Twelve criteria, both columns sourced and dated, plus what G2 reviewers said when they compared the two directly. No sponsored placements and no affiliate links.
Helium 10 if you need product research, listings and profit reporting; Perpetua if advertising is already your bottleneck and you want an engine built only for it. Helium 10 and Perpetua are compared as if they did the same job, and they do not. Helium 10 is a research-first seller suite: product and keyword research at its core, an AI listing builder, inventory management, profit and refund reporting from the Diamond plan up, rules-based ad automation through Adtomic and an MCP server, at $129 a month for Platinum and $359 for Diamond, with a free plan. Perpetua is a dedicated advertising engine: you set a goal, its machine learning runs the bidding across Amazon, Walmart and Instacart with hourly intraday adjustment, from $695 a month under $10,000 of monthly spend. Helium 10 is where you find the product and write the listing; Perpetua is where you buy the traffic. On G2 Perpetua rates 4.4 from 79 reviews and Helium 10 4.2 from 184, and reviewers found Perpetua easier to use, set up and administer while judging that Helium 10 better meets their business needs. Most sellers who compare them end up running both.
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Two paragraphs, no adjectives from us — what the product does and who it is sold to.
Helium 10 is a research-first suite for Amazon sellers. Its core is product and keyword research, with an AI listing builder, inventory management, profit and refund reporting from the Diamond plan up, and rules-based ad automation through Adtomic. It publishes its pricing, offers a free plan with limited uses, and sells mostly to individual sellers and small brands.
Their site: helium10.com/pricing ↗Perpetua is goal-based advertising automation for Amazon, Walmart and Instacart. You set a target and its machine learning runs the bidding and keyword tactics to reach it, with hourly intraday adjustment on higher tiers. It also bundles growth capital, a financing product. Entry is $695 a month while monthly ad spend stays under $10,000, then a percentage of spend on top.
Their site: perpetua.io/pricing ↗Scroll the table sideways to see both columns
| Criterion | Helium 10 | Perpetua |
|---|---|---|
| Company & HQ Who you are buying from and where support sits | Helium 10 — US-based Amazon seller software suite | Perpetua — US (Portsmouth, NH); part of Flywheel Digital, owned by Omnicom since January 2024 |
| Built for The segment the product is actually designed around | Amazon sellers from $0 to $10M+ yearly sales, research-first | Third-party sellers and challenger brands on Amazon, Walmart and Instacart |
| Public entry price Lowest published price — many vendors publish none | Platinum $99–$129/mo · Diamond $279–$359/mo · Enterprise from $1,499/mo | Essentials $695/mo up to $10K monthly ad spend; Growth $695/mo + % of ad spend above it; Premium custom |
| Estimated cost at $25K/mo ad spend Our arithmetic on their published figures — not a quote from them | Its price does not track ad spend: Diamond is $359/mo at any level; Enterprise from $1,499/mo is scoped at $25K–$1M of spend | Above the $10K Essentials cap you are on Growth: $695/mo plus a percentage of spend, reported up to ~3% — roughly $1,400/mo |
| Pricing model A % of ad spend means your bill grows as you scale | Tiered subscription by yearly sales bracket; ad spend limits on Enterprise | Flat fee at entry; growth tiers add up to ~3% of managed ad spend |
| Commitment and setup fees Monthly or annual, and what you pay before you start | Monthly or annual, annual discounted; Enterprise is billed annually. Free plan with limited uses | Monthly on its published page — no annual billing option shown, no setup fee stated |
| Platform scope Advertising only, or advertising + listings + stock + P&L | Research suite + AI listing builder + rules-based ads (Adtomic) + inventory and P&L on Diamond up | Goal-based advertising automation + integrated growth capital |
| Channels covered Whether it reaches past Amazon to Walmart, Instacart or Criteo | Amazon-first; Walmart in parts of the suite. Not a multi-retailer media platform | Amazon, Walmart and Instacart |
| 1P (Vendor) or 3P (Seller) Vendor Central work is a different product from Seller Central | Third-party sellers — 86.3% of its G2 reviews come from small business, the highest share here | Built around third-party sellers and challenger brands; Vendor Central depth not detailed |
| Free trial Can you evaluate it before a sales call | Yes — free plan with limited uses | No free trial and no annual billing on its public pricing page |
| Human approval (HITL) & audit trail Whether AI acts on your account before a person signs off | Rules-based ad automation; a review-and-approve queue with audit trail is not documented | Goal-based automation executes tactics on its own; an approval queue is not documented |
| True profit per ASIN TACOS, COGS, fees and net margin — not just ACOS | Yes — profit and refund reporting from the Diamond plan up | Ad-centric reporting with hourly optimisation; per-ASIN P&L with COGS not documented |
| GEO — listings optimised for Rufus & AI assistants The discovery surface advertising tools ignore | Not documented | Not documented |
| Amazon EU depth ES, IT, DE, FR, UK as first-class markets, not translations | Marketplace coverage not detailed by region on its pricing page | EMEA presence inherited from Sellics; Amazon EU depth not detailed publicly |
| EU data & AI Act posture Where your commercial data lives and how AI use is governed | EU data residency and AI Act posture not documented publicly | EU data residency and AI Act posture not documented publicly |
| Open to your AI agents (MCP) Can Claude/ChatGPT query the platform on your behalf | Yes — Helium 10 MCP to connect your data to AI tools (Diamond up) | MCP or agent access not documented publicly |
The cost row is our arithmetic on the figures each vendor publishes, at a common $25,000 of monthly ad spend. It is an estimate for comparison, not a quote from either company.
Competitor data verified on from the public sources below. Capabilities a vendor does not document publicly are marked as such rather than denied. Spotted something out of date? Tell us and we will correct it.
Sources: helium10.com/pricing perpetua.io/pricing Omnicom closes Flywheel Digital acquisition Flywheel Digital — Perpetua-powered automation
Almost every comparison of these two is written for a US seller. Here is what each one publishes about the European marketplaces, where your commercial data sits, and which currency you are billed in.
Neither product is better in the abstract. Here is the case for each, on the criteria that decide it.
The rows below are the ones where Epinium ships a capability and neither Helium 10 nor Perpetua documents one. Anything either of them already does is not on this list.
Free to start · No credit card
| Criterion | Neither of the two | Epinium |
|---|---|---|
| Human approval (HITL) & audit trail | Rules-based ad automation; a review-and-approve queue with audit trail is not documented Goal-based automation executes tactics on its own; an approval queue is not documented | Yes — approval queue, HITL lock on sensitive actions, full audit trail |
| GEO — listings optimised for Rufus & AI assistants | Not documented Not documented | Yes — listing optimisation for Rufus and other AI assistants |
Epinium rates 4.8/5 on G2 — from 9 reviews, far fewer than either product above. Judge the number and the sample together. G2 ↗ See Epinium pricing
What our clients say
Our Amazon FBA Stock Forecasting tool optimises your shipments and reduces costs. Generate accurate forecasts based on demand and set safety margins.
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ExploreMostly they are used together. Helium 10 is a research-first suite — product and keyword research, AI listing builder, inventory and profit reporting — with rules-based ad automation attached. Perpetua is a dedicated advertising engine. They overlap only on advertising, and Perpetua is the deeper product there. If you would rather not run two subscriptions, Epinium covers listings, catalogue, stock and advertising in one platform.
Helium 10, at the entry point: Platinum is $129/month against Perpetua Essentials at $695, and Helium 10 has a free plan with limited uses while Perpetua publishes no trial. The comparison flips at scale — Helium 10 Enterprise starts at $1,499/month billed annually, and Perpetua moves to a percentage of ad spend above $10K a month. Epinium starts at €159/month and its advertising commission goes down as volume goes up, from 5% to 2%.
Neither documents that depth. Helium 10 does not break its marketplace coverage down by region on its pricing page, and Perpetua's European reach comes from the Sellics merger without published detail on Amazon EU. That gap is the reason Epinium exists: purpose-built for ES, IT, DE, FR and UK, with keyword data localised per marketplace instead of a translated engine, and data held in the EU under GDPR.
Epinium. Against Helium 10 (Platinum $99–$129/mo · Diamond $279–$359/mo · Enterprise from $1,499/mo) and Perpetua (Essentials $695/mo up to $10K monthly ad spend; Growth $695/mo + % of ad spend above it; Premium custom), Epinium publishes its pricing: Guru from €159/mo, Business €349 and Master €799, plus an advertising commission that tapers from 5% to 2% with volume and applies only to the spend it manages. It also goes past advertising — listings, catalogue, stock and per-ASIN P&L — with human approval before AI touches your account. Detail on Epinium pricing. Both competitors' data verified on 15 August 2026 from public sources.
Helium 10: Not documented. Perpetua: Not documented. Epinium does optimise your listings to rank in Rufus and other AI shopping assistants — see GEO / AI search. To be precise: Epinium optimises for that surface; it does not measure your share of voice inside it.
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