Helium 10 Xray Chrome Extension: Tutorial & Review
In this guide
The quick answer
What is Helium 10 Xray, and how do you use it?
Helium 10 Xray is a product research tool within the Helium 10 Chrome Extension. Open an Amazon search results page, launch Xray, and compare estimated sales, revenue, prices, reviews, and competing offers. Use filters to focus on comparable products, then validate demand and costs before deciding what to sell. Xray helps investigate opportunities; its estimates cannot guarantee sales or profit.
One of the hardest parts of Amazon product research is separating an interesting idea from a realistic business opportunity. A search results page may contain a product with impressive sales, but that alone does not tell you whether a new seller can compete.
In my Xray walkthrough with Carrie Miller from Helium 10, we explore how the extension brings useful market figures into the Amazon page itself. I particularly like the ability to compare several search phrases before dismissing an entire niche as too competitive.
This guide expands on that demonstration with updated instructions, an explanation of the metrics, and a practical research process. The example figures from the original walkthrough are historical; the live marketplace will look different today.
Affiliate disclosure
Some links in this article are affiliate links. If you purchase through them, I may receive a commission at no extra cost to you. Read my full disclosure.
What information does Xray show on Amazon?
Xray summarizes the products appearing in a search and lets you inspect them individually. Helium 10's current dashboard includes top-line figures such as estimated total revenue, average revenue, average price, average reviews, search volume, and Best Seller Rank. A separate product row provides details about that listing.
The distinction between a whole search and one product matters. A strong total does not mean every seller earns that amount, and an average can be distorted by a handful of unusually successful listings.
You may also notice Xray's Success Score. In Helium 10's two-factor setup, you choose a revenue threshold and a maximum review count. The score then describes how many of the top ten results meet those separate conditions. It reflects the rules you selected, not a universal prediction that the niche will succeed. I would use it as a way to ask better questions, then examine the listings behind the score. For example, changing your review threshold could change the displayed opportunity without anything changing in the actual Amazon market.
| Xray metric | What to ask |
|---|---|
| Estimated sales and revenue | Is there evidence of demand across several relevant products, not just one? |
| Price | Can my product offer comparable value while covering costs? |
| Reviews and rating | How established are these listings, and what do customers complain about? |
| BSR and seller count | How does category performance compare, and how crowded is the offer? |
| Estimated FBA fees | What selling costs must be included before discussing profit? |
Remember that estimated product sales are not the seller's private accounting records. Helium 10 describes estimates based partly on Best Seller Rank and a rolling 30-day period. Variations and category differences can affect what the figures represent. For a deeper breakdown, read the official Xray walkthrough.
How to install and run the Xray Chrome Extension
You do not need to build an Amazon store just to examine public product listings with Xray. Begin with a Helium 10 account and Chrome, then follow this short setup process.
- Install the extension. Visit the official download page, use the Chrome Web Store link, and review the browser permissions before confirming.
- Sign in. Pin the extension to your browser toolbar if needed, open its menu, and log in to your Helium 10 account.
- Open an Amazon search. Choose the marketplace you intend to sell in and search for one specific product phrase.
- Launch Xray. Select the extension icon, open Xray, and wait for the results table to populate.
- Refine the view. Review the settings and use Filter Results to exclude irrelevant products. Save or export research if that feature is available on your account.
One practical check: Search-page Xray, product-page calculators, and other extension features are not identical screens. If a tool appears unavailable, confirm that you are on the correct page type and that your plan permits it.
For screenshots of the installation process, use Helium 10's installation guide. You can also read my free account guide without leaving this website.
Free Helium 10 account and discounts
Try Xray first, then choose the subscription that fits.
VOVA10
10% recurring discount on eligible subscriptions.
VOVA6M20
20% off the first six months on eligible subscriptions.
Discount acceptance depends on your plan, billing cycle, and account eligibility. Confirm the total and renewal terms before paying.
An Xray example: “knee brace for dogs”
In the original Xray demonstration, we examined Amazon results for the phrase “knee brace for dogs.” The historical example showed about $341,000 in total revenue for the analyzed results, and a listing priced around $49 appeared near the top despite having relatively few reviews.
Those observations suggested a niche worth investigating, not a guaranteed product to launch. Total revenue describes the group of included results, not the profit from one dog brace. The numbers were taken from an older research snapshot; do not treat them as current Xray data.
Why was the low-review listing interesting? It suggested that at least one product was attracting visibility without the review history of a large, established competitor. But the next step would be to inspect its brand, offer, delivery, rating, advertising placement, and whether shoppers valued a particular design.
Promising signal
Revenue appears across relevant listings, including some with modest review counts.
Unanswered question
Can a new product meet the customer's needs at a price that still leaves a viable margin?
I would repeat the search today, then examine a few related phrases. A single promising product on one search page is an invitation to research further—not evidence that the entire category is easy to enter.
How to evaluate demand, competition, and profit together
My preferred research order is demand first, competition second, and costs third. That sequence prevents an attractive revenue estimate from turning into an inventory decision before the important questions are answered.
- Check demand across the results. Look for several comparable products with credible sales estimates. If one brand dominates, investigate why before assuming buyers will switch.
- Compare like with like. Exclude unrelated accessories, multipacks, replacement parts, and sponsored placements that do not represent your planned offer.
- Study the reviews. Frequent complaints can reveal problems worth solving, but only if you can actually improve the product.
- Calculate the margin. Add supplier cost, freight, packaging, referral fees, fulfillment, advertising, returns, and other business expenses.
- Check real-world feasibility. Obtain samples, check restrictions and product claims, and make sure your supplier can maintain quality.
For a hypothetical $49 product, imagine $12 in landed costs, $15 in marketplace and fulfillment fees, $8 in advertising, and $3 reserved for returns and overhead. That leaves $11 per unit before taxes and any additional uncounted costs. These are invented planning numbers, not margins from the dog-brace video.
Why the calculation matters: Xray can show that a market attracts sales. Your cost model must establish whether those sales could be worthwhile for your specific business.
Use related keywords to spot narrower opportunities
A broad search phrase can make a market look more intimidating than it really is. The video highlights the value of checking different searches within the same niche. For example, a shopper researching a dog knee brace may care about a specific size, leg, fit, or support requirement rather than the broad category name.
Xray's Related Keywords view helps you investigate suggestions and search-volume history. Compare a few genuinely relevant phrases, then inspect their results rather than choosing a keyword simply because a metric looks less competitive.
You can also use Cerebro to research keywords associated with competing ASINs. In 2026, Helium 10 integrated Magnet's keyword-discovery features into Cerebro, so older videos may show a separate Magnet screen even though the current workflow is consolidated. The official update explains the change.
Keep relevance ahead of volume. A phrase about a different product feature could generate impressive searches without bringing suitable customers. A useful keyword shortlist should describe the product you can actually deliver.
Five Xray research mistakes to avoid
Trusting estimates as actual sales. Use Xray for comparisons and screening, not as audited financial evidence.
Relying on a single winner. Look at the distribution of demand and identify unusually dominant brands.
Calling low reviews easy competition. Established brands, ads, product differentiation, and customer loyalty still matter.
Forgetting to clear filters. Xray recalculates summary figures after filtering; old settings can change your conclusion.
Skipping landed costs. Revenue is not profit, and a good-looking selling price can leave a weak margin.
I recommend recording your marketplace, exact search phrase, research date, filters, and shortlist decisions. That small habit makes it much easier to repeat a search and see whether the opportunity has changed.
Is Xray free? Helium 10 access and pricing
You can install the Chrome Extension without paying, and Helium 10 offers limited Xray access through its Free account. Full Xray access is listed for Platinum and Diamond. Exact free usage limits and available features can change, so check the allowance shown in your account instead of relying on an older video's trial numbers.
As of October 2026, the standard prices shown on Helium 10's pricing page are:
| Plan | Xray access | Standard price |
|---|---|---|
| Free | Limited | No subscription fee |
| Platinum | Full | $129 monthly; $99/month equivalent billed yearly |
| Diamond | Full | $359 monthly; $279/month equivalent billed yearly |
Annual rates are monthly equivalents, not separate monthly charges. For example, Platinum annual billing is $1,188 upfront. If your primary need is Xray product research, I would compare Platinum first; Diamond adds broader business tools and limits rather than being required just to open full Xray. See Helium 10's plan-access comparison for details.
Your Helium 10 discount options
Get free access, or save on an eligible plan.
VOVA10
10% recurring discount. Compare the long-term cost.
VOVA6M20
20% off for six months. Compare the post-promotion renewal.
Use one eligible code and verify the applied discount at checkout. Promotions generally cannot be stacked.
Frequently asked questions about Helium 10 Xray
Does Xray show actual Amazon sales?
No. Competitor sales figures are estimates, not direct access to competitors' Seller Central accounts. Use them to screen and compare product ideas, and allow for uncertainty when calculating an opportunity.
Can I use Xray on a product page?
Yes. Helium 10 documents Xray support on Amazon search results, product pages, and best-seller pages. The data and available actions can differ by page type.
Is a low review count enough to identify a winning product?
No. Review count is one clue. Check pricing, customer satisfaction, brand strength, product quality, supplier costs, and whether demand exists beyond a single listing.
Does Xray also work for Walmart?
Helium 10 documents Xray support for Walmart.com as well as Amazon. Check that the marketplace, data fields, and subscription access support the specific research you plan to conduct.
Do I need Diamond to use Xray regularly?
Not solely for full Xray access. Helium 10 lists full Xray with Platinum and Diamond. Choose a higher tier only when its other features or limits justify the additional subscription cost.
Final thoughts: make Xray a research filter, not a verdict
What I appreciate about Xray is the speed with which you can turn a product idea into specific questions. You can see whether a search has demand, how established the competing offers look, and which related keywords deserve a second look.
Start with one niche, compare several relevant listings, save the assumptions behind your shortlist, and confirm the numbers with supplier quotes and a profit calculation. Used that way, Xray helps you research more deliberately—without mistaking an exciting dashboard for a finished business decision.