If you’re an Amazon seller, then you know that there are a lot of different seller tools out there to help you run your business.

Two of the most popular options are Helium 10 and Zonguru.

They are both all-in-one software tool suites that help Amazon sellers with:

  • Product research
  • Keyword research
  • Listing optimization
  • Competition tracking
  • Operations management, and a lot more

In this article, we’ll take a deep dive into the two tools, compare their differences, and see which tool is the best fit for your Amazon business.

In a hurry and want a quick summary?

Here’s our Helium 10 vs ZonGuru verdict at a glance:

helium 10
  • Best For: A full tool suite
  • Standout Feature: 30+ tools covering every Amazon seller need
  • Pricing: From $39/month
  • Offer: Save 10% for life


  • Suite of 30+ tools
  • Fast and reliable software
  • Great value for money for active sellers
  • Vast amount of training available
  • Full suite is expensive for new sellers
  • Large user base means risk of finding similar products
  • Best For: Listing optimization
  • Standout Feature: AI-innovation for listing optimization
  • Pricing: From $49/month
  • Offer: Save 10% for life


  • Good product research tools
  • Easy to use
  • Accurate and reliable data
  • Affordable, beginner-friendly pricing plans
  • AI-innovation
  • Can be overwhelming for beginners

And the winner is… Helium 10.

It’s a close one, but overall Helium 10 is the best value for money for most growing Amazon sellers.

Want a deeper dive into the differences between the two tools? Let’s get into it.


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.

Plans and pricing

Value for money is crucial when it comes to monthly software subscriptions. Let’s look at where each tool sits.

Helium 10 pricing

Helium 10 has four seller plans ranging from free to $279 per month before any discounts.

helium 10 pricing
  • Free plan: Gives limited usage to Helium 10 tools to test and see if it is the right option for you
  • Starter ($39): Recommended for small businesses who are just starting their Amazon FBA business
  • Platinum ($99): Recommended for sellers who want to grow their business with multiple tools
  • Diamond ($279): Recommended for advanced sellers who want to scale their business with extra capacity
  • Add-ons: You can also add extra features like Amazon PPC automation, ‘Elite’ coaching, and more

The good news is you can save 25% with an annual plan, plus you can also save 10% for life with code BBU10 or 20% for 6 months (on the monthly plan) with code BBU20.

MORE: The latest Helium 10 coupon codes

Additionally, Helium 10 offers a custom plan for larger businesses. This is recommended if you have specific business needs that are beyond what is included in their fixed plans.

ZonGuru pricing

ZonGuru has two pricing plans ranging from $49 to $249 per month.

ZonGuru pricing
  • Researcher: Recommended for people who are in the stage of finding the perfect product to sell on Amazon
  • Seller: Recommended for sellers looking at growing their Amazon business; Price starts at $79 per month up to $249 per month and varies depending on the number of SKUs you have active.

Similar to Helium 10, they also have a custom enterprise plan to tailor-fit the business needs of large sellers.

And, you can also save 10% for life here.

Both software tools have a free trial plan.

Helium 10 offers a free-to-use forever plan but with certain limitations on the number of uses.

With Zonguru, you can select either the basic plan or the premium plan to explore for free, but only for 7 days.

Product Research

Product research is the process of finding a profitable product to sell on Amazon.

This is important because if you choose the wrong product, it will be very difficult to make any sales no matter how good your marketing efforts are.

This involves analyzing the buyer demand for a product, the competition, and making sure there is enough margin to make a profit.

Both Helium 10 and Zonguru offer tools to help with this process but they have different approaches.

Helium 10 offers several product research tools. These include:

Chrome Extension

One of the best tools that provide an in-depth product analysis to help you come up with product ideas and determine your winning product.

Inside the Chrome Extension, you’ll find these tools:

  • Xray: This is a super helpful tool when it comes to product research as it combines and presents all of the data from the products on Amazon’s search results page for any given keyword so you can quickly assess the potential opportunity in a market.
  • Demand Analyzer: Gain insight into potential product opportunities
  • ASIN Grabber: Allow you to quickly gather important data like product rank, details, brand, price, and many more from the products appearing on search results
  • Profitability Calculator: Get an idea of the estimated cost for selling a certain product
  • Sales Estimator: Get an idea of the monthly sales potential of a certain product
  • Review Insights: Understand the customer’s point of view through their review ratings and feedback on the products that are currently offered in the Amazon marketplace
  • Inventory Level: See how much stock your competitors are keeping
  • Supplier Finder: Allows sellers to find reputable suppliers from Alibaba easily

Black Box

A product research tool that allows you to find winning products on Amazon through the use of smart filters so that you can search easily according to specific criteria like competition, monthly sales, and search volume.

MORE: A Guide to Helium 10’s Black Box


A tool that allows you to research trends helping you to understand demand and find products that are gaining popularity.

On the other hand, Zonguru’s product research tools include:

Chrome Extension

A great tool that allows you to save time as it gives you the ability to quickly gather data like actual search volume, sales generated monthly, listing ranking, and reviews on any products so you can validate ideas easily and assess their potential in the marketplace.

This tool also has a Profit Calculator that allows you to compute profit margins and understand the revenue potential of a specific product.


This product research tool helps you to deep dive into a product through customer reviews to learn both the positive and negative things about the products offered in the market so you can get ideas for differentiation.

Sales Spy

The Sales Spy tool allows you to research and find winning products in the Amazon marketplace based on criteria such as sales volume, historical data, and price from multiple markets like the US, UK, and AU.

Niche Finder

This tool allows you to research products and find niches that are trending helping you get product ideas quickly.

Easy Source

Similar to Helium 10’s Supplier Finder, this tool allows you to quickly find and source products from Alibaba.

AI Tools

AI tools are becoming more and more popular, and there are a number of AI features being developed by both Helium 10 and ZonGuru.

ZonGuru was one of the first tools in the space to integrate ChatGPT-powered listing creation and continue to innovate with new AI features regularly.

Helium 10 has also added AI functionality and there’s little doubt that these tools will continue to innovate with more great features to come.

MORE: The Top AI Tools For eCommerce

Keyword Research

Keyword research is the process of finding words and phrases related to your product and using them so that potential customers can find your listing easily when they search for those terms on Amazon.

Both Helium 10 and ZonGuru offer tools to help Amazon sellers with this process.

Some of the keyword research tools that are available in Helium 10 include:


An ASIN-specific research tool that allows you to find keywords fast and improve your listing by copying your competitor’s keyword strategy.


A tool that allows you to use a seed keyword to find a wide range of related keyword ideas to help Amazon sellers create product listings that can be found often in search results.


This tool allows you to find misspelled keywords that you can use to get your product in front of more customers.


A tool that allows you to quickly and easily create a list of relevant keywords that you can use to optimize your Amazon listing.

Meanwhile, ZonGuru’s keyword research tools include:

Keywords on Fire

This tool gives you information on buyer keywords based on search traffic, monthly revenue generated by each keyword for top listings, the average PPC bid for that term, and where your competitors rank for a keyword.

Keywords Spotlight

The keywords spotlight tool allows you to look at competing ASINs to find the backend keywords they’re ranking for.

Listing Optimization

Listing optimization is the process of making sure that your Amazon product listing is optimized for both customers and search engines.

This includes but is not limited to using relevant keywords, having high-quality product photos, and crafting an enticing product title.

Both Helium 10 and ZonGuru offer tools to help you optimize your product listing and get it in front of more potential customers.

Some of the listing optimization tools that are available in Helium 10 include:

Amazon Index Checker

A tool that allows you to check if your products are showing up in the search results. Additionally, it allows you to see which of your keywords, as well as that of the competitors, are bringing in the most clicks.


A tool that allows you to write listings with the right keywords so that you can optimize your product title, description, and bullet points and ensure that you don’t leave out any important keywords.

Listing Analyzer

A tool that allows you to assess the quality of your product listing as well as provide data on market analysis so that you can compare your listing against the top competitors in the market.


Create as many polls as you need and quickly get feedback to confirm your product idea.

Meanwhile, ZonGuru has only one tool designed for optimizing product listings.

Listing Optimizer

This tool helps you optimize your listing by giving you an idea of the potential search volume and revenue just by importing your keyword list.

Operations Management

Operations or business management is the process of ensuring that your business is running smoothly and efficiently.

This includes but is not limited to keeping track of your inventory, fulfillment, customer service, and more.

Both Helium 10 and ZonGuru offer tools to help you with operations management so that you can focus on other aspects of your business.

Some of the operations management tools that are available in Helium 10 include:

Profits Dashboard

This displays your key business metrics like sales, revenue, ROI, profit, and margin so that you can get an accurate overview of the business’s financial health.

Inventory Management

A tool that allows you to keep track of your inventory levels and get alerts when your inventory is low.

Additionally, you’ll also have the Inventory Protector which was created to set a limit on shoppers who take advantage of discounts and wipe out your stocks during promotions.

Refund Genie

This is a refunds management tool that allows you to keep track of your refund rate and manage customer refunds.

With this tool, you can see which products have the highest refund rate and take action to improve your refund rate.

One added benefit is that you can use the refunds management tool to contact customers who have requested a refund for lost or damaged orders and offer them a discount or other incentive to keep their purchase.

Market Tracker

A tool that allows you to monitor the health of the marketplaces you are in. This dashboard provides you with information on new entrants, as well as data on market share, competitors, sales, pricing, and many more.


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.


Meanwhile, Zonguru’s operations management tools include:

Business Dashboard

Through the business dashboard, you can get an overview of your key metrics such as revenue, profitability, ad spend, best and worst SKUs, and many more.

These business metrics help you understand how your business is performing and identify areas that need improvement, which allows you to make better business decisions.

My Products

This inventory management tool helps you keep track of your Amazon inventory and sends you alerts to notify you when it’s time to restock.

My Orders

This tool provides all your orders in one spot to quickly check order statuses and keep track of customer contact info.

Monitoring & Alerts

Monitoring tools are important for any business because they allow you to keep track of what is going on in your business and be alerted when something goes wrong. This way, you can take action quickly to prevent any further issues.

Both seller tools help you keep track of your Amazon business easily through the monitoring and alerts tool.

For Helium 10, monitoring and alerts feature cover:

Keyword Tracker

Helium 10 Keyword Tracker tool makes it easy for Amazon sellers to monitor the position of keywords for both organic and sponsored via the tracking dashboard.

Fraud Detector and Alerts

This tool provides real-time alerts on your product listings for any potential hijacker activity.

Meanwhile, ZonGuru’s monitoring and alerts tool include:

Keyword Tracker

This tool allows you to keep track of which position your listing ranks for each of your buyer keywords.

Product Pulse

This tool alerts you each time someone leaves a product review or attempts to hijack your listing.

IP Monitor

The IP Monitor notifies you when someone copies one of your photos and uses it on their product listing.

Customer Communication

As an Amazon seller, part of growing your business is taking care of your customers and one way to do this is by ensuring that you create an amazing customer experience until they receive their product.

With Helium 10, there are two tools you can use to keep your customers engaged:

Email Marketing Automation

This tool allows you to easily follow up with customers who have not yet left a review. Additionally, through these automated emails, you’ll also be able to quickly respond to customer concerns and issues.

Amazon Feedback Software (Seller Assistant)

This tool allows you to quickly and easily request multiple reviews to help you grow your rating and increase your brand reputation.

Zonguru, on the other hand, has these customer engagement tools:

Email Automator

This tool allows you to set up rules that automatically contact buyers and create customized follow-up emails so that you can connect with your customers after the sale is made.

Review Automator

This tool allows you to easily send review requests to customers with eligible orders in just one click. Additionally, it provides a data summary of the number of orders and requests sent against the number of reviews received.

Other Tools

Other than the above categories, Helium 10 offers additional powerful tools to help you effectively sell on Amazon and these include:


Adtomic is Helium 10’s very own PPC Campaigns Manager and is one of the best PPC tools in the market.

It makes PPC management easier as it allows you to create, optimize, and track your Amazon PPC campaigns while providing you with important data such as ACOS, Total ACOS, and more to help you make better PPC decisions.

PPC Audit

This powerful tool analyses your campaigns and provides valuable insights and recommendations on how you can improve your PPC campaigns for better performance.


This tool allows you to create landing pages and drive external traffic to your product pages. Another useful feature of the Portals tool is the QR code generation and the product insert designer.

Final Thoughts

Selling on Amazon is a tough and competitive business. That’s why most sellers find it essential to have the right Amazon seller tools to help them in managing their business.

When comparing Zonguru vs Helium 10, both are high-quality options providing most, if not all the tools you need to thrive in your Amazon business.

Each tool has its pros and cons, but overall, they are both great tools that can help Amazon sellers boost their Amazon sales.

So, which one should you choose? Well, it really depends on your needs and preferences.

We recommend trying out both software tools using the free trial plan to see which one meets your business needs and which one works better for you considering all the abovementioned aspects.

If you’ve decided to get started with Helium 10, you can claim your exclusive discount here by using code BBU20 for 20% off for 6 momths, or BBU10 for 10% off for life.

If instead, you’d like to try ZonGuru, get 10% OFF your first year or 25% OFF your first month here.

In the end, the best Amazon seller tool is the one that helps you grow your business the most.

Aside from having the right tools, it’s also helpful to be part of a community that has the same goal of achieving business success in the Amazon FBA space so you can stay motivated, learn new things from others’ experiences, and get inspired.

Karizza Camus


Karizza Camus
Karizza has been part of the BBU team for several years having excelled in an operations role and now using her experience to help create content for our community. She is detail-oriented and loves to help make complex tasks clear.
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