How to select winning products to sell on Amazon FBA

Here we explain how to find profitable products to sell on Amazon and the selection criteria you should use. If you follow these guidelines you should find more success with your Amazon FBA business.

What to look for in a winning product for Amazon FBA

1. Sales Rank

This will vary by category but a general rule would be to try and stay under 50,000 and preferably under 20,000. If you have a product under 20,000 in a popular category you would expect to sell multiple units per day. Make sure you are looking at the overall category rank, not a subcategory rank.
We have full lists of sales rank for the US, UK and EU here.

Amazon Main and Sub Category Sales Rank

Amazon Main and Sub Category Sales Rank (BSR)

2. ROI

A lot of sellers focus purely on ROI when selecting products. We have always focused on profit per product sold. You can achieve 100% or more ROI (we have some products running at 150%) but I would probably look at a minimum of 30%.

3. Profit Per Sale

You are probably best using a combination of ROI and profit per sale. If you are making a minimum of $10 per sale then that is ideal and gives you room to move when other sellers drop their pricing to compete. If you are only showing a profit of $5 or less then when you list the product you will probably find someone drops their price and wipes out your profits.

ROI and Profit Per Sale will most likely be dictated by how much cash reserves you have. If you are cash rich then ROI becomes less of a factor.

4. Size of the product

Amazon products fall into two main categories – ‘Standard’ and ‘Oversize’. If you are starting out and doing your own prep of the products then I would stick to smaller items. They are easier to handle, cheaper to ship to Amazon and also the storage costs and fees will be less. If you need to store any in your home then they will take up less room and returns will be easier to deal with.

5. Gated brands and categories

You have probably heard that a lot of brands or categories are gated. This means you cannot sell these products without getting permission from Amazon. If you are a new seller you should focus on the products you can sell and try and make this work first. Use the Amazon Seller App or ‘Add a product’ in Seller Central to find out if there are restrictions before you buy stock.

If you do want to open up more categories there are services available that will take you through all the steps to get ungated in multiple categories;

Category Ungating USA – TheFunnelGuru – usually ungated within 48hrs. If they cannot ungate there is a 100% money back guarantee – get ungated today.

Category Ungating UK – GetUngated Personalised Service – Karen will do all the work for you and make sure you get ungated in the most difficult categories.

GetUngated Course – a full 15 module course which guides you step by step through getting ungated in Amazon restricted categories. Includes tips and tricks and a list of wholesaler suppliers to use.

6. High-Risk Brands

Lots of new sellers are getting suspended for selling these high-risk brands. These are brands which Amazon will allow you to sell but the brand owner does not. The brand owner will take action to try and get you to stop selling their products. This can include legal action or policy warnings via Amazon.
Please do not get suspended. Once you are suspended it is often impossible to get your account back. If you are at all concerned that a brand might not be safe then remove it from your shortlist and move on. It is definitely worth reading our guide: Identifying Amazon gated and restricted brands to avoid suspension.

7. Product Value

I would recommend staying with products that you can write off if required. So if a customer returns it and you have to dispose of it then your business is not damaged. The ideal price range you should be looking at is about $10 – $40 with a profit of $10 – $20. When you are more experienced you can aim for higher value products. I would avoid going over about $100 though.

TOP TIP – Some products increase in value once they are no longer manufactured. Buying these products gives you a built-in safety measure if your stock does not sell as expected. You know that if you leave it at the FBA warehouse it will eventually sell for a good profit.

8. Low returns Rate

Some products have returns rates of 10% or more. Returns cost you money so you need to avoid these products. Particularly ones that cannot be fixed up and resold as new once the customer has opened it. The way some products are packaged means customers will have to damage the packaging to even look at the product. You need to avoid these as they will have to be disposed of or sold at a loss if returned. Look at the reviews on a product and avoid buying a product with less than 4 stars. Also, avoid complex products.

TOP TIP – Aim for tough well-packaged products. They are less likely to get damaged in the warehouse or in transit to the customers. You will, therefore, avoid complaints and possible negative feedback.

9. Which Amazon Categories should you sell in?

Most people start with Toys. Toys are simple and usually have a low returns rate. They are also normally low value. You should also consider ‘Home & Kitchen’ and ‘Office Products’. Electronics is a good category but you tend to get more returns and problems.

Remember this is not personal it is business. However, having an interest or passion in the products you are selling will give you a slight advantage. You will have a ‘feel’ for the products and therefore be better at spotting good deals.

10. Price History/ Buy Price

A product is selling on Amazon for $25 and the Keepa charts tell you this is the normal selling price. If you want to protect yourself from sitting on dead stock you need to buy at a price where you can sell at the average and still at least break even. A lot of new sellers will get caught out by a temporary price increase. When they scan the product it says there is $5 or more profit. By the time they come to list the product the price has returned to normal and they actually make a loss. Always check Keepa and CamelCamelCamel for the full pricing and sales rank history before purchase.

11. Appeal outside of your main selling platform or marketplace

This is not completely necessary but it is a bonus if your product will sell on other platforms like eBay or other Amazon marketplaces. This means if your account does get closed down or the product is not selling you still have options to clear the stock. For US sellers look for products where you can make profit in Mexico or Canada. For UK sellers you want to get products that will sell in the EU. Read our guide to selling in the EU.

12. Should I sell if Amazon has the Buy Box?

People often ask if they should avoid selling the same products as Amazon. Amazon will share the Buy Box so I would not be put off if Amazon is a seller. If your price and seller metrics are good then Amazon will let you have the Buy Box. Sometimes they will even share the Buy Box when your product is more expensive. Your main competition is from other FBA sellers. You can normally be about 10% more expensive than non-FBA sellers and still get the Buy Box or get a sale from customers looking to buy with Amazon Prime.

TOP TIP – Use the ‘999’ trick to find out how much stock Amazon has. This is a better indicator of whether they will share. Try and add ‘999’ of the product to your basket and it should show you how much stock Amazon actually have. If it is ‘999’ then it might be better to avoid this product.

How to read Keepa charts

Keepa is a chrome extension which will load directly on the Amazon listing page and provides many insights into a product’s pricing and sales history.

If you are selling new FBA products then you want to remove the ‘Used’ sellers and make sure ‘Amazon’, ‘New’ and ‘Sales Rank’ are showing. You can view last 3 months but we also look at the entire life of the product as this provides even more important insights.

Keepa chart example showing 3 months sales

Keepa chart example showing 3 months sales


The green line shows the rank and as you can see this can change massively. As a product goes up in price the rank usually gets worse. Also when a product is first released it has a better ranking but usually this coincides with a lower price. The example above perfectly demonstrates what happens when Amazon runs out of stock. The price immediately starts to increase as other sellers take advantage of the scarcity. The sales rank also gets worse as the price increases.

You may also see that in the run-up to Christmas the price will increase if stock becomes scarce. This means that this product might be good to buy in bulk now to sell at Christmas. Even though you cannot make a profit now sometimes it will sell for 3 or 4 times its usual value in Q4.

The main things you are looking for to spot a good buy with Keepa

1. Is it something to stock for Q4 – does it increase significantly in price?

2. Is the current price a temporary blip? What is the normal selling price over the last 3 months? You may have found a product that on the face of it looks profitable but the current selling price may only be there for a few days. It then reverts back to the regular price and you make no profit or even a loss. A lot of new sellers get caught out by this.

3. Is the product regularly out of stock. If Amazon runs out of stock quite often, which is shown by the clear areas, then it might be an opportunity to buy the stock now ready to sell at a higher price when Amazon runs out. If all sellers run out of stock regularly this is even better as it means you can sell in these gaps probably at a much higher price with little competition.

4. Is the product discontinued? If Amazon has stopped selling the product completely and the price is gradually increasing and the number of sellers decreasing then it usually means this is no longer manufactured. If you can still find the product cheap then there should be an option to stock up and sell for a good profit.

5. Spot the lowest price Amazon tends to sell at by looking for the orange line dipping. You can then set a price alert in CamelCamelCamel or Keepa and they will email you when the price next drops. You can buy stock at this low price and then sell back on Amazon when it increases again or even sell on other marketplaces. Buying from Amazon to sell back on Amazon are known as ‘Amazon Flips’.

Working out how fast a product is selling

Nobody except Amazon knows the exact figures. There are a lot of factors like selling price, FBA vs FBM, time of year, stock levels, seller rating which will dictate the amount you actually sell. There are ways of getting a better idea though. On slower selling products changes in rank on the Keepa charts can often indicate a sale.

These are free tools which will provide an estimate of monthly sales;

Jungle Scout Estimator
Amzscout Estimator
Unicorn Smasher

As you can see if you test the same ASIN in all three they give varied results so you may need to take the average.

We also like to use FBA Wizard Pro to provide these figures directly onto the Amazon search results. This can make sourcing and selling on Amazon FBA a lot easier and help you make better buying decisions.

FBA Wizard Pro WizardBar

FBA Wizard Pro WizardBar shows sales velocity and stock levels.

In this example, you can see you would expect about 40 sales per month if you had the Buy Box. It also shows that the Buy Box is ‘High-Risk’ which means it is competitive and there are about 70 in stock across all other sellers. If you can source this product and make a profit selling at less than $24 then it could be a good option to stock. Take a closer look at all the features of FBA Wizard Pro here.

Do the opposite of other sellers to find profitable products

Most new sellers are probably choosing products that meet these criteria and I would recommend you do to start with. If you can make money on these products then you have made Amazon FBA a success and you can start looking at additional strategies. However, if you are confident and already have some experience selling online you could do the opposite of everyone else. For example, not many sellers will want to deal with large bulky products or high-value electronics. This creates an opportunity for those sellers that are prepared to do it as there is less competition.


1. Sales Rank under 50,000.
2. ROI over 30%.
3. PPS (profit per sale) over $10.
4. Size – smaller the better. Avoid ‘Oversize’.
5. Gated Brands or categories – avoid until more experienced.
6. High-Risk Brands – any doubts then avoid.
7. Value – between $10-$40 is the sweet spot.
8. Products that will maintain value or increase in value.
9. Low returns rate – look for an Amazon review rating of at least 4 stars.
10. Categories – start with Toys, Home, or Office and build from there.
11. Buy price – ideally below RRP/SRP or the average sale price over the last 3 months – and still be able to at least break even.
12. Wide appeal – bonus if you can sell on other platforms like eBay.
13. You can beat other FBA sellers on price and stock levels.


Being successful selling on Amazon will mean using the right tools to find the right products and then using the right strategies to sell those products. We have a full guide to the right sourcing tools here. You will need at least one of these tools or you will waste a lot of time. We currently use and recommend FBA Wizard Pro to source products for online arbitrage.

Hopefully, the checklist and criteria above will also help you focus in on winning products.

If you have any suggestions for other strategies or product criteria not mentioned please take the time to post a comment below. This will help fellow Amazon sellers make the right choices.

You are also very welcome to join our friendly and supportive Amazon Facebook Groups;

Amazon Selling for Beginners – for those starting out on their Amazon selling journey.

Amazon FBA Masters – for more experienced sellers and those looking at starting in Private Label selling.

Useful Resources

Amazon Product Rank and BSR Charts for the US, UK and Europe

A full list of gated and restricted brands: Current list of Amazon Gated and Restricted Brands

A guide to Selling on Amazon Europe

Get Ungated Amazon UK category ungating course

The best Amazon FBA and Private Label Sourcing and Research Tools

If you are looking to find a Private Label product to sell please read this: How to find a Private Label product to sell on Amazon


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