How to Find Products to Sell on Amazon?

Wondering how to find products to sell on Amazon? If you're a wholesale, online arbitrage, or dropshipping seller, product research isn’t just important – it’s make-or-break.

Choosing the wrong item drains your time, money, and momentum. But the right product? It builds a profitable, scalable Amazon business.

In this post, we’ll show you exactly how to pick the best categories, evaluate brands, and use four proven product research strategies. Whether you're starting out or stuck trying to scale, this is your roadmap to smarter sourcing and higher margins. Let’s break down what works – and how to make it work for you.

How to Find Winning Products to Sell on Amazon

Selecting the right products to sell on Amazon is critical to your success as a seller. This process involves several strategic steps designed to help you choose products that not only have strong demand but also offer good profit margins while minimizing risks.

Here’s a breakdown of the key steps involved in this process, with a more detailed explanation of each to follow in the post.

Steps to finding products to sell on Amazon

Step 1. Select a product category

Begin by choosing a product category that interests you and aligns with your business objectives. It’s important to pick a category you’re passionate about, as this will keep you motivated and enhance your expertise in the products you offer. Additionally, some categories are more competitive than others, so it’s essential to weigh the pros and cons of each option.

Step 2. Choose and research a brand

Once you’ve chosen a category, the next step is to find a resale-friendly brand and conduct thorough brand research. Typically, it’s advisable to avoid highly popular brands like Nike or Apple due to their high Minimum Order Quantities (MOQ) and strict reseller networks, which make them difficult to approach.

Brand research ensures that the brand’s products are popular, capable of generating the expected profits, and not overly competitive with Amazon or other sellers.

Step 3. Identify a product to sell

After researching the brand, the next step is to pinpoint a specific product within that category. There are several strategies you can employ.

• Bulk product research

Approach suppliers and review their price lists with hundreds of products to find profitable deals, which often involves negotiating bulk purchase prices. This method is primarily used by wholesale sellers.

• Single product (in-depth) research

Identify popular products on Amazon and locate suppliers offering them at lower prices. This strategy focuses on capitalizing on price differences across retailers by buying low and selling high, commonly used by online arbitrage sellers and dropshippers.

• AI-powered sourcing

Instead of Googling suppliers or scanning endless distributor sites, you can use AI-powered tools like Sourcing AI by Seller Assistant. It provides you with a table of up to 10 matching sources based on ASIN, UPC, model number, or brand based on Amazon seller logic.

• Competitor research

Study your competition to find gaps in the market. Look for products with high demand but limited availability, or identify popular brands that your competitors sell but you do not, and consider adding them to your store. This approach is useful for all sellers.

Step 4. Verify if you can sell a product on your account

Before purchasing inventory, verify that you are eligible to sell the product on your Amazon seller account. Some products and categories require Amazon’s approval due to restrictions, while others you can’t sell on your account and Amazon will not allow you to list them.

Step 5. Do product research

Perform comprehensive product research to confirm that the product is in demand, profitable, and free from significant selling risks. This includes evaluating the following key factors.

• Demand analysis

Use Seller Assistant to assess the product’s sales volume and trends, ensuring there is consistent demand.

• Risk assessment

Identify potential selling risks such as intellectual property complaints, restricted categories, or issues like products being meltable, large, or bulky. Make sure the product complies with Amazon’s policies and regulations to minimize risks.

• Profitability check

Calculate potential profit margins, taking into account the cost of goods, Amazon fees, shipping expenses, and other costs. A profitable product should maintain a solid margin after all costs are considered.

How to Select the Right Product Category for Amazon?

Choosing the right product category is a critical step when deciding what to sell on Amazon.

Below are some tips to help you select a category that aligns with your business goals and maximizes profitability.

Evaluate category popularity

Certain categories are naturally more popular among buyers due to the nature of the products, such as electronics and clothing, which are everyday essentials frequently purchased by consumers.

The best strategy is to select a subcategory or a product niche in a popular category because the competition is typically lower. For example, in the Tools & Home Improvement category you can narrow your choice to Water Filters > Water Filters for Sink.

According to the research by Jungle Scout, here are some of the most popular categories among Amazon sellers.

Top Amazon seller categories

• Clothing, Shoes & Jewelry (20%)
• Grocery & Gourmet Food (14%)
• Electronics (9%)
• Appliances (8%)
• Home & Kitchen (6%)
• Beauty & Personal Care (6%)
• Health & Household (5%)
• Tools & Home Improvement (4%)
• Sports & Outdoors (3%)
• Sell Phone & Accessories (3%)

Consider competition intensity

While popular categories like electronics and clothing attract high demand, they also come with fierce competition. It's important to assess the competition within each category to determine if you can compete effectively or if a more niche category might be a better choice.

To estimate the average competition level in the category, you can use Seller Assistant’s Quick View. Open the category on Amazon search pages and look into the FBA and FBM product offer count and whether Amazon sells many products in the category.

If the FBA and FBM seller count on many product listings in more than 15, it’s a highly competitive category. This can often mean price wars and thinner profit margins due to high competition. Also, if Amazon sells more than 30% of the products, it’s difficult to compete.

Take into account your expertise

Select a category that you are passionate about and have knowledge in. This will keep you motivated and help you better understand and meet your customers' needs.

Check for restrictions and eligibility

Some categories on Amazon have specific restrictions or require approval to sell. Be sure to research any requirements and confirm that you can meet them before committing to a category. Also, verify that you have the necessary permissions to sell in that category on your account.

To verify restrictions and selling eligibility, you can also utilize Seller Assistant’s Quick View. Open the category on Amazon search pages. The feature shows a green open lock icon if you can sell a product, and a red closed lock if a product is restricted.

Estimate category profitability

Consider the potential profit margins by factoring in the average selling price, and Amazon fees. While some categories may offer higher selling prices, they may also come with increased costs and fees.

Note. Seller Assistant is a comprehensive product-sourcing software that helps Amazon sellers quickly find high-profit deals. It combines three extensions: Seller Assistant Browser Extension, and IP-Alert Chrome Extension by Seller Assistant, and VPN by Seller Assistant, Amazon seller tools: Price List Analyzer, Brand Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Storefront Widget, Side Panel View, FBM&FBA Profit Calculator, Quick View, Stock Checker, IP Alert, Variation Viewer, Sales Estimator, Offers, and Restrictions Checker.

It offers a robust toolkit of over 20 features built to streamline every part of the sourcing process  – from bulk scanning wholesale supplier sheets for high-margin leads to deep product research and advanced brand and competitor analysis. By using this FBA and FBM product sourcing software, you can easily identify products that have the potential to be sold well on Amazon.

How to Select a Brand to Sell on Amazon?

Choosing the right brand is a critical step in finding products to resell on Amazon – especially for wholesale, arbitrage, or dropshipping sellers. The best way to evaluate a brand is by checking specific criteria that reveal its potential. This includes analyzing its product range, average sales, pricing, level of competition, customer reviews, and any resale restrictions.

Doing all of this manually is time-consuming – but tools like Seller Assistant's Brand Analyzer make the process simple, fast, and scalable.

How to choose the right brand with Brand Analyzer

Seller Assistant's Brand Analyzer is a powerful tool that gives you a complete overview of a brand’s performance and profitability on Amazon. It shows vital data points like monthly revenue potential, competition metrics, Buy Box prices, average ratings, and Amazon’s presence within that brand. You simply enter the brand name, and the tool delivers insights in seconds – helping you decide if that brand is worth pursuing.

Use Brand Analyzer to filter out brands that aren’t worth your time – and focus only on those that offer scalable, low-risk opportunities. Here's what to evaluate.

Product volume

Look for brands with over 500 products. A wide catalog gives you more chances to spot profitable listings. Brand Analyzer shows you the total product count and even lets you download a full product file.

Revenue potential

Check whether the brand’s average sales and pricing meet your revenue goals. Brand Analyzer estimates monthly revenue across the product line, helping you prioritize brands with the highest upside.

Avoid brands dominated by Amazon

Brands where Amazon is the main seller (over 30% in-stock rate) usually aren’t good for resellers. It’s hard to compete, and margins vanish fast. Brand Analyzer shows Amazon’s presence per brand, so you can steer clear of saturated suppliers.

Competition analysis

Too many sellers per product (typically more than 15) often leads to price wars. Brand Analyzer reveals the average number of sellers per listing – so you know what kind of market you’re entering.

Brand ratings and reviews

Trustworthy brands have high customer ratings (4 stars or more) and lots of reviews. This signals strong demand. You can see the average ratings, total reviews, and Buy Box prices for each brand inside Brand Analyzer.

Eligibility and restrictions

Not all products from a brand are sellable on your account. Use Brand Analyzer to get the product list, then upload it to Bulk Restriction Checker. Bulk Restrictions Checker (also part of Seller Assistant). You’ll instantly see which products are open (green lock) or gated/restricted (red lock). Red with an exclamation mark = not eligible for your account.

4 Proven Strategies to Find Profitable Products to Sell on Amazon

Finding products to sell on Amazon isn’t guesswork – it’s data-driven. Every successful seller, whether doing wholesale, online arbitrage, or dropshipping, relies on tools to discover high-margin opportunities. Manual research is simply too slow. With millions of listings, changing prices, and fierce competition, only sellers who automate and analyze can scale profitably.

That’s where Seller Assistant gives you an edge. It supports four core product research strategies that cover all sourcing styles: bulk scanning of price lists to find hidden deals, in-depth single product analysis to validate potential, AI-powered sourcing that reveals opportunities fast, and competitor research to sell what proven sellers already succeed with. Here’s how they work.

Strategy 1. Supplier price list scanning for scalable product discovery

Supplier price list scanning is a high-efficiency approach, especially useful if you want to scale operations by analyzing hundreds or thousands of SKUs at once.

The core idea is simple: get a price list from your supplier (wholesale) or extract product data from supplier websites (OA/dropshipping), match those items with Amazon listings, and surface the best resale opportunities based on real-time performance and profitability data. Below, you'll see how this process works and what tools simplify it from start to finish.

How this strategy works

The process starts by getting a price list from your supplier (wholesale) or pulling product data from supplier catalogs or online shops (OA/dropshipping). This usually results in large spreadsheets filled with product listings. Your job is to find profitable resale candidates among them. But scanning these files manually is tedious and error-prone. That’s why automation is essential here: it allows you to analyze in bulk, prioritize smartly, and move fast.

Tools you’ll need

The best tool for executing this strategy is Seller Assistant's Price List Analyzer. It automates product matching and enriches your supplier file with every key selling metric you need to make informed buying decisions. You can filter out the best deals, select what you want to buy, and download your selection to create a purchase order.

What you can do with Price List Analyzer

• Instantly match supplier items to Amazon ASINs
• Flag restricted products or those you can’t sell on your account
• Auto-populate your spreadsheet with:
  
  • Sales insights: BSR, trend history, sales velocity estimates
  • Profit metrics: ROI, margins, break-even, net profit
  • Price behavior: average Buy Box price and historic pricing over 30/90/180 days
  • Fee breakdowns: Amazon referral fees, FBA/FBM fulfillment, storage, prep, hazmat
  • Seller landscape: total sellers, Buy Box rotation, and Amazon in-stock rate
• Identify high-margin, low-risk deals at scale
• Surface red flags like hazmat status, IP claims, meltables, and Amazon-sold SKUs
• Filter by performance, risk, or profitability
• Mark items with Likes/Dislikes and create purchase shortlists directly within the tool
• Export your filtered product selections for fast sourcing execution.

Who this strategy is best for

• Wholesale sellers managing extensive supplier catalogs or spreadsheets
• Online arbitrage and dropshipping sellers collecting and scanning large volumes of product data from supplier websites.

How to run a bulk scan in Price List Analyzer

• Step 1. Log into your Seller Assistant account and open Price List Analyzer
• Step 2. Click Upload, select your marketplace, and drop in your Excel file from the supplier
• Step 3. Map key data fields (cost, ASIN, etc.) to align columns for processing
• Step 4. Click Analyze Price List to launch the scan
• Step 5. When the scan completes, apply filters to highlight high-ROI, low-risk deals
• Step 6. Mark selected deals with Likes/Dislikes and create purchase shortlists
• Step 7. Export filtered products to create a purchase order.

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Strategy 2. Deep research of individual products

This strategy is perfect for sellers who prefer precision over volume. Deep product-by-product research gives you full control over every item you choose to resell. Instead of scanning large catalogs, you identify individual products where the supplier price is significantly lower than the current Amazon price.

Though slower than bulk sourcing, this method helps you develop sourcing intuition, gain product-specific insights, and hand-pick profitable, low-risk inventory. It’s especially valuable for sellers learning how to find profitable products to sell on Amazon through high-accuracy, manual research.

How this strategy works

The process begins by searching manually for promising Amazon products. From there, the Seller Assistant Extension gives you real-time data directly on Amazon, supplier pages, and even inside seller storefronts. This all-in-one view shows profitability, competition, restrictions, and hidden risks, allowing for confident decision-making as you browse.

Tools you’ll need

Seller Assistant Extension turns your browser into a fully equipped sourcing tool. It overlays critical product insights directly on Amazon and supplier sites, so you never have to switch tabs or use spreadsheets. Here's what it offers.

Key features of Seller Assistant Extension

• Product Page View – Shows ASIN, UPC/EAN, BSR, dimensions, seller count, and monthly sales (BSR drops)
• Quick View – Displays restrictions, IP alerts, sales velocity, and seller data right on Amazon search results
• Side Panel View – Adds sourcing data to supplier sites to match listings in real time
• Storefront Widget – Reveals a competitor’s brands, categories, reviews, and top products
• Sales Estimator – Projects monthly sales per product and your likely share
• Stock Checker – Estimates stock levels held by FBA/FBM sellers
• Pricing insights – Tracks Buy Box, 90-day average, ROI pricing, min FBA/FBM, break-even
• FBM&FBA Profit Calculator – Includes ROI, profit, margins, fees, VAT, and logistics
• Restriction Checker – Flags ASINs or brands gated on your account
• IP Alert – Warns of past IP complaints, their type and date
• Alerts and Flags – Highlights hazmat, meltable, fragile, heavy and bulky, adult, generic brands, and Amazon-dominated listings
• Offers breakdown – Shows seller stock, offer price, and Buy Box rotation
• Variation Viewer – Ranks variations based on top-selling attributes
• Lookup links – Opens product search on Google, Alibaba, Walmart, and more
• Notes – Save supplier links, mark items, or add team comments
• Google Sheets Export – Push product data directly to Sheets
• Keepa integration – Visualizes price and sales trends over time

Who this strategy is best for

• Online arbitrage sellers who need detailed product-level analysis and risk validation
• Dropshippers performing manual sourcing and requiring real-time data before listing
• Wholesale sellers verifying specific deals manually when automated tools fall short

How to run detailed product analysis

Step 1. Verify product performance

• Check product demand by reviewing BSR. Target a BSR between 1 and 200,000 for viable sales potential.
• Use BSR drops to see how many times the product sold in the last 30, 90, and 180 days.
• Check sales velocity (Top) to have an idea how fast the product sells. Anything higher than 1% is a slow-mover; target products with the Top below 0.5%.

Step 2. Use Sales Estimator to calculate monthly sales volume and your share of it.

Step 3. Check competitor stock using Stock Checker to avoid saturated listings.

Step 4. Evaluate the competition.

• Look for 2 to 15 sellers total – enough demand without oversaturation.

• Open the Offers feature to review pricing, seller count, and Buy Box potential.

Step 5. Avoid listings where Amazon is a seller and dominates the Buy Box.

Step 6. Review historical sales and pricing behavior using integrated Keepa charts. Aim for 6+ months of stable trends.

Step 7. Analyze Buy Box averages vs. current min FBA/FBM prices to understand pricing dynamics.

Step 8. Use Variation Viewer to find the highest-performing variations (usually those with the most reviews).

Step 9. Check for restrictions and alerts – green lock = sellable, red lock = restricted. Watch for hazmat, IP warnings, and other red flags.

Step 10. Prioritize products with strong reviews (4–5 stars) and minimal negative feedback.

Step 11. Finalize your sourcing decision using the FBM&FBA Profit Calculator , factoring in COGS, fees, logistics, and VAT.

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Strategy 3. Find suppliers using AI-powered sourcing

Sourcing AI by Seller Assistant is a game-changing tool for Amazon sellers looking to instantly locate verified U.S.-based suppliers. Instead of relying on time-consuming manual research, Sourcing AI uses Amazon-specific data – like ASINs, UPCs, and brand names – to uncover supplier offers that are real, relevant, and resale-friendly.

Unlike general-purpose AI, this tool is built to think like a seller. Whether you're doing online arbitrage, wholesale, or dropshipping, Sourcing AI helps you validate suppliers quickly and prioritize offers with real profit potential – all without leaving your sourcing flow.

How this strategy works

To start, you enter a product title or ASIN and set your Max COG (maximum cost of goods). Sourcing AI then scans trusted U.S.-based supplier sites and returns a structured results table showing exact or near-exact matches – complete with pricing, SKUs, links, and minimum order quantities.

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Each result is labeled as Exact Match or Likely Match, helping you vet options fast and focus only on profitable, compliant deals. This eliminates the need to chase down random Google results or scroll through vague supplier listings.

Tools you’ll need

Sourcing AI is fully integrated into the Seller Assistant Extension, working on Amazon product pages, search results, competitor storefronts, and within Side Panel View. It uses structured data (ASINs, UPCs, brand, model) to return only clean, U.S.-verified offers – no low-trust sources like Temu, eBay, or Alibaba.

Key features of Sourcing AI

• Do AI-driven search to find U.S. suppliers of specific brands – official or large-volume distributors based on brand and product identifiers.
• Get up to 10 verified U.S. supplier offers per product using ASINs, UPCs, EANs, brands, or model numbers
• Apply your Max COG filter to exclude overpriced items
• See Exact vs. Likely Match labels to prioritize fast
• Instantly compare Amazon and supplier pricing for margin checks
• Avoid bundles, vague listings, or unclear variations
• Launch searches from Amazon, supplier pages, or storefronts
• Get alerts on restrictions, vague data, or potential risks

Who this strategy is best for

• Wholesale sellers looking to find official U.S. distributors quickly
• Online arbitrage sellers needing fast product-to-supplier matching from Amazon pages
• Dropshippers who want to validate supplier options instantly while browsing listings or storefronts

How to run AI-based supplier sourcing

Step 1. Sign into both your Seller Assistant account and your ChatGPT account (Free or Plus)

Step 2. Navigate to any product on Amazon.com – this can be a product page, search result, Side Panel View, or seller storefront

Step 3. Click the Sourcing AI button in your Seller Assistant Extension

Step 4. A new ChatGPT tab will open with the product data pre-filled: title, ASIN, UPC, brand, model number, and your Max COG

Step 5. Wait a few seconds for the results – up to 10 verified supplier offers will appear

Step 6. Review the results table with links, prices, SKUs, MOQs, and match labels

Step 7. Compare supplier offers, evaluate margins, and reach out to suppliers with confidence

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Strategy 4. Discover profitable products through competitor research

Competitor research is one of the fastest and most strategic ways for online arbitrage sellers to uncover new product ideas. Instead of guessing what might sell, you analyze the inventory of proven sellers to find what’s already working. This lets you spot high-demand items, untapped brands, and pricing patterns that give you a competitive advantage.

By tracking what successful sellers add, remove, or restock, you can adjust your own catalog accordingly. This strategy helps expand your inventory, respond to trends quickly, and improve your chances of winning the Buy Box – especially in competitive categories.

How this strategy works

This method focuses on monitoring competitor storefronts to identify product opportunities. By analyzing which ASINs your competitors are actively listing or removing, you can detect fast sellers, rising trends, and gaps in your current inventory.

Whether you're looking to spot emerging brands, adopt smarter pricing strategies, or simply fill product gaps in your store, competitor analysis is a high-ROI tactic. It keeps your Amazon listings aligned with real market demand and ensures you’re not missing out on products already moving well for others.

Tools you’ll need

Seller Spy, part of the Seller Assistant suite, automates this strategy from end to end. All you need to do is enter a competitor’s Amazon storefront link. From there, the tool monitors their listings in real time, capturing every change – additions, removals, pricing shifts, and more.

Key features of Seller Spy

• Track every new product added to or removed from a competitor’s store
• Monitor changes with exact timestamps and see historical product shifts
• Identify inventory gaps by comparing what they sell vs. your catalog
• Follow their pricing behavior to stay competitive
• Export detailed Excel reports (.xls) including ASINs, titles, prices, product images, and direct links
• View storefront data: seller name, feedback rating, reviews, location, and direct profile link
• Use the Teams feature to collaborate and track who added each competitor
• Check the last data refresh to ensure insights are current

Who this strategy is best for

• Online arbitrage sellers seeking proven product ideas with real demand
• Wholesale sellers tracking brand competitors to optimize catalogs
• Dropshippers adapting quickly to market trends and fast-selling ASINs

How to run competitor research using Seller Spy

Step 1. Sign in to your Seller Assistant account and open Seller Spy

Step 2. In the Add seller field, paste your competitor’s Amazon storefront link, then click Add

Step 3. Once tracking begins, download the Excel (.xls) report from your seller list

Step 4. Open the report and review the following:

• Event date (when a product was added or removed)
• ASIN and listing status
• Product title and direct Amazon link
• Current price

Step 5. Identify new or trending ASINs from their catalog. Analyze whether adding similar or better items to your own listings could strengthen your performance or help you compete more effectively.

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Final Thoughts

Finding the right products to sell on Amazon is key to making profits. By carefully selecting a product category, researching potential brands, employing strategic methods to identify profitable products, and doing thorough product research, you can position yourself for long-term success. 

Utilizing tools like Seller Assistant's Brand Analyzer, Price List Analyzer, Seller Spy, and Seller Assistant Extension can greatly enhance your efficiency and accuracy in this process, allowing you to make informed decisions that maximize profitability and minimize risks. 

Seller Assistant is an all-in-one product sourcing software offering all the features vital for product sourcing. It combines three extensions: Seller Assistant Extension, IP Alert, and VPN by Seller Assistant, tools: Price List Analyzer, Brand Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Storefront Widget, Side Panel View,  FBM&FBA Profit Calculator, Quick View, Stock Checker, IP Alert, Variation Viewer, Sales Estimator, Offers, Restrictions Checker, and other features that help quickly find high-profit deals. Seller Assistant also offers integration with Zapier allowing to create custom product sourcing workflows.