Best Products to Sell on Amazon FBA | Read Before Investing!


By Omar Deryan

Updated 18 September 2022

Let’s face it, finding a profitable product to sell on Amazon is HARD.

The competition has never been so intense, especially after the pandemic.

So, how do you find the best products to sell on Amazon ?

Most e-commerce blogs and youtube videos would tell you that you need to reverse engineer.

Meaning that you need to find a product that has an existing demand and people are searching for it on Amazon.

Then, you go and sell the same product.

Well, things have now changed.

In this guide, I will go over the things to consider when selecting your products, the most profitable categories to sell in and how to research and differentiate

Let’s get started!

Make it Big on Amazon: The Winning Principle

There are multiple criteria to take into account when selecting a product to sell on Amazon.

Because of the high competition and so called “saturated market”, most Amazon gurus would tell you to sell a super niche product that has some demand and low competition like for example, red cat shaped chopsticks for kids.

Sure you can make a few hundred of dollars with a niche product but you are limiting your growth.

What you need to understand is that high competition = high demand and money to be made.

So instead of pigeonholing yourself in a small niche with limited growth potential, choose an evergreen product (ie: product with consistent demand) that has a high demand and position yourself in a different angle than your competitors.

One of the best ways to find gaps in the market is by reading your competitors’s reviews to learn more about your target audience and understand what they like and don’t like.

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Here are the different ways you can differentiate your product:

Sell in a different consistency

Everyone loves peanut butter (Unless you are allergic to it)

You would think that peanut butter is saturated.

Check out this peanut butter brand for example.

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They differentiated themselves by selling peanut butter in powdered form.

According to Helium10 Xray, this product is making around 88,000$ per month in revenue in a so called “saturated market”

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Market it to a specific audience or pain point

For example, this brand is selling tea bags tailored to women with PCOS and hormonal imbalances

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The entire branding of this product is tailored to women with PCOS.

So if a woman that has PCOS sees this product, it will definitely grab her attention and make her want to buy it.

This is another example of how this journal differentiated itself by targeting boys age 8 to 12.

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Design Upgrade

A design upgrade includes the shape, packaging, color or size of the product.

For example, double wall glasses have been very popular in last few years.

The one on the left is the classic one you find everywhere.

The one on the right find a way to differentiate by creating a unique design.

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New flavor

I don’t know about you, but I love to scroll on Amazon and try out different food products!

I get bored pretty quickly of eating the same thing, that’s why I don’t usually buy the same product over and over.

For example, check out this spaghetti brand made with black bean.

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Better product listing

If the products in the category have poorly optimized product pages with low quality images, bad descriptions and titles, this is where you can come in and create a listing that is way better than them.

A Helium10 listing score of less than 5 means that the listing is definitely lacking in quality.

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Sell it in a Bundle

This is perfect for products that complement each other or that target a specific lifestyle or activity.

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Make it Giftable

Simply by creating a giftable product you can differentiate yourself and increase your price.

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Make it better

Simply make a better product by adding extra features, stronger material, better ingredients and so on.

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Best Products to Sell on Amazon by Category

Pet Supplies

One in five American households adopted pets during the pandemic, so in short, you’ll be targeting these pet owners.

As a result, the demand for pet supplies skyrocketed. The pet supplies industry reached nearly 110 billion U.S dollars in 2021.

The good news?

According to the same article, 85 to 90% of those pets are still in those households.

In other words, it remains a strong market for you to grow your business in.

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If you sell online products specific to cats and dogs like collars, chew toys, and leashes are at the top of the list.

Home and Kitchen

Home and kitchen products are always trending because people spend a lot of time, well, at home.

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Kitchenware is generally a decent option in terms of market stability.

However, it’s wise to avoid breakable items like knives and glasses.

Remember, every seller’s worst nightmare is damaged products, return shipments, and bad customer reviews.

To be on the safe side, look into home products like shower curtains, rugs, bed sheets, and so on.

Sports and Outdoor

Sports and outdoor items are extremely popular during the warm season.

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However, they’re still fairly in-demand even during the spring months, making them good products to sell.

You can sell inflatable pools, beach accessories, and sunscreen throughout the year.

Alternatively, you can adopt a seasonal approach to product offerings and sell them exclusively during the summer.

Patio and Garden

Similar to the outdoor category, patio and garden items are seasonal on the amazon marketplace.

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Plants, flowers, bug spray, and gardening materials among other items are best sellers during warm months.

On the flip side, pool covers and winterizing treatments sell better during winter.

Wellness and Personal Care

The health, beauty, and personal care category covers a broad range of products.

These include bath accessories, vitamins, fragrances, and hand creams.

The wellness industry is a 1.5-trillion dollar industry with the potential to grow more than 10% per year.

Even newer product categories like home massagers, first aid kits, and essential oil diffusers are trending upward.

Categories can also be organic, natural, and chemical-free items.

You can even create product bundles of essential items that many customers will appreciate.

Consumers are constantly looking for products to make their lives easier, so within here lies an opportunity for big profits.

Baby and Toddler

Baby items are also an evergreen category you can go into.

After all, parents love shopping baby products for their little ones.

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There is a wide variety of baby products to choose from, which include bibs, blankets, and toys.

Smart Storage

Smart storage is becoming a trend on social media.

People are creating creative ways to clean, declutter, and store their stuff.

Look into storage bins, closet organizers, and fridge organizers.

You can also show customers fun ways to use the storage products as part of your marketing efforts.

Home Fitness Equipment

Most public gyms closed during the pandemic, which led to people buying fitness products for their homes.

More specifically, these are dumbbells, jump ropes, and resistance bands.

Yoga mats, cell phone holders, and water bottles fall under this category too.

Unless you have a considerable budget, avoid bulky or expensive products like treadmills, stationary bikes, or rowers.

Novelty Items

Novelty items fall into specific niches like cartoon socks, Halloween costumes, or novelty mugs.

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This category is tricky, and success can be hit or miss.

Take time to research and avoid super-specific items.

If you go all in and the market isn’t there, your business will struggle.

Games and Puzzles

Games are popular among all age groups.

You can choose from board, educational, drinking, and card games. Puzzles are a solid option too.

Restricted Products: What Can’t You Sell?

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As you look for profitable products to sell on Amazon, it’s also important to know about restricted products.

These are the items on Amazon’s list:

  • Alcohol
  • Animals & Animal-Related Products
  • Art – Fine Art
  • Art – Home Decor
  • Automotive and power sports
  • Composite Wood Products
  • Cosmetics & Skin/Hair Care
  • CPAP Cleaning and Disinfecting Devices
  • Currency, Coins, Cash Equivalents, and Gift Cards
  • Dietary Supplements
  • Drugs & drug paraphernalia
  • Electronics
  • Explosives, weapons, and related items
  • Export Controls
  • Food & Beverage
  • Gambling & Lottery
  • Hazardous and prohibited items
  • Human Parts & Burial Artifacts
  • Jewelry & Precious Gems
  • Laser products
  • Lighting
  • Lock Picking & Theft Devices
  • Medical devices and accessories
  • Offensive and Controversial Materials
  • Other restricted products
  • Pesticides and pesticide devices
  • Plant and Seed Products
  • Postage meters and stamps
  • Recalled products
  • Recycling electronics
  • Refrigerants: Ozone-Depleting Substances and Substitutes
  • Strike anywhere matches
  • Subscriptions and Periodicals
  • Surveillance Equipment
  • Tobacco & Tobacco-Related Products
  • Warranties, Service Plans, Contracts, and Guarantees
  • Upholstered Furniture & Other Quilted Products

Pro tip: Don’t try to sneak around these restricions. Amazon will fine you if you do.

However, there are ways to get approval for restricted products, if you want to sell in one of the restricted selling categories or sub categories.

Step by Step: How to Choose the Best Products to Sell on Amazon FBA

Analyze Product Demand

Products with high demand present an opportunity to make more sales.

You can analyze demand by doing keyword research, as this allows you to see how many times amazon buyers are using a particular keyword per month.

I personally use Helium10 Magnet for preliminary keyword research, in combination with a product research tool such as Blackbox.

Higher search volume means higher demand.

And if you also check how many competing products appear on the search for that particular keyword, you can analyze if there is too much competition or not, and then decide if it’s wise to sell products related to that keyword.

You can try to go against trends, but just breaking even can be difficult.

Look into starting private label products, but be prepared with a strong marketing plan.

You can maximize your profits by doing extensive product research and learning what customers want.

Perform Trending Product Research

Trending products change from time to time like seasonal products.

Here are some tips for finding the right products on Amazon:

  • Enter a product category into the Amazon search bar and check the related products or top recommendations
  • Check the Today’s Deals and Best Sellers sections
  • Read product reviews to understand what customers look for in products
  • Join shopping-related newsletters from Amazon, Costco, Target, and other product market niche retailers
  • Follow Amazon and other retailers on social media pages to stay updated on trends
  • Search for specific products and related keywords in Google Trends
  • See what social media influencers are selling or marketing
  • Watch trending videos on social media
  • Use tools like Helium 10 or JungleScout for product research. These tools are extremely useful to help you generate product ideas for your amazon business.

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Product Size and Shipment

If it’s your first ecommerce business, you should aim to begin your journey as smoothly as you can.

You can start doing that by avoiding the following:

  • Bulky and breakable products
  • High shipping costs
  • High storage fees

Logistics, shipment, and customer service will drain you.

Instead, choose products that are lightweight, small, and durable.

It’s also important to select suppliers who invest in excellent packaging.

Order a sample to review the product first and ensure that the boxes are sturdy enough to keep the products secure during shipping.

Check the Competitiveness

Competition in popular listings is stiff, and you’ll struggle to break into a crowded market.

But if you want to try it out anyway, here are some questions you should ask yourself first:

  • Can you offer lower prices or better discounts than others?
  • Do you offer better product features or benefits compared to your competitors?
  • Are you competing against big brands with huge budgets?

If your answer to the first two questions is yes, then there’s a chance you can outsell your competitors with proper execution.

However, the third question has more weight to it because customers are more likely to purchase from bigger brands than smaller ones.

Keep that in mind if you choose to go this route.

In any case, selling items with minimal competition, or at least low competition has always been a good strategy for amazon fba sellers to test new markets.

But if you’re going down this route, make sure that there is enough demand, otherwise you’re just going to earn a few dollars and try to focus on items that have a higher perceived value, in order to put a higher selling price to simply generate higher sales margins.

Check the Return Rate

A product’s return rate can be seen by jumping over to customers reviews and looking at its star ratings.

A product with a high return rate and several ratings below 3 stars should be avoided.

You want profitable products that are fast-moving, not fast-returning.

How to Source Products for Amazon

Sourcing is the process of acquiring products that are cheap enough to buy but makes you profit when you resell.

This step intimidates most new sellers.

You’ll have to put yourself out there to find good products, study prices, and negotiate with manufacturers and suppliers.

However, if done right, you can acquire great products without even dealing with suppliers.

1. Retail Arbitrage

Retail arbitrage is purchasing discounted products from clearance shelves at big retail stores like Walmart, Costco, Big Lots, and CVS.

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These products are heavily discounted from retail prices, and you can buy them in small batches.

However, this process can be time-consuming and risky since there is no guarantee the products will sell.

2. Online Arbitrage

Online arbitrage is similar to the previous item, except it’s online.

Take your time to research cash-back websites like Swagbucks and Rakuten that pay you to shop online.

You can also use tools for online sourcing to make things easier.

3. Drop Shipping

If you want to avoid the responsibility of managing inventory, you can opt to work with suppliers that ship products directly from their warehouse to the customer.

This is a win-win for both parties — you don’t have to worry about inventory, while the supplier stays invisible to the customers.

You can save on the upfront fees and pay only when you sell an item. However, expect small profit margins and limited customer experience.

On the downside, if the supplier misses a shipment or sends bad products, it’s your brand that will take a hit.

Many sellers use Amazon for dropshipping, but I don’t recommend it as it’s actually against Amazon’s policy, and it’s just not worth it compared to the other available opportunities.

4. Wholesale

Wholesale suppliers and manufacturers offer discounts for buying their products in bulk.

This also lets you skip the process of creating new ASINs so you can go straight to selling products.

As a result, wholesale products can pull in substantial profit margins.

However, you must obtain approvals from Amazon to resell the products or brands.

If you skip the approval stage, you risk getting flagged for copyright infringement.

Amazon might even suspend your seller account.

5. Private Label Products

Buying generic products and placing your label on them is another popular way of Amazon product sourcing.

Probably the most popular among amazon sellers.

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You can still sell from a manufacturer, but you must communicate your branding information like product design and brand name with them.

Furthermore, this method gives you good control over product quality, packaging, labeling, and more. Generic Products

6. B2B Marketplaces

It’s worth looking into B2B marketplaces like Alibaba, ThomasNet, and other ecommerce sites for bulk products and quantity discounts.

However, be extra careful of counterfeits and scam sellers.

7. Auctions and Thrift Stores

You might be able to find rare and valuable products in thrift stores, garage sales, and auction spots.

However, this only makes sense if you’re targeting a niche market as it’s difficult to source products in bulk with this method.

8. Create Your Products

Suppose you have a unique ability to create your own products and produce them in bulk.

For instance, if you want to sell candles, you must find a manufacturer to make the products using your formula and package them for you to sell on Amazon.

This can be time-consuming and expensive, but you’ll enjoy the growth once the business starts growing.

You can also consider trademarking your business to prevent others from stealing your idea.

Many amazon sellers manufacture handmade products and sell these handmade items in the Amazon handmade category.

Of course, in my opinion, as Amazon is a search engine, this will get you consistent sales only if your products rank high on the search results for keywords already used often by buyers.

9. Virtual Assistants/Outsource

If you don’t have the extra time, you can outsource specific duties to someone else.

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For example, you can hire a virtual assistant to help you with sourcing products while you focus on selling.

However, it’s key that you explain to the assistant the multiple factors to consider when searching for products and the specific criteria that will qualify the product as “worth selling”.

FAQ – Frequently Asked Question

What Are People Buying Right Now?

As of July 2022, these are the top-selling items people are buying on Amazon:

  • Peel-off face masks
  • Nail polish
  • Haircare products
  • Fitness items
  • Yoga mats
  • Water bottles
  • Exercise bands
  • Games and puzzles
  • Board games
  • Laptop skins
  • Cameras and photo equipment
  • Handmade
  • Pet supplies
  • Print books and ebooks
  • Vinyl LPs and CDs
  • Belt buckles
  • False eyelash accessories
  • Household cleaning supplies
  • Circuit boards and components
  • Play vehicle accessories
  • Dinnerware
  • Pet carriers and crate accessories
  • Curtain and drape rings
  • Marine radar
  • DJ systems
  • Measuring cups and spoons
  • Shampoo
  • Computers
  • Cables
  • Mousepads

With a lot of best selling products to consider, pay close attention to what sells and the Customers Also Bought section.

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Adjust your product portfolio, find suppliers with the best quality, and offer discounts to gain a competitive advantage.

What Products Make the Most Profit?

Below are some of the top-selling items on Amazon in 2022:

  • Makeup brushes sets
  • Reusable food storage bags
  • Soft plush squishy toy animals
  • Jump ropes
  • Ring lights for laptops, phones, and cameras
  • Cooling bed sheet sets
  • Car cleaning gels
  • Satin pillowcases for hair and skin
  • Neck and shoulder relaxers
  • Fire HD 8 tablets
  • One-step hair dryers and volumizer hot air brushes
  • Electric can openers (V2)
  • LED strip lights
  • Pet deshedding brush gloves
  • COVID-19 antigen rapid tests (2-pack)
  • Black disposable face masks (50 pcs.)
  • Classic V2 shaker bottles
  • Food kitchen scales
  • 8-Sheet cross-cut paper shredders
  • Leather desk pad protectors
  • Tempting tuna flavor cat treats
  • Dash and windshield car mount phone holders
  • Mini waffle makers
  • Men’s and women’s classic clogs

Which Category Should New FBA Sellers Sell?

Picking the right product category matters and sets you apart from other sellers.

This is especially true for new sellers.

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With that said, it’s a good idea to start with profitable product categories that are also safe and easy to ship.

Here are some of them:

  • Books
  • Electronics
  • Toys and games
  • Home and kitchen
  • Lawn and garden
  • Beauty and personal care
  • Sports and outdoors

Of course, just because a product is in a best-selling category doesn’t automatically mean you’ll make profits.

Experiment with the categories above, choose a niche by going in the sub-categories, and identify the winning products.

Find what works for you and run with them.

Bottom Line

Finding the right products to start selling items on amazon can be challenging.

But hopefully, this guide has provided you with the knowledge you need to hit the ground running.

On Amazon, good products are the engine that powers a successful business.

If you can get that part right, building your own brand will become so much easier.

It’s also important to remember that there is no guarantee that selling products from popular categories will automatically translate to success.

As always, consistency plays a crucial role.

And most importantly, you have to remember that just finding the right product is not enough if you don’t optimize your product listing properly or don’t have a proper product launch plan.

So I recommend starting with a few products, make mistakes and learn as much as possible about the entire workflow of this ecommerce business before jumping into product research.


Omar Deryan

Omar is the Founder of OJ Digital Solutions, an agency helping Amazon sellers 2X their conversion rate by optimizing their product listings. He also speaks 7 languages and has his own website teaching people how to build profitable blogs.