How Do I Set Up and Navigate Xray?

Xray is one of the most popular software tools in the Helium 10 suite. This tutorial features the depth of product research data that Xray displays following a simple Amazon search. Xray is also a useful tool for Walmart sellers, review this article for a deeper dive focused on Walmart product research.

Getting Started with Xray

1. Log into your Helium 10 account and open Amazon using the Google Chrome browser.

2. Before you start, you’ll want to manage your settings. Click on the Helium 10 icon in the extensions toolbar, and then click on the Settings cog.

3. In the Settings window, select your options for what you want to be displayed. You can also determine how the Success Score is calculated. When you’re finished configuring your settings, make sure to hit the Save button before exiting the menu.

• This setting determines the criteria for a top-level analysis of the top 10 products that Xray displays from a search. The two factor success score asks you to choose the minimum revenue and the minimum number of reviews. To learn more about the Success Score, multi vs. two factor, check out this article. 
• This menu is where you go to change the language displayed. If English is not your preferred language, make sure to switch it here.

Xray - Amazon Search Results

Xray works on search results, best seller, and product pages. Let’s review the types of data displayed by Xray on a search results page.

1. Perform a product search on Amazon. Once the search results load, open the extension from the toolbar, then click Xray.

2. When Xray is opened on a Search Results Page, a new window is populated with the top products on page 1 listed in the order they're ranked. Now, let's review the basic parts of Xray and all its functions.

3. The success score is displayed in the top right corner of the window. These numbers are based on the criteria entered in the Settings window and can be adjusted per your preferences as shown in step 3. The number on the left indicates how many of the top 10 products have revenue above the number listed in settings. The number on the right indicates how many of the top 10 products have a review count below the number listed in settings.

4. The Related Keywords link opens a list of all the long-tail keywords Amazon includes in its autocomplete suggestions based on the keyword originally entered into the search field. Xray shows the keywords’ Search Volumes and historical search volume (click on the graph to see a keyword’s search history). 

Xray also provides feedback on demand and competition in the Niche Insight column for the products that meet your success score criteria. Keywords with high demand and low competition represent a potential opportunity that a savvy seller may capitalize on.

5. The top-line metrics provide a quick summary view of the keyword niche based on the products in the results. The Search Volume, Total Revenue, Average Revenue, Average Price, Average BSR, and Average Review Count are based on data over the previous 30-day period.

6. To see the history of the Search Volume over a longer period of time, click on the graph image next to the total Search Volume to open the search history. You can change the span of time by clicking on the links at the top of the window.

7. The results at the bottom can be filtered based on your preferences. To filter your data, click on Filter Results just above the results listed at the bottom, fill out any filters you would like to apply, and then select Apply Filters. 

The example below shows Filter Results 48/60. This means the results are showing 48 products out of the original 60 and the rest were filtered out. The top-line metrics will adjust based on your filters and only the remaining products will count towards the metrics.

8. If you would like to remove any columns from the data, click on the Column Settings icon and then uncheck the boxes next to the columns you would like removed.

9. In addition to being able to remove columns, you also have the ability to rearrange them by dragging and dropping columns to put them in your desired order.

10. Now, let’s jump into the results and what data is being displayed. 

The first column displays the organic rank for each product.

11. The second column features checkboxes that allow you to select ASINs to perform an action on the list. You can delete your selected items from the list by clicking on the trash can icon. You can also click on Run keyword search to pull these items into Cerebro and perform a reverse-ASIN keyword search to determine what keywords the selected products are ranking for.

12. The third column has an action pin that allows you to add an item to your Helium 10 My List Products.

13. The next couple of columns show the product image, the product title, and the ASIN. The SP label lets you know that the product is currently running a Sponsored Product campaign, which may be increasing the likelihood of its appearance on the list. Hovering over the ASIN also brings up a larger image with the complete title, price, and customer review rating and count.

14. The copy icon next to the ASIN allows you to quickly copy the ASIN.

15. Additional columns display each product’s brand, price, monthly sales, estimated monthly revenue, BSR, FBA fees, number of active sellers, customer ratings, the review count, the review velocity for the past 30 days, images, who holds the Buy Box, the product’s primary category, size tier, type of fulfillment, dimensions, weight, and the date when the listing was first created.

16. The Sales Graph, BSR, and Review Count columns let you open and review the historical data for a specific product with adjustable time frames. These columns are all easily found due to their chart icon. To open the graph, click on the Sales Graph, BSR, or Review Count number next to the product you would like to review, and a chart will pop up. To adjust the timeframe covered, select the desired time at the top of the graph.

Xray - Amazon Product Page

Xray works on search results, best seller, and product pages. Let’s review the types of data displayed by Xray on a product page.

1. Perform a product search on Amazon. Once the search results load, select a product, open the Helium 10 extension from the toolbar, and click on Xray - Amazon Product Research.

2. The Xray product page will display, featuring the ASIN you selected and related products for your research. 

3. This table features a lot of valuable metrics. If you would like to customize which metrics are displayed, select the customize option and check/uncheck the metrics you want displayed in the table.

4. Some metrics display graphs; you can click on them for expanded information. 

5. The Sales graph displays 3 metrics: Sales, Trend Line, and 7-day moving average. 

6. Xray can show graphs based on Sales, BSR (Best Sellers Rank), and Review Count. You can select the tab at the top to switch the graph displayed. 

7. You can also modify the timeline you are researching by choosing your preference at the top of the graph.

How is the 7-Day Moving Average Calculated if there is Missing Data?

When calculating averages, missing data points are handled by using the most recent available value.

For example, if data is missing for February 2–4, the value from February 1 (1.43) is used to fill those gaps. The average is then calculated using these substituted values:

This approach ensures a continuous and consistent average, even when some daily data points are unavailable.

To learn more about how to use Xray for product research, check out the other Xray videos and articles.