My Top Helium 10 Tip (Understanding Variation Sales!)

For the past six years, I’ve been using Helium 10 religiously, and I’ve unearthed some hidden gems along the way. Today, I’m sharing one of my favorite tricks to help you with your Amazon FBA product research, but first, in case you’re not overly familiar with Helium 10, let me summarise.

Helium 10 Tools Overview

Helium 10 is more than just an Amazon FBA product research tool. It’s a comprehensive suite packed with tools that will help you build a long term & profitable Amazon FBA… from day 1.

Here are some of the key areas that Helium 10 can help you with:

  • Product Research): Tap into product opportunities using tools like Black Box, which allows you to filter Amazon’s huge product database to find gems
  • Keyword Research: Find the right keywords for your listing and PPC campaigns with Magnet (reveals high-demand keywords) and Cerebro (analyzes competitor keywords).
  • Listing Optimization: Create compelling listings with the Listing Builder (tracks keyword usage) and Listing Analyzer (verifies listing optimization).
  • Operations: Streamline daily tasks with Inventory Management and Refund Genie (detects reimbursement opportunities).

This is just a glimpse of what Helium 10 offers. If you want to go in-depth on Helium 10, read my post on Helium 10: Full Review & Explanation.

Now, let’s dive into my favourite new Helium 10 trick – understanding what the sales are of any product variation on Amazon.

What is an Amazon Variation?

If you’re not familiar with what a ‘variation’ is, it’s basically the term that Amazon uses when a product is available to be purchased in different shapes, sizes, or colours. For example, a man’s t-shirt could have size variations of small, medium and large.

You may already know that Helium 10’s X-ray tool is a goldmine for us Amazon sellers, giving you tons of useful information about any product when it comes to it’s sales, revenues and so on. However, what you may not know is that X-Ray is not able to tell you the sales of each variation that a product has… instead, it just duplicates the results like this:

Helium 10

This isn’t Helium 10’s fault – it’s Amazon’s! They don’t provide the information needed to accurately calculate sales when it comes to variations, so Helium 10 has no choice but to repeat the sales figure for all of the variations together.

How To Estimate The Best Selling Amazon Variation

The good news is, there’s a simple trick to understand what is the most popular variation, and assess the approximate sales of each:

  1. Load up your Helium 10 Chrome extension.
  2. Head over to the “Review Insights” tool.
  3. Click “Get Reviews.”
  4. Select the “Group by Variations.” tab

What you’ll then be presented with is a list of all of the variations and how many reviews each has received, in order of percentage weighting.

Here we can see that the ‘XX-Large’ variation has the most reviews versus all of the other sizes, representing 9% of the total.

Based on this, we can make the assumption that the XX-Large variation is the best selling of the bunch, with the X-Large closely following behind in second place.

How To Estimate A Variation’s Sales

Now that you’ve identified the most popular product variation using Helium 10’s Review Insights, it’s time to leverage this data to calculate the sales of each, by doing the following:

  1. Write down the % split of each variation, based on how many reviews it has
  2. Multiply the total sales (as displayed by X-Ray) by the percentage of each variation

That’s it – simples.

By doing this, we can now approximate that the top selling t-shirt on Amazon is the XX-Large variation, making $44,178 (9% x $490,867) a month.

With this information, when doing your product research you’re now able to understand which product size, style or colour may be your most popular if you were to sell the same product, and how many units of each to order. Nice!


By utilizing this trick, you can gain valuable insights into customer demand & preferences, and use that knowledge to help you decide the amount of units to order & which variation to sell first if your budget is a little limited. 

I hope you enjoyed my trick – if you’d like to learn more about Helium 10 & use its other features, make sure you register an account using my ‘Helium 10 Discount Link‘. 

If you want to learn how you can create an Amazon FBA business yourself, then check out my free training where I’ll teach you everything you need to launch your first product on Amazon and scale to $5,000+ in monthly profit.

Or if you’re ready to begin your journey and want to start with the best chances of success, apply to become a member of HonestFBA’s training programme where you’ll receive guidance & support from our team of 7-figure Amazon FBA seller experts whenever you need it.

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Janson is a UK Entrepreneur with a 7-Figure Amazon FBA business that he started in 2018. ​ Since he first began selling on Amazon, he has created 2 brands and sold over 500,000 units to customers around the world. Janson documents his journey via his blog and his YouTube channel, and has also been invited to talk about Amazon FBA on News Night TV and BBC News.


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