Helium 10 vs Seller Assistant App (2026): which should you pick?
As of Nov 13, 2026, we pick Helium 10: it is second in our ranking of Amazon seller tools, and it grades higher too, 2.4 against 2.2.
Checked Oct 18, 2026 and Nov 13, 2026 · graded Oct 18, 2026 and Nov 13, 2026 by ToolGPA
Helium 10 grades higher on features. They get the same grade on value for money, the free plan, ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Helium 10
All-in-one Amazon seller suite for research, listings, ads and profits
Seller Assistant App
Sourcing, repricing and profit tools for Amazon wholesale sellers
Which one is for you
Pick Helium 10 if
- Fits if you're launching private label products and want research and profits in one account
- Works for sellers branching out from Amazon to Walmart or TikTok Shop
Look elsewhere if
- Pricey if you want ads automation or profit and loss reports, which start on Diamond at $279
- Skip it if all you need is a profit dashboard, as sellerboard starts at $15
- Tight if you're on Platinum: 20 tracked ASINs, 40 SKUs, and a forced move to Diamond past $100K a year in sales
- Watch out: Helium 10 Ads takes 2% of managed ad spend, and the refund service keeps 15% on Platinum
- Watch out: add-ons cost extra, with tracked keywords from $19 a month, MCP from $50 and Market Tracker 360 from $650
Pick Seller Assistant App if
- Fits if you source by wholesale or online arbitrage and check many products a day
- Makes sense if you want restriction and IP checks beside your profit numbers
Look elsewhere if
- Pricey if you want the repricer: it needs Business at $69.99 or a $29.99 add-on
- Tight if you grow: extra lookups are $2.99 a month per 1,000 and an extra user is $14.99
- Skip it if you want a free plan, because there isn't one, only a 14-day trial
- Watch out: the Business repricer covers 250 products on monthly billing and 500 on yearly
- Watch out: the Profitability tool is labelled beta
How we grade them
| 2.4GPAHelium 10Fair | 2.2GPASeller Assistant AppFair | |
|---|---|---|
| Value for money | 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. | CPro is $24.99 a month billed yearly ($29.99 monthly), a touch under the $39 middle for Amazon seller tools. The repricer and API sit on $69.99 Business. |
| Free plan and trial | 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. | CA 14-day trial on the Business plan. The listing doesn't say whether it needs a card, and there is no free plan. |
| Features | 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. | CExtension, restriction checker, IP-Alert, price list analyzer, repricer, purchase orders. The repricer needs Business or an add-on, and profitability is labelled beta. |
| Ease of use | 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. | CNo store rating on record. An extension plus several tools and supplier lists to set up. |
| Platforms and integrations | 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. | BWeb and a Chromium extension, with an API, MCP server, Zapier, Make and n8n from Business up. No desktop or phone app. |
| Best for | an all-in-one Amazon seller suite | wholesale and arbitrage sourcing on Amazon |
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: Helium 10 and Seller Assistant App. How we grade
Price against what you get
Helium 10 starts at $99 a month and scores 2.7 out of 4 on features, ease of use and platforms. Seller Assistant App starts at $24.99 a month and scores 2.3.
Helium 10 scores higher, and starts $74.01 a month higher: the question is whether the extra is worth that to you. Of the other Amazon seller tools on the chart, none scores higher than Helium 10 for less, and 2 score higher than Seller Assistant App 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
- Helium 10 also covers AI agents, keyword research, rank tracking and dashboards.
- Seller Assistant App also covers workflow automation.
At a glance
| Helium 10 | Seller Assistant App | |
|---|---|---|
| Pricing | Free plan | Free trial |
| Starts at | $99 per month, billed annually ($129 billed monthly) | $24.99 per month, billed annually ($29.99 billed monthly) |
| Free plan | Free account, free to use with no end date, with limited uses of each tool and limited Chrome extension access. One user. | None |
| Free trial | None listed | 14-day free trial on the Business plan. |
| Web | ||
| Browser extension | ||
| Made by | Helium 10 | Linen Art, LLC |
| Price read from | helium10.com | sellerassistant.app |
| Checked | Oct 18, 2026 | Nov 13, 2026 |
Worth knowing
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.
Seller Assistant App
- Some limits differ by billing period: the Business repricer covers 250 products monthly or 500 yearly.
- Extra usage is paid for separately, such as $2.99 a month per 1,000 extra lookups or $14.99 a month for an extra user.
- Profitability is labeled beta, and the repricer needs the Business plan or a $29.99 a month add-on.
- The extension is listed for Chromium-based browsers; no desktop or mobile app is named.
Key features
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.
Seller Assistant App
- Browser extension
- The Seller Assistant extension shows listing analysis and an FBA profit calculator on Amazon pages, with a monthly lookup allowance by plan.
- IP-Alert and restriction checks
- IP-Alert flags intellectual property risks on listings, and a bulk restriction checker tests ASINs for selling restrictions in batches.
- Price List Analyzer and AI Supplier Finder
- Scans supplier price lists of UPCs or EANs for profitable products, and an AI tool looks for suppliers of a brand.
- Repricer and profitability
- A repricer adjusts prices on actively repriced products, and a beta Profitability tool shows realized profit per SKU with P&L and payouts.
- Workflow management
- Tracks products, suppliers, purchase orders, warehouses, landed cost and FBA shipments, with invoice parsing.
- API, MCP and automation links
- An API and MCP server, plus Zapier, Make and n8n connections, come with Business and above.
Plans
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.
Seller Assistant App
Pro$24.99
per month, billed annually ($29.99 billed monthly)
2 seats, the extension with 10,000 lookups a month, a bulk restriction checker and IP-Alert. Business tools are included at starter allowances.
Business$69.99
per month, billed annually ($79.99 billed monthly)
2 seats, repricer for 500 products on the yearly plan (250 monthly), price list analyzer, workflow management, MCP server, API and priority support.
Business Plus$159.99
per month, billed annually ($189.99 billed monthly)
5 seats, with repricer, price list analyzer, extension and purchase orders unlimited under fair use, plus dedicated onboarding.
Agency$999.99
per month and up, annual contract
Unlimited seats, workspaces and features, with a customer success manager, an SLA and SSO. Sold through sales.
Ways to pay less
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).
Seller Assistant App
- Annual discount
Yearly billing saves about $5 to $30 a month
The pricing page shows yearly billing for Pro at $299.99 a year, against $29.99 a month, and similar savings on the higher plans, with some yearly plans getting larger limits.
Common questions
Which is cheaper, Helium 10 or Seller Assistant App?
As of Nov 13, 2026, Seller Assistant App is cheaper to start with: $24.99 a month, against $99 a month for Helium 10. Helium 10 starts at $99 per month, billed annually ($129 billed monthly), and Seller Assistant App starts at $24.99 per month, billed annually ($29.99 billed monthly).
Which has a free plan, Helium 10 or Seller Assistant App?
As of Nov 13, 2026, only Helium 10 has a free plan. Seller Assistant App does not, though it has a free trial.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.