Helium 10 vs Seller Labs (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 Labs
Amazon review, ad and profit tools with an AI data connector
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 Labs if
- Fits if you want automated review requests and ad management from one vendor
- Makes sense if you want to ask an AI assistant questions about your Amazon data
Look elsewhere if
- Tight if you use the free MCP plan: 100 calls a month and 500 for the life of the account
- Watch out: other plans are priced by last month's Amazon revenue, in a table we could not read
- Watch out: the FAQ says plans start free for the first $30,000 in sales, which we couldn't confirm
- Watch out: each AI data fetch counts as a tool call against your monthly allowance
How we grade them
| 2.4GPAHelium 10Fair | 2.2GPASeller LabsFair | |
|---|---|---|
| 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. | COnly MCP Genius prices are on record: $39 a month for 101 to 400 tool calls, then $99, $199 and $399. Other products are priced by revenue in a table we couldn't read, so this stays in the middle. |
| 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 with no card and a free MCP plan of 100 calls a month, capped at 500 for the life of the account. That cap is a real limit. |
| 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. | CReview requests, PPC management, a data hub and the MCP connector. These are separate products, and the listing doesn't show which plan carries which. |
| 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. Several products and an AI connector 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, with links to Amazon, Claude and ChatGPT. No desktop or phone app is listed. |
| Best for | an all-in-one Amazon seller suite | Amazon review requests, ads and AI data access |
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 Labs. 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 Labs starts at $39 a month and scores 2.3.
Helium 10 scores higher, and starts $60 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 3 score higher than Seller Labs 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 inventory.
- Seller Labs also covers reports and review collection.
At a glance
| Helium 10 | Seller Labs | |
|---|---|---|
| Pricing | Free plan | Free plan |
| Starts at | $99 per month, billed annually ($129 billed monthly) | $39 per month for 101 to 400 MCP tool calls |
| Free plan | Free account, free to use with no end date, with limited uses of each tool and limited Chrome extension access. One user. | MCP Genius free plan: up to 100 tool calls per month, with a 500 tool call lifetime cap. |
| Free trial | None listed | 14-day free trial on Seller Labs plans, no credit card required |
| Web | ||
| Browser extension | ||
| Made by | Helium 10 | Seller Labs |
| Price read from | helium10.com | sellerlabs.com |
| 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 Labs
- Other products are priced by last month's Amazon revenue, in a table that loads by script; only MCP Genius prices are listed here.
- The pricing FAQ says plans start free for the first $30,000 in Amazon sales; the tier table was not readable to confirm this.
- The MCP Genius entry page shows a limited-time 60-day free trial.
- Monthly and annual billing are both offered, and the vendor says there are no contracts.
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 Labs
- Feedback Genius
- Automates review requests and seller feedback requests from templates, manages product-specific reviews and flags negative feedback.
- Ad Genius
- PPC campaign management with ad suggestions. The vendor says it has no ad spend limit.
- Profit Genius and Data Hub
- Gives access to Amazon profitability, inventory and ad data in a Data Hub, and to the Amazon MCP for AI-powered analysis.
- MCP Genius connector
- Lets an AI assistant query a seller's Amazon data in plain language. Each fetch counts as a tool call against a monthly allowance.
- Free audits and courses
- The site offers free inventory and advertising audits and free Amazon courses.
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 Labs
MCP Genius Free$0
Up to 100 tool calls per month, 500 over the life of the account.
MCP Genius Level 1$39
per month for 101 to 400 tool calls
Moving past the allowance upgrades you automatically, prorated.
MCP Genius Level 2$99
per month for 401 to 1,200 tool calls
Allowance resets at each renewal.
MCP Genius Level 3$199
per month for 1,201 to 3,000 tool calls
Level 4 is $399 a month for 3,001 to 8,000 calls.
EnterpriseCustom
For teams above 8,000 MCP tool calls a month. 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 Labs
No public discounts listed.
Common questions
Which is cheaper, Helium 10 or Seller Labs?
As of Nov 13, 2026, Seller Labs is cheaper to start with: $39 a month, against $99 a month for Helium 10. Helium 10 starts at $99 per month, billed annually ($129 billed monthly), and Seller Labs starts at $39 per month for 101 to 400 MCP tool calls.
Which has a free plan, Helium 10 or Seller Labs?
As of Nov 13, 2026, both Helium 10 and Seller Labs have a free plan.
Which platforms do Helium 10 and Seller Labs run on?
As of Nov 13, 2026, only Helium 10 lists a browser extension. Both list a web app. A platform missing from a listing is one its maker's pages did not mention.
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.