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Helium 10

Head West Team
Updated November 15, 2023
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Our Take:

Helium 10 is an excellent Amazon research tool. The decision on Amazon research tools typically comes down to Helium 10 vs Jungle Scout. We’ve done a full comparison, but the TLDR is that we recommend Jungle Scout for smaller brands and Helium 10 for more established brands. Helium 10 has more features than Jungle Scout and comes at a price premium relative to Jungle Scout. We think Helium 10 is great for companies that will be able to take advantage of the additional features.

Best for: Small ($0-$10M), Medium ($10-50M revenue) and Enterprise ($50M+ revenue) size companies.

Helium 10

Helium 10 is the most advanced Amazon research tool and its higher price will be justified for larger brands.

Helium 10 Founding Story:

Manny Coats launched his first online business, twistedhumor.com, in 1999. Sixteen years and several startups later he launched Helium 10. Before starting Helium 10, he had an Amazon Private Label business which he strenuously grew to a million dollars in revenue in 9 months. He did that through extremely in-depth Amazon product research where he identified gaps in the market and compelling products to sell. He realized that there was a lack of software tools for product research, so he began developing his own. He and co-founder Guillermo Puyol then formed Helium 10 as an Amazon listing optimization tool, adding features over time to create one of the most robust tools for Amazon sellers. Today, Helium 10 processes over two billion data points daily for its over two million worldwide users, who collectively sell $6 billion in merchandise per month on Amazon.

What is Helium 10?

Helium 10 is an Amazon research tool. It does two core things really well: Amazon product and keyword research. It will help you come up with product ideas and validate demand for products. The tool offers a ton of additional benefits that we’ll describe below but at its core that is what the tool does.

What we like about Helium 10 👍:

Strong data quality

Helium 10 has internal research studies that say that their data is more accurate, but competitors like Jungle Scout have their own studies showing their data is more accurate. So who is right and has more accurate data? We think it’s a tie. At the end of the day, all tools are taking data inputs from Amazon to estimate sales and search volumes. The key word is estimate. No tool will be 100% accurate all the time. But that's okay. We think Helium 10's data is directionally accurate enough for making decisions on Amazon. The goal of Helium 10 is to reduce uncertainty when making decisions, not to completely eliminate it. People on Reddit will vocally argue for one tool’s accuracy over the others, but in our testing we haven’t seen a meaningful difference in data accuracy.

Product Research Tools (Sales Estimator)

Helium 10 has their Black Box tool which gives you sales estimates, review summaries, historical pricing data, number of sellers and more for researching competitors' products and sourcing product ideas. This tool has a huge database of Amazon products that you can filter based on your specific criteria (e.g., products with at least 10k units per month in sales with less than 400 reviews).

Keyword Research Tools

Helium 10 has two tools for estimating Amazon keyword search volumes. One called Cerebro which uses the Amazon product identification number (ASIN) to show the keyword searches that led to that product's purchase. The other tool is called Magnet where a user can enter a keyword or phrase and get the estimated search volume.

Listing Optimizer & Creator

Helium 10’s listing optimization tool is called Listing Analyzer. It will give more insights for listing improvement than other tools.

Chrome Plugin

Helium 10 has an excellent chrome plugin that’s available here. It gives you a great free starting place for analyzing Amazon data. By upgrading to paid plans you will make the Helium 10 plugin more powerful. 

Educational Resources

Helium 10 has great training resources like access to the Freedom course in all price tiers. This helps you learn the art of selling on Amazon and get maximum value from Helium 10.

Automated emails

Emailing your customers and encouraging them to leave reviews is crucial for the success of your Amazon listing. Helium 10 includes automated email capabilities in their Platinum and Diamond plans. This allows you to encourage customers to leave reviews for your Amazon listings.

Unique Helium 10 Features:

Helium 10 offers lots of features that aren’t available with Jungle Scout. We cover the most important below.

Walmart Data

If you’re planning to sell on Walmart.com in addition to Amazon, then we recommend Helium 10. It’s the only one of the two that offers Walmart data in addition to Amazon data (on the Platinum and Diamond plans).

Refund Genie 

Helium 10 has a unique product called Refund Genie. Although Amazon has a world class fulfillment network, they sometimes make mistakes and lose or damage your inventory. When this happens you are entitled a refund, but the typical Amazon seller refund process is confusing and time consuming. With Refund Genie, Helium 10 automatically tracks 4 different reasons for inventory reimbursement (lost / damaged inventory etc.) and gives you pre-written messages to send along with your Amazon seller reimbursement requests. This ensures that you are paid all of the refunds that are owed to you. Some people find that this feature alone is enough to pay for the cost of their subscription.

More robust dashboards, filters, alerts, and reverse ASIN search

Jungle Scout offers dashboards, filters, alerts, and reverse ASIN search, but they are more robust with Helium 10. Some articles incorrectly state that Jungle Scout doesn’t offer these features. They do. However, Helium 10 gives you more features in all of these categories.

Educational Resources

Both tools have great educational resources but we give the edge to Helium 10. Helium 10 has put together an entire Amazon selling course called Freedom Course which is available to subscribers on all plans. Amazon gurus might charge hundreds or thousands of dollars for a similar course. Jungle Scout charges $999 for their course. 

Helium 10 Pricing 💰:

Helium 10 offers three pricing tiers: Starter, Platinum, and Diamond. They also offer discounts for annual subscriptions. Helium 10's Starter plans are priced similarly to the competition. However, they're advanced plans will be more expensive than key competitors like Jungle Scout. We think the price premium is justified for the more advanced features, but not every company will be able to afford the more premium tiers.

Pricing overview:

Starter - $39/mo Billed Monthly ($29/mo Billed Annually) 

Platinum - $99/mo Billed Monthly ($79/mo Billed Annually) 

Diamond - $279/mo Billed Monthly ($229/mo Billed Annually) 

Helium 10 alternatives:

Keyword and Product Research

Jungle Scout

AMZ Scout

Viral Launch



Amaze Owl


SellerLabs (Scope)


Price Trackers



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