Jungle Scout vs. Helium 10: A Comprehensive Review for New & Experienced Amazon Sellers

More than half of Amazon sellers use one of these tools: Jungle Scout or Helium 10. 

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? How about seller support? Which tool rolls out helpful new features to help sellers keep up with Amazon?

In this in-depth guide, we’ll compare Jungle Scout and Helium 10’s features, pricing, and accuracy, helping you decide which is the best Amazon FBA tool for your business.

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: Helium 10 vs. Jungle Scout

Amazon sellers need accurate data to guide their decisions. This section will help you understand which tool offers more accurate sales estimates, a critical factor for both new and experienced Amazon sellers.

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 (ie. 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 supplier, optimizing 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, this extended time frame has 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 14% difference exposes your business to more risk.

You’re risking money each time you rely on data that is inaccurate. A 14% difference in accuracy could mean fewer sales, less revenue or increased costs. 

Search volume accuracy: Jungle Scout vs. Helium 10 for keyword research

Accurate keyword research is vital for optimizing product listings and ensuring your products meet customer demand.

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.

Keyword Accuracy Analysis

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. 

Keyword	Amazon	JS	H10	JS Difference	H10 Difference
potty pads	10,515	10,800	11,393	-2.71%	-8.35%
washable pee pads for dogs	14,793	13,159	20,272	11.05%	-37.04%
reusable puppy pads	2,187	2,206	2,466	-0.87%	-12.76%
reusable pee pads for dogs	3,719	2,930	6,524	21.22%	-75.42%
reusable puppy pads waterproof	532	366	784	31.20%	-47.37%
pee pads for dogs washable	1,151	986	1,790	14.34%	-55.52%
dog pee pads	24,369	25,461	31,110	-4.48%	-27.66%
washable pee pads	2,214	1,812	20,272	18.16%	-815.63%
washable dog pads	602	641	856	-6.48%	-42.19%
puppy pads reusable	247	150	34	39.27%	86.23%
large puppy pads	2,205	2,247	2,464	-1.90%	-11.75%
reusable potty pads for dogs	659	403	1,179	38.85%	-78.91%
reusable dog pee pads washable	671	778	1,357	-15.95%	-102.24%
washable dog pee pads	322	329	579	-2.17%	-79.81%
puppy pee pads washable	655	542	653	17.25%	0.31%
washable puppy pads	1,693	1,671	2,351	1.30%	-38.87%
reusable pee pads	882	944	1,386	-7.03%	-57.14%
puppy playpen for small dogs	2,158	1,704	491	21.04%	77.25%
pee pads for dogs	45,519	48,749	61,833	-7.10%	-35.84%
pee pads	22,672	23,256	25,171	-2.58%	-11.02%
dog crate floor protector	1,374	1,271	1,181	7.50%	14.05%
whelping supplies	12,715	3,754	3,133	70.48%	75.36%
			Average:	10.93%	-58.38%

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.

Feature	Jungle Scout	Helium 10
Product Research	✅	✅
Keyword Research	✅	✅
Keyword Rank Tracker	✅	✅
Profit & Sales Tracking	✅	✅
Request Reviews in One Click	✅	✅
Product Tracking	✅	◐
Listing Builder (with AI)	✅	✅
Opportunity Finder	✅	◐
Inventory Manager	✅	✅
Global Supplier Database	✅	x
Opportunity Score	✅	x
Chrome Browser Extension	✅	✅
Product Launch Service	✅	x
Advertising data analytics	✅	✅
PPC Automation	x	✅
Historical Category Trends	✅	x
Listing Alerts	✅	✅
Chat (with AI)	✅	x
Review Analysis (with AI)	✅	x
Profit Analysis (with AI)	✅	x
Mobile App	x	✅
Seller Account Performance Dashboard	✅	x
In-Product Training	✅	✅
24/7 Customer Support	✅	x

◐ = 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. 

User experience comparison: Jungle Scout vs. Helium 10 for Amazon sellers

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. Understanding the user experience of both tools can significantly impact your decision, especially when managing complex Amazon marketplaces.

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:

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. 

AI tools in Jungle Scout vs. Helium 10

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. Explore how Jungle Scout and Helium 10 leverage AI to automate tasks, providing insights on which tool offers more innovative solutions.

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. 

Adtomic

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. 

API access: Jungle Scout vs. Helium 10

What if you had a way to build your own custom tools and resources using Jungle Scout data. Having API access allows you to build your own solution from scratch, enhancing efficiency and personalization for your Amazon business.

READ MORE | 10 Ways to Leverage Jungle Scout’s API and Boost Efficiency

Jungle Scout API Access

All Jungle Scout subscribers now have access to the Jungle Scout API, where users can build infinite tools and resources using the industry-leading Amazon intelligence data.

The first 100 API requests are free, as long as you have an active Jungle Scout account. Users can pull data like keyword search estimates, share of voice, estimated sales, and pricing trends. 

Helium 10 does not offer API access. 

Advantage: Jungle Scout

Jungle Scout takes the win here as Helium 10 does not offer API access to its users. No matter if you have the basic plan or the professional plan, all Jungle Scout users receive the first 100 API requests for free to test out the API. If you need more, users can purchase an API subscription. 

READ MORE | How Scrappy FBA Sellers Can Automate Their Business Insights

Expertise & 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.

Which offers better customer support? Helium 10 or Jungle Scout

Customer support can be a dealbreaker. This section reviews each tool’s support quality, training libraries, and community resources.

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, related to Amazon policies, updates and changes. They ensure 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 helps sellers make the most of Jungle Scout’s technology, but also teaches how to sell on Amazon.

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

According to G2, 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
• 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

• 4.8 rating
• 3,816 reviews

Helium 10

• 3.6 rating
• 531 reviews

Advantage: Jungle Scout

At the time of publication, Jungle Scout has a 4.8 customer rating and Helium 10 has a 3.6 customer rating on TrustPilot. Based solely on the rating (and not quantity) of reviews, we have to give this one to Jungle Scout.

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
• 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.
• Truly horrendous customer service. Helium10 unpaused my subscription and reactivated it without any notice and then refused to refund my money, despite the fact I sent them a request within an hour of them charging my account. They went to EXTREME lengths to deny my request, debating me and my evidence at every turn. The amount of money they spent on staff spending time to deny my request for a refund probably exceeds the $99 they refuse to refund me. That tells you everything you need to know about what this company will do if you ask them to help you with a billing question. AVOID AT ALL COSTS. — Justine B
• I have been working with Helium10 for the past 3 years and I can honestly say that I wouldn’t have been able to do anything without them. As an Amazon Agency you need to have accurate and up to date data to be able to help your Partners grow and Helium10 has all the tools you need from Keyword Research to Market Insights. Great Customer Service too! — Rich
• Waste of money, the onboarding team will only try to sell you into a more expensive package. — Kenneth
• DO NOT USE ADTOMIC! I’ve been using H10 for several years, mostly for the keywords-related features. I decided to go to 200$/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

Here’s a current look at the pricing for both Jungle Scout and Helium 10:

Jungle Scout pricing: 

• Starter: $49 per month or $348 annually
• Growth Accelerator: $79 per month or $588 annually
• Brand Owner + CI: $399 per month or $3,588 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

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 have 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

Aside from the features, pricing, support, and other attributes, let’s explore a few more offerings of each company.

• 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.

And here are some additional comparisons between Jungle Scout, Helium 10 and two other tools:

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.