Helium 10 vs Frase

Helium 10 is an all-in-one toolkit for Amazon, Walmart, and TikTok Shop sellers covering product research, keywords, and listings, while Frase is an AI SEO content platform for planning, drafting, and optimizing articles to rank in search.

Quick answer: Helium 10 is the better choice for helium 10 fits serious private-label and reseller businesses on Amazon, Walmart, or TikTok Shop that want product research, keywords, listings, and PPC under one login rather than casual sellers testing the waters.; Frase is the better choice for frase fits content marketers, in-house SEO teams, agencies juggling several clients, and freelancers who produce search-focused articles and want research, briefs, writing, and optimization scoring in one workflow..

Last updated July 2, 2026

The verdict

Pick Helium 10 if you sell on Amazon, Walmart, or TikTok Shop and want the whole seller workflow in one login. Black Box handles product research, Cerebro reverse-engineers the keywords competitors rank for, and the AI Listing Builder writes titles, bullets, and descriptions that work in target keywords without stuffing. The tradeoff is cost and complexity: entry pricing starts at $129 per month now that the cheap Starter plan is gone, Adtomic PPC is a separate add-on, and the number of tools takes time to learn.

Pick Frase if you publish articles and need them to rank in search. It analyzes top-ranking pages for a target query, generates briefs that outline the headings and questions a piece should cover, and scores drafts in real time against competitors on topic coverage. It starts at $49 per month, scales from solo creators to agencies with multi-seat plans, and now tracks AI search engines such as ChatGPT, Perplexity, and Gemini. Budget for human editing, since generated content still needs accuracy and tone checks, and watch the per-plan article and audit caps.

The two overlap only at the SEO label. Helium 10 optimizes for marketplace search and Frase for web search, so most buyers need one, not both.

Helium 10

Freemium

Helium 10 is an all-in-one toolkit for Amazon sellers, covering product research, keyword analysis, listing optimization, and PPC. Its AI helps write listing copy, suggest keywords, and read customer review patterns.

Best for: Helium 10 fits serious private-label and reseller businesses on Amazon, Walmart, or TikTok Shop that want product research, keywords, listings, and PPC under one login rather than casual sellers testing the waters.

Try Helium 10 →

Frase

Paid

Frase is an AI-powered SEO content platform that combines SERP research, content briefs, AI writing, and on-page optimization scoring in one workflow. It helps marketers and teams plan, draft, and optimize articles to rank in search.

Best for: Frase fits content marketers, in-house SEO teams, agencies juggling several clients, and freelancers who produce search-focused articles and want research, briefs, writing, and optimization scoring in one workflow.

Try Frase →

Side-by-side comparison

	Helium 10	Frase
Pricing	Freemium	Paid
Starts at	USD 129.00	USD 49.00
Free trial	No	Yes
Rating	4.5	4.4

Pricing compared

Helium 10 is freemium: a limited free plan covers core tools, then Platinum runs $129 per month, Diamond $359 per month, and Enterprise $1,499 per month. Annual billing lowers the effective rate, but the low-cost Starter plan is gone and Adtomic PPC is a separate add-on, so advertising automation costs extra on top of the base plan. Frase is fully paid from $49 per month with a free trial, moving up through team, agency, and custom Enterprise plans, with annual discounts and usage-based add-ons. Its entry price is higher than basic standalone AI writers, and article and audit limits are capped per plan, so heavy publishers pay for extensions.

Features compared

Helium 10 bundles the Amazon seller lifecycle under one login: Black Box filters product ideas by demand, competition, and margin, Cerebro and Magnet handle keyword work, and the AI Listing Builder writes titles, bullets, and descriptions that work in target keywords without stuffing. It also reads customer review patterns, includes tracking, alerts, and inventory features, and now supports Walmart and TikTok Shop. Frase covers the content side of SEO: it analyzes top-ranking pages for a query, surfaces content gaps, and generates briefs with the headings and questions a piece should cover. Its AI writer pairs with a real-time editor that scores drafts against competitors on topic coverage, and newer additions track AI search engines such as ChatGPT, Perplexity, and Gemini.