Helium 10 is owned by Assembly, a private equity–backed company that rebranded under the name Pacvue in 2023.
That means Helium 10 is now a Pacvue company, alongside its sister brand Pacvue, which focuses on enterprise commerce tools.
Both Helium 10 and Pacvue operate under the same parent company, Assembly, which is backed by top-tier investors like PSG and Advent International. This ownership structure powers deeper tech integration between the two platforms and helps Helium 10 stay competitive in the fast-moving ecommerce landscape.
Helium 10's Founding and Growth
Helium 10 was founded in 2015 by Manny Coats and Guillermo Puyol to give Amazon sellers smarter, more efficient tools for growing their businesses.
Coats brought firsthand experience as a successful Amazon seller, while Puyol contributed deep technical skills to build the platform. Their combined expertise quickly turned Helium 10 into a go-to solution for e-commerce sellers.
Thanks to continuous updates, data-driven tools, and strong word-of-mouth, Helium 10 grew fast – attracting sellers worldwide who needed help with product research, listing optimization, and PPC campaigns.
Before its acquisition, Helium 10 operated independently under the legal name Pixel Labs, LLC, which remained in use during the transition to Assembly ownership.
Who Owns Helium 10 Now?
Today, Helium 10 is part of Pacvue, a full-service ecommerce platform owned by Assembly.
Here’s how it breaks down:
- Assembly is the parent company, backed by investment firms like PSG and Advent International.
- In 2020, Assembly acquired Helium 10.
- In 2021, Assembly also acquired Pacvue, a leading enterprise retail media platform.
- In 2023, Assembly unified its offerings under the Pacvue name, positioning Helium 10 as its small-to-mid-sized business (SMB) suite.
So while you’ll still see Helium 10 branded as its own tool, it’s now officially a Pacvue company.
Why it matters:
- Helium 10 now benefits from Pacvue’s advanced ad tech, powering tools like Helium 10 Ads.
- The shared infrastructure enables better innovation, faster feature rollouts, and more robust support for Amazon and Walmart sellers.
- Sellers get access to proven enterprise-grade capabilities inside a user-friendly interface.
Frequently Asked Questions
Who Leads Pacvue and Helium 10 Now?
As of 2024, Rahul Choraria is CEO of Pacvue. Former CEO Sandeep Kella serves as Executive Chairman.
Are Helium 10 and Pacvue Separate Tools?
Is Helium 10 a US company?
Yes, Helium 10 is a US company. It was founded in 2015 and originally operated out of Irvine, California. The company’s legal entity, Pixel Labs, LLC, was based in California before being acquired by Assembly. Today, Helium 10 is part of Pacvue, which is also headquartered in the United States. While its parent company has global operations, Helium 10 remains firmly rooted in its American origins.
Key Takeaways
If you’re using Helium 10 today, you’re not just using a single Amazon tool – you’re part of a growing commerce platform backed by serious funding, proven leadership, and ongoing innovation.
The shift from Pixel Labs to Assembly to Pacvue reflects Helium 10’s evolution from a startup tool into a global software brand.
What’s in it for you?
Faster feature rollouts, smarter ad tools, and a more stable roadmap. With Helium 10 now powered by the same engine as Pacvue, sellers at every level can scale with confidence.
