Product research is perhaps the most important skill to master when looking to grow a successful private label business on Amazon.

But if you’ve tried looking for home-run product opportunities you’ll know it’s not always a piece of cake.

That’s where tools like Helium 10 Black Box come in.

They help you filter through the millions of products on Amazon (over 350 million, to be exact) and narrow down the best opportunities in the context of your circumstances.

In this article, I’ll walk through a complete Helium 10 Black Box tutorial and review.

I’ll give keys on how to best use this powerful tool to find product opportunities that will help you grow a successful Amazon business.


Dominate Amazon with industry-leading tools

Out-smart, out-rank and out-sell your competition on Amazon with Helium 10. Save 20% with code BBU20.

What is Helium 10’s Black Box?

Black Box is a powerful Amazon product research tool that is part of the Helium 10 suite.

It’s designed to speed up the product research process by filtering through Amazon’s vast selection of products and narrowing down the options to only those that fit the criteria you’re searching for.

With over 20 different Black Box filters, you can get very specific about what you are looking for, which is helpful for Amazon sellers at all stages and budget ranges.

By using Black Box, you’re saving hours of manual time that would otherwise be spent crawling through the Amazon website.

This allows you to spend more time on product development and marketing.

Does Helium 10 Black Box find profitable products?

Black Box certainly helps find products that can make a lot of profit, but it can’t do all the work for you.

Any product research software tool is only as good as the user who interprets the data and makes decisions based on that data.

It’s essential that you take some time to learn the principles behind carrying out effective product research so that you don’t rely on the tool to do all the work for you.

Instead, look to use the tool to speed up the work of product research.

Here’s how…

How does Helium 10 Black Box work?

Black Box is essentially a giant filter. It gives the user 20+ Black Box filters to customize any given search, making it very flexible.

You can decide what aspects of potential products are most important to you and sort by those.

To access it, navigate to the Tools section of the main menu and select Black Box.

helium 10 black box menu

You’ll find five tabs, each offering unique functionality. In the next section, let’s examine each tab and then break down the available filters within it.

The Black Box Products Tab

The original and most popular section of the Black Box tool filters unique product opportunities based on the search filters the user customizes.

black box products filter

The Products tab is very useful, but users should be aware of one downside – outliers.

The nature of the filtering system means you can be shown products that may be outliers or anomalies.

For instance, the estimated sales revenue may be significantly higher than what is normal because the seller may be running a launch campaign.

To overcome this, you should do further detailed due diligence into each product that fits your criteria and study the trends of any given product and market.

The Helium 10 Xray Chrome extension can speed up this process with interactive charts that provide historical data.

The Black Box Keywords Tab

The Keywords tab is my favorite for quick, accurate product research.

black box keywords filter

It’s a powerful function of the tool because it doesn’t just assess single product listings as the Products tab does.

The Keywords tab analyzes the results of the entire first page of search results for any given keyword.

This means that when you enter specific criteria into the filters, the results it produces aren’t of single products that could be outliers but keywords that represent an entire market.

This drastically cuts down the amount of time required to carry out due diligence on a potential winning product and helps you assess a product’s viability with much greater clarity.


The Black Box Competitors Tab

The Competitors tab will allow you to quickly and easily find close competitors of potential products you’re looking to source (or competitors of your own products!).

black box competitors filter

To use this tab you just need to enter the ASIN, or Amazon Standard Identification Number, of a product you’re looking at to pull a list of other products that are similar.

You can use this tab in your product research efforts to find additional related products that may work well together under the same brand.

The Black Box Niche Tab

The Niche research tool is similar to the Competitors tab in that it will produce a range of results linked to what you enter into the search bar.

helium 10 niche filter

This time, you’ll need to use specific keywords related to the product you want to research.

For instance, you could search ‘productivity’ to see a range of different options related to that niche.

This is helpful if you already have a particular niche you’re looking to enter, as it can then give relevant product ideas.

The Black Box Product Targeting Tab

Finally, the Product Targeting tab works similarly to both the Niche and Keywords tabs, except you will instead need to use a certain product ASIN in the search bar to start the process.

helium 10 product targeting

Then, you’ll be presented with a list of products that Amazon considers related to this seed product.

You can use a combination of all these tabs in your product research efforts to help find products with high demand and low competition.

But the best results will come from understanding how to manipulate the data to provide actionable data-driven insights.

This all takes place inside the wide range of filters available in Black Box, so let’s examine those.

Elite Analytics

Subscribers to Helium 10’s top plan — Elite — can also access additional metrics in a custom report:

helium 10 elite analytics

Don’t forget, you can save 20% on an Elite plan with code BBU20.

What settings should I use on Black Box?

The filters available to you in Black Box will vary slightly depending on the tab you’re working in, but let’s look at some of the most frequently used filters and how they will be key in finding the type of product you want to sell.


This filter enables you to select the selling categories you’re interested in analyzing from those available on Amazon.

Whereas you used to only be able to filter by top-level category, you can now expand each category to target sub-categories multiple levels deep:

helium 10 black box categories

This is super helpful for private label sellers who want to niche down into laser-focused sub-niches.

Which categories are best?

While this will differ slightly depending on your experience and circumstances, here are the main categories we suggest you start your search in:

  • Arts, Crafts & Sewing
  • Home & Kitchen
  • Kitchen & Dining
  • Office Products
  • Patio, Lawn & Garden
  • Pet Supplies
  • Sports & Outdoors
  • Tools & Home Improvement

Categories like Baby, Toys & Games, and Beauty & Personal Care can be lucrative, but they also come with far greater compliance requirements and therefore aren’t ideal for beginners.

The above list gives plenty of options to start with, and all lend themselves to new private label brands entering the market.

Monthly Revenue 

Here, you’ll want to set a minimum and maximum revenue range.

Too low and it won’t be worth your effort, too high and you won’t be able to compete (or fund the stock level you’d need).

Inside our BBU training, we advise new Amazon sellers to search in a revenue range that matches their starting budget.

For example, if your budget is $5,000, look for products that generate between $3,000 and $8,000 per month.

black box revenue filter

Given your unit cost will usually be 25-30% of your target selling price, this means you’ll be able to fund around 3 months of stock which is the optimal level for launching a product.

Free Tool


This filter narrows down the selling price, and I recommend a minimum of $15 and a maximum of $60.

helium 10 black box price filter

Again, this is a little budget-dependent.

Generally speaking, the higher the selling price, the higher the unit cost. So, the higher you go, the bigger the investment that will be required to get started.

This level, though, keeps it firmly in the impulse purchase range and should lead to a higher purchase rate.

Review Count 

Reviews greatly influence buyers’ decision-making and should, therefore, be considered in the product selection process.

Since Amazon introduced the review rating system, which allowed customers to rate products without leaving written reviews, it’s now far easier to get reviews, and you can increase this review count metric.

black box review count

To filter out products in fiercely competitive markets, aim for products with a review count in the low hundreds.

Review Rating 

By entering a max number in the review rating box you’re filtering for product options where there is room to improve.

If you try and compete with products that all have 5* reviews it can be difficult to stand out when first launching, so it’s good to look at a max of 4 or 4.5 here.

black box review rating

For extra insight, when you find a product opportunity with room for improvement, you can use the review downloader in the Chrome extension to analyze customer reviews and find ways to improve the product.

Shipping Size Tier

As shipping and storage fees continue to creep up year on year, it’s crucial that Amazon sellers carefully consider the size of the products they sell.

Use this filter to select smaller size tiers if you want to avoid large shipping costs and be vulnerable to any future price fluctuations.

helium 10 black box shipping size tiers

Search Volume 

If using the Keywords tab, use this filter to display only keywords with a minimum search volume.

This is a key demand metric as it shows that many shoppers are searching for a particular term related to a product.

Word Count 

Another Keywords tab filter allows you to be shown only keywords that are a certain length. This is useful when looking for longer keywords that generally have lower competition.

Sales Year Over Year (%) 

This metric shows a percentage change in sales volume year over year.

Want to sell a product that is growing in popularity over time? Set a minimum for this field.

Price Change (%) 

Percentage change over the last 90 days.

Use this to filter out products with a lot of price fluctuation.

Sales Change (%) 

Percentage change in monthly sales over the last 90 days.

A shorter-term measure of sales growth or decline to see if a potential product opportunity is trending in the right or wrong direction.

helium 10

Save 10% for life

Best Sales Period 

Select a calendar month in which a certain product sees its best sale period.

Use this if you’re looking to find a product that sells well at certain times of the year, such as Christmas or Halloween.

Sales to Reviews 

The ratio of monthly sales to the total number of reviews.

If you want to target a higher review market but want to know if you can catch up if you have a good review strategy, you can use this filter to find low sales-to-review ratios.

Number of Images 

The number of images on the product listing.

Ideal for finding under-optimized products that are selling well. The theory is that you can collect some of those sales if you can create a more optimized listing.

Weight (lb) 

Use this filter to find lighter products that could easily be air shipped.

This will reduce your lead time, allowing you to turn cash around much quicker and scale your brand faster.

Exclude Title Keywords 

Keep seeing the same kind of results come up? This often happens after big seasonal events like Christmas.

Use this filter to exclude specific words that will remove this kind of product from the search results.

helium 10 black box exclude keywords filter

Going beyond Black Box

Once you’ve found some potential product opportunities, you will need to carry out due diligence.

It’s important to take the time to examine each potential opportunity’s different metrics and assess them within the context of their competition.

To do this, open each listing from Helium 10 Black Box and some competitors’ listings, too.

Check the monthly sales, use the profitability calculator, and make sure there is low competition or the ability to differentiate well.


Keeping track of your product ideas

As you’ve probably already guessed, the Helium 10 Black Box research tool can present a large number of potential products.

Carrying out the amount of research a successful Amazon seller should do can become overwhelming at times, but with Black Box, you can pin your favorite ideas with a handy product tracker.

This helps you keep track of all potential products, allowing you to move through the initial product research stage quickly and then circle back to carry out deep-dive checks on specific products at a later date.

To use this function, just hit the pin symbol next to any certain product inside Black Box.

How does Helium 10 Black Box get sales data?

The data Helium 10 provides in most tools (for example, Profits, Refund Genie, and Follow-Up) is pulled from Amazon’s API and represents actual data.

For all other data, Helium 10 “monitors and parses through extensive data on a daily basis, transforming that raw data through multiple artificial intelligence and machine learning models.”

The final results are its “best interpretation of performance estimations, sales estimations, keyword search volume or relevance estimation, product rank estimation, and so forth.”

Helium 10 gathers data using proprietary algorithms and, therefore, doesn’t make more information than that available.

Whilst the estimations within Helium 10 Black Box for metrics like monthly revenue are estimations, it is widely accepted that these are some of the most accurate estimations in the industry.

Is Helium 10 Black Box worth it?

If you’re going to be successful in building a brand online, you need to master the art of product research.

Therefore, any product research tool that saves time filtering through search results to find potential winning products is well worth investigating.

Helium 10 Black Box is the market-leading Amazon product research tool with some of the best unique features for finding Amazon FBA product opportunities.

Considering it is just one tool in a suite of over 20 powerful tools, we think its value for money is second to none, and it is our most recommended tool.

But the great news is that you don’t even need to pay to get started.

You can sign up with the free version, test Black Box and upgrade to the Diamond or Platinum plan whenever you’re ready to graduate from the starter plan.

helium 10

Save 10% for life

Ben Donovan


Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).
helium 10 20% off