Helium 10 supports marketplaces far beyond just the US — we’re talking over 30 Amazon marketplaces plus Walmart, which gives your e-commerce business serious global reach. Whether you’re eyeing Europe’s mature markets, emerging opportunities in the Middle East, or North America’s powerhouse economies, this guide breaks down exactly where Helium 10 works and what tools you get in each region — and if you’re expanding on a budget, you can grab 20% off Helium 10 with code REVENUEGEEKS20 before you start.

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 strongest tool support of any region. Amazon has over 20 marketplaces worldwide that sellers can sell on, including Singapore, USA, Japan, Australia, Germany and Brazil. Here you get full support for the US, Canada, Mexico and Brazil — the last of which was added in 2024 through Amazon’s Remote Fulfillment Program.
Europe — robust coverage across the 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 — Japan, Australia and India get strong support, while Singapore and other Asian markets are still developing. Amazon ships to more than 100 countries and regions, so a single platform puts a vast global consumer base within reach.
Middle East & Africa — Amazon UAE and Amazon KSA (Saudi Arabia) are some of the fastest growing Amazon marketplaces in the world, with a remarkable 12% e-commerce growth. Tool availability here is limited but growing.

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 second channel.

As a Walmart Marketplace seller you get access to several Helium 10 tools: 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’re just starting out as an Amazon seller or expanding into new marketplaces, you’ll want to know which Helium 10 tools work in which markets. We track software usability per market and update it regularly.

Fully Supported Markets (US, UK, Germany)

The “Big Three” markets get the full Helium 10 treatment. In the US, UK and Germany you have access to every tool in the suite — from X-Ray for product research to Profits for financial tracking — and 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, and 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. That matters, because customers in different Amazon marketplaces search using different keywords and phrases when they shop. With Cerebro, for example, you can now find out what keywords a product is ranking for in Amazon Brazil.

Amazon’s Remote Fulfillment with FBA program lets USA sellers list their products in international marketplaces like Amazon Canada, Amazon Mexico and Amazon Brazil without sending any inventory directly to those countries — which immediately increases your potential customer base.

Emerging & Limited Markets

Newer markets like Amazon Middle East, which includes the UAE, Saudi Arabia (KSA) and Egypt, have basic tool functionality. Expect access to the fundamental research tools, but not always advanced analytics or automation features.

One catch: 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’re an established Amazon seller, expanding to Walmart.com is now easier than it has ever been. An existing e-commerce track record gives you an advantage in the Walmart application and acceptance process.

The connection process for Walmart differs slightly from Amazon:

Get approved for Walmart Marketplace first — the minimum qualifications include 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. If someone else handles your translations, make sure they’re also using research tools like Cerebro and Magnet for your specific marketplace — for the same product, completely different keywords are often the main ones in another language.

Check search volumes, competition levels and seasonal trends in your target markets. What works in the US might flop in Germany or Japan because of cultural preferences or local competition.

Logistics and Fulfillment (NARF & EFN)

Amazon’s fulfillment programs can simplify international expansion. Remote Fulfillment with FBA allows USA sellers to list their products in international marketplaces like Amazon Canada, Amazon Mexico and Amazon Brazil, with Amazon shipping inventory across borders instead of the seller doing it — a no-brainer if you already use FBA, and a real saving in time, money and effort.

The 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, the way sellers used to when translating for other marketplaces. 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

On marketplace support, Helium 10 significantly outperforms Jungle Scout in both breadth and depth. Jungle Scout focuses primarily on major markets like the US and Europe, while Helium 10 continues to expand to international marketplaces around the world.

The advantage is clearest in emerging markets. Sellers who expand into the Middle East from their European or US markets typically see 20 to 25% of their current Amazon US sales volume — and Jungle Scout offers limited or no support for these high-growth regions.

The Brazil expansion is another differentiator. Amazon changed things so that activating remote fulfillment gives you the option to sell on Amazon Brazil, an emerging marketplace in the Amazon ecosystem — and Helium 10 now works there for Cerebro, Black Box, X-Ray, Magnet, Profits and a whole bunch of other 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 3,700 new sellers every single day. With competition intensifying in the major markets, international expansion becomes crucial for growth.

Three benefits stand out:

Revenue diversification — if your account is suspended in one country, or that country is hit by a recession, you can still sell on other marketplaces and make up for the loss.
Untapped demand — emerging markets often have less competition and higher profit margins. Most customers in the UAE and Saudi Arabia buy from Amazon for convenience, not just price, so while you can’t sell at double or triple your US price, you can often price a little higher than in more mature markets.
Volume discounts — ordering higher quantities from your manufacturer usually earns you better unit costs, so your margin grows alongside your revenue.

Expansion isn’t without challenges. Despite the enormous potential of selling internationally, many Amazon sellers stay domestic because they fear other laws, cultures and the geographical distance — and there genuinely are things to keep in mind when entering a foreign marketplace.

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.

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 stays familiar while adapting to local market conditions.