AgentXray vs Helium 10: Which Is Better for EU Amazon FBA Sellers in 2026?
Last updated: 2026-05-11
TL;DR
For EU Amazon sellers on a budget, AgentXray (€29/mo entry, EUR billing, AI YES/NO/MAYBE verdicts) is the better fit. Helium 10 ($129/mo Platinum) wins when you need its full 30-tool suite — Cerebro, Adtomic, Refund Genie — and already have product-market fit.
Helium 10 reset its Platinum tier to $129/mo in early 2026, effectively doubling the entry price for most EU sellers. AgentXray (Avanta Global EOOD, Sofia) takes the opposite position: single-surface research and AI decisions for EU marketplaces (DE/FR/IT/ES/UK) from €29/mo, with EUR billing and a permanent free tier. Both tools draw on Keepa for Amazon historical data; the difference is what the tools do with that data and how they price it. This comparison covers pricing, EU coverage, feature trade-offs, and the honest cases where Helium 10 still wins.
The tools compared
AgentXray
€29/mo — Starter; Free plan with 10 searches/day, no credit card
EU-native AI research and decisions tool for Amazon FBA. AI verdicts, VAT-aware profit math, EUR billing, permanent free tier.
Strengths
- AI YES/NO/MAYBE verdicts on every ASIN
- EUR billing — no FX premium for EU sellers
- EU-first marketplaces (DE/FR/IT/ES/UK first-class)
- Keepa data provenance shown inline
- Single-pane dashboard, no tool-switching
Best for: EU Amazon sellers under €100/mo who need research + decision support, not a 30-tool suite.
Helium 10
$129/mo — Platinum (2026); Diamond $279/mo; USD billing only
Mature 30-tool Amazon seller suite: product research, PPC automation, listing optimisation, FBA refund claims, inventory management.
Strengths
- Cerebro — reverse-ASIN keyword research depth
- Adtomic — Amazon PPC automation
- Refund Genie — FBA reimbursement claims
- 30+ tools breadth in one subscription
- Freedom Ticket training + large community
Best for: Established Amazon sellers who need PPC, keyword research, listing tools, and refund automation alongside research.
Feature comparison
Pricing (2026)
| Feature | AgentXray | Helium 10 |
|---|---|---|
| Entry tier | €29/mo (Starter) | $129/mo (Platinum) |
| Free tier | Yes — permanent (10 searches/day) | Limited Starter free |
| Billing currency | EUR native | USD only |
| Annual saving | ~17% on yearly plan | ~20% on annual plan |
| Entry cost (annual) | ~€290/yr | ~$1,240/yr |
EU seller fit
| Feature | AgentXray | Helium 10 |
|---|---|---|
| EU marketplaces first-class | Yes — DE/FR/IT/ES/UK | Partial — US-first design |
| EUR billing | Yes | No (USD) |
| VAT-aware profit calculator | Yes | Partial (US tax defaults) |
| AI YES/NO/MAYBE verdict | Yes | No |
| Keepa data shown transparently | Yes | Yes (integrated) |
Helium 10 exclusive tools (AgentXray does not cover these)
| Feature | AgentXray | Helium 10 |
|---|---|---|
| Cerebro (reverse-ASIN keywords) | No | Yes |
| Magnet (keyword volume research) | No | Yes |
| Adtomic (Amazon PPC automation) | No | Yes |
| Refund Genie (FBA reimbursements) | No | Yes |
| Listing Builder + Scribbles | No | Yes |
| Inventory Protector | No | Yes |
| 30+ tools breadth | No (focused) | Yes |
Verdict by use case
- EU seller researching products under €100/mo: AgentXray
- AI-driven entry decision (YES/NO/MAYBE): AgentXray
- EUR billing without FX conversion: AgentXray
- Amazon PPC automation (Adtomic): Helium 10
- Deep keyword research (Cerebro, Magnet): Helium 10
- FBA reimbursement claims (Refund Genie): Helium 10
Pick AgentXray for EU-native research and AI decisions at a fraction of Helium 10's entry price. Pick Helium 10 once PPC automation, deep keyword tooling, and FBA reimbursement claims are actually on your bottleneck list.
Frequently asked questions
- Is AgentXray cheaper than Helium 10 for EU sellers?
- Yes. AgentXray Starter is €29/mo (~$32) versus Helium 10 Platinum at $129/mo — roughly 4× cheaper at entry. The EUR billing also removes the FX spread EU sellers pay converting USD.
- What Helium 10 features does AgentXray not replace?
- AgentXray does not replace Cerebro (reverse-ASIN keyword research), Adtomic (Amazon PPC automation), or Refund Genie (FBA reimbursement claims). AgentXray is focused on the research-and-decision step only.
- Does Helium 10 work well for EU marketplaces?
- Yes, EU marketplaces are supported. Coverage is solid, but the tool was designed US-first: billing is USD only, the profit calculator defaults to US tax assumptions, and DE/FR/IT/ES/UK features are secondary to the US experience.
- Can I run AgentXray and a dedicated PPC tool cheaper than Helium 10?
- Often yes. AgentXray Pro (€59/mo) plus Perpetua or M19 for PPC (typically $50–80/mo) totals less than Helium 10 Diamond ($279/mo). The trade-off is two separate UIs instead of one.
- Is there a free trial comparison I can do before paying?
- AgentXray's Free plan is permanent — 10 searches/day, no credit card. Helium 10 has a limited free Starter tier. Run both on the same ASINs for a week and compare the output quality before committing.
Research sources
- Helium 10 pricing page (helium10.com/pricing) — accessed May 2026
- AgentXray pricing page (agentxray.ai/pricing) — internal source of truth
- Keepa data licensing (keepa.com) — shared upstream for both tools