How to Find Winning Products on Amazon
Finding a winning product to sell on Amazon is the most critical step in building a successful FBA business. In this guide, we’ll walk you through a simple yet powerful process to help you identify products with high demand, low competition, and long-term potential—everything you need to know about how to find winning products on Amazon.
Whether you’re new or experienced in Amazon product research, this framework will guide you through the essential data points you should consider before investing in your first product.
Explore more: Wayfindr’s E-commerce Logistics Services
Analyze BSR (Best Seller Rank)
One of the most reliable ways to validate demand on Amazon is by looking at the product’s Best Sellers Rank (BSR).
- A BSR of < 5,000 in main categories like Home & Kitchen or Baby often means 30–100+ units sold per day.
- Use tools like Helium 10 or Jungle Scout to estimate sales volume from BSR.
Tip: Look for products with low BSR but few reviews—this usually signals high demand and low competition.
Check Customer Reviews (Low Reviews = Opportunity)
Reviews that appear on product listings are a great way to identify how competitive a certain product is. If all the product listings on Page 1 have over 500 reviews, then that should tell you that it will be a little more challenging to get on Page 1 as you’re now competing with more established sellers.
Use this 3-step FBA product research exercise to spot untapped opportunities:
- Search your keyword on Amazon.
- Note sellers with < 50 reviews and their BSRs.
- If several of these listings have a BSR under 5,000, you’ve likely found a product with both demand and room for competition.
Use Google Trends to Check Seasonality
A winning product should ideally be evergreen, not seasonal. Google Trends helps you:
- Validate whether demand is growing or declining.
- Identify high-performing sales months.
- Avoid products that spike once a year and fade the rest of the time.
Example: A niche like “home gym accessories” surged post-pandemic, but some items saw declining demand afterward.
Verify Google Search Volume
While many sellers focus only on Amazon, smart sellers expand their Amazon product analysis to off-Amazon data.
Use tools like Semrush or Ahrefs to evaluate keyword search volume on Google.
This will:
- Validate demand outside of Amazon.
- Help you plan for expansion to your own website, Walmart, or other marketplaces.
- Prove if your niche has long-term scalability.
An Exercise You Can Do To Instantly Pre-Qualify a Product To The Next Stage of Amazon Product Analysis:
STEP 1: Go to Amazon and type in the keyword of the product that you’re interested in selling.
STEP 2: Begin to make a note of the BSR of the sellers who have less than 50 product reviews.
STEP 3: Analyze that data: if you notice that there were 10 sellers who have less than 50 reviews and that their BSRs were all under 5,000, well that should prequalify that product to the next stage of your analysis.
The prequalification would verify both low competition, as any seller that has less than 50 reviews is still quite new, and would verify demand as their BSRs were less than 5,000.
Let’s assume that your product is in a main category, like Home and Kitchen, Sports and Outdoors, Baby, Kitchen and Dining etc, and has a BSR of less than 5,000. These categories usually do tend to have a large amount of sales that come with that.
Amazon Product Research Is a Skill You Can Master
Doing proper FBA product research doesn’t mean finding the “perfect” product—it means making data-driven decisions that reduce risk and increase the odds of success.
When you focus on real buyer demand, competition, and trends, you’ll be able to find winning products on Amazon consistently.
Want Expert Help With Sourcing and FBA Logistics
Wayfindr is a full-service 4PL partner that helps Amazon sellers:
- Source private-label products globally
- Manage end-to-end logistics
- Optimize fulfillment and returns
- Navigate customs and warehousing in Asia
Learn more about Wayfindr’s Global Sourcing & 4PL Logistics Services
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