on Amazon”, “How to Respond to Negative Feedback on Amazon” and “How to Rank a Product to Number 1 on Amazon”, there’s something useful for everyone.

Secondly, Helium 10 has a comprehensive Knowledge Base that is neatly organized into topic areas and has a useful search function. Most of the pedestrian-type issues you encounter can be easily resolved by taking some initiative and searching for the right Knowledge Base article.

The Blog is regularly updated with loads of new and relevant articles on a daily basis.

Helium 10 Pricing

There have been recent April 2023 updates to the Helium 10 pricing.

Helium 10 is sold in five pricing tiers and each tier or plan gives you access to more functionality as the price increases. Whilst some people have said the Helium 10 price structure is a bit confusing, the multiple options also mean that there’s something to suit every budget and size of business.

We've broken down the Helium 10 subscription costs below.

helium 10 pricing updates 2023

The five pricing plans are:

  • Free Trial (limited searches and limited access)
  • Starter Plan $39 a month
  • The Platinum Plan is $99 a month
  • The Diamond Plan is: $279 a month

There is also an Adtomic and Diamond Bundle which is: $449 a month

helium 10 adtomic bundle plan pricing

If you’re thinking about a paid plan, then Helium 10 Money Back Guarantee is also a deal sweetener. It’s a perfect alternative to the Free Plan because you can get access to more tools, take them for spin and if you get cold feet, just ask for your money back.

I took a closer look at the T&Cs and noted that there are no long-term commitments required for monthly plans. The money-back guarantee also seems easy enough to request, so long as cancellation occurs within the first 30-day period from the start date of the subscription.

helium 10 plan inclusions 2023

So, you’ll be asking yourself “is Helium 10 worth it?”. Only you can answer that question. This article can take you some way in deciding if the Helium 10 platform can help your Amazon business. If you think it can, then a better question is probably is: which plan offers the best value?

If you’re new to Amazon FBA, then a Diamond Plan is probably going to be more than you can handle. The Starter Plan is a good way to learn, but you’ll likely jump up to the Platinium Plan once your products start selling.

But if you’re already an experienced seller or looking to create a solid brand, then the Platinum or Diamond Plan will fit the needs of your business.

1. The Helium 10 Trial Plan - How to Get Helium 10 for Free

If anything, the Helium 10 Free Plan is reasonably generous and allows you to get your feet wet. Some of the tools are only accessible for a limited time and other tools have a limited number of uses or functionality.

I don’t think you could run a successful FBA store on the Free Plan, But, if you’re being frugal then think about getting the free access whilst you go through the Academy training. Helping you trial the Helium 10 tools before you start paying to use them.

It’s not ideal, but a good way to save money until you’re set with some training under your belt.

Try Helium 10 for Free

2. The Starter Plan

For $39/ Month this is the perfect plan for entry-level users and gives full access to the Freedom Ticket Amazon FBA course (a $997 Value)

  • Full access to Freedom Ticket Amazon business course (a $997 Value)
  • Full access to Xray and Profits
  • Limited access to the Helium 10 software suite
  • 30-Day Money-Back Guarantee

Aside from including many of the core tools, the best thing about this plan (and what I think is its true value) is that it includes access to Freedom Ticket Amazon Sellers Training. Refer to our Hustle Life Freedom Ticket Review if you want to learn more.

3. The Platinum Plan

Helium 10 most popular plan

This is the most popular plan and seems to fit the needs of small to medium size FBA stores. The Helium 10 Platinum Plan is $99/month is one subscription giving you unlimited access to multiple powerful tools such as Trendster, Black Box, Cerebro, Scribble, Magnet and Frankenstein along with limited access to several of the other tools.

If you want to jump straight into this plan then we have an awesome discount code that will give you this package for $49.50 for the first month. Just use our exclusive discount code: THEHUSTLELIFE50 And of course, you also get access to the Freedom Ticket by Helium 10 course to help you start and grow your business on Amazon.

4. The Diamond Plan

The Helium 10 Diamond Plan is distinctly different to the Platinum Plan in 3 ways:

  • Unlimited access to more tools
  • Multi-user access (useful when you have a team or VAs helping to manage your business)
  • Expands the core tools (XRAY, Cerebro, Magnet and Profits) for use on the Walmart marketplace.

It goes without saying this is the plan I use for my FBA businesses. The Platinum plan was great when I was starting out, but now that I have a small team, I need a multi-user plan. I haven’t ventured out into the Walmart marketplace, so I can’t talk about that it detail but the guys at Helium 10 think that it’s the next big thing:

" gets over 100,000,000 unique shoppers per month, yet there are only about 100,000 third-party sellers on the platform. Compare that to Amazon’s roughly 10 million sellers and it’s clear this opportunity for big sales and less competition is worth getting excited about!"- Helium 10 

Much like with the core tools, the Helium 10 Walmart tools are designed to help you get more sales and maximize profits.

helium 10 walmart apps

The Free, Starter, and Platinum Helium plans come with limited access for Walmart 3rd party sellers. 

For those wanting to get serious with a Diamond Plan, then save 10% EVERY month with our exclusive Hustle Life discount code: THEHUSTLELIFE10

5. The Bundles and Add-ons

There are 3 additional bundle or add-on products that can be purchased separately once you’ve subscribed to one of the core subscription plans. These are:

  • Adtomic
  • Market Tracker 360
  • Elite
helium 10 addons

Helium 10 Discounts

One of the great things about being a Hustle Life contributor is that we get access to some sweet deals. Helium 10 coupons and discount codes are out there from time to time, and you should try and grab a deal when you see one.

We're also lucky enough to be able to offer our readers two special discount codes:

50% OFF Your First Month When You Use Code: THEHUSTLELIFE50

10% OFF Every Month When You Use Code: THEHUSTLELIFE10

Deals come and go but together with the 30-Day Money-Back Guarantee it should give you some confidence to at least give the software a test run.

Use Our Exclusive Helium 10 Discount Code

Helium 10 vs Jungle Scout Which is Better?

jungle scout vs helium 10 what is better

Many people want to compare Helium 10 with Jungle Scout. Of course, if you’re selecting an FBA tool, then you want to make the right decision the first time around.

The common question asked; is Jungle Scout better than Helium 10? So, let’s get into Helium 10 vs Jungle Scout.

If you want an industry-leading comprehensive tool to find products and keywords, then you’re probably going to look closely at something like Jungle Scout. But Helium 10 has the edge to take care of your competitor intelligence, marketing, finances, and customer communications.

If you’re deciding between the two FBA tools, then do yourself a favor and don’t compare Helium 10 pricing with Jungle Scout pricing. The two tools don’t do exactly the same job, are not equal in scope and it’s like comparing apples and pears. The pricing structures also don’t match up, but dollar for dollar (on the mid-level plans) Helium 10 is probably more cost-effective because you get access to all the features you need to manage your FBA business.

Like Helium 10, Jungle Scout also offers a variety of features such as:

  • A Product Database: You’ll find that so-called needle in the haystack much faster than your competition with a quick and new immediate view of the bestselling, most profitable product opportunities.
  • Inventory Manager: You get to see real-time status of your inventory, which helps you avoid costly fees and stock-outs.
  • The Product Tracker Feature: You can keep an eye on any product. You can use Jungle Scout to create a selling strategy that includes inventory status, revenue for the product sold, and daily sales targets.
  • Supplier Database: In our opinion, most sellers will find this resource very valuable. You can find sellers based on your criteria. So, if you’re having supplier issues, this tool is the solution to your woes.

Learn more in our Hustle Life article about Jungle Scout.

Is Jungle Scout better than Helium 10?

Not really! Both Helium 10 and Jungle Scout do a variety of FBA tasks and I believe that either will help propel your FBA business to new levels. Our Hustle Life verdict is that each has a place and with so many Amazon sellers, there’s plenty of room in the marketplace for both.

There are some key differences between Helium 10 and Jungle Scout. I've done the hard work for you and picked out what I believe are the key considerations and defining points to help you pick the right tool:

Jungle Scout Vs Helium 10 is Helium 10 better

These unique points of difference between Helium 10 and Jungle Scout may be important to you. So, you should select software based on your needs now and also where you plan on taking your business.

Helium 10 Review - Final Verdict

So, let me come clean. You may have noticed that I haven’t covered all of the Helium 10 tools in this article. Why? Because I don’t use them all! But, I have covered the main tools I use frequently and this review should give you a good idea about WHAT they do and HOW they can be used to fast-track your FBA business growth.

To go one step further, I’ve shared my very own Helium 10 Quick Guide so you can see for yourself how I use Helium 10 and the essential tools that I use regularly for my own FBA store. I'm sharing because as a novice user you might be confused about how to use Helium 10 and implement this mammoth tool kit. Other users might have a different workflow, so with over 30 tools to choose from, don't be afraid to experiment to find what works best for your business.

My Helium 10 Quick Guide Workflow Approach

Helium 10 Workflow of Amazon FBA Seller

My Top 6 Reasons for Recommending  Helium 10

If you haven’t already figured out whether I think Helium 10 is worth it, then allow me to be candid in saying that for my business it 100% is!

Here is my list of the top 6 reasons to use Helium 10:

  1. The software will save you a lot of effort and time. Even if you just use Helium 10 Black Box and Cerebro, it will knock off days in terms of product and keyword research.
  2. The package uses up-to-date intel direct from Amazon. Meaning that at a click of a button and with the use of some clever filtering, you get real, accurate information. Information that you can use to make better decisions about what products you sell, where to source them from, what price to sell then at, how to create keyword researched product listings, targeted PPC campaigns, etc, etc. No more guesswork. Just good information that leads to good decisions.
  3. Helium 10’s integration with Alibaba is another unique selling point. Being able to browse products and find validated suppliers is a useful feature that makes supplier sourcing a whole lot easier.
  4. Whilst all of the tools add value, we really like that even with the Platinum Plan, it helps to build a successful Amazon business from the ground up and that as your business grows you can expand the package out to manage a larger Amazon business.
  5. Helium 10 has added even more value with the Walmart expansion. For sellers looking to generate even more sales, this alone has to be a very convincing selling point.
  6. Finally, the most obvious benefit is that this one complete package. Before using Helium 10, I used 4 different tools and had 4 monthly subscriptions that I paid for to help me find keywords, research products, create product pages and manage my customer interactions. None of the packages worked together in any synchronized way and I’d be left with process gaps. All up, having multiple subscriptions was hurting my wallet and I wasn’t getting everything that Helium 10 offers.

So, after what has been a herculean-sized review; I want to keep my final round up short and sweet.  I would agree with some of the 1 and 2-star reviews seen above. There are certainly improvements that can be made and it is a large suite that requires time to train and become familiar with. But, overall, like the majority of people, I would also give the software 4.5 out of 5 stars.  

Helium 10 Star Rating

I personally just feel that the time saving, reliability of the data, and convenience of one insanely powerful integrated package to run my Amazon FBA business, makes the decision to use Helium 10 a no-brainer for me!

Visit Helium 10

Frequently Asked Questions

How is Helium 10’s Cerebro and Magnet different?

Cerebro and Magnet are different in that you start your keyword research from either an ASIN (Cerebro) or from a keyword (Magnet).

Cerebro is a competitor keyword research tool and focuses more on the keywords for which a product is already ranking near the top in customer search results. This will give you insights into a competitor’s keyword strategy.

Magnet keyword research will trigger a broad search for related and relevant keywords. The results you get from Magnet could be several thousand keywords and are suggestions to help create powerful listings so customers can find your products.

What are our top 5 reasons to start an Amazon FBA business?

Amazon FBA “Fulfillment By Amazon” is about the closest thing to an off-the-shelf business and in terms of eCommerce, it doesn’t get easier.

Here are 5 golden reasons to use FBA!

  1. You don’t need to have ANY existing customers. From the comfort of your local café (while sipping on a latte), you can tap away on your laptop and access Amazon’s trillion-dollar business infrastructure and 300 million customers! An instant sales funnel that you can intercept and if just a tiny % of customer traffic buys your product, you’ll be able to generate healthy revenue.
  2. You don’t need to build a fancy-ass website or app or even know how to code. Amazon has done the hard work for you and already has a pretty awesome shopping platform with integrated customer account details, shopping cart, and secure payment gateways. All you need to do is create a product listing, throw in a few well-researched keywords and some photos and the platform does the rest.
  3. You don’t need to worry about expensive storage or complicated shipping. FBA is about the simplest that you could possibly hope for.
  4. You don’t need to deal with customer service or returns. Amazon has a 24/7/365 global customer service network.
  5. You don’t even need to master Facebook ads, Google Shopping, email marketing, working with influencers, or worrying about posting on social media!

What is the difference between Freedom Ticket and Helium 10 Academy?

The Freedom Ticket course is a Complete ‘A to Z’ Amazon Seller Education. It’s all about how to sell on Amazon and how to ace the Amazon FBA business. The course is a span of 8 weeks of training (over 40 hours), with videos, review slides, written notes, and of course the fully-featured Helium 10 software.

The course is sold at $997.00. But most people get Freedom Ticket absolutely free when they purchase Helium 10’s Platinum Plan at $99 a month. If you want to learn more about Freedom Ticket then please take a look at our review article.

Helium 10 Academy is focused on the Helium 10 software tools and apps and has tutorial videos and lessons on how to use the software. The training is completely Free!

Is Helium 10 customer service any good?

You can raise a ticket directly with Helium 10's help desk. 

In my experience, issues get resolved quicker when I’ve taken the time to write a good description and when I’ve taken screenshots and attached them to my ticket request.

I’ve included a link here in case you need to make contact.

Is Helium 10 Chrome Extension included in the Free plan?

Access is very limited with the Free plan. The Free plan is only to get a taster. All other paid plans (including the Starter plan) give full access to the Chrome Extension. This is great news for both and Walmart sellers.

Do You Need Helium 10 to Sell on Amazon?

Absolutely not! Helium 10 is one of several types of software available to Amazon sellers. You can also choose to use just the dashboard within Amazon Seller Central. The golden rule is that software is meant to serve a purpose. If it can help you, and you can save time, increase sales, improve your products, achieve better customer satisfaction, and build a brand, then software like Helium 10 can be worth it. Otherwise, don’t spend money if you don’t have to.

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