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If you sell products on Amazon, you probably already have access to more data than you can reasonably analyze.
You have sales numbers, advertising reports, ACOS, TACOS, product-level data, listing performance, profitability numbers, and plenty of other metrics.
The problem isn’t getting the data.
The problem is knowing what to do with it.
That is exactly where Helium comes in.
Helium is a new AI analyst built into Helium 10 that lets you ask questions about your Amazon business and get an answer based on your connected account data and Helium 10’s category data.
You can skip hours of reviewing reports and spreadsheets by simply asking a question like:
“Where is my margin going?”
“How are my ads doing?”
“Which ASIN is dragging profit?”
And Helium is built to give you a direct answer.
Helium goes live on August 24, 2026, and it is included with the Helium 10 Diamond plan at launch.
In this Helium review, I’ll show you what it does, how it works, why it is different from a regular AI chatbot, and why I think it is worth checking out if you run an Amazon business.
What Is Helium?
Helium is an AI analyst built into Helium 10.
The idea is simple.
You don’t have to open multiple reports and spend time figuring out what the numbers mean. You can simply ask Helium a question in plain English.
For example:
You ask:
Where is my margin going?
Helium answers:
Your margin dropped from 22% to 18% this month. Higher TACOS on your top ASIN is the main reason.
That’s the difference.
You are not just staring at another dashboard filled with numbers. You are asking a question and getting an answer that helps you decide what to do next.
Helium works like an analyst who compares a brand’s live account with ten years of category data and gives you an answer, not another report to interpret.
And that is what caught my attention about Helium.
Why Helium Is Different From Other AI Tools
AI is everywhere in 2026.
Almost every software company now has an AI assistant, chatbot, or some type of AI-powered feature. So simply saying that “Helium 10 now has AI” does not tell you much.
The better question is:
What data does the AI actually have access to?
This is where Helium has a strong advantage.
Helium’s AI is backed by:
- 10 years of Amazon data
- 4.5M+ brands
- $7B+ in monthly GMV
So it is not just a generic chatbot trying to explain Amazon metrics based on general information.
Helium is built around Amazon-specific data.
When you connect your Amazon account, Helium can use your account data along with category-level insights to help you understand what is happening in your business and where you should focus your attention.
For Amazon sellers, that makes the AI much more useful than a general-purpose chatbot. You are getting insights based on real Amazon data and seller activity, not just generic AI answers.
The Biggest Benefit: You Can Ask Instead of Analyze
Think about how you normally investigate an Amazon problem.
You might open your advertising dashboard.
Then check your sales.
Then look at your margins.
Then compare different ASINs.
Then check your listings.
Then pull everything together.
And after all of that, you still have to decide:
“Okay, what should I actually do?”
Helium is built to shorten that process.
You ask the question.
It analyzes the relevant information.
You get an answer.
The goal is not to replace your judgment.
The goal is to get you to the point where you can make a decision without spending hours putting the information together.
What Can You Ask Helium?
You can ask Helium questions using normal language. You don’t need to phrase everything like a technical report.
Here are a few examples.
1. “Where is my margin going?”
You can simply ask Helium to review your profitability data. It shows what is affecting your margins and helps you understand the main reasons behind any changes.
2. “How are my ads doing?”
Helium does more than show your advertising metrics. It helps you understand what those numbers mean for your business.
It can point out your best-performing campaigns, flag areas where ad spending needs attention, identify search terms worth pursuing, and show where organic traffic may be able to do more of the work.
3. “Which ASIN is dragging profit?”
This is another question that can otherwise require a lot of manual analysis.
Helium can look across your account data and help identify where profitability is being affected.
4. “What should I do next?”
This may be the most useful question you can ask.
Amazon sellers don’t necessarily need another report.
They need to know where to focus first.
Helium is positioned around exactly that type of decision.
Helium Looks at More Than Your Ads
One thing I particularly like about the way Helium is positioned is that it doesn’t focus only on advertising.
It focuses on three main areas:
Listing Quality
Is the listing actually converting before you spend more money on ads?
Profitability
How does your break-even ACOS compare with your target based on your own numbers?
Ad Performance
Which campaigns and terms are working, where should spending be reduced, and where can organic performance potentially carry more of the load?
Helium brings these areas together rather than treating them as completely separate problems.
That can lead to a much more useful recommendation.
For example:
Fix the listing on this ASIN first, then move budget off these two campaigns and into your winners.
That is far more actionable than simply seeing another chart.
Helium Uses Your Own Amazon Data
Another important point is that Helium is connected to the brand’s own account data.
Helium gets its answers from the brand’s connected account data. It does not make up missing information just to give you an answer. If it doesn’t have the data it needs, it tells you.
For me, this is important because Amazon decisions can have a direct impact on profitability.
You don’t want an AI tool inventing information just to produce an answer.
The idea behind Helium is to work with the data it actually has.
Helium Is Read-Only
Here’s another thing you should know before using Helium.
Helium is read-only.
It doesn’t automatically take control of your Amazon account.
It does not:
- Pause your campaigns
- Change your bids
- Move your advertising budget
- Make account changes
It reads your data and provides answers.
I actually see this as a positive.
You get analysis and recommendations, but you remain in control of your account.
So don’t think of Helium as an autopilot for your Amazon business.
Helium vs. a Regular AI Chatbot
You might be wondering:
“Can’t I just ask ChatGPT about my Amazon business?”
You can use general AI tools for many Amazon-related tasks. But Helium offers something more specialized.
Helium is connected to Amazon-focused data through Helium 10. It works as an AI analyst that can analyze more than ten years of category data along with your brand’s live account data.
A regular AI chatbot does not automatically have access to your live Amazon account or Helium 10’s proprietary data.
So, the real value is not simply that Helium uses AI. It comes from bringing three things together:
Your Amazon account + Amazon-specific data + AI-powered analysis.
That combination gives Helium a much more Amazon-focused view of your business than a general-purpose AI chatbot.
Helium vs. Helium 10 MCP
If you’ve heard about the Helium 10 MCP, you might wonder if it’s the same as Helium.
It isn’t.
The Helium 10 MCP is built for more technical users who want to connect their own AI tools to Helium 10 data and create custom AI workflows.
Helium, on the other hand, is for Amazon brand owners who want AI-powered insights without having to build their own workflows.
You can simply ask:
“What’s happening?”
or
“What should I do?”
Helium helps you understand what’s going on with your Amazon business and what actions you can take next.
Both Helium and Helium 10 MCP are available with the Diamond plan, but they serve different needs.
Who Should Use Helium?
I think Helium makes the most sense for Amazon sellers and brand owners who already have a lot of data but don’t want to spend hours analyzing it.
It should be especially interesting if you regularly ask questions like:
- Why did my profit drop?
- Which ASIN is hurting my margins?
- Are my ads performing well?
- Which campaigns should I focus on?
- Is my ACOS healthy?
- Where am I wasting advertising spend?
- What should I work on first?
If you already use Helium 10, Helium gives you another way to work with the data inside your account.
And if you’re considering Helium 10 Diamond, Helium gives you another reason to look at that plan.
What I Like About Helium
There are so many things I like about Helium.
You can ask questions naturally
You don’t need to know which report has the information you need. You can simply ask a question in plain language and get an answer.
It focuses on decisions
Helium isn’t just about showing you more numbers. It helps you understand what the data means and where you should focus your attention.
It brings different areas together
Your listing performance, profits, and advertising can all affect each other. Helium looks at these areas together to give you a broader view of your Amazon business.
It uses Amazon-specific data
Helium is built around the Amazon data available through Helium 10. This data is a key part of what makes the tool useful for Amazon sellers.
It is read-only
Helium is built for analysis. It doesn’t have access to change your campaigns, bids, or budgets, so you stay in control of those decisions.
It comes with Diamond
At launch, Helium is included with the Diamond plan at no extra cost.
What I Don’t Like About Helium
Helium can be useful, but it won’t run your Amazon business for you. There are a few limitations to keep in mind.
It doesn’t manage your Amazon business for you
Helium can help you understand your data, but you still need to make the final decisions and take action.
It doesn’t change your campaigns automatically
Because Helium is read-only, it won’t change your campaigns, bids, or budgets. Once you get a recommendation, you need to make the changes yourself.
It depends on your available data
Helium works with the data from your connected account. If the information it needs isn’t available, it can’t create an answer from nothing.
Helium also says it will tell you when it doesn’t have enough data, rather than making assumptions to fill in the missing information.
Is Helium Included With Helium 10 Diamond?
Yes.
This is one of the main reasons Amazon sellers may want to consider Helium 10 Diamond.
Helium is included with the Helium 10 Diamond plan at no extra cost when it launches. There is also no per-query or metered pricing.
So if you’re already considering Diamond, Helium adds another useful feature to the plan.
Check Helium 10 Diamond and try Helium ->
How Helium Can Save Amazon Sellers Time
One of the strongest parts of Helium’s positioning is that it focuses on the work you no longer have to do.
You don’t necessarily need to:
Pull multiple reports and stitch them together.
Try to figure out whether a number is actually good or bad.
Spend an afternoon working through spreadsheets to answer one question.
Those are exactly the manual tasks Helium is intended to reduce.
And for a busy Amazon seller, that can be more valuable than another feature added to an already crowded dashboard.
Helium Review: Is It Worth Trying?
If you’re already using Helium 10 Diamond, I think Helium is definitely worth trying once it launches.
The best part is that it’s included with the Diamond plan, so you won’t need to pay for another subscription at launch.
But the bigger reason I find Helium interesting is the idea behind it.
Amazon sellers already have access to huge amounts of information.
What they often need is someone or something that can help answer:
“What does all this mean?”
That’s the problem Helium is trying to solve.
It combines your account data with Helium 10’s Amazon-specific data and lets you ask questions in plain English.
So rather than opening a report and trying to figure out what to look for, you can start with a simple question and let Helium help you find the answer.
Final Verdict: Should You Try Helium?
Yes, especially if you’re an Amazon seller who already uses or is considering Helium 10 Diamond.
Helium isn’t just another chatbot added to an Amazon tool.
Its real selling point is the data behind the answers.
According to Helium 10, the system draws on ten years of data, 4.5M+ brands, and $7B+ in monthly GMV.
You can ask questions about your margins, ads, ASINs, listings, and profitability instead of manually pulling together information from different reports.
And because it is read-only, it doesn’t take control of your Amazon account.
For Amazon sellers who want to spend less time analyzing spreadsheets and more time making decisions, that’s a compelling proposition.
Ready to Try Helium?
Helium launches on August 24, 2026, and it is included with Helium 10 Diamond at launch.
If you want to try it, you can check out Helium 10 Diamond through my affiliate link below.
Try Helium 10 Diamond and Get Access to Helium →
If you already use Helium 10, this is one feature I would keep an eye on.
Ask a question. Get the answer. Then decide what to do next.
Frequently Asked Questions
What is Helium?
Helium is an AI analyst built into Helium 10. It lets Amazon sellers ask questions about their business and receive answers based on their connected account data and Helium 10’s category data.
When does Helium launch?
Helium is scheduled to launch publicly on August 24, 2026.
Is Helium free?
Helium is included with the Helium 10 Diamond plan at no extra cost.
Does Helium change Amazon campaigns?
No. Helium is read-only. It does not pause campaigns, change bids, or move budgets.
Is Helium the same as Helium 10 MCP?
No. MCP is intended for technical users who want to connect their own AI tools to Helium 10 data. Helium is positioned as an analyst inside Helium 10 for users who want direct answers.
Who is Helium for?
Helium is primarily aimed at Amazon brand owners who want direct answers about their business without spending large amounts of time working through reports and spreadsheets.
Is Helium worth trying?
If you are an Amazon seller using or considering Helium 10 Diamond, Helium is worth checking out because it is included with Diamond and is built to help turn Amazon data into actionable answers.
