Helium 10 vs SellerLegend (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 they share a 2.4 GPA.
Checked Oct 18, 2026 and Nov 12, 2026 · graded Oct 18, 2026 and Nov 12, 2026 by ToolGPA
They get the same grade on all five counts.
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
SellerLegend
Amazon analytics and profit dashboard
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 SellerLegend if
- Fits if you want your real Amazon profit per product in one dashboard
- Works for sellers who ask an AI assistant about their numbers
Look elsewhere if
- Tight if you stay free: there's no free plan, only a 21-day trial
- Pricey if your volume grows, as the tier moves with orders from the last two months
- Watch out: orders above your tier cost $0.002 each
- Watch out: past 50,000 orders the price is custom, and white-label goes through sales
How we grade them
| 2.4GPAHelium 10Fair | 2.4GPASellerLegendFair | |
|---|---|---|
| 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. | C$49.99 a month for up to 2,500 orders, rising to $99.99 for 50,000. The category's middle is $37, so it's above the middle but not in the dear end. |
| 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 21-day trial with all features and no credit card. 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. | BProfit and loss, ad analytics, inventory forecasting, refunds and reimbursements, plus an MCP server. The listing shows no gap in the core job. |
| 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. You connect your Amazon account and let it pull your data. |
| 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 Claude and ChatGPT connections through its MCP server. |
| Best for | an all-in-one Amazon seller suite | profit tracking for Amazon sellers |
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 SellerLegend. 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. SellerLegend starts at $49.99 a month and scores 2.7.
They score the same, and SellerLegend starts $49.01 a month lower. Of the other Amazon seller tools on the chart, none scores higher than Helium 10 for less, and none scores higher than SellerLegend 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.
- SellerLegend also covers reports.
At a glance
| Helium 10 | SellerLegend | |
|---|---|---|
| Pricing | Free plan | Free trial |
| Starts at | $99 per month, billed annually ($129 billed monthly) | $49.99 per month for up to 2,500 orders |
| 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 | 21-day free trial with all features, no credit card required. |
| Web | ||
| Browser extension | ||
| Made by | Helium 10 | SellerLegend |
| Price read from | helium10.com | sellerlegend.com |
| Checked | Oct 18, 2026 | Nov 12, 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.
SellerLegend
- Plan tier follows average order volume from the previous two months and adjusts up or down automatically.
- Orders over your tier cost $0.002 each.
- Above 50,000 orders pricing is custom.
- A white-label reseller option is sold through sales.
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.
SellerLegend
- Profit and loss
- Applies Amazon fees and your own costs to show net profit by product.
- Advertising analytics
- Covers Sponsored Products, Sponsored Brands and Sponsored Display.
- Inventory forecasting
- Restock forecasting and sales velocity analysis.
- Refunds and reimbursements
- Separate workflows for refunds, reimbursements and returns.
- MCP server
- Exposes 21 tools so Claude or ChatGPT can answer questions from account data.
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.
SellerLegend
Starter$49.99
per month for up to 2,500 orders
All features included; the plan follows monthly order volume.
Advanced$59.99
per month for up to 5,000 orders
Same features as Starter.
Professional$69.99
per month for up to 15,000 orders
Same features as Starter.
Enterprise$99.99
per month for up to 50,000 orders
Same features. Above 50,000 orders the page says to contact the vendor for custom pricing.
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).
SellerLegend
No public discounts listed.
Common questions
Which is cheaper, Helium 10 or SellerLegend?
As of Nov 12, 2026, SellerLegend is cheaper to start with: $49.99 a month, against $99 a month for Helium 10. Helium 10 starts at $99 per month, billed annually ($129 billed monthly), and SellerLegend starts at $49.99 per month for up to 2,500 orders.
Which has a free plan, Helium 10 or SellerLegend?
As of Nov 12, 2026, only Helium 10 has a free plan. SellerLegend does not, though it has a free trial.
Which platforms do Helium 10 and SellerLegend run on?
As of Nov 12, 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.