It’s the biggest name in the industry, but is it still the best tool for Amazon sellers?

I’ve been a Helium 10 user myself since 2017, and it’s fair to say that a lot has changed over the years.

In this Helium 10 review, we’ll examine how its features have developed over time, its pros and cons, and its value for money so you can decide if it’s the right fit for your business.

Quick Verdict: Helium 10 is a solid option for Amazon sellers of all sizes. It’s packed with useful features, is easy to use, and offers great support. With a full suite of 30+ tools for every area of your Amazon business, it’s right up there with the best value for money in the industry. It does most things very well, but like any all-in-one tool, there are some key tasks you might still need a specialist tool for.



Ideal for

All Amazon sellers

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Helium 10 packs all the tools you need as an Amazon seller in one place. Whether it’s finding the right products to sell, optimizing listings with detailed keyword research, advertising your products, or managing your inventory, Helium 10 has you covered. It’s like having a Swiss Army knife for your Amazon business!

Core tools include:

  • Product research
  • Keyword research
  • Competitor research
  • Advertising
  • Inventory management
  • Keyword rank tracker
  • Chrome extension
  • Review downloader
  • Profits dashboard
  • And many more!

Using Helium 10 is a breeze! The interface is user-friendly, and plenty of easy-to-follow tutorial videos help you get the hang of things. Whether you’re just starting out or you’ve been selling for years, you’ll find it easy to use.

Helium 10 offers top-notch support. Their 24/7 chat service means help is always just a message away. Plus, there are loads of practical tutorial videos and an active Facebook group where you can connect with other users and get tips.

Instead of paying for multiple different tools, you get everything in one package. This makes it a cost-effective option for anyone looking to boost their Amazon sales without breaking the bank.

  • Fast and reliable software
  • Suite of 30+ tools keeps everything in one place
  • All-in-one tool suite saves time and money
  • 24/7 chat support
  • Helpful tutorials and training
  • Engaging user community
  • Full suite can be pricey for new sellers
  • Number of tools means new features are added less frequently than other specialist tools

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

What is Helium 10?

Helium 10 is a powerful software suite designed to help Amazon sellers optimize and grow their businesses.

It offers a suite of 30+ tools to assist with product research, keyword research, listing optimization, and overall management of Amazon seller accounts.

Who is behind Helium 10?

Helium 10 was founded in 2015 by Manny Coats and Guillermo Puyol, two Amazon sellers who wanted a data-driven approach to succeeding on the platform.

I first heard about Helium 10 on Manny and Gullermo’s AM/PM Podcast. On the podcast, they launched the first iteration of Scribbles, a listing optimization tool, and quickly followed it up with other tools for product and keyword research.

By 2020, Helium 10 had become a large suite of tools and was eventually sold to the eCommerce tech company Assembly.

What benefits does Helium 10 offer sellers?

Helium 10 provides a lot of benefits, including:

  • Simplicity: Helium 10 offers a full suite of tools in one place, with integrated data. This means you don’t have to juggle multiple tools or switch between platforms. Everything you need is right at your fingertips, making the process of managing your Amazon business much simpler.
  • Cost Efficiency: Helium 10 saves you money because you won’t need to subscribe to multiple different tools. It combines many functions into one package, giving excellent value for the cost.
  • Accuracy: Helium 10 is known for its industry-leading data accuracy. This means you can trust the insights and information it provides, helping you make better decisions for your business.
  • Cutting-edge Knowledge and Training: The extensive training and resources provided ensure that you stay updated with the latest trends and strategies in the Amazon marketplace.

Who is Helium 10 best for?

Helium 10 is ideal for:

  • New Sellers: If you’re just starting out on Amazon, Helium 10 can help you find the best products to sell and guide you through the process of setting up your listings. The comprehensive suite of tools and training resources makes navigating the complexities of selling on Amazon easier.
  • Experienced Sellers: For those with some experience, Helium 10 offers advanced tools to help optimize and scale your operations. You can delve deeper into keyword research, improve your listings, and use analytics to refine your strategies and boost your sales.
  • Large Brands: Helium 10’s robust management and optimization tools can benefit companies with extensive inventories. The various tools help streamline operations, manage inventory efficiently, and maintain high performance across multiple products.
  • Agencies: Marketing agencies and consultants who manage Amazon accounts for clients will find Helium 10 invaluable. The suite offers detailed insights and data, making creating effective marketing strategies easier, optimizing client listings a breeze, and tracking performance metrics straightforward.

My experiences with Helium 10

I paid for my first Helium 10 subscription way back in 2017:

my helium 10 payments

And I still use it to this day—every day!

It’s certainly not the only tool I use. There have been times when I have added other specialist tools to my armory for specific functions, for example:

  • Amazon PPC: Beyond $10k/month in ad spend, you start paying extra for Helium 10’s PPC tool Adtomic. At this point, I started using Scale Insights as a dedicated Amazon PPC tool.
  • Inventory Management: The basic inventory features in Helium 10 are helpful, but at a certain size you need more visibility in your supply chain and inventory forecasting. So, I now use SoStocked for that aspect.

Essentially, I’ve found that Helium 10 is a great generalist tool that does a lot of things well and can help you grow an Amazon business to a good size.

But, as your business grows, you may need to explore a few specialist tools too.

Key features

Helium 10 is packed full of useful features in eight key areas:

1. Product research tools

Helium 10 is most known for its product research features. When hunting for new product ideas, you’ve got a few useful tools to dive into.

Black Box

The Black Box premise is simple: punch in the criteria of products you’re looking to research, and it will search the entire Amazon database for matching product ideas.

You can filter by a range of metrics, including:

  • Monthly revenue
  • Number of reviews
  • Overall star rating
  • Price

By setting these filters, you can find products with high demand, low competition, and clear opportunities to differentiate and improve on what’s already available.

black box filters

Of course, a tool is only as good as the user interpreting its data – so the next step is to analyze the whole market and do your due diligence on each of these potential opportunities.


Trendster allows you to check the historical selling price and BSR of a product.

This helps you understand if it is a seasonal product or is just selling a high volume due to a steep discount.

Within Trendster, you can also enter keywords to see Google Trends data, which helps you understand if this potential product could be a fad like the classic example of a fidget spinner:

google trends example

Ideally, you’re looking for a nice even line or a gradually increasing line over time.

Chrome extension

Helium 10’s Chrome Extension doesn’t live within the web-based suite of tools

Instead, this handy feature can be easily installed in your Chrome browser and is ready to be fired up whenever you browse Amazon listings during a product research session.

These are the three functions you’ll use most often:

  • XRay: Summarizes key product data such as sales volume, number of reviews, price, age of listing, and more.
  • Profitability Calculator: Quickly estimates the potential profit margin of a product based on its current price, size, and weight.
  • Review Insights: Aggregates review data and frequently used phrases so you can quickly get ideas for how to differentiate a product based on where your competitors are falling short.

2. Keyword research tools

Finding a product to sell is key, but making sure customers can find it once you start selling is equally important. To do that, you need to include relevant keywords in your Amazon listing.

Helium 10 helps with a few solid tools here.


Using Magnet is the fastest and easiest way to create a list of relevant keywords for your product.

Simply enter the main seed keyword you would use to describe the product, select the right marketplace, and start the process.

You can sort the output list by search volume to sort by the most used (and, therefore, most important) keyword ideas.

helium 10 magnet

Helium 10 is always adding new functionality to the tools, and you can now use Magnet to research keywords for Walmart—a fast-growing alternative marketplace for Amazon sellers to explore.


Cerebro is a reverse ASIN tool, sometimes called a reverse product lookup, and it’s incredibly powerful when used correctly.

The benefit of using Cerebro over Magnet is its ability to analyze existing products and produce a detailed list of all the keywords for which up to 10 related products are currently ranking.

This produces a highly relevant list of keywords, excluding some of the less relevant ones you might get with a simple Magnet search.

It shows data like search volume, competing products, and both its organic and sponsored ads ranking positions.

The Cerebro product rank also aims to summarize this key information, showing how difficult it may be to rank for each term.

Watch me doing a search just like this here:

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Misspellinator can be used to pick up any commonly misspelled words that Amazon doesn’t autocorrect.

Many will be, so this won’t be a huge-volume tool, but it can help give your product that extra little bit of visibility, which always helps.

Enter your keyword phrases into Misspellinator and select the individual words you’d like to process.

Voila – you will have a list of the most commonly miss-spelled words and see which ones Amazon autocorrects.

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3. Listing optimization tools

Once you’ve compiled a list of relevant keywords with good search volume, it’s time to weave them into a great title, bullet points, and description.

Helium 10’s listing optimization tools are one of my favorite features of the suite because they integrate so well with the other tools.


Frankenstein is the first step in your optimization — essentially, it’s your keyword processor.

It’s where you can organize and de-duplicate all the keywords you’ve found in your research, ready to be used in your listing.

The great thing about Frankenstein is that you can easily export straight from Magnet or Cerebro to it.

Use the export button in either of the tools and choose Frankenstein.

Next, process your keywords, and it will remove all duplicate words, leaving you with a complete list of every word to include in your listing to gain as much ranking visibility as possible.

Listing Builder

Listing Builder is a completely updated and upgraded version of Scribbles, the original listing writing tool.

Listing Builder will help you create a completely SEO-optimized Amazon listing, ensuring you cover as many related keywords as possible.

You can also explore a range of AI-assisted features.

To get the most out of Listing Builder:

  • First, paste a shortlist of the most important phrases you found in your keyword research.
  • Next, paste the full list of single words you processed in Frankenstein into the Listing Builder. 

The tool keeps two sections for phrases and individual words, allowing you to see when you’ve used your most important phrases and each word.

helium 10 listing builder

As you use each word from the list in your title, bullet points, and description, it will be crossed off so you know you’ve used it—honestly, it’s strangely satisfying!

Index Checker

When your product is indexed on Amazon for certain keywords, it means that it can be found in search results when people search for it.

For your product to be indexed for certain keywords, it’s usually enough for them to simply appear in your listing (words in any order; exact phrase order is not essential).

However, sometimes, errors with your listing can stop this from happening.

Thankfully, this is very rare, but running the Index Checker ensures you’re able to appear for important keywords before running a launch campaign.

Listing Analyzer

Once you’ve created your listing, or if you’re looking to optimize existing product listings, then the Listing Analyzer is the perfect next tool.

Enter your ASIN, and it will assess your product detail page against best practice principles.

These include things like title length, image size, and review count.

This will show you what are the key aspects you need to be working on inside your Amazon FBA business to grow your traffic and grow your sales.


Audience is one of the newer tools in the Helium 10 suite but arguably one of the most powerful.

Previously, to split test aspects like your main image, you would have to run one for, say, a week, then change your main image on your live product listings and run for another week.

Not ideal.

Now, with Audience, you can use the intuitive Poll Builder to set up a real-life split test in minutes and get direct input from Amazon shoppers to help you make data-driven decisions with your listing optimization.

4. Marketing tools

So you’ve launched your listing, and now you need to drive traffic?

Good news—Helium 10 has some great tools to help you here, too.

Helium 10 Adtomic

Amazon PPC is easily one of the more challenging aspects of being an Amazon seller.

In the past, you could afford to launch an automatic campaign and watch profitable sales roll in, but competition has increased, and as a result, so have PPC expenses – so you need a more robust strategy to succeed.

Amazon PPC tools can be a big help in this area, and Helium 10’s solution is called Adtomic.

It can help you quickly create campaigns with best-practice structures and set up automation rules that change your campaigns based on the parameters you set and their performance.

Adtomic does everything you would previously need to log in to Amazon Seller Central for (let’s be honest, the less time you have to spend there, the better!) and saves you hours upon hours every month when optimizing your PPC campaigns.

Like any potential “expense” in business, you have to consider it an investment and assess how much of a return it will give you—this tool alone can provide a huge ROI on both your money and your time.

Helium 10 Portals

Over the years, Amazon sellers have seen it become increasingly difficult to access customer data and interact with customers on the Amazon platform.

Yet, as brand owners, customers are the lifeblood of our business, and the ability to communicate with them is a vital part of our strategy.

Enter Portals. 

The landing page solution provides easy-to-customize templates, allowing you to send traffic to a branded opt-in page when launching new products at a discount.

When launching, offer a generous discount in exchange for a customer’s email, and watch your email list grow.

Repeat this process using portals each time you launch, and follow up with your customers with regular emails notifying them of new products and promotions.

A Portals template

Portals has several integrations, including the Facebook pixel, that make it easy to start building an audience for your brand, even if you’re not confident in building a website or have the budget to pay for one.

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5. Analytics tools

To monitor the progress of your Amazon FBA business, Helium 10 provides a number of analytics tools.

Keyword Tracker

Keyword Tracker is a must-use tool to keep a close eye on relevant keyword positions. 

Enter a list of your most actionable keywords into Keyword Tracker, and it will update your ranking position once per day.

You can also click the rocket icon next to any given keyword to get hourly updates on ranking position, which can be particularly helpful when targeting search terms during a product launch.

The Keyword Tracker page summarizes the number of keywords you’re positioned in both the top 10 and top 50, along with the aggregated search volume for each search term.

This is super helpful and provides a quick snapshot of your organic ranking at any given time.


You can also set up convenient email updates that will send you a report every 24 hours.

Market Tracker

Another way to monitor your competitors is to use the incredibly powerful Market Tracker tool inside Helium 10.

Create a new market and enter the keywords for which you want to track the overall market.

The tool will continually update you with suggestions for products to include in the tracking, which you can accept or reject.

Over time, your product tracker list will build significantly, giving you insightful data into the monthly volume of the overall market and your share within it.

You can use this information to study competitors with large market share and replicate their strategies to grow your own sales.


We saved the best for last on an analytics front—the Profits tool is a beast of a tool in its own right.

Enter your COGS, and Helium 10 will pull the rest of the data from Amazon to provide you with granular reports on units sold, revenue generated, and profit made.

Be sure to enter any external expenses that don’t come through Amazon (e.g., 3PL storage costs) to ensure you get the most accurate outlook on your finances.


Whilst the standard app most Amazon sellers use to track sales will only give a very limited view of performance, the Profits dashboard really helps you drill down and see how you are tracking on the Amazon marketplace.

There’s also more good news for those interested in selling on multiple platforms—Profits now works for Walmart sellers, too!

6. Operations tools

Running a tight operation is essential in eCommerce. And, true to form, Helium 10 doesn’t disappoint here either, featuring a number of different tools to help you run a lean, mean eCom machine.

Follow Up

A good review generation strategy is essential if you want to drive more organic traffic to your product listings.

Part of that strategy should always be following up with customers who have bought your products and asking them for a review.

Helium 10 makes this easy by providing templates and automated functions that allow you to set and forget.

When testing the tool, I found the best results from automating the ‘Request A Review’ button, which triggers a review request originating from Amazon.

You can combine this with a separate email from you, the brand owner, thanking the customer for their order and letting them know you are available to support them should the need arise.



Unwanted changes to your Amazon listing can happen for a number of reasons:

  • Amazon Errors: When Amazon receives your products, they scan their size and calculate fulfillment fees accordingly. Sometimes, these scans can be wrong, and if you’re not aware of the error, you could be overcharged.
  • Policy Violations: Updating your listing with prohibited terms is easily done by mistake—for example, I once had a listing taken down based on Amazon’s pesticide policy when I included words relating to the anti-itching properties of a pet shampoo!
  • Bad Actors: Occasionally, you may find a competitor trying to mess around with your listing.

Setting up Alerts ensures you’re notified of any changes on your listing so you can sleep peacefully again!

Inventory Management

The Inventory Management tool is one of the more under-developed features inside Helium 10.

If you’re only using a spreadsheet at the moment, then it will be somewhat of an upgrade.

But, as you scale your business, you may need a more robust inventory management tool. I use SoStocked for this and highly recommend it.

Inventory Protector

The Inventory Protector tool allows you to quickly and easily set this max order quantities in case you run a discount code promotion.

It’s also considered best practice to set a limit (e.g., 10) at all times to prevent your stock from being completely bought up and leaving your listing inactive.

Refund Genie

Selling on Amazon involves many random fees, and it can be hard to keep up with them.

Sometimes, Amazon loses or damages some of your products while transporting them between or within warehouses, which means you are entitled to a refund for your product costs and some of these fees.

Refund Genie taps into your account and automates the process of checking you have received all the appropriate refunds. It also notifies you if there is outstanding money to claim back from Amazon.

As your sales start to grow, this tool alone can generate enough to cover the cost of your entire Helium 10 plan!


Alta by Helium 10

Finally, not so much a tool as a resource – Alta is a financial services solution that can help speed up how quickly you are paid by Amazon or provide funding for expansion activities like new product launches.

7. Learning features

Helium 10 is invested in your success—more success for you using their tools helps keep more long-term customers for them.

To help this win/win dynamic, a library of learning features is included in your Helium 10 subscription.

Freedom Ticket by Helium 10

Freedom Ticket is an in-depth step-by-step Amazon FBA course taught by Kevin King and the team at Helium 10.

Kevin is one of the most well-known and well-respected voices in the Amazon FBA space, and Freedom Ticket is a solid training option.

You need to be subscribed to at least the starter plan to access Freedom Ticket, and you only have access while subscribed to a paid plan. However, it’s a great added resource to help grow your Amazon FBA business.

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The Helium 10 Academy

Alongside training to help you as an Amazon FBA seller with Freedom Ticket, the Helium 10 Academy gives you all the help you need to master the entire tool suite.

This is perfect when you’re just starting out or, as we have been doing in recent months, when you give access to new team members so they, too, can learn how every aspect of Helium 10 works.

Bradley Sutton and the team at Helium 10 provide some of the best in-tool training we’ve ever seen, so this is a big asset.

If you ever wonder how to get the most out of each tool, just hit the learn button to access a library of detailed resources.

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8. Extra features

Finally, there are a few extras to add the final cherry of value on top.

Mobile app

Want to check sales on the go? Or get notification alerts any time anything changes on your listing?

Install the Helium 10 Mobile App and have a host of actionable data at your fingertips. Just try not to refresh the sales page too often – it can get a little addictive!

Alibaba integration

Another recent integration that makes life so much easier is the ability to run X-ray on a search results page. If the numbers look good, you can click the ‘Find Suppliers on Alibaba’ button to instantly open a list of relevant results and options to filter further.

This is a huge time-saver and a great added feature.

‘Gems’ URL Builder

If you’re looking to create a specific type of Amazon for a specific purpose, then Helium 10’s Gems tool is very handy.

Buy-together URLs and ASIN-specific URLs can be helpful when sending customers to Amazon to ensure they find your product easily, and this tool simplifies that.

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Ease of use

Helium 10 is generally very user-friendly.

You’ll find a handy little ‘getting started’ widget when logging in for the first time:

helium 10 getting started widget

This will guide you through setting up your account to get the most out of Helium 10.


You’ll find the user-friendly interface intuitive and easy to get to grips with. Everything is laid out in a logical way and helps navigate around the suite of tools quickly.


Overall, Helium 10 offers good support to ensure you get the most out of your subscription. You get:

  • 24/7 Chat Support: Helium 10 offers round-the-clock chat support, so you can get help whenever you need it. Their knowledgeable support team is always available to assist with any questions or issues you might have.
  • Detailed Tutorial Videos: Each tool within Helium 10 comes with practical, step-by-step tutorial videos. These videos are designed to help you understand and use the tools effectively, making applying them to your Amazon business easier.
  • Members Only Facebook Group: Helium 10 also has an active Facebook group where users can connect, share tips, and get advice. It’s a good resource for networking and learning—you just have to filter out some of the negative or spammy posts that are part and parcel of a large group.

The support is by no means perfect, and you’ll hear a complaint about it from time to time.

But over the years, I’ve had the occasional issue, like a billing error or missing data, and I’ve found the support offered to be more than enough to resolve the issues.


Helium 10 has a free plan that lasts forever.

However, each tool can only be used so much, and you’ll quickly need more capacity.

Therefore, it’s recommended to try one of the three paid plans:

  • Starter – $39/month.
  • Platinum – $99/month.
  • Diamond – $279/month.


Helium 10 Starter Plan

The Starter plan gives limited access to some of the more basic tools and is only really suitable for Amazon sellers just starting out.

It doesn’t give access to important tools like Follow-Up for review request automation, so upgrading to Platinum is highly recommended.

Helium 10 Platinum Plan

Platinum is the most popular plan, as it gives access to almost every tool and has usage limits that are more than enough for the average Amazon seller.

The only limitation with Platinum is it doesn’t give full access to Adtomic, the PPC automation tool.

Once you hit enough revenue to justify it ($10k/month+), then upgrading to Diamond is well worth it.

Helium 10 Diamond Plan

Diamond brings with it a big uptick in usage limits and user permissions.

Given that you can get a generous discount on this plan and save even more by switching to an annual plan, it’s well worth it for growing sellers.

Helium 10 Add-Ons

Finally, you can also add extra features like full access to Adtomic and Elite training, which provides unique features such as live training sessions and a private Facebook group for Elite members only.

If you want to give Helium 10 a test drive for yourself, don’t forget to use our exclusive coupon code BBU20 to save 20% on your first 6 months, or use BBU10 to save 10% for LIFE!


Helium 10 is a great tool, but that doesn’t mean it’s a perfect fit for every business.

If you want to explore other options or need a specialist tool for specific functions in your Amazon business, here are some of the top alternatives:

Jungle Scout for keyword research

Jungle Scout was the first Amazon FBA tool I tried when I started selling in 2017. It was one of the only options back then, but it has since faced fierce competition—namely Helium 10.

However, this competition has only helped Jungle Scout iterate and evolve into one of the standout options in a crowded market.

Its Keyword Scout tool is a great keyword research alternative to Cerebro and Magnet, with some in the industry saying the data is even more accurate.

But, it’s not just a good alternative for keyword research, as it also has a suite of tools for every stage of a successful Amazon business.

The suite isn’t quite as exhaustive as Helium 10’s, but it does offer some more competitive pricing plans.

ZonGuru for listing optimization

ZonGuru is another powerful tool suite that can help you with a number of areas of your FBA business.

However, its standout feature set is fast becoming the AI-powered listing optimization functionality.

Its Listing Optimizer tool seamlessly integrates with ChatGPT. It uses the keywords you’ve researched within ZonGuru to craft a benefit-driven listing full of emotion and feeling.

If AI-driven listing optimization is your priority, ZonGuru is at the forefront and well worth looking at.

Scale Insights for Amazon PPC

Scale Insights is a high-quality Amazon PPC management tool created by 8—and 9-figure sellers. Its performance insights, campaign creation, and automation rules can help users save a lot of time and money.

I’ve been using Scale Insights as my chosen PPC management tool for over six months now, and so far, after running over six figures in ad spend through the software, I’m very impressed.

The user interface isn’t quite as slick as Helium 10’s, but it’s constantly improving, and new features are being added regularly.

Plus, with the add-on costs of Adtomic, most sellers will find Scale Insights is a more cost-effective option—especially as BBU readers get 10% off for life.

Zoof for product research

Zoof is an extensive suite of Amazon seller tools with a strong product research offering, built on the back of the very large Amazing Selling Machine community.

The Zoof Chrome Extension is one of its best features, containing the Product Analyzer and Profit Calculator tools.

These tools are very similar to what Helium 10 offers, but are often available at steep discounts for lifetime or annual access.

Sellerboard for analytics

If you want a simple tool to track the performance of your Amazon business without needing a range of research and marketing tools, Helium 10 may be slightly overkill.

A good alternative in this instance would be Sellerboard. It’s simple to set up and highly informative in its breaking down of fees, expenses, and profits.

Plus, it’s an absolute bargain! Plans start at just $19, and BBU readers get an extended 2-month free trial.

Conclusion: Is Helium 10 worth it?

You won’t find a more comprehensive suite of Amazon seller tools than inside your Helium 10 membership.

Is it perfect? No.

But, with its:

  • Range of powerful tools
  • User-friendly interface
  • Dedicated support & training

Helium 10 provides some of the best value for money in the industry for those looking for an all-in-one solution.

Don’t forget, to get even more bang for your buck, you can also use codes:

  • BBU10 to save 10% for life
  • BBU20 to save 20% for 6 months

Get started and save with Helium 10 today.

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).
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