Amazon FBA 101 Part 2 | Product Research & Launching Strategies

By Norman Farrar

The secret to successful Amazon selling is straightforward: sell a product that is in great demand yet faces little competition.

Indeed, this is true for everyone looking to sell something online. It is elementary economics: you want to position yourself in the Amazon marketplace where there is a strong demand for your products and a limited supply (supply = possible competitors). Once your private label product is out, you want to be able to quickly capitalize on current demand without competing with too many other merchants.

So how can you locate things that are in great demand yet have little competition?

Amazon’s catalog has millions of items, and we have all of the information necessary to locate that needle in a haystack. To make your product search easier, keep the following points in mind. Following these fundamental rules will assist you in determining the best private label items to offer.

  1. Retail pricing ranges from $25 to $50.
  2. Minimal seasonality.
  3. Less than 200 reviews (less than 100 is tremendous!)
  4. Compact (fits within a shoebox) and light.
  5. Possible to improve.
  6. Easy to manufacture.

These are only suggestions and a template that our professionals have utilized as Amazon sellers on numerous occasions. Each product has its unique opportunity-to-competition ratio.

Amazon FBA 101 Part 2 | Product Research & Launching Strategies

Product Research for Amazon FBA

The one thing that experts emphasize is market evaluation if you want to earn a lot of money as an Amazon seller. As a result, it becomes critical to conduct thorough Amazon product research before jumping in headfirst.

Newcomers occasionally look at other business models such as retail arbitrage since the process of becoming an Amazon seller may appear to be excessively burdensome.

However, rest assured that every successful Amazon seller has passed through this stage. Choosing the best bankable product is not as difficult as it appears.

When doing product research, there are various factors to consider – niche selection, brand limits, competition, and selling expenses, to name a few.

Amazon product research has evolved significantly over the previous few years. What worked previously may or may not work now.

There are two distinct methods for conducting Amazon Product Research:

product research
  1. Manual method
  • Step 1: Check The Best-Sellers List
    • Amazon’s Best Sellers page provides significant assistance in conducting product research. Indeed, this is the first step you should do, as Amazon lists all of its best-selling items here.
    • You may search for items by category and sub-category. Choose things that are neither too expensive nor too cheap. Additionally, a low level of competition means that the product has a greater chance of being sold.
  • Step 2: Examine Your Competitors’ Activities
    • The second stage is to research how your rivals are marketing the product you’ve chosen. The Best Sellers page on Amazon helps you to see past your top competition.
    • You can examine their product listing pages and, if accessible, their official website. The insights show which things are the most popular and which ones receive positive ratings and user evaluations.
    • Additionally, you may acquire the goods from a rival (if it is within your budget) and ascertain the level of service they provide. You may always learn from them and find methods to better their best practices while selling yours.
  1. Automation
This is one of the quickest methods of conducting product research. They save you time and are useful.Consider the following: Scanning bestseller lists, verifying hot-selling products, and reviewing product criteria, photos, descriptions, bullets, listings, and competitors may be time-consuming and frustrating. Therefore, here is the final suggestion for introducing some unique items to your web business. All you need to do is utilize one of the automated tools offered, and you’ll have everything in one location. The tools are specifically created to provide you with an estimate of monthly sales, monthly income, and the number of reviews, as well as a variety of other valuable resources to help you do more thorough, efficient, and structured research. It’s an excellent technique to validate your Product Research quickly and efficiently.

Determining Product Demand

Estimating which products have a high demand in the market is key to your success as an Amazon seller. So let’s see how you can determine the demand for the products you’re looking to sell:

Product Demand
  • Amazon Best Sellers – If you’re beginning fresh and don’t have a specific product in mind, one of the greatest places to begin is with the Amazon Best Sellers Page.    
An Amazon Best Sellers list is a compilation of the top 100 most popular goods in a certain category or subcategory.

As a current Amazon seller, you are almost certainly already aware of this.

The question is, are you utilizing the data it provides?

In actuality, many vendors will view this information as useful and moderately fascinating. Sellers trying to grow their businesses, on the other hand, will understand that this is Amazon offering important data about the most popular goods on the marketplace.

In other words, they’re advising you on which things would be worth your time and money to market. We say “maybe” because there are still several other factors to consider, which we shall discuss shortly.

 

  • Amazon Best Sellers Rank (BSR) – While the Amazon Best Sellers lists are fantastic, they only include the top 100 goods.
While this may appear to be a large number, when you realize that certain categories include millions of goods, 100 hardly touches the surface.

This is where the BSR, often known as the Best Sellers Rank, enters the picture.

To be specific, each product on Amazon has a BSR, which can be viewed on the product details page of any item listed on Amazon.

This rank indicates the product’s exact position in the relevant category and subcategory in terms of product sales.

While it would be good to know the exact amount of sales generated by each specific product, Amazon does not give this information.

This signifies that the rank is the best data we have. Having said that, as nice as sales volumes are, the BSR is still a strong indicator of the product’s market demand.

 

  • Product Categories – According to FBA Empire, the following product categories are broken down by product demand:
  1. Amazon’s most popular product categories:
    1. Home & Kitchen
    2. Personal Care & Health
    3. Sports & Outdoors
    4. Beauty
  1. Amazon product categories with a moderate level of demand:
    1. Toys & Games
    2. Supplies for Pets
    3. Home Improvement
    4. Office Products
  1. Amazon product categories with little demand:
    1. Scientific & Industrial
    2. Automotive 
    3. Arts & Crafts
    4. Musical Instruments

This is not to say you should avoid less popular categories; it just means you must temper your expectations. After all, because Amazon does not give us actual sales data, this is all we have.

Tools for Amazon FBA Product Research

product research tools

Selecting the appropriate software to assist with Amazon FBA product sourcing is critical to success. There are several tools accessible, and we hope this list assists you in making the best choice.

 

  • Helium 10 – Multiple Amazon seller features are included in this program to assist you in locating high-ranking keywords, identifying trends, spying on rivals, and optimizing product listings. The Amazon optimization tool package was created specifically for merchants wishing to develop their Amazon FBA operations dramatically.

 

  • SellerApp – With straightforward features, rapid insights, and intelligent shortcuts, SellerApp transforms every user into a product research ninja. The program ensures that you have the correct figures and data from the most reputable sources.

 

  • AMZScout – AMZScout provides functionality via a web application and a Chrome Extension. You’ll have access to everything you need, including the product’s potential score, BSR, monthly sales, profit, and current inventory levels, as well as various layers of competition analysis – all without visiting the product page. Shortlist your preferred goods and return to compare them.

 

  • IO Scout – Get complete data on Amazon product listings, including fees, expected sales and income, and seller information. IO for Amazon is a Chrome plugin that acts as a product research tool. You may quickly acquire extensive statistics and data on products directly from the Amazon website. Additionally, you may add individual goods to your tracking lists to keep an eye on them.

 

  • ZonGuru – ZonGuru is an all-in-one Amazon seller tool that leverages big data to assist you in identifying the finest suppliers, researching top-selling items, and identifying lucrative market prospects. Utilize Niche Finder to get ideas for your next product niche. In addition, you may utilize their robust Easy Source tool to locate the ideal source for your goods.

 

  • Unicorn Smasher – AMZ Tracker’s Unicorn Smasher is an Amazon product research tool. It provides solutions for sales forecasting, complete data management, and more. It’s a free application that “supercharges your Amazon product research” for Amazon merchants. They simplify the process of identifying the ideal product that will catapult you to the top of your niche.

Sizing Up Your Competition

Keeping a competitive advantage on Amazon is no easy task. This is especially true if you do not monitor your competition. Discover how to keep one step ahead of the competition with this concise checklist for doing an effective Amazon competitive analysis.

  • Amazon Competitive Research
  1. Number of Competitors

To begin, determine your adversary. There are several methods for evaluating your competitors. Profit Bandit should be consulted prior to making any purchases. Conduct research on the things in your inventory. Certain websites, such as Amazon ASIN, even give certain information for free. 

 

  1. Storefront Inspections

Your competition maintains an Amazon profile and a storefront. Check the seller’s shipping terms and restrictions on the Offers page, and then click on the seller’s name. This opens their profile. You may view the shop from here to discover which brands they carry and how many things they offer.

 

  1. Profiles of Competitors

Apart from social media, there are more public information sources. There is certain to be a website or a profile of the firm someplace. Consider the following approaches for gaining an understanding of the company:

  • The domain name
  • Records of business
  • The director’s narrative (LinkedIn posts)
  • History of job postings

Any information you discover on this site may become valuable. Make a list of their advantages and disadvantages. You may be unable to profit from them. However, they will assist you in comprehending the landscape in which you operate.

 

  • Amazon Competitive Analysis
  1. Descriptions

Competitive analysis on Amazon begins with listings. Sift through the Product page’s photographs, videos, title, and description. Do not overlook branding. This includes tone, design, packaging, and labeling.

  1. Keywords

You may compare listings to determine which keywords your competition is using. Alternatively, you may put an ASIN into a keyword research engine like Sonar to obtain a free sample. It provides insight into pay-per-click advertising and backend keyword research. Best of all, these lists are downloadable.

The same holds true for Amazon ASIN. A query returns somewhat different results, but they are more visually appealing. Bear in mind that none of these technologies provide a secure connection.

  1. Reviews

Numerous new details are revealed in product reviews. However, you should concentrate on the product’s advantages and disadvantages. Take note of any qualities that reviewers rave about. Additionally, ascertain what they dislike about the product and how yours addresses the issue.

  1. Pricing Policy

You don’t need to keep track of vendors’ prices to comprehend their pricing strategy. ProfitBandit may be used to scan any goods. Then, using the built-in Camel widget, monitor Amazon pricing movements. 

Observe patterns and distinguish between fast-moving and slow-moving things. Consider how quickly your competitors can price changes, sell out, and refill supply. You may then develop your pricing plan.

  1. Sales Revenue

This is the point at which things become fascinating. Numerous Amazon sales estimate tools are available online. JungleScout is one such example. These tools provide monthly sales for individual products based on their sales rank. However, it is not a precise science. Therefore, take the findings with a grain of salt.

  1. Fulfillment

Are you keeping an eye on your competitors? Excellent work. However, you cannot comprehend their business plan unless you put in a few orders. So begin by asking some questions to ascertain how long it takes them to react. 

When placing a purchase, experiment with different delivery methods to determine the couriers and the service they provide. Also, look for hints on the dispatch location and, maybe, the fee.

  1. Promotional Campaigns

You must monitor your competitors’ advertising strategies. Consider the dates on which they are introduced, the regularity with which they are launched, and the scale they are released.

The conclusion here is to avoid allowing a little Amazon competition to detract from your aims.

How to Launch Your Products on Amazon

product launching

If you want to succeed on the Amazon marketplace – whether as a seller or a vendor – you must put in the time. Whether you are a first-time seller or an experienced seller, introducing a new product on Amazon is challenging.

However, why is it so difficult?

The Amazon A9 algorithm uses several different variables to determine your product’s rating. The sales velocity, measured by the click-through rate(CTR) and conversion rate(CVR), is a critical element. They are determined, in turn, by:

  • CTR: main picture, reviews, title, and price
  • CVR: listing copywriting, remaining product pictures, and pricing

It appears to be rather straightforward.

Here’s the rub: for a product to sell, it must rank highly in search results. And for a product to rank well, it must sell. Thus, where do you begin? That is the logical contradiction inherent in Amazon product releases. Essentially, this implies you must generate initial revenues and maintain a high ranking — both simultaneously.

Now, how can you that?

See what our experts suggest.

Grow an Audience Off Amazon

Organic traffic is tough to generate on Amazon, especially for new and coming brands. But there’s no harm in trying to incorporate the following methods to grow an audience off Amazon:
  1. Offer exclusive product discounts. Reduce your product’s price is the simplest approach to enhance initial demand – even more so if you make consumers feel like they’re receiving a great bargain. As a result, each of our sales techniques involves a product discount.
  2. Conduct Amazon Giveaways (US only). You may promote your new product on Amazon as part of a giveaway. While the winner will receive your goods for free, other entrants will receive a discount. The trick is to force participants to watch a product video before entering the offer, hoping that this would entice them to make the reduced purchase even if they do not win.
  3. Create social proof and get reviews. Customers expect to receive functional goods in a timely way when they shop on Amazon. However, meeting these bare-bones customer service requirements will hardly guarantee you the first few reviews. That is why, when releasing a new product, you should strive to surprise your consumer and therefore urge them to post a review — for excellent customer service.
This surprise might take the shape of a complimentary item, a discount on their next purchase, or helpful information/online resources that complement your offering.

Build Relationships With Influencers and Bloggers

influencer relationship

Another method of reaching a targeted audience is through Influencer Marketing. 

You may provide an influencer or renowned blogger in your field a discount coupon in exchange for linking to your product listing. This may also assist in giving social evidence in the absence of product reviews. 

Bear in mind, however, that you are losing additional money because you are frequently required to pay a large fee to the influencer.

Other Methods to Grow Your Brand Off of Amazon

You can try gathering your audience from external sources if organic growth doesn’t work for you. Here are some examples of how:  
  1. Connect with your audience using Facebook. There are three methods to utilize Facebook.
  • Depending on the product you’re selling, you can identify suitable Facebook Groups with members who may be the ideal target audience for your new offering depending on their interests or hobbies. Ensure that you message the group administrator and request permission to publish a link to your listing along with a discount code.
  • Advertising is another approach to use the power of Facebook when launching a new product on Amazon. Facebook enables you to fine-tune your advertising targeting to attract people who are likely to be interested in your offering. However, if you’ve never used Facebook Ads before and are unsure of what you’re doing, it might quickly deplete your launch marketing budget (and beyond).
  • Utilizing a Facebook Bot enhances the interactivity of your Facebook advertising – it is the most successful method we are aware of for generating the initial few transactions. We already covered this method in the context of generating the initial reviews for a product in an earlier piece.
  1. Make use of your email list
  • Provide your email list with special discount vouchers.
  • If you already have an off-Amazon web business and have been gathering email addresses, you may use them to your benefit. The majority of the people on the list have presumably already purchased from you or expressed interest in your product line. 
  • By offering them an exclusive discount via an email newsletter that includes a link to your new product listing, you may significantly increase your chances of earning a few purchases and launching a successful product on Amazon.

About The Author

Norm-farrar-amazon-fba-ecommerce-podcast

Norman Farrar Entrepreneur and businessman Norman “The Beard Guy” Farrar stands at the forefront of the economic mega-machine known as Amazon Marketplace. As a leading expert with over 25 years of product sourcing, development, and branding expertise, Norm is an advisor to many and an inspiration to all.

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