Honest comparison
Apex Applications vs Helium 10
Helium 10 is built for private label. Launching your own product and winning search: keyword research, listing optimization, PPC. Apex is built for the other Amazon business: third-party resellers moving other brands at wholesale, where the game is purchase orders, Buy Box dynamics against other sellers, break-even repricing and inventory turns. Most sellers do not need both. They need to know which business they are in. Know how Apex Gold moves prices before you compare: Prices change when you run your strategies from Apex. Repricing automatically the moment a competitor changes price is built but not switched on yet.
7 days free, then $149 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
A reseller's week, and who covers it
Filled = does the job · light cells = partly, with the caveat shown · dashed empty cell = not covered, or not verified
| Feature | Apex Applications | Helium 10 |
|---|---|---|
| Built for | Wholesale & third-party reselling | Private label & brand launch |
| Entry price | Beginner $49.99/mo, Starter $149/mo, Pro $299/mo (repricer on Pro) | $129/mo Platinum · $359/mo Diamond ($99/$279 annual)Their pricing page |
| Free trial | 7 days, every plan | Limited free plan |
| Keyword research & listing optimization | Not included | Cerebro and 30+ tools |
| PPC / AI advertising tools | Not included | Included |
| Wholesale brand & seller research | 122M+ product catalog, brand intel | Private-label product discovery |
| Repricer with break-even floors from live fees | On Pro (Apex Gold, beta) | Rule-based repricing, floors set manually |
| Purchase orders & restock math | Included | Not verified |
| Prep center & logistics coordination | Apex Red (beta, by invitation) | Not verified |
| Profit and loss from your store | Included | Profits dashboard |
| Chrome extension | Yes: Apex for Amazon Sellers (data opens after Apex University) | Included |
Monthly price, side by side
Keywords, listings, launch tooling
Wholesale research, POs and P&L. Repricer is on Pro.
Higher limits, AI ad tools
Prices from helium10.com/pricing
Built around a wholesale reseller's week, not a launch calendar.
Which one fits you
Choose Helium 10 if…
- You are launching your own product and living in keywords, listings, and PPC. That is what its 30+ tools are for.
- You want its keyword research tools, Cerebro among them.
- TikTok Shop and ad automation matter to your brand playbook.
Choose Apex if…
- You resell other brands at wholesale. Your questions are which brand, what break-even, which supplier, and when to reorder, none of which are keyword problems.
- You compete for the Buy Box against other sellers on shared listings, and want repricing (Apex Pro, beta) with floors worked out from your fees rather than set by hand.
- You want the purchase order, the repricer (Pro, beta), and the P&L in one platform instead of a launch suite plus spreadsheets.
Start a 7-day trial
If your business is other people's brands at wholesale, Apex is built for that job.
Start my 7-day trial7 days free, then $149 a month, plus tax where applicable. Card required, nothing charged until day 8. Cancel any time before then.
Beginner $49.99/mo, Starter $149/mo, Pro $299/mo (repricer on Pro, beta).
Competitor prices come from the vendor's own pricing page, linked beside each price. A price we have not rechecked within 90 days is replaced by that link. Other competitor details come from public pages and independent reviews (Helium 10 pricing, Helium 10 pricing breakdown, RevenueGeeks). Helium 10 changes its features and prices on its own schedule, so check its site for current terms. Apex details come from the Apex app itself. Helium 10 is a trademark of its owner; no affiliation.
Comparing repricers specifically? Apex vs Seller Snap · Research tools? Apex vs SmartScout