One of the greatest opportunities in ecommerce comes from
With marketplaces all over the
world, more than 244 million active
users on Amazon.com, and exponential
growth in sales over the past few years, projections for
the future look ever promising.
The best opportunities lie behind long-tail searches and niche
product ideas with significant demand.
An ever-increasing worry for Amazon sellers is rising
competition and getting started. Sellers want to minimize risk,
and ensure they win a big slice of the Amazon pie.
The good news is, this all starts with one very important piece
of work. Product research. Even better news, I am going to show
you how to ensure you’re doing effective product research.
Finding the “Right” Product
Most successful Amazon sellers today have learnt this the hard
way, through trial and error. I know this because it’s how I
became a successful ecommerce owner.
That is why Jungle
Scout was created: to help entrepreneurs with the most
sophisticated tools and the most accurate data, but also with
free resources, training and guidance.
I would advise you spend around 20 hours on product research,
and follow the helpful tips in this guide along the way.
These are the exact strategies that I use when doing my own
product research. I used these tactics to launch Jungle Stix,
our collaborative launch
product, which racked up over $200k in sales within the
first year. Since then, I’ve launched a Million Dollar Case
Study, with even more strategies and insights planned for
the year ahead.
Let’s Start With Some Basics
Here are some basic criteria that you need to engrain into
your mind as a product researcher. Every time you are looking
at a product idea you should always be on the look out for the
Price: Products should be in the $20 – $75 price bracket,
anything below $20 can have profitability issues, and anything
too expensive means spending much more to get started.
Shippable: Look for durable and simple products that are
not oversized and avoid fragile products.
Sourceable: You should be able to find the product on
Alibaba (Read more about
how to source products from Alibaba), Global Sources or other, similar
Seasonality: Ideally, your products will bring in
year-round sales. TIP: Use Google Trends to identify seasonality
trends for keywords at the click of a button.
Bonus: Check out our Instant Product
Evaluator Tool to measure these criteria and 14 others to
figure out if you have a viable product to sell online.
In-Depth Research & Advanced Criteria
Some people may stop there but no, we haven’t even scratched
the surface yet. Although I am calling this advanced criteria,
consider it necessary advanced criteria.
This is where active research and analysis comes into play.
Ideal products should meet all of the following criteria:
1. Consistent & Sufficient Demand (greater than 400
You need to know that potential products are already selling on
Amazon. Verifying demand is so important. I like to see at
least 2000 sales per month amongst the top 10 sellers of a
given product idea, or around 400 sales per month per product.
If you haven’t got Jungle Scout yet, you can also check out our
free Jungle Scout
sales estimator to get you started. It’s available across
several marketplaces too!
2. Limited Competition
As the new seller of this potential product, you have got to go
up against some competition. Especially when delving into a new
niche, you need to find products where there is space in the
market for a new seller. Look for products where the top
competitor listings have less than 100 reviews, or even less
than 50 reviews.
3. The “Weirdness Test”
Popular products can bring so many barriers for entry, such as
high competition or legal and trademark issues. Seek out
obscure products with demand that are not readily available in
brick and mortar stores. You’d be surprised what weird and
wonderful products sellers make the most money from.
4. High Profit Margins
I may seem obvious but we need to know that we can make a
profit. It’s easy to forget
this important piece when getting carried away with finding new
products. Seek out products that you can sell for at least $20
and start to gather some rough estimates on FBA fees, shipping
and production costs.
How to Really Gain Competitive Edge
Many, though not all, of your competitors will be using the
same criteria as explained above to source new product ideas.
So let’s try some optional (but advisable) tactics to really
dig and find some product idea gold dust!
1. Find a Product With High Sales & Low Ratings
Scout out successful products that have a low rating. For
example, a product that sells 300-400 items per month, but has
a rating of 3.8 or below.
Why? These are products with great demand, but have an average
of low rating reviews, which means there is potentially an
opportunity for you to increase quality or add value.
2. Enter a Niche That is Less Mature
Competition can be a huge worry for new sellers. Why not seek
out products with demand that have few reviews? Try searching
for products with a high sales volume and 40 or less reviews.
This means it won’t be so much work to gain some traction in
this niche, and you won’t be playing catch up for too long
trying to gain hundreds of reviews.
3. Spy on the Competition
The final tip is to find opportunities by searching for private
label sellers and checking out their storefronts. Identify
their top selling products and look for opportunities that you
can replicate or improve.
You can do this manually right on Amazon if you like, or you
can use the Jungle Scout Web App to filter for products
that only have one seller.
How to Do It
These tactics above are a great example of thinking outside of
the box. There’s always a way to reverse engineer something.
That’s exactly what we did with the Jungle Scout Product
Database. Part of the Web App, it’s a powerful catalog of
products created for Amazon sellers.
It allows you to use smart filters to find product ideas in
seconds. You could utilize it for all three of these methods by
filtering it by estimated sales, ratings, number of reviews and
number of sellers!
There are also some filters available in the Jungle Scout Pro
Chrome Extension, which allow you to spot opportunities whilst
browsing Amazon categories and sub-categories, or searching for
products on Amazon:
This isn’t all about Jungle Scout though. You could also start
your hunt for product ideas in numerous places, for example:
Amazon Best Sellers
List: This is a great place to start. There will be lots
of inspiration, but also high competition. From there you can
drill down into Amazon subcategories.
Reddit: Delve into “subreddits”
(topic forums) for weird and wonderful ideas
eBay: And other marketplaces too,
check them out for ideas.
Alibaba: Start your search right
where the manufacturers and suppliers are.
Alltop: Find hot niches using this
handy blog aggregator.
Flippa: Get some ideas from
thousands of niche websites that are up for sale
The Jungle Scout
list of over 1000 niches.
Keyword Tools: Such as Google’s KW Planner, or
LSI Graph, which can help you drill
down into a niche with related search terms and more ideas.
Then use the free Jungle Scout
estimator to get your product sales estimates!
Add Value & Always Aim For Quality
I recently surveyed thousands of Amazon sellers and one
interesting fact was that the majority of successful sellers
were not seeking to find cheaper supplier alternatives.
It is always better to try and find opportunities where you can
add value and/or quality – which often means having a higher
price point, but a better product overall.
It’s not a race to the bottom, it’s a race to be the best.
Once you find products using all of the criteria and tactics
explained above, find ways to improve. Read customer reviews to
find out what issues a product faces and find out if you can
It could be that a product is lower in quality or not large
enough. Or you might find a way to add value by adding in an
extra added freebie. For example, in our Million Dollar Case
Study, I considered adding an extra wash cloth with
our Baby Hooded Towels to use up the excess material.
Since you are striving for quality and value, it’s a
good opportunity to go in with a better product listing and
better photographer than your competitors. From here you can
focus on your marketing efforts to gain more organic reviews
and a better rating, all of which will be beneficial towards
your rank and sales velocity.
15 High Potential Product Ideas
Now that you have the basics down on how to find products,
let’s dive in and get some product ideas. I want to use
the basic strategies that I outlined above and investigate some
example products that fit the criteria. The easiest way to do
this is by using the Jungle Scout Web App as it will make this
process quicker and easier to understand. I want to take a
look at some real ideas to contextualize the methods shared
above. This should help to get your mind working in the way it
needs to in order to uncover product opportunities.
Just to give you a short peek into the shortcut that I used, I
entered my criteria into Jungle Scout’s Web App (Minimum Price
of $18, with more than 300 sales per month, and less than 50
reviews). It looks like this:
From here, I filtered the database and got a bunch of product
ideas that meet this criteria. Here’s how my results looked:
I’ve pulled out a list of ideas and niches that caught my
interest and look like they have potential. They are:
Aquarium Gravel Cleaners
Burlap Race Bags
Burlap Table Runner
This gives you an idea of how quickly you can generate a
similar list with the Web App. Now let’s take a closer look at
these and dig a little deeper.
Here’s a screenshot of the result as I found it in the Product
Database.In addition to generating the product idea itself, I
can get some valuable information that helps me quickly
understand if the product has potential, and if it merits
A quick overview for the Aquarium Cleaner:
This product has a lot of sales – almost 500 a month, at a
nice price point.
Fees are relatively high, $13, as it is a standard (large)
Seems fairly straightforward to manufacture – quality
control shouldn’t be an issue when getting it manufactured.
These sales are generated despite having only 13 reviews. I
imagine that I could get that many reviews quickly with a few
promotions and then presumably I would be ranking for the
keyword as well and get some of the sales that this product is
Nice sales, not many reviews, and good profits per sale.
It is hard to tell exactly what it is from the main image.
Could I get more clicks on my listing with a different graphic?
If so, that’s a nice way to break into this niche.
A simple product to manufacture and decent sales.
Is this product too easy to purchase at a local store so
much so that people wouldn’t decide to purchase it on
How competitive or crowded is the niche? I would want to
look into the search results for “Letter Tray Organizer” to do
further due diligence.
Are there ways to market this to other customer segments
via keyword research and optimize the listing to reach more
promising niches with this product?
Only 2 reviews and 400 sales per month. Wow! This is
looking good from the outset.
Looks like smart marketing–including a variety of colors
and award types, bundling it together so that they could charge
This is probably very easy to manufacture – can’t really
mess this up!
Very light packaging – less than a pound, so less shipping
I would want to pursue this niche–is there demand for these
in general? Is there enough room for a new entrant, or a
different type of ribbon or award to offer?
Wow, there is a lot of sales for this product! Almost 20 a
It is oversized, so the fees are steep ($21 per unit sold),
but that still leaves $38 net profit per unit.
A higher price point is usually less competitive with
private label sellers, and at $60, there are fewer competitors.
The Listing Quality Score (LQS) is 53 out of 100. This is a
proprietary Jungle Scout rating but shows some room for
improvement with the listing.
This is a simple product to manufacture and source, yet
sells very well. I assume that there is a variety of styles and
shapes that I could source to offer a differentiated product
yet still tap into the demand for “tiered cake tray stands”.
$30 is a nice price point, and likely fewer sellers. I
would want to explore what the other sellers are offering, the
keywords they are targeting and which types of tray stands sell
They could use more images – an easy way to improve on the
I included the Jungle Scout Extension data above. This is
an easy way to identify which variants I would want to include.
In this case, there is a variety of colors that sell well. By
looking at the Best Seller Rank, I can see which one is most
Burlap Table Runner & Burlap Sacks
I don’t know off-hand how much burlap costs, but my initial
guess is that this is selling at a handsome markup. I would
want to look into sourcing and costs for this.
Does the niche as a whole sell well? I would want to look
at the metrics for “burlap race sack” and how those sellers are
Below is the Jungle Scout data, showing how the top results
for “burlap race sack” are doing.
It looks like some sellers with very few reviews are in the
top 10 sellers which means there’s an opportunity to rank for
the top keywords relatively quickly!
A straightforward product to manufacture, and presumably
not very expensive. Yet it sells for $25.
It is a relatively “unsexy” product, so probably less
saturated and competitive amongst other private label sellers.
That is where the best opportunities are.
This product is selling well, yet doesn’t have any reviews.
Perhaps they were running some promotions, but that is good
news for a new potential seller because it is selling well.
Imagine if the listing had just a bit of social proof in
reviews? A nice boost of social proof would presumably
increase conversion rates.
Currently out of stock, and still selling more than 10
units per day. And only 5 reviews. This is a new product in the
niche, and has sold well. An opportunity for a new entrant!
The product photos don’t look like they are high
quality–there are only four photos, they are relatively dark
and clearly not professionally taken. It wouldn’t be hard to
take better photos and create a better listing.
Bachelorette Photo Props
Could this be improved by including different accessories
in the props kit?
Could I target other occasions, like bachelor parties,
office parties, weddings, etc with photo booth props? I would
want to look at Alibaba or AliExpress to see what is easily
sourceable and what people are already selling.
This product is selling well and doesn’t have any reviews.
Is it a crowded niche, or one with lots of demand and limited
competition selling relevant products?
This looks like a robust listing: lots of colorful photos,
good keywords and product title, yet still selling well and
only 10 reviews. Is there a lot of demand that is still unmet?
What do the negative reviews say about the product? Only 10
reviews and 4 stars is not great for this seller–maybe I can
capitalize on the negative reviews and learn what the
shortcomings of the product are and create an improved
Child Car Seat Saver
Products targeting new parents are often very popular, as
new parents are willing to spend money and purchase products
that help them and their kids. A simple waterproof liner like
this is a great example.
I would want to investigate the health regulations and
inspection standards for products like this that kids will be
using and handling.
I want to look into different color liners–maybe blue or
pink, or patterns that are in demand.
Additionally, are there different sizes or models for
different strollers? Maybe there is a popular stroller that
does not have a liner accessory. Or at least I could include
that type of stroller brand in the listing, to try to rank for
This is a very strong listing, nice photos and good
keywords in the listing.
I like that it is $20 per trekking pole – because what is
one pole good for? You need two! So that would generally mean
$40 per order.
I took a look at the top sellers for “aluminum trekking
poles”. Here is the Jungle Scout Extension data. It looks like
there’s a lot of demand because these sellers sell quite well,
but some sellers have less than 50 reviews and are still
ranking in the top 10 sellers for the keyword.
The sourcing, manufacturing and quality control of these
should be fairly straightforward.
I hope this article has given you an idea of how I generate
ideas, and evaluate them, when I’m looking for products to sell
The beauty of this business model, and the requisite for
product research, is that it is replicable and scalable. You
can run through this formula many times over and the products
that are promising are in constant flux. That’s what you get
when you’re selling on the largest marketplace in the world,
the juggernaut known as Amazon.
If you want to learn more we have a whole library of free
resources to help you find great products at our Jungle Scout
University. Don’t forget to get some free sales estimates
using the Jungle Scout
Keep generating ideas and applying the methodologies explained
in this article. You will be well on your way to building a
thriving Amazon business!