Helium 10

Verdict: the one subscription almost every private-label seller ends up paying for, because Cerebro alone is worth the Platinum price.

What it does

Helium 10 is a bundle of about twenty tools behind one login. Three of them carry the subscription:

• Cerebro reverse-searches any ASIN and returns every keyword it ranks for, with search volume, rank, and how many competitors also rank. This is the raw material for a keyword-driven listing and for any PPC structure worth the name.
• Magnet goes the other direction: seed keyword in, related search terms out, with volume and competing products.
• Black Box filters the catalog by revenue, price, review count, weight, and seasonality to surface niches worth a second look.

Around those sit Xray (the Chrome extension that estimates sales on any search page), Listing Builder, Keyword Tracker, the Profits dashboard, Alerts for hijackers and listing changes, and a refund-claim tool. None of the secondary tools is best-in-class. All of them are good enough that you can defer buying a specialist until you know you need one.

Pricing (checked 20 October 2026)

• Free: no card required, limited runs of the core tools, limited Chrome extension. Enough to decide whether you like the interface, not enough to run a launch.
• Platinum: $129/mo billed monthly, or $99/mo on the annual plan. 2 connected seller accounts, 20 tracked ASINs, 40 inventory SKUs, and the Freedom Ticket course is included.
• Diamond: $359/mo monthly or $279/mo annual. 10 accounts, 1,000 tracked ASINs, 500 SKUs, the Helium AI agent, MCP access, and ad automation.
• Enterprise: from $1,499/mo, billed annually.

Keyword Tracker beyond the plan limits is an add-on from $19/mo. There is no Starter tier anymore; Platinum is the entry point for paid use.

Who it is for

Private-label sellers at any stage. If you are researching your first product, Black Box plus Xray replaces hours of guessing. If you already sell, Cerebro on your top five competitors is the fastest listing audit there is. Wholesale and arbitrage sellers get less from it, because the product-finding work is different and the keyword tools matter less when you do not own the listing.

Who should skip it

Anyone whose listing already ranks and who only needs profit tracking. You would be paying $99 a month for a dashboard that Sellerise or sellerboard does better for a fifth of the price. Also skip Diamond unless you actually manage ten seller accounts or want the AI agent; the jump from Platinum is $180 a month and most of what it unlocks is seat count.

Runs our store

Helium 10 is part of the stack behind our own Amazon account. Cerebro and Magnet are where our listing rewrites start, Keyword Tracker watches the terms we care about, and Alerts is cheap insurance against listing hijacks. Nothing in Diamond has tempted us to upgrade.

The honest caveats

The interface is dense and the upsell banners never stop. Sales estimates from Xray are directionally right and can be off by half on any given product; treat them as a ranking, not a forecast. And the Profits dashboard is fine for a glance, not for closing the books.

Bottom line

Buy Platinum on the annual plan, learn Cerebro properly, and ignore most of the rest until a specific problem sends you looking.