Amazon Seller, Amazon FBA, Marketing Strategy / 6 MIN READ

How to Find Products to Sell on Amazon [FBA Edition]


One of the biggest ongoing challenges Amazon FBA sellers face is how to find products to sell on Amazon. It’s a simple problem but, of course, one with an astronomical effect on your burgeoning business. Without the right strategy in place to search for, evaluate, and ultimately select products for your store, you could wind up spending more time than necessary just deciding what your inventory should consist of. To truly maximize your profitability, you need to focus on building your business, and that starts with the products you offer your customers.

But therein lies your first complication. Everyone has their own approach to how to make money selling on Amazon. Some choose to sell products wholesale on Amazon, purchasing items directly from manufacturers and then reselling them to consumers on the site. Some Amazon sellers go so far as to use Amazon Private labeling. In this case, an FBA seller would purchase generic goods wholesale and then relabel them with their own individual brand.

Looking for a way to navigate it all? Here are some critical tips you should consider.

How to Find Products to Sell on Amazon

Research, as you probably surmised, is key to launching a successful Amazon product search. With so many extra charges involved -- including seller fees and shipping costs --, you need to ensure a given product makes financial sense for your store before you invest in it. As a general guideline, Amazon FBA sellers are often best suited for high-end products that are light in weight. Consider your sale price and the fragility of a given product. With that in mind, it’s time to officially begin your search.

  • Lock into research mode: When you have only a broad understanding of what you want to sell on Amazon, you should start by looking at which items actually sell on the site. Thankfully, Amazon handily provides detailed breakdowns of its best-selling products in every category, including its Best Sellers Rank. This will help you develop a sense of what consumers are looking for and how you might be able to leverage that.
  • Focus on your keywords: Once you determine some keywords that appeal to you, it’s time to focus on which of those actually carry significant customer demand. We’ll discuss the importance of implementing FBA tools -- and mention some others you should consider -- later on. But for now, your best bet is a tool that focuses specifically on keyword research. Jungle Scout is a popular option, as is Unicorn Smasher


  • Be as specific as possible: When you are considering which products within your niche might be worth selling, your keyword search should be as specific as possible. Every product search has a notable hole, and your store could be the go-to destination for exactly the size, color, or other variation of a product a segment of consumers is looking for. This is a chance to set your Amazon store apart.
  • Avoid crowded product areas: If even this insanely specific keyword search comes back with an insane amount of search results, you might be better off turning your attention elsewhere. You might end up confronting more resistance from consumers than you’re willing to face. After all, Amazon is the largest online marketplace because of how many options it provides customers. At some point, every niche winds up tapped out.

What Products You Should Focus on 

The above research steps can help you determine which products are ultimately the best route for your Amazon store. But the most successful FBA sellers develop a much smoother understanding of which products work best for their bottom line. Of course, this may shift based on your own needs and preference. Generally, Amazon FBA sellers look for many of the same qualities in a product.

  • Low selling price: Consumers don’t often want to fork over large amounts on Amazon. They come to the site looking for affordable products that satisfy their need. Generally, the easiest way to beat out your competition is your price point. But, of course, you need to find a middle ground that keeps your selling prices low without sacrificing quality. Only take on higher-priced items if they are very light-weight, as this keeps your fees low.
  • Simple designs: While you likely won’t be manufacturing your products yourself, you should still opt for durable products that are unlikely to cause customers many problems. Anything that contains glass or other sensitive materials could break in transit. Likewise, electronics or items that might malfunction can lead to customer service issues and, more than likely, a flurry of negative reviews.


  • Year-round consistency: You should also avoid any products that relate to a particular time of year or season to become popular. Anything explicitly tied to the holiday season and the summer months will be a much harder sell to consumers, who likely aren’t looking for those items any other time. However, you can always find ways to highlight the usability of some products during seasonal periods. Just don’t fall prey to them.
  • Room for improvement: If you’ve successfully identified a niche worth exploring, there should also be ample opportunity to build on existing consumer demand. For instance, you should be actively reviewing your competition’s product reviews. These can be an excellent source of direction, tipping you off to ways you can do better. But if a product has too many reviews, this can indicate the product is too popular to compete with.

The Tools You Need to Use

If you’re looking for a way to save time and sharpen your search, you’ll want to start building your FBA toolkit as soon as possible. The internet as you might imagine is filled with options, but these are some of the best free tools you should definitely take a look at.

  • FBA pricing tools: Few product details affect a consumer’s purchase decisions as price. But likewise, you need to keep up to date on how key products in your niche are performing. Amazon products are known to shift prices frequently. Don’t get taken off guard by any of these, whether you’re looking to buy and resell or just keeping tabs on your competition. Try tools like Keepa and camelcamelcamel.
  • Google tools: It’s probably no surprise that Google is a key provider in some of the most useful free tools for FBA sellers. Well, it is. Google Trends provides you with a glimpse at how keywords relevant to your Amazon store are performing. Meanwhile, Google Keyword Planner takes it one step further with detailed reports that provide an even closer look. Finding the right keywords for your store can tip you off to what sells.


  • AMZ Base: One of the go-to tools for just about every Amazon FBA seller, this one is loaded with features. The best of them gives you the ability to easily locate ASINs and product descriptions that you’d otherwise have to spend countless time digging through. If efficiency is what you’re looking for to streamline your operation, then this is one tool you should take advantage of.
  • FBA calculator: Before you commit to selling any product in your store, you’ll want to crunch the numbers first. That’s why you absolutely need to have an FBA calculator at your disposal. The problem is the internet is teeming with options in that department. So allow us to help clear some of that up with a single recommendation. Go straight to the source; Amazon’s own FBA revenue calculator works wonders. If you want to learn more about how to use the data from the Amazon FBA revenue calculator to make better business decisions, check out our in-depth article on it.
  • Sonar: Sometimes, the most frustrating part of finding products to sell on Amazon lies in the brainstorming. So use this free FBA tool to help sift through mountains of product data and get a quick read on where you should focus your attention. When you are ready for the more granular side of the process, you’ll find Sonar useful then too. It’s that multifaceted.

Choose Your Amazon FBA Adventure

With any luck, the research methods, distinguishing features, and FBA tools we’ve highlighted can guide you toward the products you should be looking to sell in your Amazon store. Even so, you might wind up approaching your business with a specific type of product in mind. In that case, you have a choice to make. And, if it’s any consolation, it’s one many FBA sellers face.

Based on the results of your initial research, you could end up having to decide between your passion and the whims of the market. Both approaches have their pros and cons. If you stick with selling products you care about, your drive and excitement for your Amazon store will be far more resilient. But you might have a more difficult time finding your ideal customers this way.

Your Amazon store is what you make of it. So consider your options carefully as you shape your product inventory. Most importantly, you should take a big picture view and build a long-term strategy for the future. Finding products to sell on Amazon is just the beginning of your journey. But it is a critical piece, one that will inevitably affect whatever happens next.

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Originally published Apr 7, 2020 12:42:04 PM / Updated June 5, 2020