Mastering Amazon FBA: Find Profitable Private Label Products

An Amazon product listing page showing various dog toys and the text “How to Find Profitable Products Amazon FBA” highlighted in bold, suggesting tips or strategies for finding lucrative products to sell on Amazon’s Fulfillment by Amazon (FBA) program.

Are you ready to embark on a journey into the world of product research and development? If you’ve ever dreamt of bringing your innovative ideas to life and launching successful products in the market, then this blog is for you. In this comprehensive guide, we will walk you through each step of the research process, from brainstorming ideas that resonate with your interests to evaluating demand, analyzing competition, determining profitability, and finally, getting your hands on samples for testing. By the end of this blog, you will have the knowledge and tools necessary to kickstart your product development journey with confidence. Let’s dive into the intricacies of product research together and unlock the secrets to crafting a winning strategy for potential customers.

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Find Profitable Private Label Products

Amazon has become one of the largest and most profitable marketplaces in the world, with millions of customers shopping every day. For entrepreneurs looking to start an e-commerce business, Amazon FBA (Fulfillment by Amazon) offers a streamlined way to reach these customers and build a brand. It’s crucial to set up your Amazon seller account early in the process to avoid delays and wasted resources once you’ve selected your products.

However, with millions of brands already selling on Amazon, the key to success is finding the right product to sell. Choosing a product that has high demand, low competition, and strong profit margins can set you up for long-term success in your Amazon FBA private label business. On the flip side, choosing the wrong product can lead to slow sales, fierce pricing wars, and low profits. One strategy for finding profitable opportunities is through retail arbitrage, where you resell products at a markup. This strategy does require constant sourcing and can involve direct competition, but with the right approach, it can be a successful way to find profitable private label products to sell on Amazon.

Many new sellers make the mistake of choosing a product based on gut feeling or personal preference rather than data and research. They may pick a something they like or think will be popular without validating actual demand and competition. This can lead to a lot of wasted time and money on an ASIN that never gains traction. However, private label sellers have the advantage of adaptability in the market, allowing them to easily maneuver their business and invest in the latest trends and technologies without the constraints of production facilities. By researching and understanding their target market, private label sellers can effectively create a strong brand, establish sales channels, and work with suppliers to develop profitable products that can build a loyal customer base based on customer feedback.

That’s why thorough research is essential before investing in inventory. By systematically analyzing a whole product category’s potential through criteria like bestseller rank, search volume, reviews, price, and profitability, you can make an informed decision on what to sell.

But with so many products and data points to consider, the research process can feel overwhelming. That’s where having a clear, step-by-step approach comes in. By breaking down the process into key stages and using research tools and frameworks to guide your research, you can efficiently narrow down your options and get a good idea of high-potential products to sell on Amazon FBA.

In this guide, we’ll walk through a 6-step process to find profitable private label products to sell on Amazon FBA:

  1. Brainstorm product ideas
  2. Check product viability on Amazon
  3. Evaluate demand
  4. Analyze the competition
  5. Determine profitability
  6. Get product samples

We’ll dive into each step in detail, providing strategies, tools, and examples you can use to apply the concepts to your own product research. By the end, you’ll have a clear roadmap for finding products with the trifecta of high demand, low competition, and strong profitability.

Whether you’re a first-time seller or looking to add new products to your existing brand, this systematic approach will help you make data-driven decisions to maximize your chances of success on Amazon.

So let’s get started on the exciting journey of finding your next winning product to sell on Amazon FBA!

Step 1: Brainstorm Product Ideas

The first step in finding a profitable product to sell on Amazon is coming up with initial product ideas. Here are some effective ways to brainstorm:

Leverage Your Own Interests and Experience

  • Consider products related to your hobbies, skills, or industry knowledge. Your expertise will help in marketing and product development.
  • Example: If you’re passionate about yoga, you could sell yoga mats, blocks, straps or other accessories.

Look for Products You’d Use in Your Daily Life

  • Keep an eye out for items you use regularly at home or work. Chances are others have the same needs.
  • Example: Maybe you use a particular kitchen gadget like an avocado slicer or garlic press that could have broad appeal.

Identify Opportunities in Emerging Trends

  • Stay on top of the latest trends by monitoring social media, news, and industry publications. Jump on rising product categories early.
  • Example: During the pandemic, home office products like standing desks and blue light blocking glasses surged in popularity.

Browse Amazon Best Seller Lists

  • Look through Amazon’s Best Sellers to see what products are currently in high demand across different categories.
  • Example: In Sports & Outdoors, you might find hot sellers like resistance bands, pickleball paddles, or hydration packs.

Research Other Online Marketplaces

  • Check out top selling or trending products on sites like Etsy, eBay, Alibaba, or Kickstarter for inspiration.
  • Example: Etsy is known for unique handcrafted and vintage goods that could spark product line ideas, like personalized gifts.


The key is to start with a broad list of potential product ideas from various sources. Aim for items that are relatively small, lightweight, durable, and simple to source and ship.

Some other product idea examples:

  • Reusable food storage bags
  • Travel jewelry case
  • Magnetic wristband for holding screws/nails
  • Portable blender bottle
  • Novelty socks or t-shirts
  • Waterproof phone pouch
  • Moldable glue
  • Bike repair kit
  • Pet grooming tools
  • Infant car seat cover

Once you have a list of possibilities, you’ll then need to validate demand and competition for each one to narrow it down to your best opportunities. But brainstorming is the essential first step to finding that golden product to sell on Amazon.

Step 2: Check Product Viability on Amazon

Once you have some product ideas, the next crucial step is to validate their viability by looking at key metrics directly on Amazon. Here’s what to analyze:

Best Sellers Rank (BSR)

  • The BSR indicates how well a product is selling in its category. A lower BSR means higher sales.
  • Aim for products with BSRs in the top 1-3% of their main category for sufficient demand.
  • For example, a BSR of 2,000 in Patio, Lawn & Garden is better than 20,000.


  • Look at the price range of the top listings for your product. Aim for a price between $15-$50 for a good balance of profit and affordability.
  • For example, most top listings for silicon spatulas are priced $8-$15 while high-end options go up to $25.


  • Note the average number of reviews for top listings. More reviews indicate the product has been selling well for a while.
  • Aim for niches where top competitors have under 500 reviews on average to more easily get visibility as a new seller.
  • For example, a competitive niche like phone cases will have thousands of reviews while a less competitive one like soap dishes may have just dozens to a few hundred.


  • Check the average star rating of the top listings. Ratings below 4 stars indicate an opportunity to improve.
  • For example, if most competitors have 3.5-4 star ratings, you may be able to differentiate with a superior 4.5+ star product.

Number of Sellers

  • More sellers means more competition which makes it harder to stand out.
  • Avoid products where there are multiple sellers on each listing or dozens of competitors with their own listings.
  • For example, essential oils will have many competing brands while more niche products like left-handed scissors will have just a handful.


Use tools like Jungle Scout or Helium 10 to quickly see a product’s monthly sales, revenue, reviews, rating, weight, and more. The AMZScout Chrome extension provides a “Product Score” to assess viability at a glance.

Look for that sweet spot of good demand (indicated by BSR and price) with low competition (indicated by reviews and number of sellers). Finding unmet customer needs, like poor ratings, also presents opportunities.

The key is to evaluate multiple factors to determine which products are worth pursuing and which to avoid. Systematically analyzing products this way saves you from investing in items that are unlikely to sell well.

Step 3: Evaluate Demand

After you’ve identified some viable product ideas based on Amazon BSR, price, reviews, and competition, the next step is to further validate demand. You want to make sure there are enough people searching for and buying the product to make it profitable. Here’s how:

Use Amazon Keyword Search Volume Tools

  • Tools like Helium 10, Jungle Scout, and Viral Launch provide data on how many times a keyword is searched for on Amazon each month.
  • Look for products with at least 300-500 monthly searches to ensure sufficient demand.
  • Example: For a potential product like “yoga block”, Helium 10 shows there are 18,443 monthly searches on Amazon. This indicates high demand.

Check Google Trends

  • Google Trends shows the relative popularity of a search term over time. An upward or steady trend is a good sign of consistent demand.
  • You can compare multiple keywords to see which has the highest interest.
  • Example: Comparing “yoga block”, “yoga strap”, and “yoga mat”, you can see that “yoga mat” has the highest search volume and a steady trend.

Analyze Seasonality

  • Some products have high demand but only during certain times of the year. Avoid products that are too seasonal unless you have a plan to offset slow periods.
  • Google Trends can show if a product’s demand spikes during particular months.
  • Example: Searches for “beach towel” peak in the summer months and decline in the winter. It may be harder to maintain consistent sales.

Consider Product Lifespan and Repeat Purchases

  • Products that need to be replenished regularly, like consumables or disposables, can lead to repeat purchases and higher lifetime customer value.
  • Example: A product like “protein powder” will run out and need to be reordered frequently, whereas a “blender bottle” is a one-time purchase.

Look at Related Products

  • If there are multiple similar products, or products frequently bought together, that’s a sign of a strong market.
  • Example: If people are buying “yoga blocks”, they may also buy “yoga straps”, “yoga mats”, “yoga towels”, etc. This indicates a healthy overall demand for yoga accessories.

Use Social Media and Online Communities

  • Look for social media groups, subreddits, forums, and other online communities related to your product idea. A large and engaged user base is a positive sign.
  • Example: The subreddit r/yoga has over 400,000 members discussing all things yoga, including gear and accessories.


By using these methods to evaluate demand, you can avoid investing in products that are too low volume to be profitable. Aim for a sweet spot of at least a few hundred monthly searches, consistent year-round demand, and potential for repeat purchases.

Some other examples of products with strong demand indicators:

  • Reusable silicone food storage bags: 18,790 monthly searches, steady Google Trends, consumable
  • Blue light blocking glasses: 25,437 monthly searches, rising Google Trends especially since 2020
  • Posture corrector: 51,561 monthly searches, consistent demand, potential for repeat purchases as people upgrade

The key is to use data to validate that there are enough interested buyers to support healthy sales volume for your product. Evaluating demand ensures you don’t end up with a product no one is searching for or buying.

Step 4: Analyze the Competition

Once you’ve evaluated the demand for your potential product, the next crucial step is to analyze the existing competition on Amazon. This will give you insights into how difficult it may be to compete in a particular niche and what you’ll need to do to stand out in your ecommerce store. Here are the key things to look at when analyzing the level of competition and gathering valuable information about your competitors, including their sales ranks and product reviews:

Number of Reviews

  • Reviews are a strong indication of how long a product has been selling and how well it has sold over time. More reviews generally means the product is more established.
  • Look at how many reviews the top competitors have on page 1 of the search results. If most have over 1,000 reviews, it will be very difficult to compete as a new seller.
  • Aim for niches where the top competitors have under 500 reviews on average. This indicates the niche is not yet too saturated.
  • Example: For “yoga block“, the top listings have 4,000-10,000 reviews. This is a very competitive niche. However, “yoga knee pad” has top competitors with only 100-500 reviews, making it easier to rank as a new product.

Review Rating

  • In addition to number of reviews, also consider the average star rating. If competitors have low ratings (under 4 stars), there may be an opportunity to provide a better product.
  • Example: If the top “yoga mat” listings have 3-4 star ratings on average with complaints about durability or slippage, you could differentiate by offering an extra thick, non-slip mat.

Price Point

  • Take note of the price range of the top competitors. Is it on the low end (under $20), mid-range ($20-50) or high end (over $50)?
  • Consider whether you can source and sell your product profitably within a competitive price range. You’ll need to be within 20% of the average price to be competitive.
  • Example: Most “resistance bands” sell for $10-25 per set. Trying to sell a similar set for $50 would likely be too high to get many sales.

Listing Quality

  • Analyze the quality of competitors’ listings. Do they have compelling titles, clear bullet points, attractive photos, and detailed descriptions?
  • If competitors’ listings are poor quality, you have an opportunity to stand out with an optimized listing.
  • Example: Many top “massage ball” listings have limited photos and basic descriptions. Creating a listing with professional photos showing the product in use and including details on the specific benefits could help you compete.

Fulfillment Method

  • Note whether the top competitors are Fulfilled by Merchant (FBM) or Fulfilled by Amazon (FBA). FBA listings tend to win the Buy Box more often.
  • Example: For “foam roller”, most of the top listings are FBA. Selling your foam roller via FBA will help you compete with quick shipping and potential Buy Box placement.

Opportunity Gaps

  • As you analyze competitors, look for gaps in the market. Are there specific features, styles, colors, etc. missing from the top offerings?
  • Example: You notice most “yoga towels” are solid colors. Offering printed designs could attract a different customer segment.


By thoroughly evaluating the competitive landscape, you can determine if a niche is worth pursuing and identify ways to differentiate your product. The goal is to find competitor weaknesses you can improve upon and gaps you can fill with your unique offering.

Some other examples of competitive insights:

  • “Meditation cushion” – Top results are mostly basic round cushions. Adding a unique shape or back support could appeal to some customers.
  • “Yoga strap” – Competitors offer 6ft and 8ft options. Providing a 10ft strap would give customers an extra long option.
  • “Yoga socks” – Most are plain black or grey. Bright colors and fun patterns could attract more attention.

The key is to analyze multiple angles, from review quantity and quality to price, features, and fulfillment, in order to paint a complete picture of the competitive space. This enables you to spot lucrative niches and craft your product and listing to compete strategically.

Step 5: Determine Profitability

Once you’ve analyzed the demand and competition for a potential product, the crucial next step is to crunch the numbers and determine if selling the product will actually be profitable after accounting for all your costs. Here’s how to calculate profitability:

Estimate Product Costs

  • Get quotes from multiple suppliers on Alibaba or other sourcing platforms to estimate your per unit cost for the product
  • Factor in any customization, packaging, or minimum order quantity requirements that impact cost
  • Account for import duties, taxes, and fulfillment fees.
  • Example: You find suppliers offering yoga blocks for $2-4 per unit depending on material and order quantity

Calculate Shipping Costs

  • Determine the dimensional weight of your packaged product (length x width x height / 139)
  • Get shipping quotes from your supplier and freight forwarders based on dimensional weight and shipment type (air, sea, etc.)
  • Factor in Amazon’s partnered carrier rates if using their shipping services
  • Example: Shipping a 20 ft container of yoga blocks from China to Amazon FBA costs $1,000, adding $0.50 per unit to your cost

Understand Amazon Fees

  • Amazon charges several fees that eat into your profit margin as a seller:
    • Referral fees (typically 15% of selling price)
    • FBA fees for storage and fulfillment (varies based on size and weight)
    • Closing fees (flat $1.80 per item sold for media products)
  • Use Amazon’s free FBA calculator to estimate your fees based on a product’s dimensions and selling price
  • Example: Amazon fees for a $15 yoga block are about $5, leaving you with $10 before other costs

Know Your Profit Margin Targets

  • Aim for a minimum 25% profit margin after Amazon fees and product costs to account for other expenses like advertising and unexpected costs
  • Calculate profit margin as (Revenue – Costs) / Revenue
  • Example: If your all-in cost for a yoga block is $5 and you sell it for $15, your profit margin is 67% ($10 profit / $15 revenue) which is healthy

Determine Profitability Scenarios

  • Estimate profitability based on worst case, average case, and best case scenarios for sales volume and pricing
  • Consider the impact of seasonality, competition, and product lifespan on sales
  • Example: In the low season you may only sell 5 yoga blocks per day at a 50% margin ($7.50 profit each) while during high season you could sell 20 per day at a 67% margin ($10 profit each)

Evaluate Opportunity Costs

  • Consider if your money and time could generate a better return with a different product or investment
  • Higher risk products should have higher margin targets to justify the opportunity cost
  • Example: If yoga mats have a similar margin but higher demand and lower competition than yoga blocks, they may be a better use of your resources


By thoroughly evaluating your costs and profit potential, you can make an informed decision about whether a product is worth pursuing. The key is to be realistic about costs, fees, and sales volumes rather than just assuming you’ll move huge quantities at high margins.

Some other profitability calculation examples:

  • Resistance bands: $2 cost, $1 shipping, $5 Amazon fees, $15 price = 47% margin
  • Water bottle: $5 cost, $0.50 shipping, $4 Amazon fees, $20 price = 53% margin
  • Yoga mat: $8 cost, $2 shipping, $7 Amazon fees, $30 price = 43% margin

In each case, the product is profitable but the margin varies based on the specific costs and pricing. Doing these calculations upfront for every potential product saves you from investing in duds that seemed great during research but don’t actually make money after fees. Step 5 is where the rubber meets the road in determining what products are worth selling on Amazon and growing your online business.

Step 6: Get Product Samples

Once you’ve narrowed down your list of potential suppliers, the next crucial step is to order product samples before placing a full bulk order. Examining product samples allows you to assess the quality, functionality, and potential of the product. Here’s how to effectively evaluate product samples:

Order Samples from Multiple Suppliers

  • Don’t just order a sample from one supplier. Get samples from your top 3-5 potential suppliers so you can compare the quality and features.
  • Example: If sourcing a silicone spatula, order samples from 3 different manufacturers on Alibaba that meet your criteria.

Order Multiple Units from Each Supplier

  • Request 2-3 units from each supplier instead of just one. This allows you to check for consistency and identify any quality control issues.
  • Example: Order 3 garlic presses from each shortlisted supplier to ensure the quality is uniform across units.

Examine Sample Quality and Functionality

  • Carefully inspect each sample. Check the materials, durability, functionality, and any special features. Actually use the product as intended.
  • Example: For a set of measuring spoons, check that the measurements are accurate, handles are sturdy, and the spoons nest together well.

Compare to Competitor Products

  • Order a few units of your top competitors’ products on Amazon. Compare your samples side-by-side to assess how yours stack up.
  • Example: If sampling a yoga block, order the best-selling yoga blocks on Amazon. Compare the foam density, surface texture, weight, and size of your samples vs. competitors.

Consider Branding and Packaging

  • Think about how you want your product packaged and branded. You may want your supplier to print your logo on the product or packaging. Request mock-ups or photos to see how this would look.
  • Example: For a custom water bottle, have your supplier add your logo to the bottle and provide a mock-up of a branded box design.

Provide Feedback and Request Modifications

  • Give your suppliers constructive feedback on the samples. Let them know what you like and what needs to be improved. Request any modifications you’d like to see.
  • Example: If the silicone spatula handle feels flimsy, ask the supplier to use a thicker silicone or reinforce the handle.

Consider Certifications and Lab Tests

  • Depending on your product, you may need to verify it meets certain certification standards or passes lab tests for things like lead or chemicals. Ask your supplier if they can provide these.
  • Example: For a baby teether, request lab results showing the silicone is food-grade and BPA-free. Check that it meets US safety toy standards.


By thoroughly evaluating product samples from multiple suppliers, you can feel confident in the quality and functionality of the product you’ll be selling under your own brand. Taking the time upfront to perfect your product will pay off in positive reviews and fewer returns down the road.

Some other product sample evaluation examples:

  • Kitchen knife: Check the blade sharpness, weight and balance, handle comfort, materials. Compare edge retention and rust resistance to competitors.
  • Bluetooth speaker: Test sound quality, volume, battery life, waterproof rating, durability. Ensure easy pairing and no connection issues.
  • Pet toy: Inspect stitching and strength of squeaker. Give to a pet to test interest and destructibility. Confirm materials are non-toxic.

The key is to be thorough in your sample evaluation and not rush to place a bulk order until you’re fully satisfied with the product quality, functionality, and potential. Getting this step right is crucial before investing in inventory.


Finding a profitable product to sell on Amazon takes time, research, and careful consideration. By following these 6 key steps, you can systematically narrow down your options and make a data-driven decision on what to sell:

  1. Brainstorm product ideas based on your interests, experience, and market trends. Look for products that solve a problem or fill a gap.
  2. Check product viability on Amazon by analyzing demand (BSR, price, reviews) and competition (number of sellers, review rating). Use tools to quickly assess a product’s potential.
  3. Evaluate demand further by checking search volume, trends, seasonality, and social interest. Aim for products with steady, year-round demand and opportunity for repeat purchases.
  4. Analyze the competition in-depth by looking at review count and rating, price point, listing quality, and fulfillment method. Identify competitor weaknesses and market gaps you can fill.
  5. Determine profitability by calculating costs (product, shipping, fees) and profit margin. Know your margin targets and evaluate different pricing and demand scenarios.
  6. Get product samples from multiple suppliers and thoroughly evaluate quality, functionality, and branding potential. Perfect your product before placing a full inventory order.

By following this systematic approach, you can avoid the common pitfalls of choosing a product based on gut feeling or incomplete data. You’ll be able to identify products with high demand, low competition, and strong profit potential.

However, finding a great product is just the first step to Amazon FBA success. You’ll also need to optimize your listing, launch and market your product, manage inventory and supplier relationships, and provide excellent customer service. Continually monitoring and improving your product and processes will help you stand out in the competitive Amazon marketplace.

Remember, even with thorough research, not every product will be a home run. Be prepared to test and pivot as needed. Successful Amazon sellers are adaptable and always looking for the next opportunity.

The key is to treat your Amazon FBA business like a business, not just a side hustle. Invest the time and resources into finding the right products and putting systems in place to manage and grow your brand. With hard work, strategic thinking, and a commitment to providing value to your customers, you can build a thriving and profitable Amazon FBA business.

Frequently Asked Questions

What criteria should I consider when choosing products to sell on Amazon FBA?

Consider criteria like market demand, competition level, profit margins, and product viability when selecting Amazon FBA products. Evaluate trends, keyword search volume, pricing, reviews, and potential profitability. Analyze competition, costs, samples quality, and make data-driven decisions for successful product selection.

Are there any tools or resources available to help me find profitable products for Amazon FBA?

To find profitable products for Amazon FBA, utilize tools like Jungle Scout, Helium 10, and AMZScout for product research. Resources such as Amazon’s Best Seller lists and Google Trends can also aid in identifying lucrative opportunities.

What are some common mistakes to avoid when choosing products to sell on Amazon FBA?

Common mistakes in product selection for Amazon FBA include ignoring market demand, overlooking competition analysis, underestimating costs, neglecting profit margins, and skipping product testing. Avoid these errors to increase your chances of success.

What are some strategies for differentiating my product from competitors on Amazon FBA?

To differentiate your product on Amazon FBA, focus on unique branding, high-quality images, compelling product descriptions, competitive pricing, excellent customer service, and garnering positive reviews. Emphasize USPs and offer bundles or exclusive deals to stand out.

How can I conduct market research to identify profitable products for selling on Amazon FBA?

To identify profitable products for Amazon FBA, leverage your interests, check Amazon Best Sellers, analyze competition, and determine profitability by estimating costs and margins. Evaluate demand using keyword tools and trends. Get samples, compare quality, and consider branding.

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