Helium 10 supports marketplaces far beyond just the US – we’re talking over 30 Amazon marketplaces plus Walmart, giving you serious global reach for your e-commerce business. Whether you’re eyeing Europe’s mature markets, exploring emerging opportunities in the Middle East, or tapping into North America’s powerhouse economies, this complete guide breaks down exactly where Helium 10 works and what tools you’ll get in each region.
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Which Marketplaces Does Helium 10 Support?
Helium 10’s marketplace coverage spans four major regions, with core functionality now available in 13 marketplaces: Amazon USA, Canada, Mexico, UK, Germany, France, Italy, Spain, Netherlands, Japan, Australia, India, and Walmart.com.
Amazon Marketplaces by Region
North & South America: The Americas offer the strongest tool support. Amazon has over 20 marketplaces worldwide that sellers can sell on, including Singapore, USA, Japan, Australia, Germany, Brazil, and many more, providing a significant advantage in reach and potential customer base. In this region, you’ll find full support for the US (obviously), Canada, Mexico, and Brazil – which was added in 2024 through Amazon’s Remote Fulfillment Program.
Europe: European markets get robust coverage across major economies. The UK, Germany, France, Italy, Spain, and Netherlands all offer comprehensive tool access. Newer additions like Sweden, Poland, and Turkey have more limited functionality but are steadily improving.
Far East & India: Amazon ships to more than 100 countries and regions across the world. This is beneficial as it allows the company to expand its customer base globally. It also allows sellers the opportunity to access a vast global consumer base on a single platform. Japan, Australia, and India get strong support, while Singapore and other Asian markets are still developing.
Middle East & Africa: Amazon UAE and Amazon KSA (Saudi Arabia) are some of the fastest growing marketplaces in the world for Amazon, with a remarkable 12% e-commerce growth. These markets have limited but growing tool availability.
The Walmart Marketplace
Don’t sleep on Walmart – Walmart.com gets 120 million monthly visitors, and with zero monthly or setup fees for Walmart Marketplace, it’s an attractive option. As a Walmart Marketplace seller, you have access to various Helium 10 tools including Frankenstein for keyword optimization, Cerebro for keyword research, Alerts for brand protection, and Profits for analytics and comprehensive insights.
Compare Helium 10’s marketplace coverage vs Jungle Scout to see which platform gives you better global reach.
Tool Availability: What Works Where?
Here’s where it gets interesting – not every tool works in every marketplace. Whether you are just starting out as an Amazon seller or expanding into new marketplaces, you’ll want to know which Helium 10 software tools work for which markets. This article tracks the software usability for each market. It is updated regularly.
Fully Supported Markets (US, UK, Germany)
The “Big Three” markets get the full Helium 10 treatment. In the US, UK, and Germany, you’ll have access to every tool in the suite – from X-Ray for product research to Profits for financial tracking. These markets also get priority for new feature rollouts.
Product research tools like Black Box and Cerebro work flawlessly here. Alerts for inventory monitoring and brand protection are fully operational. Even advanced features like Seller Assistant and Index Checker function perfectly.
Partially Supported Markets (Canada, Mexico, etc.)
Mid-tier markets like Canada, Mexico, France, Italy, and Spain get most core tools but might miss some newer features. It is important to understand that customers in different Amazon marketplaces are searching different keywords and phrases when searching for products to buy. By using Cerebro, users can now find out what keywords a product is ranking for in Amazon Brazil.
For example, Amazon’s Remote Fulfillment with FBA program allows USA sellers to list their products in international marketplaces like Amazon Canada, Amazon Mexico, and Amazon Brazil without having to send any of their inventory directly to those countries. Enabling Remote Fulfillment allows you to sell products to customers in Canada, Mexico, and Brazil, which increases your potential customer base.
Emerging & Limited Markets
Newer markets like Amazon Middle East, which includes UAE, Saudi Arabia (KSA), and Egypt, have basic tool functionality. You’ll typically get access to fundamental research tools but might miss advanced analytics or automation features.
Note that Frankenstein is English language-dependent and will work only with the Latin/Roman alphabet. Markets operating in other languages may still find it useful.
How to Connect to Multiple Marketplaces
Connecting your Helium 10 account to multiple marketplaces is straightforward, but you’ll need tokens. Here’s the step-by-step process:
Sign up for a paid Helium 10 plan – you need tokens to connect marketplaces, and free accounts don’t get any.
Access your dashboard and click your account name in the top right corner.
Select “Connections” from the dropdown menu.
Click “+ Add Seller Account” to begin the connection process.
Choose “Amazon” as your marketplace platform.
Select your region (Europe, North America, etc.) from the available options.
Click “Initiate in Seller Central” to complete the OAuth process.
Wait up to 24 hours for data synchronization to complete.
Token allocation varies by plan: Starter and Platinum get 2 tokens each, while Diamond subscribers get 5 tokens for connecting multiple marketplaces simultaneously.
Expanding to Walmart with Helium 10
If you are an established Amazon seller, expanding to Walmart.com is now easier than it has ever been. Being an established e-commerce seller will give you an advantage with your Walmart application and acceptance process.
The connection process for Walmart differs slightly from Amazon:
Get approved for Walmart Marketplace first – To become a seller on Walmart Marketplace, there are specific minimum qualifications including providing a valid Business Tax ID, supporting documents that verify your business name and address, and a history of success in the marketplace or eCommerce.
Generate API keys in your Walmart Seller Center account.
Connect through Helium 10’s interface using your API credentials.
Start using tools like Cerebro and Profits for Walmart-specific data.
Walmart Marketplace welcomes many international sellers from Canada, China, Germany, India, Hong Kong, United Kingdom, Japan, Mexico, South Korea, Singapore, Taiwan, Thailand, and Turkey.
Strategic Considerations Before Expanding
Market Research and Demand
Before jumping into new marketplaces, use Helium 10’s research tools to validate demand. Make sure that whoever you use to translate, is also using Helium 10 research tools like Cerebro and Magnet for your specific marketplace. Sometimes for the same product, completely different keywords are the main ones in other languages.
Check search volumes, competition levels, and seasonal trends in your target markets. What works in the US might flop in Germany or Japan due to cultural preferences or local competition.
Logistics and Fulfillment (NARF & EFN)
Amazon’s fulfillment programs can simplify international expansion. Amazon’s Remote Fulfillment with FBA program allows USA sellers to list their products in international marketplaces like Amazon Canada, Amazon Mexico, and Amazon Brazil. Amazon will ship inventory across borders instead of the seller having to do so, which can save the seller time, money, and effort! Using Remote Fulfillment with FBA is a no-brainer if you already use Amazon’s FBA program.
European Fulfillment Network (EFN) works similarly for EU markets, letting you store inventory in one country while selling across multiple European marketplaces.
Language and Localization
Don’t rely on Google Translate for your listings. In the past, Amazon sellers would use Google Translate or other rudimentary ways to translate their listings for other marketplaces. Instead, invest in professional translation services that understand local search behavior and cultural nuances.
For help with all these marketplace features, check out our comprehensive guide to Helium 10’s features.
Helium 10 vs. Jungle Scout: Marketplace Coverage
When comparing marketplace support, Helium 10 significantly outperforms Jungle Scout in both breadth and depth. While Jungle Scout focuses primarily on major markets like the US and Europe, Helium 10 continues to expand to international marketplaces around the world, bringing sellers more functionality than ever.
Helium 10’s advantage becomes clear in emerging markets. Take the Middle East, for example – sellers who expand from their European markets or from the US markets into the Middle East typically see 20 to 25% of their current Amazon US sales volume. Jungle Scout offers limited or no support for these high-growth regions.
The Brazil expansion is another differentiator. Amazon changed it where now, if you activate remote fulfillment, you have the option to sell on Amazon Brazil, which is an emerging marketplace in the Amazon ecosystem. So Helium 10 now works for Cerebro, Blackbox, X-ray, Magnet, Profits, whole bunch of tools.
For detailed pricing comparisons across all these marketplaces, see our breakdown of Helium 10’s pricing structure.
Is Expanding to New Marketplaces Worth It?
The numbers speak for themselves. In 2024 alone, a whopping 839,900 sellers flooded the marketplace. That’s a mind-boggling 3,700 new sellers every single day! With competition intensifying in major markets, international expansion becomes crucial for growth.
Consider these expansion benefits:
Revenue diversification: Your risk will be diversified. If, for example, your account is suspended in one country or the country is hit by a recession, you can still sell on other marketplaces and make up for your loss.
Untapped demand: Emerging markets often have less competition and higher profit margins. Most customers in UAE and Saudi Arabia buy from Amazon for convenience, not just price. Hence, you can’t sell your product double or triple of what you sell it in the US, but still, the price could maybe be a little bit higher than you would be in other, more mature markets.
Volume discounts: Not only your revenue will grow, but you can also increase your profit margin. If you order higher quantities from your manufacturer, they will likely give you volume discounts.
However, expansion isn’t without challenges. Despite the enormous potential of selling internationally, many Amazon sellers are not going global because they fear other laws, cultures and the geographical distance. Indeed, when entering a foreign marketplace there are some things you need to keep in mind.
The key is starting with markets where Helium 10 offers robust tool support. Focus on regions where you can leverage the full suite of research, optimization, and analytics tools rather than flying blind in unsupported territories.
Final Thoughts: Your Global E-commerce Strategy
Helium 10’s marketplace expansion mirrors Amazon’s own global growth, giving you the tools to succeed wherever opportunities emerge. From the established powerhouses of North America and Europe to the explosive growth in Middle Eastern markets, you’re equipped to scale internationally with confidence.
The platform’s strength lies not just in marketplace coverage, but in providing consistent, reliable data across regions. Whether you’re researching keywords in Brazil, tracking profits in Germany, or monitoring alerts in the UAE, the core functionality remains familiar while adapting to local market conditions.
Ready to expand your reach? Start your Helium 10 journey today with our exclusive discount code REVENUEGEEKS20 for 20% off your first subscription. The global marketplace is waiting – it’s time to claim your piece of it.
