What to Sell on Amazon

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on Why Sell on Amazon.

At Lillian Purge, we specialise in ecommerce SEO services, helping online retailers grow their visibility, attract customers, and increase sales through effective strategies. For entrepreneurs looking to start or expand an online business, Amazon offers one of the most powerful platforms in the world. But one of the biggest questions new sellers face is, “What should I sell on Amazon?” Choosing the right products is essential to building a profitable business, and it requires careful research, market insight, and strategic thinking.

Understanding What Makes a Good Product

Before diving into specific product ideas, it’s important to understand what makes a good Amazon product. The best products tend to share several key qualities:

• Consistent demand: Items that sell year-round or have predictable seasonal trends.

• Low competition: Niches that aren’t oversaturated with identical products.

• Manageable size and weight: Smaller, lighter products are cheaper to ship and store.

• Healthy profit margin: After fees, shipping, and advertising, there must still be room for profit.

• Potential for repeat sales: Products that customers repurchase or complement with other items.

Balancing these factors helps you find a product that’s profitable, scalable, and sustainable.

Using Market Research to Find Opportunities

Successful Amazon sellers use data-driven tools and analysis to identify what’s trending. Tools such as Jungle Scout, Helium 10, and Amazon’s own Best Sellers page can show you which products are performing well and where new opportunities exist.

When researching, consider:

• Customer reviews: What are people unhappy with? Can you offer a better version?

• Price range: Products between £15 and £50 often perform best for new sellers.

• Demand stability: Avoid fads that lose popularity quickly.

• Competition levels: Niche categories with steady demand often outperform crowded markets.

Categories That Perform Well on Amazon

Amazon sells almost everything, but certain categories are consistently popular and profitable.

1. Home and Kitchen

Practical household products such as organisers, cookware, and cleaning tools remain strong performers. These are everyday essentials that customers frequently reorder or upgrade.

2. Health and Personal Care

Items like supplements, grooming products, and reusable health accessories are in steady demand. Ensure any product in this category complies with health and safety standards before listing.

3. Beauty and Skincare

Beauty and personal care products continue to grow rapidly on Amazon. Natural skincare, hair care tools, and cosmetic accessories are good options, especially for brands that focus on unique ingredients or eco-friendly packaging.

4. Pet Supplies

Pet owners are loyal customers who regularly purchase food, toys, and grooming accessories. This category offers opportunities for brand loyalty and repeat purchases.

5. Sports and Fitness

Home workout gear, yoga accessories, and hydration products are popular, particularly since the rise of home-based fitness. Products that are compact and easy to ship perform well here.

6. Electronics Accessories

While competing in electronics can be tough, accessories such as chargers, cables, and protective cases remain high-volume sellers. Focusing on quality and durability can help your listings stand out.

7. Baby Products

Parents shop regularly for safe, practical, and innovative baby products. Focus on non-toxic, certified items that meet safety regulations and appeal to time-conscious buyers.

8. Hobbies and Crafts

DIY kits, art supplies, and home projects are strong sellers for creative customers. Products that encourage relaxation, creativity, or productivity often gain traction quickly.

Private Label vs Reselling

There are two main ways to sell products on Amazon: private labelling or reselling.

Private label: You source generic products from a manufacturer, add your own branding, and sell them under your own label. This gives you control over pricing, packaging, and brand identity.

Reselling: You buy branded products wholesale and sell them at a profit. This approach requires less product development but often involves lower margins and more competition.

Private labelling is typically more profitable long-term, as it allows you to build a recognisable brand and loyal customer base.

Seasonal and Trending Products

While consistent year-round products provide stability, seasonal and trending items can also generate strong short-term profits.

Examples include:

• Garden tools and outdoor decor in spring.

• School supplies and planners in late summer.

• Christmas decorations and gift items in winter.

Keep an eye on Google Trends, Amazon’s Movers & Shakers page, and social media trends to identify what’s popular before demand peaks.

Avoiding Restricted or High-Risk Products

Not every product is suitable for Amazon. Some items require approval, and others are restricted due to safety, legal, or regulatory reasons.

Avoid:

• Counterfeit or trademarked goods.

• Perishable food without proper certification.

• Weapons, medical devices, or pharmaceuticals.

• High-return categories like fragile electronics or clothing with complex sizing.

Selling restricted products can result in account suspension or legal issues, so always review Amazon’s restricted product list before listing.

Understanding Profit Margins

Before choosing a product, calculate the total costs involved. Amazon charges fees for fulfilment, storage, and referral commissions. You’ll also need to account for shipping costs, packaging, advertising, and taxes.

A healthy target is a profit margin of at least 25-30% after all expenses. Products with smaller margins may still be worthwhile if they sell in high volumes, but ensure they don’t require constant price cuts to stay competitive.

Branding and Differentiation

Even if you sell in a competitive category, strong branding can set you apart. Customers on Amazon often buy from listings that look trustworthy and professional.

Ways to differentiate include:

• Custom packaging and inserts.

• High-quality product photography.

• Unique features or improvements over competitors.

• Clear, benefit-focused product descriptions.

Strong branding helps build credibility, encourages repeat purchases, and can even justify a higher price point.

Testing Before Committing

Before investing heavily in stock, consider testing your product idea with a small batch. Use this phase to gauge demand, gather reviews, and refine your listing.

Pay attention to customer feedback—it provides valuable insight into what buyers like and where improvements can be made.

How SEO Helps Your Amazon Sales

Optimising your product listings for search is crucial to success on Amazon. SEO for Amazon (known as A9 optimisation) involves using relevant keywords in your product title, description, and backend fields so your listing appears for relevant searches.

You should:

• Research keywords customers use to find your product.

• Write detailed titles that include core keywords.

• Use bullet points to highlight benefits and features.

• Encourage reviews to improve your ranking and credibility.

A strong SEO strategy increases visibility and drives organic sales without relying solely on paid ads.

Final Thoughts

The key to success on Amazon is choosing the right products—those that combine consistent demand, manageable competition, and strong profit potential. By researching your market, understanding your audience, and offering high-quality, well-branded products, you can build a sustainable business that grows year after year.

At Lillian Purge, we help ecommerce businesses identify profitable opportunities and optimise their Amazon presence through data-driven SEO and digital marketing strategies.

If you want to grow your Amazon store and attract more customers, get in touch today.

We have also written in depth articles on What to Sell on Amazon and How pricing impacts rankings in Amazon search results as well as our Amazon Hub to give you further guidance.