Aura vs Helium 10
We give Aura a 2.0 GPA and Helium 10 a 2.4, out of 4.0. Helium 10 grades higher on features and platforms. They get the same grade on value for money, the free plan and ease of use.
Price, platforms and features side by side. The table says where each price was read and when.
Aura
AI repricer that changes Amazon and Walmart prices to win the Buy Box
Helium 10
All-in-one Amazon seller suite for research, listings, ads and profits
How we grade them
| 2.0GPAAuraFair | 2.4GPAHelium 10Fair | |
|---|---|---|
| Value for money | CStarter is $37 a month billed annually at $451 ($47 monthly), right in the middle of what this category charges. BQool's repricer starts lower, at $22.50. Starter also caps you at $15K in monthly sales, and Maven AI covers 250 listings. | CPlatinum, the plan for sellers under $100K a year, is $99 a month billed annually ($129 monthly). That's inside the normal range here, but it's mostly research. Ads automation, profit and loss reports and the AI agent need Diamond at $279. |
| Free plan and trial | CA 14-day free trial of any plan, with no credit card. There's no free plan, so after two weeks you're paying. | CA free account with no end date, but with limited uses of each tool and of the Chrome extension, for one user. Enough for a look round, not for running a store. |
| Features | CIt does repricing fully: Maven AI, responses in under 10 seconds, automatic floors and ceilings, workflows, bulk uploads and a log of every change. That's a smaller job than the suites do, and only Pro puts Maven on every listing. | BBlack Box and Xray for product research, Cerebro and Magnet for keywords, an AI listing builder, rank tracking, profits, inventory, review requests, refunds and ads. It covers the whole job and reaches Walmart and TikTok Shop, though ads and P&L need Diamond. |
| Ease of use | CNo rating on record. There's Seller Central and Walmart to connect, and floors, ceilings and strategies to settle. Chat support runs 9 to 5 Eastern time on weekdays. | CNo rating on record. It's a big suite with a lot of separately named tools to learn, and seller and ad accounts to connect before most of it works. |
| Platforms and integrations | CWeb only, connected to Amazon Seller Central and Walmart Marketplace. No phone or desktop app, and no other integrations on record. | BWeb and a Chrome extension, with no phone or desktop app on record. It connects to Seller Central, Amazon Ads, Walmart and TikTok Shop, and its MCP lets Claude and other AI tools query your data. |
| Best for | Buy Box repricing on Amazon and Walmart | the broadest all-in-one Amazon seller suite |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Aura and Helium 10. How we grade
Price against what you get
Aura starts at $37 a month and scores 2.0 out of 4 on features, ease of use and platforms. Helium 10 starts at $99 a month and scores 2.7.
Helium 10 scores higher, and starts $62 a month higher: the question is whether the extra is worth that to you. Of the other Amazon seller tools on the chart, 6 score higher than Aura for less, and none scores higher than Helium 10 for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
- Aura starts at $37 per month, billed annually at $451 ($47 billed monthly). Helium 10 starts at $99 per month, billed annually ($129 billed monthly).
- Helium 10 has a free plan. Aura does not, though it has a free trial.
- Only Helium 10 lists a browser extension.
- Helium 10 also covers AI agents, keyword research, rank tracking, inventory and dashboards.
At a glance
| Aura | Helium 10 | |
|---|---|---|
| Pricing | Free trial | Free plan |
| Starts at | $37 per month, billed annually at $451 ($47 billed monthly) | $99 per month, billed annually ($129 billed monthly) |
| Free plan | None | Free account, free to use with no end date, with limited uses of each tool and limited Chrome extension access. One user. |
| Free trial | 14-day free trial of any plan, no credit card required | None listed |
| Web | ||
| Browser extension | ||
| Made by | Vendrive | Helium 10 |
| Price read from | goaura.com | helium10.com |
| Checked | Oct 18, 2026 | Oct 18, 2026 |
Who each one suits
Aura
- Resellers and wholesalers competing for the Buy Box on shared listings
- Sellers who list on both Amazon and Walmart
- Small sellers who want to start under $50 a month
Helium 10
- Private label sellers researching, launching and running Amazon products in one account
- Sellers expanding from Amazon to Walmart or TikTok Shop
- Growing brands that want ads, inventory and profit tools alongside research
Worth knowing
Aura
- Each plan caps monthly sales, counted over the trailing two months; going over means moving up a tier.
- Maven AI covers 250 listings on Starter and 500 on Essential; only Pro applies it to every listing.
- It only reprices: there are no product research, profit, ad or reimbursement tools.
- Chat support runs 9 to 5 Eastern time on weekdays from Boston.
Helium 10
- Plans are set by yearly sales: Platinum to $100K, Diamond to $10M, Enterprise beyond that.
- Helium 10 Ads, the AI agent, profit and loss reports and most of the tracked-ASIN allowance come only with Diamond.
- Helium 10 Ads takes 2% of managed ad spend; the refund service keeps 15% on Platinum and 10% on Diamond.
- Add-ons cost extra: more tracked keywords from $19 a month, MCP from $50 and Market Tracker 360 from $650.
Key features
Aura
- Maven AI repricing
- Learns which prices lose the Buy Box, tests competitors with timed price rises and can set each listing's maximum price itself.
- 10-second repricing
- Aura says it detects a competitor's price change and responds in under 10 seconds, for FBA and FBM listings alike.
- Amazon and Walmart
- Reprices on both Amazon and Walmart from one dashboard, with settings for each marketplace.
- Automatic floors and ceilings
- Auto min/max sets price floors and ceilings to protect margins, and costs can sync in from other tools.
- Workflows and bulk uploads
- Workflows switch strategies on a schedule and manage listings automatically; uploads change Amazon and Walmart listings in bulk.
- Pricing log and reports
- A log records every price change and the reason for it, and reports export listing and competitor data.
Helium 10
- Product research
- Black Box finds product ideas by demand and competition, and Xray and the Chrome extension show sales estimates while you browse Amazon or Walmart.
- Keyword research and tracking
- Cerebro looks up the keywords a competitor's ASIN ranks for, Magnet suggests keywords from a seed phrase, and Keyword Tracker follows rankings over time.
- AI listing builder
- Writes and scores product listings from your keyword research, and can convert Amazon listings to TikTok Shop in bulk.
- Profits and inventory
- Tracks profit and product analytics, forecasts inventory, raises supplier orders and sends stock to Amazon; Diamond adds profit and loss reports.
- Ads automation
- Diamond includes rules-based Amazon ad automation, dayparting and bid suggestions, with a 2% fee on ad spend managed through Helium 10 Ads.
- Helium AI agent and MCP
- On Diamond, an AI agent answers questions across keywords, listings, ads and operations, and the Helium 10 MCP lets other AI tools query your data.
Plans
Aura
Starter$37
per month, billed annually at $451 ($47 billed monthly)
Up to $15K in monthly sales, 2 marketplaces, Maven AI on 250 listings, 10 Hyperdrive listings, 5 workflows and 1 user.
Essential$77
per month, billed annually at $931 ($97 billed monthly)
Up to $50K in monthly sales, 3 marketplaces, Maven AI on 500 listings, 25 Hyperdrive listings, 10 workflows and 2 users.
Plus$157
per month, billed annually at $1,891 ($197 billed monthly)
Up to $250K in monthly sales, 4 marketplaces, Maven AI on 1,000 listings, 50 Hyperdrive listings, unlimited workflows and 5 users.
Pro$237
per month, billed annually at $2,851 ($297 billed monthly)
Up to $1M in monthly sales, 6 marketplaces, Maven AI on every listing, 100 Hyperdrive listings, unlimited users and priority support.
ScaleCustom
For sellers doing $1M or more in monthly sales: a custom plan built around the catalog, with dedicated support, arranged on a call.
Helium 10
Free$0
A look inside the account with limited uses of each tool and of the Chrome extension, for one user.
Platinum$99
per month, billed annually ($129 billed monthly)
For up to $100K a year in sales: product and keyword research (100 reverse-ASIN searches a month), 20 tracked ASINs, 40 inventory SKUs, 2 seller accounts.
Diamond$279
per month, billed annually ($359 billed monthly)
For $100K to $10M a year: adds the Helium AI agent, ad automation, 1,000 tracked ASINs, 500 SKUs, profit and loss reports, 5 users and 10 accounts.
Enterprise$1,499
per month and up, billed annually
Beyond $10M a year: 10+ users, 15+ seller accounts, up to 5,000 ASINs, a customer success manager and coaching. Booked through a demo.
Ways to pay less
Aura
- Annual discount
Save 20% with annual billing
Billed yearly, Starter is $451 ($37 a month) against $47 a month billed monthly; every tier is 20% cheaper on annual billing.
Helium 10
- Annual discount
Save up to 20% with annual billing
Billed yearly, Platinum is $99 a month instead of $129 (saving $360 a year) and Diamond $279 instead of $359 (saving $960).
