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Helium 10 Chrome Extension - Xray Review

Helium 10 Chrome Extension X-Ray

Table of Contents

The Helium 10 Xray Chrome Extension is an invaluable tool for Amazon and Walmart sellers, making product research and competitor analysis easier than ever. I personally use Xray, and it has the full ProjectFBA team’s stamp of approval.

In this review, I’ll share my honest opinion on Helium 10 Xray and the Chrome extension as a whole, its pros and cons, and how it stacks up against other Amazon seller tools. To write this article, I talked with other successful e-commerce sellers, read numerous online reviews and spoke with Helium 10 customer representatives for accurate information on the tool.

What is Helium 10 Xray? Main Features & Benefits

Xray is a product research tool within the Helium 10 Chrome extension. It can help you find your next big product, spy on your competitors, and scale your business without having to leave your browser.

Helium 10 Xray lets you dive deep into Amazon and Walmart marketplace data to make educated business decisions. It gives you information like estimated sales, revenue, review count and best seller rank for products and visualizes the data into helpful, easy-to-understand graphs.

Courtesy: Helium 10

Helium 10 Chrome Extension Main Tools

Xray is mainly used for product research, but Helium 10’s Chrome Extension has other tools helpful to running your Amazon business.

  • Xray for Amazon Product Research: Find profitable niche products and markets by analyzing data from the previous month.
  • Profitability Calculator: Calculates the profit margin you can expect to gain from a given listing.
  • Supplier Finder: Helium 10 partnered with Alibaba so you can directly contact suppliers in your desired market.
  • Demand Analyzer: This aptly named tool analyzes the demand for each product and shows you what keywords people are using to find it.

Benefits of Helium 10 Xray

Using Helium 10 Xray has so many benefits, including:

  • Quick access to over 450 million ASINs with advanced filtering capabilities
  • Powerful Amazon and Walmart market insights available from your browser
  • Extensive sales database to help with keyword research and market analysis
  • Insight and analysis on your competitors to help you stay relevant in the marketplace
  • It’s free to use

How to Use Helium 10 Xray for Product Research

helium 10 magnet

Most sellers use Helium 10 Xray to find profitable products to sell on Amazon. Here’s how to set up Xray for product research:

  1. Install the extension: First things first, you need to download the Helium 10 Chrome extension (instructions on this to come).
  2. Navigate to Amazon: Open the Amazon website and search for the product you’re interested in.
  3. Activate Xray: Click on the Helium 10 icon in your Chrome browser and select Xray.
  4. Analyze data: Xray will display a bunch of information, such as average monthly sales, revenue estimates, review counts, and more.
  5. Use filters: Apply various filters to refine your data, such as minimum and maximum price, review count, and sales numbers.
  6. Save and export: Save your findings or export the data to a CSV file for deeper analysis.

There are some important metrics to understand in Xray when determining how profitable a product will be. I’ll define them below in alphabetical order:

  • #: The serial number of the product listing in the search results page.
  • Active Seller #: The number of active sellers currently selling this product in the market.
  • ASIN: Amazon Standard Identification Number (a unique number assigned to each product).
  • BSR: Best Seller Rank (the average product ranking compared to its competitors — important for determining product value).
  • FBA Fees: Total estimated FBA fees involved with selling this product.
  • Fulfillment: The supplier fulfilling the order, such as FBA (Fulfilled By Amazon) or FBM (Fulfilled by Merchant).
  • Price: Product’s current price.
  • Ratings: Product’s average star rating.
  • Review Count: Total number of product reviews.
  • Review Velocity: The change in product review count over the last 30 days. 

Sales: Average number of monthly product sales. (You can also manipulate the sales graph for a visual representation of product sales over a specific time period.)

How Much Does Helium 10 Xray Cost?

The good news is that you can download Helium 10 Xray for free. The not-so-good news is that you only get 15 searches with the free plan and you can’t use it for Walmart, but that might be okay with some sellers.

The chart below gives you an idea of how much access you get to Xray at each price point.

Free PlanStarter - $29/moPlatinum - $79/moDiamond - $229/mo
Xray for Amazon15 SearchesUnlimited UseUnlimited UseUnlimited Use
Xray for WalmartNot available50 Searches50 SearchesUnlimited Use

The prices above reflect the cost of your subscription if you choose the option to be billed annually, which gives you a 25% per month discount. Use our exclusive Helium 10 discount code for 20% off six months or 10% off every month to save money on Xray.

How to Download Helium 10’s Xray Extension

The Helium 10 Chrome extension download process is super easy — just follow these five steps:

  1. Go to Helium 10’s website: Go to the Helium 10 website and create your free account. If you want access to Helium 10’s full suite of tools, claim your Helium 10 subscription discount at this link.
  2. Create your account: Once you’ve made your account, click on Xray under the Tools dropdown to get to the extension page.
  3. Add to Chrome: Click on the “Add to Chrome” button next to the Helium 10 extension.
  4. Install the extension: Confirm the installation by clicking “Add Extension” in the pop-up window.
  5. Log in: Open the extension and log in with your new Helium 10 account.

Boom! Just like that, you’re ready to start using the Helium 10 Chrome extension. Navigate to Amazon’s website to start your product research journey.

Beyond Xray: Other Helium 10’s Chrome Extension Tools

Xray may be the most popular tool included in Helium 10’s Chrome extension, but it isn’t the only one. Below, we review all of Helium 10’s free Chrome extension tools, including the Supplier Finder, FBA Calculator and Demand Analyzer.

Supplier Finder

Helium 10 Alibaba supplier finder

Helium 10 partnered with Alibaba so you can quickly find suppliers for your desired products straight from your Amazon Chrome extension. The Amazon FBA Supplier Finder is a handy tool that tells you how much a product costs to manufacture and has advanced filters so you can narrow it down by country, type of vendor, age of vendor account and more.

How to Use the Helium 10 Supplier Finder

  1. Make sure your Helium 10 Chrome Extension is open
  2. Start an Amazon search for your desired product.
  3. When you reach your desired product page, open Xray and click the “Find Suppliers on Alibaba” button in the upper right corner.
  4. Explore various suppliers, evaluating each by country, vendor type, vendor age, SGS verification, rating and more. Feel free to apply filters to narrow down supplier results.
  5. Click on your desired supplier. This will open a new tab that takes you directly to their product page.

Profitability Calculator (Amazon FBA Calculator)

Helium 10’s Profitability Calculator does exactly what it sounds like: it calculates your profit margin by evaluating Amazon FBA fees, revenue and estimated profit. By entering key information such as dimensions and weight, manufacturing and freight costs, and FBA fees, the Profitability Calculator quickly and concisely gives you the profit margin you can expect from a given listing.

Helium 10 Profitibility Calculator

Helium 10’s Profitability Calculator does exactly what it sounds like: it calculates your profit margin by evaluating Amazon FBA fees, revenue and estimated profit. By entering key information such as dimensions and weight, manufacturing and freight costs, and FBA fees, the Profitability Calculator quickly and concisely gives you the profit margin you can expect from a given listing.

How to Use the Helium 10 Profitability Calculator

  1. Go to the desired Amazon product page.
  2. Hit the “Profitability Calculator” at the bottom of the page. This will pull up the dimensions, weight and other product information from this page.
  3. Using results from Supplier Finder, enter the estimated manufacturing cost, freight cost, and fulfillment cost.
  4. This will give you the estimated net cost, profit margin percentage and ROI per unit.

Demand Analyzer

Helium 10 Demand Analyzer gives you an in-depth look at consumer demand so you can understand the best-selling product opportunities using Alibaba. It’s also helpful for finding keywords to add to your listing or Amazon PPC campaigns.


How to Use the Helium 10 Demand Analyzer

  1. Open your Helium 10 Chrome extension.
  2. Go to Alibaba.com.
  3. Type in your desired search term.
  4. Select the button “Analyze Product Demand on Amazon.”
  5. A new window will open, allowing you to search for keywords.
  6. Type in your desired keyword and click “See Analysis.”
  7. This will give you all of the relevant metrics for that keyword, including top product, full keyword lists and more. Depending on what you want to analyze, it will take you to the corresponding Helium 10 tool — Black Box, Magnet, etc. — for a deeper dive.

Inventory Level

Helium 10’s Inventory Level tool allows you to spy on how much inventory your competitors have at any given time, which gives you invaluable insight into what you should list and when.

But that’s not the only benefit; Inventory Level also helps protect your products from hijackers. If you suspect a counterfeit of your product is being sold, Inventory Level will reveal how much of your product is being sold by others. If it’s being sold en masse at a competitive price point, it’s wise to have the ability to detect and deal with this right away.

How to Use the Helium 10 Inventory Level Tool

  1. Go to an Amazon product listing page.
  2. Open your Helium 10 Chrome extension and click the “Inventory Levels” button.
  3. A new window will open and reveal how much stock your competitors have of this product, the fulfillment method, seller ratings and more.
  4. If you see “max order quantity” or “N/A” instead of a number under the Stock column, that means the seller is hiding the number of products in stock.

Review Insights (Amazon Review Checker Tool)

The Helium 10 Review Insights tool lets you filter through hundreds of reviews on Amazon in a matter of mere seconds. This is the kind of work that would take me hours to do manually, so I very much appreciate this tool.

Let’s say, for example, you’re on a product page and you want to download a subset of reviews to learn more about a specific insight. You can choose to filter based on a variety of criteria: reviews left within a certain timespan, verified purchases, helpful reviews, reviews with images, reviews with video, reviews with a certain rating, or even specific keywords. It’s also an amazing tool to easily spot issues that exist in either your products or the product of a competitor, allowing you an edge in your niche.

Amazon Review Downloader

How to Use Helium 10 Review Insights

  1. Pull up the Amazon product you’d like to analyze reviews for.
  2. Open the Helium 10 Chrome extension and hit the “Review Insights” button.
  3. This opens up all of the reviews for this listing and gives you the option to download them all.
  4. You can see what types of questions people are asking about the product by hitting the “All Questions” tab, which can be helpful for optimizing your listings
  5. Click the “Review Analysis” tab to see how many reviews use the same phrases, which can be helpful for keyword research and, again, listing optimization.
  6. Click the “Product Variations” tab to see how reviews compare based on various product variations (size, variety packs, etc).

ASIN Grabber

Cerebro reverse ASIN Advanced Filter

ASIN Grabber is Helium 10’s free ASIN lookup tool, making competitor and product research a breeze, even when comparing bulk products. With this tool, you can snag the ASINs of the top 100 or more products in a niche, allowing you to see which products rank in a given market.

A particularly nice feature of the ASIN Grabber is that you can easily export the ASINs you’ve gathered into a spreadsheet. If you don’t have time to analyze rankings on that very day, it’s nice to be able to export that list and come back to it later. It’s a small feature, but it can be surprisingly helpful, especially if you create the majority of your own listings.

I highly recommend using this tool for seasonal products or products you want to sell for peak sales days such as Prime Day. For example, if you’re selling Christmas ornaments, you’d want to use the ASIN grabber to assess competitor products during the holiday season. Because I’d bet there isn’t a lot of traction on Christmas ornaments in April.

How to Use the Helium 10 ASIN Grabber

  1. Search for your desired product on Amazon.
  2. Open the Helium 10 Chrome extension and click the “ASIN Grabber” button.
  3. This will open up a new window with all of the products, their ASINs, and other high-level information.
  4. You can download the data by hitting the download icon in the bottom right corner of the pop up window.

Pros & Cons of the Helium 10 Chrome Extension

The Helium 10 Chrome extension is one of the best Amazon chrome extensions in my opinion, but it definitely has its advantages and disadvantages.


  • Saves you tons of time on product and keyword research.

  • Don’t have to leave your browser to get valuable product and competitor insights.

  • Information pulled from a large database

  • Alibaba integration lessens the amount of tools you have to use to run your business.

  • Free version available.

  • Viewing experience isn’t as great in the browser extension compared to in the Helium 10 web application.

  • Extensive databases can be overwhelming, especially to beginner sellers.

  • Some complaints of data inaccuracies, which can happen with a large database.

Tips and Tricks to Using Helium 10 Xray

I’d like to think I’ve become somewhat of an expert when it comes to using the Helium 10 Chrome extension, but as the popular saying goes, “I don’t gatekeep!” Here are some of my secrets for how to use Helium 10 Xray to its fullest extent.

How to Conduct Single Product Keyword Research

When researching a specific product keyword, go to the individual product page rather than relying on the entire search results page. This approach gives you a more detailed and accurate understanding of the product, helping you make informed decisions.

  1. Find your product page and open the Helium 10 extension.
  2. Click the “Xray — Amazon Product Research” button.
  3. Check the box next to your desired product
  4. Hit “Run Keyword Search” to run the analysis.

How to Conduct Multiple Product Keyword Research

If you’re researching multiple products at the same time, it doesn’t make sense to go to an individual product page. In this case, we’ll stay on the search results page.

  1. Type your product into the Amazon search bar and hit search.
  2. Stay on the product results page and open up your Helium 10 extension.
  3. Click the “Xray — Amazon Product Research” button.
  4. Hit the “Related Keywords” button. This will open up a list of search terms, search volume, and niche insight into the product — including whether it’s in low or high demand and if there’s low or high competition.

How to Use Advanced Features and Filters

One of the best things about the Helium 10 Chrome extension is its advanced features and filtering capabilities.

    • Column adjustments: You can remove specific columns from your search results. Click the split screen with a gear icon to open up the “column settings” box and uncheck the metrics you don’t want to see.
  • Filter results: Click on the Filter Results button to, well, filter your results! You can do this by minimum or maximum price, estimated sales, estimated revenue, ratings, and more.
  • Delete products: You can delete entire products from your search. For example, if a sponsored product keeps popping up, you can remove it to focus on organic products. Just check the product box and click the trash can on the top of the product search bar.

How to Manage the Success Score

You can see two types of product success scores on Helium 10 Xray; Multi-Factor and Two-Factor. The success score pops up after you search for your keyword, and each score provides a different value.

Multi-Factor Success Score

Courtesy: Helium 10

The Multi-Factor Success Score pulls data from the top 10 ranking products. It’s based on average sales revenue, average product price, market maturity, and a few other factors. You can hover over the box for more information about  the score.

  • This score tells you how much of a challenge it will be to launch this product in the current market.
  • This score doesn’t tell you your potential success rate.

Two-Factor Success Score

Courtesy: Helium 10

The Two-Factor Success Score pulls data from the top 10 organically ranked products and provides a set of filters for you to adjust. The score is based on filters for monthly sales revenue and customer reviews.

  • This score gives you an accurate read of how successful a product is financially and with customer satisfaction.
  • This information can also give you valuable target keywords to improve your listings.

Courtesy: Helium 10

Alternative Amazon Chrome Extensions

Helium 10’s Chrome extension stands out, especially because of the Xray feature. But there are other popular Amazon Chrome extensions on the market. I have some coupon codes you can use if you want to explore these options:

  • Jungle Scout Amazon Chrome Extension: Known for its robust product tracking and market research capabilities. It’s a strong competitor to Helium 10, but comes at a higher price point and doesn’t offer a free version. (Claim a Jungle Scout Coupon here.)
  • Viral Launch: Offers extensive keyword research and listing optimization tools, but its interface is slightly less intuitive than Xray. It’s not free, but it does have a free trial period. (Claim 40% off Viral Launch here.)
  • Keepa: A free Amazon Chrome extension that tracks the price and sales history of Amazon products. With the free version, you can’t see interactive graphs and current or historical stock offers.
  • Unicorn Smasher: Offers a free basic version, but it lacks the depth of data and features that Xray provides.

Each tool has its strengths, but Helium 10’s comprehensive data and user-friendly interface make it a top choice. Read our review of the Top 10 Amazon Chrome Extensions for a deeper dive.

Is Helium 10 Chrome Extension Worth It? My Personal Experience

Yes, I absolutely think Helium 10’s Chrome Extension is worth it. From product research to assistance with listings and SEO, the selection of tools available within the Helium 10 extension is impressive. And unlike a lot of its competitors, you can try it out for free to see if it’s worth it for you.

The Helium 10 Chrome extension gives you access to powerful, well-designed tools that will give you an edge in the Amazon sales market at no cost. Most Amazon extensions only perform one function, but Helium 10 gives you five fully-developed tools to use.

If you want to learn more about Helium 10’s full suite of offerings, check out my Helium 10 Review and Discount Code to save 20% on your subscription.

Methodology: How I Reviewed the Helium 10 Chrome Extension

I’ve personally used the Helium 10 Chrome extension for years, trying out each of its features. For this review, I also spoke with Helium 10 customer representatives to ensure accuracy and read through customer feedback on various third-party sites. I used various criteria to stay objective in my ranking of Helium 10 Xray and assigned scores to each category.

The following factors were considered:

  • Features and tools (30%): The quantity and quality of tools offered by the Helium 10 Chrome extension.
  • Reputation and reviews (20%): I collected feedback about the extension from people within my personal network, as well as from public review sites such as Google, Trustpilot, and Reddit.
  • Pricing (20%): Evaluated based on a cost-to-value ratio. Additional credit was awarded because of the accessibility of this tool for a broader range of sellers.
  • Interface UX and ease of use (15%): Rated the intuitiveness and simplification of this tool compared to other Amazon Chrome extensions.
  • Customer support and education (15%): Helium 10’s strong reputation for customer service, a thorough onboarding process and educational resources performed better in this category.

Have a question about my methodology? Feel free to reach out here.

FAQ: Helium 10 Chrome Extension

It’s easy to download the Helium 10 Chrome extension. Visit Helium 10’s website and create your free account. (If you want access to Helium 10’s full suite of tools, claim your Helium 10 subscription discount here). Then download the extension, add it to your Google Chrome, install the extension, and log in to your Helium 10 account within your browser extension.

Helium 10’s Chrome extension can be used for Amazon product research, competitor analysis, keyword research, finding suppliers and more. If you upgrade past the paid version, you can also use it for Walmart.

There are more than five tools available within Helium 10’s Chrome extension. The major ones are; Xray, Supplier Finder, ASIN Grabber, FBA Calculator, Demand Analyzer, Sales Estimator, Inventory Level and Review Insights.

Yes! Helium 10 has a free version with limited access to its Amazon seller tools, including the Chrome extension.

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