Are you wondering how to find a product to sell on Amazon?

In this step-by-step guide, I’ll be going over exactly that:

What’s the best part?

The steps I’ll be sharing with you are easy to follow, even if you’re not business or Amazon-savvy.

So, if you’re looking to find the best product to sell on Amazon, this guide is a must-read.

Step #1: Download Amazon Product Planner

You need a place to keep all the information you’re researching. That’s why we created this product planner.

We were frustrated that there was no automatic way for us to research products and store all the information in one place.

The product planner is an excel sheet we created to allow you to brainstorm, research and calculate the potential profit of your product ideas.

That way you can have a running list of profitable products in your pocket to keep launching over time.

startupbros amazon product planner

This is the best way to keep track of your entire business from brainstorming to international shipping to product launch. It’s our gift to you for free (No Opt-in required!)

Grab the Amazon Product Planner.

Make sure that you click on file then make a copy for yourself. Please use this to take action and never stop!

The product planner is a small part of a brand new presentation that teaches you how to start an Amazon business from scratch, even if you don’t have any experience selling on Amazon. If you cant to check out the presentation you can /ecommerce-workshop”>sign up here

Step #2: Make a List of Amazon Product Ideas

First things first.

To find a profitable product to sell on Amazon, you need to make a list of Amazon product ideas.

Let me illustrate this with a simple example.

Let’s assume you’re a fitness trainer who wants to start selling on Amazon.

Your product ideas list might look something like this:

Amazon Product Ideas

Writing down these ideas might seem easy.

However, it’s one of the most important steps you’ll need to take.


Because it will help you understand what you are more comfortable selling online.

How to find the right product to sell on Amazon?

To find the right product to sell on Amazon—besides selling what you like—you must be able to identify people’s needs.

All successful products cover basic needs that people have.

For instance, take a look at this yoga mat on Amazon:

Yoga Mat on Amazon

At first, it may look like any other gym mat.

So why does this product have over 11.5K reviews and thousands of sales?

Because it covers a very specific need:

It allows people to do yoga in their comfort of their own home.

Let’s be clear about something:

The product you’re going to choose has to be profitable.

After all, that’s why you’re selling on Amazon in the first place, right?

This is the first step toward finding a good product to sell on Amazon.

Let’s move on to the next.

Step #3: Look for Products Using a Research Tool

I know you’re wondering what to sell on Amazon to make money.

In this step, you’ll be searching for your Amazon product ideas that are already on Amazon.

To do that, you can either:

  • Do a manual research, OR
  • Use a software tool that helps you find products to sell on Amazon

Software to find products to sell on Amazon

The best way to find products to sell on Amazon is through product research software.

One of the best software tools to do that is JungleScout.

JungleScout—which is also great for Amazon keyword research—is a powerful suite of tools for Amazon sellers:

Jungle Scout Home Page

One of its tools allows you to discover profitable product ideas:

Product Research on Amazon

From there, gain useful competitive insights:

Amazon Competitive Insights

Two metrics to pay attention to when doing product research using this tool are:

  1. Opportunity Score: This tells you whether or not the product is a good opportunity.
  2. Listing Quality Score: This gives each product listing a grade, based on a set of specific criteria.

Keep in mind that doing manual research won’t give you the depth and level of intelligence you’d get with a tool like JungleScout.

In general, some things to consider when doing product research on Amazon include:

  • Price of the product or product category you’re interested in should be around $25-50
  • Seasonality of the product has to be high, meaning that customer interest for that particular product is high throughout the whole year
  • It isn’t too heavy, so the customer won’t have to pay a lot on shipping
  • There’s a simple manufacturing process and is not built from expensive materials
  • It’s compact enough to fit into a small box

Note: There are many other factors you should consider when evaluating product ideas and doing product research, but these are some of the most important ones.

Now you know how to source products to sell on Amazon.

Let’s move on to the next step!


Something that bothers me is when our readers lose money or have bad experiences researching for products to sell. I want to try and put an end to that. That’s why we partnered with JungleScout to put together a supplier/manufacturer database to help you find the right factory for your products. If you want to check it out, it’s right here.

Matching products to Factories
Check Out The Supplier Database

Step #4: Discover Amazon Best Sellers

Next, you need to discover Amazon best sellers.

More specifically, you need to see if there are any potential best sellers among your own product ideas.

So, how can you discover which products are sold most on Amazon?

Simply enter something like “Amazon best sellers” or “Top selling items on Amazon” into a Google search:

Amazon Best Sellers on Google

Editor’s Note: According to Ahrefs, this keyword has more than 87K monthly searches in the US alone, which means that many people are looking for the best-selling products on Amazon.

Amazon Best Sellers Monthly Search Volume in the US

One of the organic search results is the following:

Amazon Best Sellers

Click on it and you’ll get to this page:

Amazon Best Sellers Page on

As you can see, in the top menu you can choose from:

  • Best Sellers
  • New Releases
  • Movers & Shakers
  • Most Wished For
  • Gift Ideas

The best part is the fact that you can see the top selling products on Amazon by category.

For example, here are the best sellers in the “Beauty & Personal Care Best Sellers” category:

Beauty Personal Care Best Sellers

Note: Rankings are based on sales and are updated hourly.

Everyone wants to discover hot products to sell on Amazon.

With this tip, you’re already one step ahead of most sellers.

This is a crucial step toward finding the best products to sell on Amazon FBA.

Let’s move on to the next one.

Step #5: Do Amazon Keyword Research

You may be wondering: what does Amazon keyword research has to do with Amazon products?

Well, keywords are part of the search process that Amazon customers go through before making a purchase.

This is why identifying trends in keywords is such an essential step for sellers.

For example, when someone is looking for a yoga mat, they may refer to it as:

Yoga Mat on Amazon Search

Alternatively, they may refer to it as:

Yoga Equipment on Amazon Search

It’s important that you know how users search for products like yours.

To be able to identify the way people search, you need to conduct keyword research.

To do this, you’ll need the right tools.

Luckily for you, a couple of weeks ago I published a massive list of Amazon Keyword Research Tools:

19 Best Amazon Keyword Research Tools

I included both free and paid tools in this article, and I’m sure you’ll find the right tools for you to do thorough keyword research for your Amazon products.

Be sure to take a look!

Let’s move on to step no.5.

Step #6: Look for Items NOT Sold by Amazon

Are you wondering, “What can I sell on Amazon?”

The answer: try to find items that Amazon isn’t already selling.

This may sound like an exaggeration, but even for the eCommerce giant, there are products not yet listed.

Editor’s Note: According to sources, Amazon lists 119,928,851 products as of April 2019.

It’s your job to discover these products and identify whether or not they could be an opportunity for your FBA business.

How to find items not sold by Amazon

A great way to find items not sold by Amazon is to visit successful Shopify stores and find their best-selling products.

For example, take a look at this cool Shopify store called Quad Lock® that offers smartphone mounting systems:

Screen Shot 2019 06 15 at 19.11.28
  • Could this be an opportunity for Amazon?
  • Are there already similar products sold there?
  • If so, are they good enough?

These are all questions you should be asking yourself before moving forward with a product.

🧠 PROTIP: To see the best-selling products on any Shopify store, simply copy and paste /collections/all?sort_by=best-selling after the root domain that you want to check.

The question is: how can you scale down this time-consuming process?

Try using a tool like MYIP.MS.

Limit your research to Hosting Companies, and enter “Shopify” in the “Hosting Company” field:

Hosting Company Shopify

Click on the number of websites that use this company’s IP (as shown above):

Find Shopify Websites

You’ll get a list of almost 140k Shopify stores that you can get ideas from:

List of Shopify Websites

Cool, right?

Let’s move on to the next step!

You may be wondering what eBay has to do with Amazon product research.

One of the best ways to find successful items to sell on Amazon is by sourcing best-selling products on eBay.

Why is that?

Because similarly to Amazon, eBay has millions of customers from all around the world.

In fact, according to Ahrefs, eBay has more than 129M monthly visitors:

eBay Monthly Traffic

This makes eBay the perfect place to find best-selling products.

Finding eBay best sellers isn’t as easy as on Amazon.

Simply put, eBay doesn’t provide this kind of data, and most data out there is outdated.

So, I suggest installing KeywordsEverywhere on your browser and search for anything that interests you on eBay:

Seach for Cases on eBay

You’ll get a list of products that are related to your query, along with a monthly search volume from KeywordsEverywhere, as shown below:

Monthly Search Volume on eBay

This way, you know what people are searching for and what the product trends are on eBay.

🧠 PROTIP: Make comparisons between Amazon and eBay, and use long-tail queries to discover product opportunities.

Now that you know how to use eBay to find a product to sell on Amazon, let’s move on to the next step.

Step #8: Research the Most-Promoted Products by Amazon Affiliates

In this step, you’ll discover what the most-promoted products are by Amazon affiliates.

The question is, why would you want to do such a thing?

Finding products that Amazon affiliates promote are (usually) products that:

  • Are popular
  • Have a high profit margin

To be clear: not all the products that affiliates are promoting will be profitable for you.

In fact, you might want to stay away from many of these products.

However, getting an idea of what products are being “pushed” by Amazon affiliates is a great way to discover product opportunities for Amazon.

How can you do this?

Try visiting popular Amazon affiliate websites like ShaverGuru:


Another way is to find YouTubers that promote Amazon products:

Amazon Affiliate Links on YouTube

My advice is this: don’t try to compete with big brands, no matter how awesome your idea is.

Focus on things like exclusivity, competition and profitability to get the most out of this step.

Although this step requires a lot of time, it can provide you many great product ideas.

So, be sure not to skip it!

Step #9: Discover Product Opportunities Through Amazon Product Reviews

A great way to discover product opportunities is by analyzing Amazon product reviews.

When I say analyze, I don’t mean NLP or anything complex.

Just see how people feel and talk about the products they’re buying online.

How can you do this?

By visiting competitive (or relevant) product pages that have many reviews:

Women Running Shoes on Amazon

Go to the bottom of the page—where the reviews are—and scan through as many of those reviews as possible.

You’ll almost always find reviews that show how people feel and what they’re saying about that particular product:

Customer Review on Amazon

For example, for these pair of shoes, you can see that the outsole may be a problem.

Keep this in mind when doing competitive research for your Amazon product.

What to sell on Amazon to make money?

The answer is simple: you need to sell products that people need.

In order to do this, you sometimes just have to let the customers do the talking.

That’s what this step is all about.

Listen to the customers.

They will tell you everything you need to know.

Step #10: Test Your Product Idea

Finding some of the best-selling products on Amazon is easy.

So far, I’ve shared several ways in which you can discover product opportunities for Amazon.

This step is about testing out these ideas to see if they have actual selling potential.

How can you do this?

Once again, head over to customer reviews and find reviews with positive sentiments:

Review With Positive Sentiment on Amazon

Click on the profile name as shown below:

Visit Amazon Customer Profile

You’ll then be redirected to the customer’s profile, where you can see all their reviews along with some other useful information:

Amazon Customer Profile

The benefit here is twofold:

  1. To see what else might interest your target customers
  2. Or reaching out to them and ask them what they think of your product idea

You can have a VA (virtual assistant) make a list of relevant customer profiles and find their contact details.

Once you have these contact details in place, you can actually reach out to and talk to your potential customers, or customers that buy products from your competitors.

Tip: Don’t be intrusive and try to respect people’s privacy. The only reason you’re doing this is to understand whether or not there’s potential in your product idea.

You can be sure about one thing:

There’s nothing like talking to customers and asking about their opinions.

Trust me on that.

Let’s move on to one of the final steps of the process.

Step #11: Find a Wholesale Product Supplier

As you already know, finding a wholesale product supplier is not easy.

There are many factors involved that you should pay attention to when importing from another country.

Nevertheless, after deciding what kind of product you want to sell, it’s the next step of the process.

So, how do you find a wholesale product supplier?

One of the best ways to do so is by using Alibaba:

Alibaba Home Page

Alibaba is an eCommerce giant where you can find literally everything you’re looking for.

Here, you can find manufacturers, suppliers, exporters and importers from all over the world.

The best part?

You can talk business right away, as everyone on Alibaba is there for the same reason.

Let’s see how the product search in Alibaba works with a quick example.

Type in the product you’re interested in importing:

Product Search in Alibaba

Click search and you’ll land on the product results page, with more products than you can possibly imagine:

Alibaba Product Results

What’s really great about Alibaba is that everything is very transparent, which means you’ll know what supplier to trust.

Alibaba provides a lot of information for every supplier who sells on their platform:

Alibaba Supplier Information

This way, you’ll feel safe when contacting a wholesale supplier for an inquiry.

A while back, we published a great guide on how to source, find and buy products from Alibaba:

Alibaba Guide

If you’re interested in learning more about Alibaba, I highly recommend taking a look:

Alibaba Guide: The Secrets to Buying from Alibaba

Let’s move on to the last step of the process.


Something that bothers me is when our readers lose money or have bad experiences using Alibaba or Aliexpress. I want to try and put an end to that. That’s why we partnered with JungleScout to put together a supplier/manufacturer database to help you find the right factory for your products. If you want to check it out, it’s right here.

Check Out The Supplier Database

Step #12: Set Up an Amazon Seller Account

I’ll keep this one short.

Let me tell something you already know:

Selling on Amazon is NOT easy.

Yes, there are many success stories online from FBA sellers whose lives were changed by selling on Amazon, but as they say, all that glitters is not gold.

Having that said, you have to do your own research to be sure about things.

And of course, you need to try things out for yourself.

Most people think finding a product and setting up an Amazon seller account is the most difficult part of the process.


The most difficult part is to promote your products and communicate their value in the best way possible.

Only when you start selling will you fully understand that finding a winning product is only a small part of the process.

Getting that product to the market is another thing entirely. It’s something we cover end to end in our Amazon course.

Wrapping this up

The steps I’ve just shared with you can help make the process a lot easier.

Now I’d like to hear from you.

Which of these steps do you find most challenging?

Is it doing Amazon product research, or maybe finding a wholesale product supplier?

Let me know your thoughts by leaving a comment below!

Additional resources you might be interested in:

Special Offer…

We have a completely updated and brand new Amazon business course that teaches first time entrepreneurs how to launch their very own physical product Amazon business. Understanding what people want to buy is the key to picking a winning product and it’s a huge section in our course. If you want to check that out and see if it’s right for you click here…

Or -> /ecommerce-workshop”>Join us live for the free presentation on launching an Amazon business in 90 Days <-


Avatar for Will Mitchell
Will Mitchell

Will Mitchell is a serial entrepreneur and Founder of StartupBros. You can learn more about him at the Startupbros about page. If you have any questions or comments for him, just send an email or leave a comment!

6 comments add your comment

  1. Hi I tried to register in the US for account seller unfortunately it didn’t work. As my country isn’t listed and amazon when registering for new account asked for my passport details And country of issuing. So not everyone is allowed to sell on amazon. I have a summer home for holiday in the states I visit the stares every year I gave American credit cards and account number at the bank. Is there any possibility to sell on amazon if my country is not listed?

    • Hey Sawsan, thanks for reaching out again. I saw you commented on another article more recently. I answered most of your question there but please I would love to help you more in depth and one on one. So please feel free to send me an email will@startupbros(dot)com

  2. Thanks will great informative article and great website about amazon seller to start as newbies .

  3. Thanks for sharing this wonderful tips. It is great to see this site, I am going to bookmark this. Good work.

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