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Which Amazon Seller Tool is Better?



Amazon sellers primarily consider either Jungle Scout or Helium 10 to help manage their businesses. 

Some say the products are similar. Others are loyal supporters of one over the other for a wide variety of reasons. 

Which has more accurate data? Which offers more seller support? Which is rolling out helpful new features to help sellers keep up with Amazon?

We’ll walk through the main criteria of these Amazon seller software solutions and provide transparent, side-by-side comparisons:

Of course, take it with a grain of salt that we are Jungle Scout. Obviously, we believe in our own product  — that’s why we use it for our own Amazon businesses — but we’re here to provide a clear, neutral comparison of Jungle Scout and Helium 10 so you can be the judge.

Jungle Scout or Helium 10? To find out, read on, or check out this video


Sales estimate accuracy: Jungle Scout vs. Helium 10

Amazon sellers need accurate data to guide their decisions.

Jungle Scout was founded as a product research tool and has the longest history of data aggregation and analysis, allowing it to provide the most accurate models today. Data is core to all that Jungle Scout does: Our data scientists, data engineers, and dedicated product development team ensure data accuracy and data-driven decisions to provide customers with the most helpful insights and best Amazon selling platform. 

In fact, we’ve run countless tests and case studies to monitor our own data accuracy, and we come out on top time and time again.

Jungle Scout has the highest accuracy and lowest margin of error of any Amazon seller software.


The result? 

Jungle Scout has the most robust and accurate Amazon data in the industry. In fact, it’s 14% more accurate than Helium 10’s data. 

What that looks like in terms of actual financial risk:

Jungle Scout’s accuracy:

Let’s say we found a product to sell on Amazon using Jungle Scout. We know that Jungle Scout has an 84.1% accuracy rate. 

Our data says that the product is moving an estimated 500 units per month, so we find a supplier in China that can make the item for $5 each and spend $7,500 on three months of inventory.

Considering Jungle Scout’s 15.9% margin of error (i.e., 100% minus the 84.1% accuracy rate) regarding the sales estimate for the product, that means there’s a roughly 16% chance that the listing will underperform in some way—it could sell half of its inventory or none at all.

Helium 10’s accuracy:

At 74%, Helium 10’s accuracy is lower than Jungle Scout’s, so its margin of error is higher. Let’s say we find a product that Helium 10 says will sell 500 units per month. And, just as before, we find a manufacturer that will make it for $5 per unit and buy three months of stock for $7,500.

Because Helium 10 has a margin of error of 26%, we’re now working with an estimate that’s 12% less accurate than Jungle Scout’s. That may not sound like a huge difference at first, until we remember the thousands of dollars we paid on inventory — plus all the time we spent negotiating with our supplieroptimizing the listing, and advertising it on and off Amazon

Advantage: Jungle Scout

Jungle Scout was the first Amazon research tool on the market, debuting in February of 2015, two years before Helium 10 launched. Not only is Jungle Scout more established in the Amazon selling space, but this extended time frame has also allowed the Jungle Scout data models to become even more trained and accurate. 

Jungle Scout’s 84.1% accuracy is notably higher than Helium 10’s 74% accuracy, and that 10 percentage point difference exposes your business to more risk. You’re risking money each time you rely on data that is inaccurate. That significant difference in accuracy could mean fewer sales, less revenue, or increased costs. 

I have tested JS accuracy vs other software vs my own sales and JS is always the closest to my own sales, so I trust it when looking at potential products.” 

– Jamie R.

If you have a brand enrolled in Brand Registry, you have access to a new tool in Seller Central called Search Query Performance (SQP). Amazon SQP provides insights into your brand’s search term performance with data such as search volume, click-through rate, add to cart rate, purchase rate, and more. 

We were interested in comparing the accuracy of both Jungle Scout’s Keyword Scout tool and Helium 10’s Magnet tool to Amazon SQP. Having the most accurate alignment with Amazon SQP means feeling confident in the decisions you make about your Amazon business. If you rely on inaccurate data, you may underestimate or overestimate the demand for your products.

We compared the monthly keyword search volume data in each tool to the search volume Amazon provides in SQP and  found that Keyword Scout was much more accurate than Helium 10’s keyword tool. On average, Keyword Scout showed a 10.93% difference from the search volume provided by Amazon, and Helium 10 showed a -58.38% difference. 

See the data below. We chose select keywords because Amazon’s Search Query Performance tool only shows the search volume for keywords of your brand registered Brands. At Jungle Scout, we sell reusable dog pee pads, among other products under our brand Jungle Creations, as part of our Million Dollar Case Study which donates all profits from our product sales to charity. 

Jungle Scout vs. Helium 10 Keyword Accuracy Analysis

Keyword Amazon JS H10 JS Difference H10 Difference
potty pads 10,515 10,800 11,393 -2.7% -8.4%
washable pee pads for dogs 14,793 13,159 20,272 11% -37%
reusable puppy pads 2,187 2,206 2,466 -0.9% -12.8%
reusable pee pads for dogs 3,719 2,930 6,524 21.2% -75.4%
reusable puppy pads waterproof 532 366 784 31.2% -47.4%
pee pads for dogs washable 1,151 986 1,790 14.3% -55.5%
dog pee pads 24,369 25,461 31,110 -4.5% -27.7%
washable pee pads 2,214 1,812 20,272 18.2% -815.6%
washable dog pads 602 641 856 -6.5% -42.2%
puppy pads reusable 247 150 34 39.3% 86.2%
large puppy pads 2,205 2,247 2,464 -1.9% -11.8%
reusable potty pads for dogs 659 403 1,179 38.9% -78.9%
reusable dog pee pads washable 671 778 1,357 -16% -102.2%
washable dog pee pads 322 329 579 -2.2% -79.8%
puppy pee pads washable 655 542 653 17.3% 0.3%
washable puppy pads 1,693 1,671 2,351 1.3% -38.9%
reusable pee pads 882 944 1,386 -7% -57.1%
puppy playpen for small dogs 2,158 1,704 491 21% 77.3%
pee pads for dogs 45,519 48,749 61,833 -7.1% -35.8%
pee pads 22,672 23,256 25,171 -2.6% -11%
dog crate floor protector 1,374 1,271 1,181 7.5% 14.1%
whelping supplies 12,715 3,754 3,133 70.5% 75.4%
Average: 10.9% -58.3%

*Monthly search volume; difference percentages are rounded to the nearest tenth.

When choosing a tool for your Amazon business, make sure that you take into account the accuracy of the data. If a tool often overestimates the search volume for your keywords, it may cause you to invest in a product that doesn’t have the demand you thought it did.

Features: Helium 10 vs. Jungle Scout

Features, tools, capabilities… whatever you want to call them, we want to make sure you can do the following important things to help your Amazon business thrive.

Jungle Scout and Helium 10 both offer all features in a single product, so everything you see here (and then some) are included in the product at no additional cost.

◐ = partial capability

Advantage: Jungle Scout

Unless you’re choosing an all-in-one Amazon seller tool exclusively for automating PPC or to use on a mobile device, Jungle Scout has more (and more complete) features and capabilities than Helium 10. 


AI Tools: Helium 10 vs. Jungle Scout

As artificial intelligence advances, Amazon seller tools such as Jungle Scout and Helium 10 have been creating AI features to help sellers automate certain tasks and accomplish your goals faster. 

Jungle Scout’s AI Tools:

Jungle Scout’s AI integration, “AI Assist,” leverages the power of artificial intelligence across multiple Jungle Scout tools. Let’s review each one.

Listing Builder

AI Assist for Listing Builder creates a comprehensive listing in seconds including title, bullet points, and a description using the top options from your keyword bank.

This AI Assist feature built into Listing Builder helps sellers save time by making the listing optimization process much faster and easier. The tool also helps sellers save money – instead of hiring a listing copywriter, they can use AI Assist to do it for them. 

Within Listing Builder, simply click on the “AI Assist” button next to each component of your listing and the tool will do the rest. 

Profit Overview

Jungle Scout’s Sales Analytics tool, Profit Overview, now includes AI Assist, which provides a deep dive into your business’s data by revealing key insights into sales, profitability, and valuable suggestions for improvement. 

The AI Assist integration in Profit Overview tool is essentially your personal “CFO,” sifting through revenue, net profit, net margin, gross profit, fees, COGS, units sold, and other data to provide you with recommendations for further action. 

For example, if the profit margin on one of your profits started to dip, AI Assist can help you uncover reasons your product is not performing well, such as high returns, high cost of goods sold (COGS), or high PPC fees.

Review Analysis

Combing through your product reviews one by one to gather common themes among your customers is a long, time-consuming task. Jungle Scout’s Review Analysis tool helps sellers identify common pain points to address based on product reviews. 

Within Review Analysis, sellers can also research and analyze competitors’ product reviews with AI Assist to help figure out key differentiators for the next product they are researching. 

The tool automatically scans through the reviews of a specific ASIN and provides you with an in-depth, actionable analysis as how to improve the product, how to beat the product as a competitor, how the product compares to competitive products, trends, and the most common positive and negative reviews. 

AI Assist Chat

Jungle Scout’s AI Assist Chat understands your unique questions and concerns and provides users with high-level support whether they need help with our tools or are looking for answers to a specific Amazon seller-related question. 

For example, if you need help figuring out how to find a good product to sell on Amazon, you can ask AI Assist Chat for some advice. In just a few seconds, the tool will have a detailed answer for you, where you can continue to follow up and ask it more questions. 

Helium 10’s AI Tools:

Helium 10 has also been working on new AI tools to help sellers automate certain tasks. 

Listing Builder

Similar to Jungle Scout’s Listing Builder AI Assist, Helium 10 also has an AI-powered listing copywriting tool that helps sellers write their listings faster. 

According to Helium 10, their Listing Builder is integrated with ChatGPT and helps save sellers time by generating SEO optimized content in minutes. 

With their tool, you can also import your keyword lists into Listing Builder so the tool knows which keywords to add to the listing copy. 


Helium 10’s Adtomic tool is an AI-Powered Amazon PPC solution that helps sellers create, manage, and optimize their PPC campaigns. With the use of AI, Adtomic helps deliver precise keyword bid suggestions to improve your products visibility in the search results. 

Advantage: Jungle Scout

While both Jungle Scout and Helium 10 have AI-powered seller tools, Jungle Scout has more to help sellers gain instant and actionable insights on how to grow their Amazon business. Jungle Scout’s AI Tools provide sellers  a detailed breakdown of their performance, recommendations on how to improve their sales and profitability, and immediate support for any questions or concerns they have about selling on Amazon.


User experience: Jungle Scout vs. Helium 10

Jungle Scout and Helium 10 obviously have unique user interfaces and user experiences, even when each is trying to help a seller accomplish a similar task. 

For example, when you first sign into Jungle Scout, you will now see the new Home Dashboard that features sales widgets to get a quick overview of how your Amazon business performed over the past 7 days.

Sellers will be presented with high-level metrics such as total sales, total profits, units sold, ROI, net margin, and more. 


Here’s what each tool looks like for product research:

Jungle Scout Product Database


Jungle Scout’s interface allows you to quickly choose the criteria you’re looking for with plenty of essential filters you’ll need when researching your next product idea. 

Once you hit search, the page is populated with hundreds of products you can dig deeper into. As you scroll through the search results, Product Database will show you the exact criteria you are searching for as well as net price, fees, and the option to add to the Product Tracker in one click. 

Jungle Scout shows you a product’s seasonal performance within Opportunity Finder:

Jungle Scout Opportunity Finder also shows top products, which sellers can quickly add to the Product Tracker:

Jungle Scout shows units sold:


Helium 10 Black Box

With Black Box, you first start out by filling in a few filters to tell the tool what type of product you are looking for.

After you hit search, Black Box will present you with products that meet your specific criteria. You can also apply additional advanced filters by clicking the Edit Filters button.

A few more filter options include Price Change %, Sales Year Over Year %, Variation Count, and Best Sales Period.

If you click on the price or the sales number in Black Box, it will bring up a graph that shows you the average price and average daily sales for that particular product. 

Here’s what each tool looks like for keyword research:

Jungle Scout Keyword Scout

Keyword Scout features advanced filters to pinpoint the keywords that will have the biggest impact on your listings and PPC campaigns. Use the provided filters to refine your SEO strategy and gain the edge on your competitors. Keyword Scout allows users to save filters for future searches. 

Another feature is the ability to view historical search volume data for up to two years. Keyword Scout provides a graph to show a full picture of a keyword’s seasonality and popularity over time. 

Use Keyword Scout to search for related keywords or to perform a reverse-ASIN search on up to 10 ASINs at a time. 

Helium 10 Magnet

Magnet has similar features and filters that Keyword Scout provides. Use the advanced filters to sort through specific keywords that you’re looking for your product listings. 

Magnet allows provides a historical search volume graph to view a keyword’s popularity over time.

Advantage: Both

This one is all about preference. “Different strokes for different folks,” as they say. 

“I find Jungle Scout very easy to use – especially with all the tutorials given. The reason I chose JS is because it seemed to be thorough but more user friendly than other programs I’ve seen. It has proven me correct.” 

– Amanda T.


Expertise and experience: Jungle Scout vs. Helium 10

Jungle Scout was the first Amazon seller solution to market and was made by sellers for sellers. 

Jungle Scout’s founder and CEO Greg Mercer is an 8-figure Amazon seller who started Jungle Scout to help other entrepreneurs build successful businesses and find financial freedom on Amazon. He was named the Best Amazon Expert in The Seller Awards, has been a two-time finalist for EY’s Entrepreneur of the Year, and a two-time Top 50 SaaS CEO honoree.

Greg grew Jungle Scout as largely a team of Amazon sellers who own and operate their own Amazon businesses around the world. This includes everyone from developers, marketers, customer success and training specialists, product managers, executives, and more.

Further, many of the Jungle Scout team have a hand in the Million Dollar Case Study, a program in which the team finds, sources, and sells a product on Amazon together, walking through the steps to help new sellers understand the process in detail. (And yes, the team has sold more than $1 million and donated all profits to charity.)

Helium 10 has a smaller team overall, though appears to have invested in growing a team of Amazon sellers/experts within their product team. 

Advantage: Both

Jungle Scout’s expertise and experience is extensive and clear, and we estimate Jungle Scout gets the distinct advantage here. But as we are not employees of Helium 10 ourselves, we respectfully leave it as a draw.


Support and resources: Helium 10 vs. Jungle Scout

Jungle Scout’s Customer Support team is top-rated, staffed by Amazon seller experts, and available 24/7/365. The team of more than 20 customer support representatives answers product-related questions, questions related to Amazon policies, updates, and changes, and overall ensures that sellers have the information they need to launch and maintain a successful online business.

Jungle Scout users also have access to Academy, a comprehensive training library covering every step of the seller journey. Academy features hundreds of videos (and new content added all the time) that not only help sellers make the most of Jungle Scout’s technology but also teach how to sell on Amazon, covering any question a seller might have.

Further, the vast majority of Jungle Scout’s resources are free and available to everyone, including:

  • The biggest free library of Amazon selling content and in-depth videos
  • Tried and tested tips from real Amazon sellers in exclusive, bite-sized tutorials
  • Step-by-step case studies
  • Live onboarding training
  • Tool Tip Tuesdays for product feature deep dives
  • Regular webinars
  • Free in-depth data reports

Helium 10 offers a training academy, which focuses on teaching users how to use the Helium 10 tools. It also has a program called Freedom Ticket, described as a “hands-on, technical run-through of how to sell on Amazon,” though this is available only to its highest-paying customers. Some of these exclusive benefits include live Q&A sessions and live classes.

Advantage: Jungle Scout

Jungle Scout’s customer service is simply fantastic. Every concern I have had, they have answered thoroughly and responsively. I cannot speak highly enough about them!” 

– Darren W.

According to G2, a software review site, in a comparison of the top Online Marketplace Optimization Tools, Jungle Scout outranked Helium 10 in overall satisfaction and market presence. 

94% of Jungle Scout users are likely to recommend the software to other Amazon sellers, vs. 87% of Helium 10 users. Further, 95% of Jungle Scout users say the product is going in the right direction, compared to 82% of Helium 10 users who said the same. In fact, Jungle Scout was rated higher than Helium 10 in every category, which included: “Meets Requirements,” “Ease of Admin,” “Ease of Doing Business With,” “Quality of Support,” “Ease of Setup,” and “Ease of Use.”

Customer ratings: Jungle Scout vs. Helium 10

Finally, if you want to hear it from somewhere other than the horse’s mouth, Jungle Scout and Helium 10 customers provide ratings on Trustpilot, a third-party review platform.

Trustpilot rating and reviews

Jungle Scout

4.7 rating

3,452 reviews

Helium 10

4.1 rating

475 reviews

Advantage: Jungle Scout

At the time of publication, Jungle Scout has a 4.7 customer rating and Helium 10 has a 4.1 customer rating on TrustPilot. Jungle Scout has also garnered over 2,950 more reviews than Helium 10.

These are among the most recent comments for each platform:

Jungle Scout comments: 

  • “Over the years I have enjoyed using this extension to better understand my marketplace. When I have needed assistance, their support is next to none with supplying answers and appropriate solutions to my particular need, and does so with patience, attentivenesss, and a overall great pleasantness.” —Donald W.
  • “Best platform, features are added frequently, support team is rock solid and the training offered by the subscription is really helpful, not to mention the Facebook support group by very resourceful. THANKS!” — Sebastien B.
  • ‘What a pleasure working with Jungle Scout. I have been looking into working with Jungle Scout as I begin my journey as an Amazon Seller. Before subscribing I have reviewed so much material incredibly available at no charge. In addition my questions have been answered accurately and in great detail. Thank you Jungle Scout!”   — Andrew
  • “Great asset to have by your side if you are an FBA. Easy to get into and it can scale to a complex tool with all the information you may need.” — Leandro
  • “Jungle Scout is AMAZING! After watching some free video training on YouTube I was blown away by the value they provide! I’ve since gone on to watch a lot more training videos, and purchase a training course. The Jungle Scout software is the BEST in the industry! And believe me … I’ve tried them all! … I’m highly impressed and grateful to Jungle Scout for such an awesome product and great service!”  — D. Mont.


Helium 10 comments: 

  • I’ve been using Helium10 for over a year already and overall it’s awesome. A bit expensive as for me and could set higher limits for searches for this price. But I like the tool and the data extracted. Good job guys! — Andrea M.
  • I have been working with Helium10 for the past 3 years and I can honestly say that I wouldn’t have been able to do anything without them. As an Amazon Agency you need to have accurate and up to date data to be able to help your Partners grow and Helium10 has all the tools you need from Keyword Research to Market Insights. Great Customer Service too! — Rich
  • “Waste of money, the onboarding team will only try to sell you into a more expensive package.” — Kenneth
  • “Well, what can i say. Took me 3 days to speak with someone just to ask a few questions. If the costumer support is as bad as this and i’m trying to sign a 199£ monthly contract imagine imagine later on. Wouldn’t pay 10£ for this. I’m keeping what i have now at least i have some support. For the 199£ monthly they should even call me, instead i’m being ignored and left without answers. Thank you support team for being so useless.” — Goncalo
  • “DO NOT USE ADTOMIC! I’ve been using H10 for several years, mostly for the keywords-related features. I decided to go to 200$/monthly plan to give a try to adtomic.. Worst decision ever. The software has so many bugs, I literally create support tickets every single day and still haven’t received receive news from the 1st ticket created more than 10 days ago. No even cares, no even fix the problems.” — William


Pricing: Jungle Scout vs. Helium 10

As of March 2023, Helium 10 has dramatically increased their pricing. Here’s a current look at the pricing for both Jungle Scout and Helium 10:

Jungle Scout pricing: 

Basic: $49 per month or $349 annually

Suite: $69 per month or $589 annually

Professional: $129 per month or $999 annually

Helium 10 pricing:

Starter: $39 per month or $348 annually

Platinum: $99 per month or $948 annually   

Diamond: $279 per month or $2,748 annually

Advantage: Jungle Scout

“[Jungle Scout] pays for itself! It is everything a seller needs in one location. Nothing else like it on the market.” 

– Michaelle S.

But let’s break it down by each tier to see if it is worth the cost. 

Helium 10 states that their new Insights Dashboard is the primary value add, but it is only available on the “Diamond” plan – which comes with a high price tag.

For $39/month (monthly plan) your access to advanced tools and insights is very limited. If subscribed to the starter plan, you will limited access to most of their tools.

While Jungle Scout’s basic plan is $10 more a month than Helium 10’s, you’ll get more for your money with Jungle Scout – especially with our suite plan. Sellers subscribed to Jungle Scout’s Suite Plan have nearly full access to all of our advanced seller tools that costs $30/month less than Helium 10’s Platinum plan at just $69/month (billed monthly).

For what you get within each of Helium 10’s plans, at those price points, we do not think it is worth it.

Good to know

Weekly expert Q&A sessions: Helium 10 offers weekly Q&As for sellers to bring questions to Helium 10’s experts. These are limited to paying customers.

Philanthropy: Jungle Scout has donated hundreds of thousands of dollars to charities including Doctors without Borders and Pencils of Promise, including a $95,000 donation to build a school in Ghana. 

Seller communities: Both Jungle Scout and Helium 10 have exclusive seller communities on Facebook which are great places for beginner and experienced entrepreneurs to learn from each other.


Jungle Scout vs. Helium 10 vs. Viral Launch 

All three tools perform similar functions but there are a few key differences between them. Out of Jungle Scout, Helium 10, and Viral Launch, Jungle Scout has the highest data accuracy proven by our Amazon sales case study

That means there is a higher financial risk when using Helium 10 or Viral Launch — though Viral Launch is more accurate than Helium 10. 

Jungle Scout also has much higher customer ratings compared to these two tools. The best way to understand how a product really works for other sellers is to look at honest, unbiased reviews on each. 

On TrustPilot, Jungle Scout has a 4.7 rating (2,965 reviews,) Helium 10 has a 2.1 rating (139 reviews,) and Viral Launch has a 3.2 rating (205 reviews.)

To learn more about how Jungle Scout compares to Viral Launch, check out our Jungle Scout vs. Viral Launch article.


Jungle Scout vs. Helium 10 vs. Amz Scout

In terms of data accuracy between these three tools, Amz Scout doesn’t even come close to Jungle Scout or Helium 10. Sellers run a much higher financial risk when using a product research tool such as Amz Scout. 

Both Jungle Scout and Helium 10 have similar features such as a listing builder, review request, and sales analytics whereas Amz Scout doesn’t have any of these features. 

To learn more about how Jungle Scout compares to Amz Scout, check out our Jungle Scout vs. Amz Scout article.


Which will you choose?

Ultimately, it’s up to you.

You can count the categories above that favored Jungle Scout or Helium 10, you can choose based on one or two factors that are most important to you and your business, or you can even try both products out. (Jungle Scout offers a money-back guarantee.)

If you’re already using Helium 10 but want to switch to Jungle Scout, you can use our quick and easy guide to ensure a seamless transition.

Best of luck with your choice! We hope you join the 600,000 people who’ve found success with Jungle Scout. Either way, though, remember you can always use Jungle Scout’s free content, resources, videos, and community to stay on top of everything you need to know to sell successfully on Amazon.





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