Helium 10 Market Tracker: Track Amazon Market Share
In this guide
The quick answer
How do you track Amazon market share with Helium 10?
Helium 10 Market Tracker lets you define a market with relevant keywords and ASINs, then monitor how your product compares with competing products over time. It tracks estimated sales and revenue, market share, reviews, BSR, and new product suggestions. The useful part is not one percentage on one day; it is watching how the competitive picture changes and deciding what deserves investigation.
Market share can answer a question that ordinary sales reporting cannot: are you growing because the whole niche is growing, or are you actually taking a larger slice of the market? That distinction becomes especially useful when a competitor suddenly accelerates, a new product appears, or your own sales move in a direction you did not expect.
In my short video with Carrie Miller from Helium 10, we look at Market Tracker through a real example. Carrie opens a market for a coffin shelf product, shows her product at roughly 25% market share, and points out a competitor around 18% whose share had been growing. The lesson is simple: the chart gives you a reason to ask better questions about what changed.
This guide keeps that original workflow, while adding the current setup details, plan limits, and the distinction between Market Tracker and the newer Market Tracker 360.
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What does Market Tracker actually show?
Market Tracker turns a chosen group of competing ASINs into a dashboard you can revisit. The market is yours to define, which is important: a percentage only becomes useful when the products inside the market genuinely compete for similar shoppers.
| Metric or signal | What it helps you investigate |
|---|---|
| My Market Share | How your selected product's share changes against tracked competitors. |
| Estimated sales and revenue | Which products appear to be gaining or losing commercial momentum. |
| BSR, price, reviews, and seller count | What changed around the product while its performance moved. |
| New product suggestions | New or previously missed ASINs that may belong in your competitive set. |
The video focuses on the market-share charts and the way new competitors surface. Current Market Tracker also reports product-level data such as review count and rating, price, estimated sales and revenue, BSR, fulfillment method, seller count, sales share, and Market Share.
How to create a useful Market Tracker market
The biggest setup mistake is defining the market too loosely. Start with products that compete for the same buying decision, then let Helium 10 suggest additional ASINs.
- Open Market Tracker. Sign in to Helium 10 and open the tool from the analytics area.
- Create a new market. Give it a name you will recognize later.
- Select the marketplace. Research the Amazon country where the products actually compete.
- Add relevant keywords and ASINs. Use close competitors rather than every product that shares one broad word.
- Create the market and let it build. Helium 10 says initial setup can take several hours, and new data may need up to 24 hours to populate.
- Review suggestions. Track products that belong in the market and ignore products that do not.
- Mark your own product. This allows the dashboard to calculate and chart your share against the tracked market.
One current detail is easy to miss: Market Tracker's market-share history begins from the point you create the market. Some product metrics use recent activity, but the tool does not reconstruct your earlier Market Share history. If you delete a market, Helium 10 says that market-specific data is permanently removed.
Use competitor movements as a research trigger
Suppose a competitor's share rises for several days. The dashboard does not tell you the cause automatically. That is where the useful work starts. Open the listing and compare price, images, reviews, availability, offer changes, and the keywords the product appears to target. You can also move from a tracked ASIN into Cerebro for deeper keyword research.
The same principle applies to new entrants. A newly suggested product may be irrelevant, like the makeup item Carrie spots in the coffin-shelf example, or it may be an important competitor you did not know existed. Track or ignore suggestions deliberately so your market stays clean.
Helium 10 recommends keeping a market focused on the most relevant ASINs; its guidance suggests roughly 100 to 150 products as a practical range even though the tool can track more. A smaller, well-defined market is usually easier to interpret than a huge collection of loosely related products.
Want the deeper walkthrough?
My older A-to-Z Market Tracker tutorial goes deeper into creating and reading a market. The interface has evolved, so use the current written steps above for present-day limits and navigation.
Market Tracker vs. Market Tracker 360
The video is about the original Market Tracker. Helium 10 now also offers Market Tracker 360 as a separate advanced solution. They overlap, but they are not the same product.
| Feature | Market Tracker | Market Tracker 360 |
|---|---|---|
| Best fit | Focused product-level competitor tracking | Broader market, brand, category, and trend analysis |
| History | Builds market-share history after market creation | Can provide up to two years of historical market data |
| Access | Included with plan-specific limits | Separate advanced add-on |
For the workflow shown in the video, regular Market Tracker is the relevant tool. Market Tracker 360 makes more sense when you need a broader strategic view or historical analysis across larger markets.
How much Market Tracker access do you get?
Helium 10's current plan guide lists one limited Market on the Free plan, three Markets on Platinum, five on Diamond, and fifteen on Enterprise. The Free plan is limited to 20 tracked products. Plan allowances can change, so confirm the current limit before choosing a subscription around this tool.
| Plan | Market Tracker allowance |
|---|---|
| Free | 1 limited Market, up to 20 tracked products |
| Platinum | 3 Markets |
| Diamond | 5 Markets |
| Enterprise | 15 Markets |
Check the official Helium 10 plan guide before upgrading. If you only want to understand one niche, the limited free Market can be enough to learn the workflow before paying.
Ready to test the workflow?
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A simple weekly Market Tracker routine
I would not stare at the dashboard every hour. The tool updates daily, so a short weekly review is enough for most strategic checks.
- Check your share trend. Note whether the movement is persistent or just a one-day change.
- Review the fastest movers. Compare price, reviews, listing quality, availability, and keyword visibility.
- Process new suggestions. Track relevant entrants and ignore obvious mismatches.
- Write one hypothesis. For example: a competitor may be gaining because of a lower price, better offer, or stronger keyword coverage.
- Verify before acting. Use Amazon, Cerebro, your advertising data, and your own business reports to test the hypothesis.
Does Market Tracker show exact competitor sales?
No. Competitor sales and revenue are estimates. Use them to compare direction and relative performance, not as audited financial statements.
Can you track products you do not own?
Yes. That is central to the tool. You can track competing ASINs and even build a market while researching a niche before launching your own product.
How often does Market Tracker update?
Helium 10 says Market Tracker updates once a day. A newly created market can take several hours to build, and the first data may take up to 24 hours to populate.
Use market share to decide what to investigate next
Market Tracker is most useful when you treat it as a monitoring system, not a prediction machine. Build a relevant market, let the data accumulate, and use changes in share or competitor activity to guide your next research step. That is the practical value Carrie demonstrates in the video: you can see the market moving instead of judging your product in isolation.
For a full step-by-step walkthrough, read my complete Helium 10 Market Tracker tutorial. If you want to see how this tool fits with the rest of the platform, continue with my complete Helium 10 tutorial for beginners.