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How to do Amazon FBA Product Research Using Helium 10 - Step By Step Tutorial — Transcript

by Crescent Kao · 7,551 words · 1,077 segments · language en · Watch on YouTube

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0:00Finding a winning product can seem
0:01hopeless if you don't have a strategy or
0:03a plan. So, in this video, I'm going to
0:05show you a simple three-step process on
0:07how to do product research like a pro
0:09using Helium 10 to find a winning
0:11product like this one that I found in
0:13less than 10 minutes while filming this
0:15video. All right, so the first step of
0:17finding a winning product is product
0:19discovery. This is where you use
0:20different strategies to come up with an
0:22endless list of product ideas that you
0:24can analyze. You're not going to be able
0:26to dream up enough ideas on your own.
0:28So, the tool we're going to use to help
0:29us with product discovery is called the
0:32Helium 10 Blackbox tool. If you don't
0:35already have a Helium 10 account, then
0:37the first thing to do is head on over to
0:38Helium 10's website and create a new
0:41account. Now, Helium 10 has several
0:43plans that you can choose from, like you
0:45can see here. However, to get unlimited
0:48access to all of the powerful tools that
0:49I'm going to talk about in this video, I
0:51suggest going with the Platinum plan.
0:53It's really all that you need. Helium 10
0:55also has a free trial if you want to
0:57test it out first. Now, for my
0:59followers, I've actually worked out a
1:00huge discount with Helium 10. You can
1:02save a ton of money on their plans by
1:04using the link down in the video
1:05description below. So, if you do decide
1:07to upgrade, make sure you take advantage
1:08of that discount. Next, you'll need to
1:10download and install the Chrome
1:12extension. It's important that you do
1:13this step because the Chrome extension
1:15is what provides detailed data for step
1:17two, which I'll cover later on in the
1:18video. though, head on over to
1:22helium10.com/extension and click on the
1:24add to chrome button and follow the
1:27instructions. Now, once you've done
1:28that, log into
1:30Helium10. Click on the tools option here
1:33and then click on Blackbox. Now, there's
1:35several ways that you can use Blackbox,
1:37but in this first step, I'm going to
1:39focus on the products option here. I'll
1:41show you how to use the other options
1:42later on in the video. Now, most people
1:44refer to this products option as the
1:46product database. In fact, using the
1:48product database is how I found my very
1:50first product. It's called products or
1:53the product database because Helium 10
1:55has gone through and analyzed the
1:57millions of products in the Amazon
1:58marketplace. And by using these filters
2:00here, which I'm going to show you how to
2:01use in a second, we're able to get an
2:03endless list of viable product ideas.
2:06Now, make sure you select the advanced
2:08option here. You can try the simple
2:10option if you want, but I suggest using
2:12the advanced mode as it gives you much
2:14more filtering options. All right. So,
2:16to get started, select the marketplace
2:18that you want to research. In this case,
2:20I'm selling in the US, so I'm going to
2:21choose the US marketplace. Now, the rest
2:24of the filters here may seem
2:26overwhelming, but I'm only going to
2:28focus on a few of them, the ones that I
2:30find the most useful and give the best
2:32results. All right. In the first one
2:34here, pick the categories that you want
2:36to sell products in. You can select all
2:38of them. However, I personally only
2:41choose specific categories like the ones
2:43that you see here. And the reason is
2:45because categories like clothing or
2:47shoes and jewelry have way too many
2:49variations with all of the different
2:50sizes and colors and people always
2:52change their minds after buying them. So
2:55you'll get a lot of returns and that's
2:56not something that I want to deal with
2:58as it will get quite expensive. Cell
3:00phone accessories and electronics break
3:02all the time and can be hard to use and
3:04it's also difficult to improve or
3:06differentiate because of the
3:07manufacturing process. It's usually
3:09pretty complicated and expensive. I also
3:12avoid anything that you eat, ingest, put
3:15in, or on your body like lotions and
3:17creams because I don't want that
3:18liability if someone gets injured or
3:20hurt. And I avoid the toys and games
3:22category because they have way too many
3:24restrictions. It's way too competitive
3:27and the life cycle of these products is
3:28often very short, sometimes less than a
3:31year. Now, take note that I have all of
3:33these categories selected right now,
3:35categories that I'm interested in. But
3:37I'm going to show you a pro tip in a
3:39minute on why you shouldn't use Blackbox
3:41this way. So I'm purposely selecting
3:44them all right now so that I can show
3:45you why in a minute. Now, one of the
3:47biggest factors that can lead to failure
3:50is not accurately determining the supply
3:52and demand of a product. That's sales
3:55101, right? You can't sell a product if
3:57there's no one to sell it to. And
3:59conversely, it's extremely difficult to
4:01get sales if there's a ton of people
4:03selling the same thing. So with
4:05Blackbox, there's two ways that you can
4:07manage this problem. The first is with
4:09the review count. This is how many
4:11reviews a product has. And the number of
4:13reviews is tied to sales. The more
4:16reviews a product has, the more sales
4:18they have. And we can use this metric to
4:20gauge how competitive a product or niche
4:22is. And you want to stay away from
4:24highly competitive niches. I suggest
4:27keeping it under 300 reviews. And
4:29anything much more than that, it's just
4:31way too competitive. Now, I get a lot of
4:33people asking me why you want to stay
4:35away from competitive niches. The short
4:38answer is it can be cost prohibitive. In
4:41basic terms, how Amazon works is they
4:43rank all the listings in the search
4:45results based on the daily sales
4:47velocity. That means the best sellers
4:49are going to show up on the first page.
4:51And guess what? Over 70% of sales takes
4:54place on the first page. So, for any
4:56seller, the goal is to get your product
4:58listed on the first page. And when
5:01you're launching a new product, your
5:03listing doesn't have any sales, it
5:04doesn't have any sales history. So, it's
5:06not going to show up on the first page
5:08or anywhere that a shopper is going to
5:09see it. So, the only way for your
5:11product to get seen is by using Amazon's
5:14PPC advertising system. This is Amazon's
5:17pay-per-click advertising system where
5:19sellers can bid on keyword phrases and
5:21the highest bidder gets the best ad spot
5:23in the search results. These are the
5:25listings that say sponsored next to
5:27them. Like you can see here right at the
5:29top of the first page, these are the
5:31highest biders. And in competitive
5:33niches, the best keywords can cost as
5:36much as two, three, $4 or more per
5:40click. So for your listing to appear on
5:42the first page, you need to match or
5:44beat the daily sales velocity of the top
5:47sellers. And typically in competitive
5:49niches, these top sellers are moving
5:51dozens or even hundreds of units every
5:54single day. So the question is, can you
5:57afford to pay the two, three, or $4 or
6:00more per click to match that kind of
6:02daily sales velocity in order to get
6:04your listing organically ranked on the
6:06first page, especially when not every
6:08click will turn into a sale. I hope that
6:11makes sense. Okay, so set the max review
6:13count to 300. And I'll show you the
6:15second way to mitigate competition in a
6:17minute. The review rating is the
6:19feedback score the listing has or how
6:21many stars it has. I typically leave
6:23this filter alone to start, but this
6:25filter can be extremely useful to help
6:27you find products that need improvement,
6:29meaning people are buying this product
6:31despite the fact that it has poor
6:33reviews. For example, you can set an
6:35upper limit to three and a half or four
6:37stars. And then do some further research
6:39to determine how you can actually
6:41improve the product based on the
6:43reviews. And I'll show you how you can
6:44do that later on in the video. Now, in
6:46the shipping size, I suggest sticking
6:48with only standard size products. This
6:50keeps your shipping and Amazon fees low.
6:53Oversized products can be a logistical
6:55nightmare with high storage and shipping
6:57and Amazon fees to the point where it
6:59may not even be cost-effective to do
7:01FBA. And for the same reason, I suggest
7:04keeping the weight 2 lb or less. You can
7:07see here on the fulfillment fee
7:09schedule, once you get to around 2 lb or
7:11more, the fees really skyrocket. It's $6
7:15and up for a large standard and even
7:17more when you get to the oversized
7:19packages. For fulfillment, check them
7:22all. Now, down here in the exclude title
7:26keywords, I use this field to remove
7:28common products that keep showing up in
7:30the search that I don't want to sell.
7:32For example, I don't want to sell
7:33clothes and food items, but quite often
7:36these products make it through the
7:37filters. So, as you can see, I have a
7:40huge list of keywords here to exclude
7:43like men's, women's, shirt, pants, etc.,
7:48etc. And if you're doing private label,
7:50you're not reselling branded products.
7:53So, you can exclude brands like Nike,
7:56Under Armour, NBA, and so on here in the
7:59exclude brands field. And if you want to
8:01use my list, I'll post these keywords
8:03down in the video description below.
8:05Now, one thing I want to point out,
8:07leave the number of sellers filter
8:09alone. It doesn't matter how many
8:10sellers there are. The only sellers that
8:13matter are the ones that are on the
8:14first page of the search results. A
8:17niche can have a thousand sellers or
8:19more. It doesn't matter. Only the top
8:21sellers are your direct competitors. 99%
8:24of the other sellers aren't selling
8:26anything to matter. Okay. Now, in the
8:29sales section here, this is where you
8:30can fine-tune everything to specific
8:32micro niches. The key here is
8:34understanding what each one of these
8:36filters does so that you can use them
8:38effectively and not use the same filter
8:40settings that everyone else is using.
8:42That way you can find products that
8:44other people aren't seeing. In the price
8:46filter, this is where you can set the
8:47minimum and maximum price of the
8:49products to show in the search results.
8:51What I suggest is setting a range
8:53between $15 and $50. The reason is
8:55because anything less than $15, once you
8:58subtract your manufacturing costs and
9:00the Amazon fees, there won't be any
9:02money left for profit. The Amazon fees
9:05are going to be at least $6 to $7 or so.
9:08So, if we use the rule of thirds here,
9:10typically one/ird will go to
9:12manufacturing, one/3 to fees, and the
9:14last third is your profit. So, at $15,
9:18you can expect a third of that will be
9:19your profit, which is $5. Anything less
9:23than that just wouldn't be worth your
9:24time. and would be way too risky. Now,
9:26for the upper end, I don't suggest
9:28anything higher than $50 to start.
9:30That's because products beyond that
9:32price point, shoppers will typically put
9:34more thought and research into it and
9:36compare products and prices. So, it's no
9:39longer an impulse buy. However, with the
9:41current e-commerce climate, I suggest
9:43actually setting the price range between
9:45$30 and $80. This will help you avoid a
9:49lot of competition because most
9:50beginners or people with smaller budgets
9:53are looking in the lower price range.
9:55Higher price products also generally
9:57have a much higher profit margin. So if
10:00you have more capital, look into the
10:02higher price range. Now parent monthly
10:04revenue is how much gross revenue the
10:07product is making each month. Revenue is
10:10how much total money is made in sales
10:12without subtracting the Amazon fees or
10:14the manufacturing and shipping costs.
10:16And this is where we can also help
10:18mitigate and avoid highly competitive
10:20niches. What I suggest is setting this
10:23range between $6,000 and $18,000. The
10:26reason is because, as I mentioned
10:28earlier, typically about one-third of
10:30the revenue is going to be profit. So if
10:32a product is generating $6,000 a month
10:35in sales, a rough estimate of the
10:37monthly profit is going to be around
10:39$2,000. A great starting target. You can
10:41always adjust this to suit your own
10:43needs. But what I don't suggest doing is
10:45setting the upper limit to something
10:47astronomical in an attempt to find a
10:50golden nugget. Products that have huge
10:52monthly sales are usually from major
10:54brands or top sellers. And too many lazy
10:57sellers are looking for these golden
10:59nuggets. So they're going to be on
11:00everyone's radar, making them way too
11:02competitive. So stay away from them. Now
11:04in the parent level sales, start with
11:06the minimum of 300 units. This is a good
11:10starting point if you're looking for
11:11products with a $5 to $10 profit range.
11:14If you do the math, 300 monthly sales
11:16with a $5 to $10 profit puts you around
11:19$1,500 to $3,000 profit per month, which
11:22is in line with the realistic $6,000
11:25monthly revenue that we set earlier.
11:27Leave the rest of the filters alone.
11:29Now, keep in mind that none of these
11:30settings are set in stone. You can play
11:33around with them to find different
11:34product ideas. So, don't just copy what
11:37I'm showing you here. For example, you
11:38can set a maximum review rating to like
11:41three and a half or four stars. So, you
11:43can specifically look for products that
11:45are selling well in spite of the fact
11:47that they have poor reviews. Or you can
11:50combine strategies such as looking for
11:52products that have a low BSR, which
11:54stands for bestseller rank, meaning
11:56they're selling well despite having poor
11:58reviews. And a pro tip, I prefer not to
12:01use whole numbers in the price and
12:03revenue fields. Most people will put $30
12:06or $50 and just go with it. But I like
12:09to think outside of the box and instead
12:10I'll use a number like
12:13$29.68 or
12:16$5042 or whatever. It doesn't really
12:18matter just so that I can find those
12:20outliers that are right on the border of
12:22those price points. Sometimes I'll even
12:24search right at the break points since
12:26sellers like to set their prices there
12:28just to see what I can find. For
12:30example, I'll look right at the $20
12:32break point and set the range between
12:35$19.52 and
12:37$20.13. Again, the decimal doesn't
12:39really matter. Just choose something
12:41random. And I'll check again at $30 and
12:43$40 break points and so on. Thinking
12:45outside of the box is what separates the
12:47winners from the losers. Again, there's
12:49no right or wrong way of doing this
12:51first step of product discovery. So,
12:53play around with the filter settings.
12:55Learn what they do and see what you can
12:56come up with. Now, another pro tip. You
12:59can save these settings so that you can
13:00pull it up again in the future or save
13:03several different ones by clicking on
13:05save as filter preset here. You can also
13:08use Helium 10's preset filters by
13:10choosing one of them up here. Once you
13:13have the filter set, click search.
13:16Helium 10 will then pull up a list of
13:18products in the marketplace that match
13:19the filters that you set. So you can see
13:22here that Helium 10 pulled up 500
13:24results. And that might seem
13:26overwhelming. So you can actually
13:28tighten up the search filters to reduce
13:30that number in their search results. For
13:32example, only look at the products
13:34within a smaller price range today, then
13:36tomorrow using the same filters, set a
13:38different price range, and so on. That
13:40way, it becomes more manageable for you
13:42on a day-to-day basis. Okay, so now in
13:45the search results, you can see that
13:46Helium 10 has pulled up a ton of
13:48products that match the filters that we
13:49set along with data such as the BSR,
13:53monthly sales, reviews, total sales, and
13:57so on. But we're not going to worry
13:59about all of these. The key here during
14:01product discovery is instead of having
14:03to think of product ideas on your own,
14:05we now have a list of products that we
14:07can search through to see if any of them
14:08look promising to sell. The thing is,
14:12just because these individual products
14:14matched our search criteria, it doesn't
14:16mean that they're good products to sell.
14:18That's a very important fact to
14:19remember. We need to do further data
14:22analysis. Now, a pro tip here. Instead
14:24of starting on page one of the search
14:26results, I actually like to work
14:28backwards. That's because everyone else
14:30is going to start on page one. Again,
14:32thinking outside the box, I want to try
14:34to find products that other people
14:35aren't seeing. Now, the key to efficient
14:37product discovery is to not waste time
14:40doing deep analysis on everything that
14:42you see here. Browse through these
14:44listings and specifically look for
14:45products that you don't immediately
14:47recognize or appear strange and out of
14:49the ordinary. These are the best
14:51products to do deeper analysis on.
14:53Products that you're familiar with are
14:55almost always going to be too
14:56competitive, so don't waste your time
14:58doing a deep analysis on them. Now,
15:01remember when I said earlier that I
15:02selected all of the categories? Well, if
15:05you take a look here, you can see that
15:07Blackbox pulled up 500 results. Well,
15:09there's over 12 million products on the
15:12Amazon marketplace. So, how can that
15:13possibly be a complete list of products
15:16that fit the filters that we set? The
15:18thing is, depending on which Helium 10
15:21subscription plan you have, there's a
15:23hard limit. In this case, a hard limit
15:24of 500 results. So, there must be a
15:27countless number of products that are
15:28missing in the search results. So, how
15:30can we get around that? Well, here's a
15:32pro tip. Instead of selecting all of the
15:35categories you're interested in at once,
15:37search one subcategory at a time. For
15:40example, clear out all of the categories
15:42and pick something at random. Let's
15:44start with sports and
15:46outdoors, outdoor
15:48recreation, camping and
15:50hiking, and tent and shelters, for
15:53example. And if we click on search,
15:56notice that it didn't hit the hard limit
15:58this time. Now, I know that I'm looking
16:00at all of the products that meet the
16:02criteria that I set in the filters and
16:04that I'm not missing any products. Can
16:06you see how powerful this tactic is?
16:08This is a massively powerful hack that
16:10beginners don't know about and so
16:12they're missing out on countless product
16:14ideas. So, now that you know about this
16:16trick, it'll take some time, but repeat
16:18this one at a time for all of the
16:20subcategories. Okay, so if we take a
16:22look at the results, look for unique,
16:24strange, or out of the ordinary items,
16:27or in my case, these heavyduty tent
16:29stakes, the massively profitable product
16:32I showed you at the beginning of the
16:33video. So, as you can see, this is the
16:36exact strategy that I used to find it.
16:38So, this is how to do product discovery.
16:40Once you've identified some interesting
16:42products, the next step is data
16:44analysis. So, let me show you how to
16:46analyze these 10 stakes. Now remember,
16:49just because you find an interesting
16:51product here, it doesn't mean it's a
16:52good product to sell. You need to
16:54analyze the entire niche. By analyzing
16:57the entire niche, we can determine if
16:58there's enough demand, has low
17:00competition, and if it meets a number of
17:02other factors. So, in order to do that,
17:04we need to do a search on Amazon for the
17:06main keywords for this product. In this
17:09case, I think it's obvious that the main
17:10keyword is tent stakes. If you're not
17:13sure or you want to verify what the
17:15keyword is, you can always head over to
17:17Amazon. Make sure to choose all
17:19departments and do a search for what you
17:21think it is and take a look at the other
17:23listing titles to see what the sellers
17:25are actually calling it. Now, you can
17:26also verify this by browsing through the
17:28search results to make sure that the
17:30majority of the listings are indeed the
17:32same product that you're interested in
17:34selling. If you see a ton of unrelated
17:36products, then you've probably used the
17:38wrong keyword. In this case, these are
17:39all the same products, so I'm on the
17:41right track. I want to point out that
17:43it's extremely important that you choose
17:45the correct keyword phrase when you're
17:46analyzing niches because if you use the
17:49wrong keyword phrase, you'll end up
17:50analyzing the wrong data. In this case,
17:53everything looks right. So, we're going
17:55to start the data analysis by using
17:57another tool called X-ray. X-ray is a
18:00Helium 10 Chrome extension. So, make
18:02sure you have that installed first.
18:04Then, click on the Helium 10 icon here
18:07and click on X-ray. Now, as you can see,
18:10X-Ray has pulled up all of the details
18:12for these top listings in the search
18:14results. Isn't that awesome? This is
18:16data that you won't be able to get by
18:18any other means. Amazon themselves
18:20simply doesn't provide this data to the
18:22public. We can see each listing's
18:24monthly sales, sales history, revenue,
18:27how much the fees are, and so on. And
18:30while we're here, because of how
18:32important it is that you're using the
18:34correct keyword phrase, you can verify
18:36this by check marking a few of the top
18:38sellers here. For example, these three
18:41listings here that have a ton of sales
18:43and click on run Cerebro. This will open
18:46up another powerful tool from Helium 10.
18:49And Cerebro will show you all of the
18:51keyword phrases that these listings are
18:53ranking for. Sort the list by search
18:56volume and take a look at the list. We
18:59can see that these ones here are not
19:01related to the 10 stakes. But if we keep
19:04scrolling down, we can see 10 stakes
19:06here. And it's the first keyword on this
19:08list that's related to the product with
19:10the highest search volume. So this is
19:13the correct keyword phrase. All these
19:15other keywords are a different product.
19:17Okay. Now, back on X-ray. One super
19:20important point I want to mention here.
19:22Do not sort these listings or rearrange
19:25them. I see way too many people doing
19:27this. You always want to analyze niches
19:29with the listings in their organic
19:31order. That's the order as they appear
19:33in the search results. This is because
19:35these top listings are the listings
19:37you'll be competing directly against.
19:40You don't want to sort the listings by
19:41sales or by revenue or whatever that I
19:44see people
19:45doing. You also want to ignore all the
19:48sponsored listings. These are the
19:50listings that have the SP icon next to
19:52them. These are listings placed on the
19:54page based on Amazon's PPC advertising
19:57system. They're not organically ranked
19:59here. You can actually hide these
20:01listings so they don't show up at all by
20:03going to the settings here and check
20:06mark hide sponsored products. Now, by
20:08analyzing the data such as the price,
20:11sales volume, revenue, and reviews, you
20:14can determine if this entire niche meets
20:16the criteria that you set in the filters
20:18and hit your target profit and sales
20:20goals. Now, the first thing that caught
20:22my eye is the price point of these
20:24products. You can see that the majority
20:26of them are way too low. Most are under
20:29$10. There's no way I can make any money
20:31selling these. So, I was about to give
20:34up on this product idea, but this
20:36listing here caught my eye and I noticed
20:38that these 10 stakes were different.
20:40These are screwin tent stakes. They're
20:43not these smooth shafted ones like in
20:45the search results. So, I did a search
20:48for screw in 10 stakes instead.
20:51And pulling up X-Ray again, the price
20:54point is much better, close to $30, and
20:57the top listings are selling over
20:59$20,000 a month. Much better, right?
21:02Okay. So now, the first thing I like to
21:05do is check to see if the niche is too
21:07competitive. And we can gauge that by
21:09looking at the number of reviews. Scan
21:12down the top 15 to 20 listings and see
21:14if the majority of the listings have
21:16less than 300 or so reviews. That means
21:19out of the top listings, you want to see
21:21if most of the listings have less than
21:23300 reviews. Actually count them. Never
21:26rely on the summary here at the top.
21:28Again, too many people rely on this
21:31summary. These are averages up here, and
21:33averages don't tell you the whole story.
21:36For example, if a few listings have a
21:38ton of reviews or very few reviews,
21:40it'll throw off the entire average. For
21:43example, if only one listing was selling
21:46$100,000 each month, but all the other
21:48listings have barely sold any, then the
21:51average revenue of the top 10 sellers
21:53would show $10,000 a month when in
21:56reality only one seller is actually
21:58making any decent sales. So, only use
22:01these averages as a reference. Never
22:03base any decisions on it. Now, we can
22:06see that most of the listings here have
22:08less than 300 reviews. So, this niche
22:10has pretty low competition, which is
22:12great. So, let's keep analyzing. Now, if
22:15it didn't, and all the listings had way
22:17over 300 reviews, I wouldn't waste any
22:20more time on this niche. I just forget
22:22it and move on to the next product idea.
22:24The key during data analysis is to try
22:26to disqualify a product as quickly as
22:29possible so that I can move on to the
22:31next one. That way, you can maximize the
22:33number of product ideas that you're
22:34analyzing and the time that you're
22:36spending. So, now let's check to see if
22:38it meets your sales and profit goals. Do
22:41most of the listings have 300 or more
22:43sales per month? Again, count them.
22:45Don't use the averages at the top. Do
22:48most of the listings generate $3,000 per
22:50month or more in revenue. In this case,
22:53yes. Now, another extremely convenient
22:55tool that Helium 10 has is a built-in
22:58profit calculator. It's important that
23:00you take a look at what the potential
23:01profit margin is because the sales and
23:03revenue that you see here is just a
23:05small picture. For example, you can
23:07choose a couple of the top sellers and
23:09get a rough estimate of their profits by
23:11opening up their listing, then click on
23:14the Chrome extension and choose
23:16profitability calculator. What's great
23:19about this tool is that by doing it this
23:21way, you can see that it pulls up all of
23:23the product details for you as far as
23:25the size and weight and other relevant
23:27information. It's important that you
23:29have actual product details when you are
23:31figuring out the profit margin because
23:33these factor into the FBA fees. Now, you
23:36can see the sale price here. You can
23:39adjust it if you want, the estimated
23:41manufacturing and shipping costs, the
23:44FBA and referral fees, as well as the
23:47storage fee. And down here, it shows you
23:50what the net profit is. How great is
23:52that? Of course, you can adjust all of
23:54these parameters. For example, if you
23:56head on over to Alibaba and you get a
23:59rough estimate of what the costs are,
24:01you can adjust the price here and you'll
24:03get a pretty good estimate of what your
24:05profit will be. Now, if you don't have
24:07Helium 10, you can also use the free
24:09Amazon FBA calculator. Just do a search
24:12on Google for FBA calculator and it'll
24:14be the first link or I'll post a link to
24:16it down in the description below. And
24:18while we're on the listing page, Helium
24:2010 also has a convenient summary here at
24:23the top. For example, you can see the
24:25listing quality and how you can possibly
24:27improve it, as well as the top keywords
24:29this listing is ranking for. And if you
24:32scroll down, you can find a historical
24:34graph of the price and BSR, which can
24:36give you a good idea of how well this
24:38product has been performing over time.
24:40You can also get an estimate of their
24:42inventory levels and other tools here,
24:44including the calculator that we just
24:46went over. Okay, now moving on with the
24:48data analysis. An important metric that
24:51sellers don't consider is the listing
24:53age. This is how long the listing has
24:55been available for sale on Amazon. You
24:58want to avoid niches where there's a lot
25:00of new listings. This is what I call
25:03niche saturation. If you see too many
25:05new listings, that means a lot of people
25:08have recently discovered this niche and
25:10launched their products and there's
25:11probably more to come. This increases
25:14the competition and drives up the PPC
25:16costs. You also need to keep in mind
25:18with new listings, you can't trust their
25:21sales and revenue data. Their sales are
25:23most likely generated by doing deep
25:25discounts, coupons, promotions, and
25:28rebates in order to generate those
25:30sales. They're not organic sales.
25:32Therefore, out of the top 15 to 20
25:35listings, you want to make sure that you
25:36don't see more than four to five new
25:39listings. Make sure most of the listings
25:41are more than 3 months old. In this
25:43case, we can see that all of them are
25:45nearly a year old or more. You also want
25:48to make sure that the niche isn't brand
25:50dominated, meaning that there isn't any
25:52brands that have more than three or four
25:54listings here in the top 15 to 20
25:56positions and that there isn't any major
25:58well-known brands. The reason is because
26:00top brands are wellestablished and they
26:03tend to have brand loyal customers that
26:05will only buy from them. So, shoppers
26:07are less likely to consider buying from
26:09third-party sellers. Big brand names may
26:11also be generating sales from direct
26:14traffic outside of Amazon where they're
26:16sending traffic directly to their
26:18product listings. So, you won't be able
26:20to compete with them since you're
26:21relying on PPC sales and searches on
26:24Amazon. And not to mention, major brands
26:27generally have unlimited advertising
26:29budgets, so it'll be difficult to out
26:31compete them. In this case, we can see
26:33that there's no major brands and no
26:35single brand has multiple listings here
26:37at the top positions. Another factor you
26:40need to consider is seasonality, meaning
26:42products that only sell well during a
26:45short period of time of the year, like
26:47Christmas decorations or Halloween
26:49costumes. You want to sell products that
26:51sell well all year round. An easy way to
26:53check is to click on the sales graph on
26:56one of the top sellers that's been
26:57selling for more than a year. Select all
27:00time and make sure the sales is pretty
27:02consistent throughout the year. It'll be
27:05pretty obvious if the product is
27:07seasonal. For example, if we look at
27:09pool noodles, you can see that they only
27:11sell well during the summer
27:14months. For these 10 stakes, you can see
27:17it's fairly consistent throughout the
27:18year, but as expected, they would sell
27:21more during the summer months. You can
27:23also click on the search volume up here
27:25and do the same
27:27thing. Now, if you don't have Helium 10,
27:30you can check for seasonality by doing a
27:32search on Google Trends. do a search for
27:34the main keyword and change the period
27:37to 5 years. And again, you can see the
27:40trend. And in this case, 10 stakes does
27:42seem to have a lull between November and
27:45March. Now, keep in mind though, some
27:48niches may have spikes during Christmas
27:50if they're giftable products, and that's
27:52okay. I just don't recommend selling
27:54seasonal products until you have more
27:56experience because inventory management
27:58is extremely important in order to be
28:00profitable. Now, I'm just scratching the
28:02surface here when it comes to product
28:03analysis. There's much more factors that
28:06you need to consider, such as patents
28:07and trademarks, restricted and
28:09prohibited products, gated products, and
28:12product compliance. You can't just sell
28:14whatever you want on Amazon, but that's
28:17beyond the scope of this video. So, if
28:19you want to learn more about that, I'll
28:20post a link to a detailed video down in
28:22the description below. All right. Now,
28:24if you find a viable product that meets
28:26all of these analysis criteria, or at
28:28least comes close, you can move on to
28:30step three of product research, and
28:31that's making sure your product has some
28:33sort of competitive advantage. This is a
28:36crucial step that so many new sellers
28:38don't consider. Once you've identified a
28:41good product idea, one that passes all
28:43the criteria, you can't just sell the
28:45same thing as everyone else. Otherwise,
28:47you can only compete on price. And you
28:50never want to compete on price.
28:51Otherwise, everyone selling the same
28:53thing will end up in a price war where
28:55everyone just keeps lowering the price
28:57in order to capture sales that the price
28:59gets driven so low that there's no money
29:01left for profit. Now, there's tons of
29:03different ways you can differentiate
29:04your product, such as improving the
29:06product, fixing a problem, adding a
29:09feature, or bundling it with a bonus
29:11item. For example, if you click on some
29:13of the top sellers, you can see what
29:15shoppers have frequently bought together
29:17here. You can use these ideas to create
29:20a bundle and add value to your product
29:22idea. Or you can do some research and
29:24see what other items people use or need
29:27when they're using the product. Now, one
29:29of my favorite ways to come up with
29:31ideas is to analyze the reviews. It's
29:34the best way to get realworld feedback
29:35from actual shoppers and find excellent
29:38ideas to improve the product. What you
29:40can do is take a look at some of the top
29:42sellers listings and use another tool
29:44from Helium 10 called Review Insights.
29:47Then click on the keywords option here.
29:51This is going to show you all the top
29:52keyword phrases in the reviews. You can
29:55scan down this list to identify any
29:57problems or suggestions left by actual
29:59shoppers. For example, look at the low
30:02ratings here. You can see what shoppers
30:04are complaining about. These are things
30:05that you can fix. And you can actually
30:07use the rating filter here to only look
30:09at the poor reviews. For example, I can
30:12see that a common issue is that these
30:13are pulling out of the ground. So you
30:15can improve the product by fixing this
30:17issue. And similarly, look at the top
30:20ratings. Identify features that shoppers
30:22are raving about and make sure your
30:24product includes these features. You can
30:26see here that shoppers are saying that
30:27it works well, they're easy to install,
30:30and so
30:32on. Remember, people tend to complain
30:34about the same thing or rave about the
30:36same thing. So do your research to
30:38identify what these key features are.
30:40And a pro tip, if you click on the
30:43variations option here, you can see the
30:45reviews grouped by variation. This is a
30:48great strategy to help you determine
30:50which variation sells the best. For
30:52example, we can see that this 20 count
30:54in white is easily out selling all of
30:57the other options here. 44% of the sales
31:00is from this one variation. So, judging
31:03by this metric alone, if I was to launch
31:05this product idea, I would highly lean
31:08towards white and in a 20 pack. But
31:10again, you want to do this for several
31:12of the top sellers and put together a
31:14complete and thorough list of ideas and
31:16not just focus on one single listing.
31:18That way, you can use this feedback to
31:20develop a much better product than all
31:22of your competitors. Okay, so now that
31:24we've covered that, let's rewind a bit.
31:26Using the product database isn't the
31:28only way to do product discovery. In
31:30fact, there's no right or wrong way to
31:32do product discovery. Sometimes I'll
31:34even find interesting product ideas from
31:36just doing my day-to-day activities.
31:38I've actually made videos about products
31:40that I found while running errands.
31:42Remember, you always want to be thinking
31:44outside of the box. So, I'll show you a
31:46couple of other ways that you can use
31:47Helium 10 for product discovery. If we
31:50head on over to the keywords option in
31:52Blackbox here, we'll find a different
31:54set of filters that we can use to pull
31:56up a list of product ideas that match
31:58these criteria, just like we did in the
32:00product database. So, how this works is
32:03unlike the products option, instead of
32:05pulling up product ideas, it's going to
32:06pull up keyword phrases based on the
32:09search volume and any other metrics that
32:10we set here. This way, you can find
32:12different opportunities based on what
32:13people are actually searching for. So,
32:16to start, choose the marketplace that
32:18you want to look in. Then, in the search
32:20volume filter, I suggest setting a
32:22minimum search volume of around 300 to
32:253,000. That's 10 to a,000 searches per
32:28day. Anything less than that just
32:29wouldn't have enough demand. You can
32:31start with no max search volume, but I
32:34suggest setting this upper limit to
32:35around 30,000 to 50,000 range. You want
32:38to stay away from extremely high volume
32:41keywords because they tend to be way too
32:43competitive. But you can always play
32:44around with these and see what kind of
32:46results you get. In the monthly revenue,
32:48price range, and review count, set them
32:51using the same strategy that we did for
32:53the product database. So, set the price
32:55range between $15 to $50, the revenue
32:58between $4,000 and
33:01$16,000, and the review count a max of
33:04300. And again, like we did in the
33:06product database, you can set a maximum
33:08review rating if you want to
33:09specifically look for opportunities
33:11where there's room to improve the
33:13product. Now, a pro tip here is I
33:15suggest setting the word count to a
33:17minimum of three words. This is because
33:19the shorter keyword phrases, generally
33:21speaking, have much more competition.
33:23But not only that, the shorter the
33:25keyword phrase, the broader the product
33:28selection is. You want to find product
33:30opportunities that are more specific.
33:32For example, if someone was looking for
33:34a knife set, that keyword phrase might
33:37be too broad and it'll include hunting
33:39knives, woodworking knives, and kitchen
33:41knives. So, a better keyword phrase
33:43would be more specific to what a shopper
33:45is looking to buy, like kitchen knife
33:48set. So, because of that, start with a
33:51minimum word count of three. But you can
33:53always play around with this and see
33:54what you come up with. In the advanced
33:56filter section, select the categories
33:58like we did in the product database.
34:01Fulfillment, excluded keywords, monthly
34:04sales, and shipping to your size. Also
34:06set these filters like we did before in
34:08the product database. Again, you can
34:10play around with all of these other
34:11filters, too. But these settings here
34:13are a great starting point. I don't
34:14really use any of these other filters
34:16here, but as I said before, there's no
34:18right or wrong way. So, play around with
34:20them to see what kind of results you
34:21get. Then hit
34:23search. Now notice that in the results,
34:26you're not getting a list of product
34:27ideas. Instead, this is a list of
34:29keyword phrases that match the filters
34:31that we set. Now, like we did in the
34:33product database, I ignore all of the
34:35data that you see here on the right.
34:37What I suggest doing is look through
34:39these keyword phrases and see if there's
34:41anything strange and unique. Again, stay
34:43away from things that you immediately
34:45recognize. It's probably going to be too
34:47competitive. And stay away from simple,
34:49uninspiring products. What I mean is
34:52like these carriage bolts. At the end of
34:54the day, it's just a
34:56bolt or these crazy straws. There's
34:59nothing you can do to make them unique
35:00or improve the product and add any real
35:03value. At the end of the day, shoppers
35:05are just going to look for the option
35:06that has the most quantity at the lowest
35:08price. And I don't want to sell products
35:09like that. There's simply no money to be
35:11made there when it just ends up being a
35:12price war. So, let me show you what you
35:14can do when you do find an interesting
35:16idea. For example, this griddle caddy
35:19for Blackstone caught my eye. I have no
35:21idea what this thing is. So, let's do a
35:23search on Amazon. Again, make sure you
35:25choose all departments. And let's take a
35:28look and see what this thing is. Now, it
35:29looks to me like it's an attachment for
35:31a barbecue for you to store barbecue
35:34tools and accessories. That's pretty
35:36interesting. I'm pretty sure people that
35:37love to barbecue would love to have
35:39something like this. So, let's pull up
35:41X-Ray and let's take a look at the
35:42numbers. So, the first place that I like
35:44to look is at the competition. And
35:45remember, I want to see most of the top
35:4815 to 20 listings have less than 300
35:50reviews. And this niche looks like it's
35:53right at the borderline of meeting that
35:55criteria. Hm, that's pretty
35:58interesting. Now, if we take a look at
36:00the price point, these are selling
36:02around $30 to $40, and that's also
36:05really good. And these top sellers are
36:08actually making over 20 to $30,000 a
36:11month. Wow. In fact, there's only three
36:14listings here that are under
36:16$4,000. And you know what? I may have
36:18accidentally stumbled across another
36:20winning product while making this video.
36:23And so, a quick glance over here, it's
36:25not brand dominated either. And all of
36:27the listings here are at least a year
36:29old, so it's definitely not saturated.
36:31So, this is amazing. I mean, there you
36:34go. I hope you can see how easy it can
36:36be to find a winning product idea if you
36:38have a strategy and a plan in place.
36:41Again, I would do a bit more research
36:43into this product, but so far it passes
36:45all of the data analysis criteria that I
36:48went over earlier. Although, I do have a
36:50feeling that this might be a seasonal
36:52product. So, if we take a look at one of
36:55the top sellers here and look at their
36:57historical data, yep, just like I
36:59thought, it does sell amazingly well
37:01during the summer. And of course, people
37:03like to give products like this away for
37:05Christmas. So, there is a spike here.
37:07So, thinking about this, I personally
37:09wouldn't pursue this product because it
37:11is seasonal, but for those of you that
37:13are less riskadverse, there you go. I
37:15did most of the hard work for you. Just
37:17do a bit more research before diving in.
37:19Now, back on Blackbox, there's another
37:21option here, the niche option, which is
37:24another excellent way to do product
37:26discovery. This option is a little
37:27different than the other two. Instead of
37:29the typical filters, you want to enter a
37:31keyword phrase that describes a niche
37:33that you're interested in. For example,
37:36you can put gardening, fitness, home
37:38organization, or you can be more
37:40specific like golfing or gifts for mom.
37:43Or you can even try niches that you're
37:45familiar with, such as your own personal
37:47interests or hobbies. That way, you can
37:49actually have knowledge about the
37:50products, which can give you a huge
37:52advantage on what to look for and how to
37:54improve the product. Now, again, having
37:56the right tools at your disposal and
37:58knowing how to properly use them is what
38:00separates the winners from the losers.
38:02If you want to try out Helium 10,
38:04remember I do have a link down in the
38:06description below for a trial if you
38:08want to test it out, as well as a coupon
38:09for you to get a huge discount if you do
38:11decide to upgrade. Now, once you've
38:13selected a product idea, you need to
38:15make sure that you're allowed to sell it
38:17on Amazon. Most beginners don't know
38:19this, but you can't just sell whatever
38:21you want on Amazon. Just because you see
38:23other people selling it doesn't mean
38:25Amazon will allow you to. So, never buy
38:28any inventory before you do your due
38:30diligence. Otherwise, you might get
38:32stuck with hundreds or thousands of
38:33dollars of products that you can't sell.
38:36The best way to check is by creating a
38:38test product listing and verifying that
38:40there isn't any product restrictions or
38:42compliance requirements. And this video
38:44right over here will show you exactly
38:46how to do

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