What to sell on Amazon? A guide to the best products to sell on Amazon

Amazon is the world’s largest e-commerce platform. It offers a hybrid selling model, allowing you to operate via Seller Central (using Fulfilment by Amazon or your own logistics) or Vendor Central for wholesale. Perhaps you’re looking to start selling on Amazon but aren’t sure if your product will turn a profit? Or maybe you want to expand your reach across European marketplaces and start selling globally? Whether you’re a complete beginner wondering what products sell best on Amazon, or a seasoned marketplace veteran, this guide will show you how to conduct effective product research and analyse sales data so you can confidently launch new listings.

From my own experience, getting started on Amazon is no walk in the park. First and foremost, you need to figure out your inventory. Should you list new items or used ones? What actually sells best? Getting that crucial first sale can pave the way for long-term marketplace success.

Why is product selection so important?

Choosing the right inventory is a critical step that can make or break your journey towards building a successful Amazon business. The main benefits of selling on the platform are the sheer sales potential and the vast distribution network.

However, that massive customer base can sometimes be overshadowed by fierce competition. Standing out in a sea of listings can be tough. My top piece of advice? A carefully curated product portfolio will significantly boost your listing visibility amongst the competition.

A thorough sales analysis of specific product categories will help you build a product range that fits your niche perfectly. You also need to understand exactly what product features shoppers are looking for. Knowing this will allow you to tailor your Amazon listings to customer demand and create a flawless sales strategy on the platform.

What product features do customers look for?

To drive high sales volumes on Amazon, your goods need to tick certain boxes that consumers expect. If you want to take your Amazon sales to the next level, you must adhere to these standards. The products that sell best on the platform typically feature:

• Problem-solving capabilities: Customers actively seek out products that solve everyday annoyances and meet their exact expectations. Analysing the reviews of top-selling products is a great way to figure this out. Customers leaving negative feedback usually highlight exactly what they didn’t like, handing you a golden opportunity to outshine the competition.
• High value for money: Your products must reflect a brand where quality is the top priority. As e-commerce evolves, consumer awareness grows with it, meaning shoppers often equate a higher price with better quality. Ensure your goods are durable and reliable, as poor-quality items will inevitably lead to a higher return rate. Remember, while price isn’t everything, it heavily impacts your product’s visibility and, crucially, your chances of winning the Buy Box.
• Appropriate size and weight: Smaller, lightweight products are easier for the customer to handle and store, but they are also far more profitable for you when it comes to warehousing and shipping. Bulky, heavy items bring bigger headaches in terms of storage fees and fulfilling your Amazon orders. With compact items, it’s a win-win for both buyer and seller.
• Ease of use: Products that are straightforward to use generate much more interest. Quick assembly (or no assembly at all) combined with intuitive operation is the key to success. You’ve likely felt the frustration of trying to put together a flat-pack cabinet with confusing instructions. Make sure your product is user-friendly and clear – it’s exactly what your customer expects.
• Seasonality: Sell pop-up beach tents or battery-operated portable fans in the summer, and make sure your warehouse is stocked with toys and festive decorations in the winter. Just remember to secure your inventory levels well in advance.
• Brand recognition: Established brands often hold a strong market position, giving them an edge in overall Amazon sales. Once you’ve mapped out the ideal product portfolio for your business, log into your seller account and enrol in the Amazon Brand Registry. A larger base of satisfied customers translates directly into higher profits.

The most popular categories to sell on Amazon

We can gauge category popularity on Amazon by looking at the share of sellers operating within them. This data will show you which categories hold the greatest sales potential. The most popular categories on Amazon in 2024 were:

1. Home & Kitchen
   A massive 35% of all Amazon sellers listed items in this category. These products have a huge customer base because they are practical, everyday essentials. Home furnishings, storage organisers, kitchen accessories, and eco-friendly products (like bamboo sets) remain some of the most popular items, especially during the festive period.
2. Beauty
   With 26% of sellers offering products here, skincare and cosmetics are among the most profitable items, despite the fierce competition.
3. Clothing, Shoes & Jewellery
   This category attracts 20% of Seller Central users. Trends are everything here. Apparel, jewellery, and fashion accessories – especially those aligned with current trends – are highly sought after, particularly in the UK and Germany.
4. Toys & Games
   Accounting for 18% of sellers, this category is a goldmine, especially during the Q4 holiday season. Children’s products like craft kits, educational toys, and board games do exceptionally well.
5. Health & Personal Care (including Baby)
   Making up 17% of sellers, this covers everyday necessities like toiletries, health supplements, and baby nappies.
6. Electronics
   Also sitting at 16%, this category features items we interact with daily – smartphones, TVs, headphones, smartwatches, and power banks.
7. Sports & Outdoors
   Tying with electronics at 16%. A growing awareness of health and fitness is driving sales for products like yoga mats, reusable water bottles, fitness trackers, and dietary supplements.
8. Pet Supplies
   Attracting 13% of all merchants. The rising number of mindful pet owners makes this a category that is very much on the upswing.

Finding your product niche

Pinpointing a niche opens up massive new opportunities for your listings. Certain types of products – especially unique, high demand products perfectly tailored to user needs – hit the bullseye. Amazon itself offers tools to help you identify a niche, even within highly popular product ranges. One straightforward method is market research – specifically, diving into negative reviews to spot gaps in the market and problems you can solve. Focusing on a niche allows you to:

• Increase sales conversions – you target exact customer needs.
• Reduce competition – fewer sellers operate in your specific space.
• Boost SEO rankings – unique products are easier to optimise for search, making them easier to sell.
• Build customer loyalty – a well-tailored offering attracts shoppers who are happy to return.
• Win the Buy Box – thanks to lower competition on the product detail page.

Best products to sell on Amazon

The best-selling products on Amazon vary by country, driven by differences in consumer needs, global preferences, and seasonal shopping trends. A great starting point is exploring the Amazon Best Sellers page to find best-selling items across various categories. However, simply finding a good product among the bestsellers is just step one; you then need to dive into the specifics of that inventory and conduct an in-depth statistical analysis. So, which metrics should you actually be looking at?

• Sales velocity: Average monthly sales figures.
• Competition level: The number of sellers offering the exact same item.
• Sales potential: Achievable margins, price point, and the number of reviews.
• Sales trends: Checking whether the item is experiencing an upward or downward trend in sales.

Because of this, it’s well worth investing in software that provides a comprehensive overview of the data and statistics for the product you want to sell.

How to check if a product has potential

Verifying a product’s potential before you start selling is a crucial step. It helps you find the best products to sell on Amazon, minimise risk, and maximise your chances of success. While Helium 10 is one of the most popular tools, there are several other solutions and strategies that can be incredibly helpful.

Which marketing tools should you use to check product potential?

Helium 10

A comprehensive suite packed with essential features to help you navigate Seller Central. Every Amazon seller should secure access to a powerful analytics tool like this. Helium 10 offers features such as:

• Black Box: A product research tool that helps you uncover niche opportunities based on specific criteria. It displays data from the last 30 days – units sold, revenue, category rank, selling price, and other details like package dimensions and weight, all tied to the product’s ASIN (Amazon Standard Identification Number).
• Keyword research with Magnet & Cerebro: Find out which phrases are trending in customer searches. Simply take an ASIN from a highly-rated, popular listing (perhaps one you found using Black Box) and run it through these tools.
• Xray: A browser extension for evaluating product potential directly on the Amazon search results or product page. It allows you to verify competitors’ real-time sales data. For instance, Xray displays the number of units sold, revenue, the number of sellers on that ASIN, its Best Sellers Rank (BSR) in the category and subcategories, and the fulfilment method (FBA or FBM).

Jungle Scout

Another fantastic seller tool, similar to Helium 10, particularly useful for competitor analysis and niche product hunting. Key features include:

• Sales estimates: Jungle Scout accurately forecasts monthly product sales, helping you gauge market potential.
• Competitor tracking: Allows you to monitor competitors’ pricing, sales volumes, inventory levels, and reviews.
• Trend analysis: Detects high-demand, low-competition products by analysing market shifts and consumer preferences.

AMZScout

Another excellent tool for beginners. It enables you to:

• Search for high-potential products.
• Assess seasonality and sales trends.
• Estimate profit margins and ROI (Return on Investment).

Additional strategies to verify sales opportunities for your seller account

Software is one thing, but it’s always worth leveraging additional strategies. The following practices will help you identify products with high margin potential and build a professional roadmap for your portfolio to sell profitably on Amazon. These expansion tactics include:

Evaluate Amazon’s fulfilment models

Determine which model – Fulfilment by Amazon (FBA) or the Merchant Fulfilled Network (MFN/FBM) – works best when you look for products to sell. Analyse which option will yield higher profit margins and drive total sales volume.

Keyword research

Check the search volume for phrases related to your product using tools like Google Keyword Planner or Ubersuggest. Evaluate the competition level for specific keywords on Amazon; well-optimised keywords in your listings or PPC campaigns lead to lower advertising costs.

Competitor analysis

Scrutinise competitor listings on Amazon. Look at their ratings, images, and pricing. Evaluate their review count – a massive number of reviews might indicate a tough market to crack, but if the reviews are poor quality, that’s a golden opportunity for you.

Small-scale product testing

Order a small trial production run and list the product via Amazon FBA or FBM to gather real-world sales data and customer feedback. You can even use a mixed fulfilment model to test both avenues.

Assess the trends

Use tools like Google Trends to see if interest in a product is growing, shrinking, or staying flat.

Social media listening

Check what consumers are saying about similar products on forums, Facebook groups, or in YouTube reviews. Sometimes, this is where you’ll strike gold and find a highly profitable niche.

Prioritise customer service

Make sure your customers feel valued so they are eager to return and leave positive feedback. Find out what shoppers feel is missing on Amazon and provide it – stellar customer service is often the perfect way to deliver exactly what they want.

What is not worth selling on Amazon?

Selling on Amazon can be a losing game for low-margin products, especially those priced under £5. Rock-bottom prices often fail to cover the costs of shipping, storage, and the initial cost of goods, leading to shrinking profit margins or outright losses. You should also steer clear of oversized items, particularly if you want to use Amazon FBA. Bulky goods incur hefty logistics fees that will quickly eat into your profits.

Furthermore, selling purely seasonal products carries the risk of dead stock out of season, generating steep long-term storage fees. It’s also wise to avoid categories utterly dominated by household name brands, where the competition is fierce, and carving out market share is an uphill battle. In these scenarios, launching a new, unknown product might not yield the results you’re hoping for.

Summary

Selling on Amazon is a massive opportunity for entrepreneurs, but the key to success lies in choosing the right products. By thoroughly analysing trends, leveraging tools like Helium 10, Jungle Scout, or AMZScout, and mapping out a solid strategy, you can successfully launch products and cement your position on Amazon. Remember that long-term success also demands outstanding customer service, constant competitor monitoring, and adapting your offering to shifting market needs.

A carefully selected inventory and proper preparation will allow you to join the ranks of successful sellers who are fully exploiting the platform’s potential on the international stage. Kickstart your Amazon journey by investing time in research and planning – it’s the ultimate recipe for e-commerce success!