Selling online continues to be profitable. In 2024, more than 55,000 independent Amazon sellers generated over $1 million in sales. Independent sellers in the US also averaged more than $290,000 in annual sales in 2024. Plus, more than 60% of sales in the Amazon store come from independent sellers—most of which are small and medium-sized businesses.
But how do you choose what to sell on Amazon? With so many products, it can be tough to decide what might be profitable. In this post, we show you how to review Amazon Best Sellers lists to find top-selling items in the Amazon store, and how to generate product ideas. We also share tools and strategies to help with product ideas and online sales in 2025.
What are the best products to sell in the Amazon store?
The best products to sell in the Amazon store will depend on your business model, goals, and other factors. Consider your ideal customer and what type of products they’re looking for. Then you can explore trending products across a wide range of product types. To spark ideas, here are some examples of popular items and categories in the Amazon store based on Best Sellers lists:
- Beauty & Personal Care: Hair growth oils, acne products, false eyelash mascara, skin moisturizers, anti-aging products, makeup, skin exfoliants, and cotton swabs
- Kitchen & Dining: Food scales, travel tumblers, stainless steel water bottles, collapsible microwave covers, meat thermometers, manual smoothie blenders, can openers, dish cloths, toddler sippy cups, rice cookers, veggie slicers, knife brushes, and oil sprayers
- Automotive: Windshield wiper blades, car cup coasters, car seat headrest hooks, car phone mounts, car trash cans, bumper retainer clips, scanner code readers, jump starters, car interior cleaners, microfiber cleaning cloths, headlight restoration kits, car vacuums, portable air compressors, leather conditioner, and phone screen protectors
- Clothing, Shoes & Jewelry: Adult clogs, shapewear, running shoes, slippers, hoodies, moisture control sticks, yoga pants, loafers, leggings, boxer briefs, bikini brief underwear, vacuum storage bags, sweatpants, sweatshirts, compression and packing organizers
- Electronics: Wireless earbuds, Fire TV stick, Apple AirTag, Apple AirPods with lightning connector, 4-pack Apple AirTags, USB wall chargers, Apple lightning adapters, fitness trackers, iPads, Kindles, Roku remote replacements, 4K smart TVs, Amazon Fire HD tablets, Roku streaming devices, surge protectors, Amazon Fire tablets for kids, and monitor wall mounts
- Appliances: Ice makers, ice machine cleaners, ductless range hoods, countertop ice makers, ice filters, fridge locks, mini fridges, mini freezers, compact portable washing machines, and compact portable burner cooktops
The top-selling products are always changing. What’s hot one week might not sell well the next, so build ongoing product research into your business model to achieve lasting success.
4 strategies to find product ideas
1. Put your own spin on trending products
If you’re interested in a specific product or category, ask yourself if you can improve on what’s already selling well. This can help you identify unique product ideas and determine what to sell in the Amazon store. Try these strategies:
- Look for higher demand, lower competition products: You may see high-demand products, but what’s the competition like? Reviews can give you an idea. Generally, high-demand products with a lower number of reviews indicate lower competition—and a potential opportunity for you.
- Use product reviews to guide product improvements: Browse product reviews to understand customer feedback. Write down the pros and cons, and look for areas where you can exceed customer expectations by offering something different.
- Get creative: Is there something you can do to make a trending product unique? Can the product be sold all year? Could you launch a product of better quality?
Even the best product ideas won’t sell successfully if you can’t procure them, list them online, or get them to customers.
If you’re new to ecommerce, consider:
- Researching affordability and customer demand
- Choosing products that are easier to package and ship
- Selling products with a long shelf life
- Thinking about branding potential
- Avoiding products on the restricted products list, if you want to sell in the Amazon store
2. Monitor sales and other metrics
How do you know if you’ve chosen the best items to sell online? Monitor sales performance and continually look for opportunities to boost product sales in the Amazon store.
The right ecommerce solution can give you the infrastructure and insights you need to know what’s selling. As an Amazon seller, you can use Seller Central to monitor sales, brand health, customer feedback, and more:
- View your account health and related metrics.
- Download the Amazon Seller Health Guide.
- Track performance metrics, get sales reports, and track analytics using Brand Analytics dashboards.
- Monitor customer feedback and follow best practices to maintain positive feedback and ratings.
3. Get inspired by examples of successful businesses
Fitness equipment, fashion, handmade art—whatever your interests, you can turn them into a profitable venture by finding the best items to sell in the Amazon store.
Check out these online business ideas from successful entrepreneurs who turned their expertise into thriving businesses.
We launched our business straight out of the gate with Amazon and went from about 20K to 30K a month all the way to 130K a month. Mind blown!
4. Conduct product research
There are a lot of products out there. Which ones can be most profitable for your ecommerce business? Conduct product research to find the best items to sell online. You can:
- Research and validate your business idea
- Talk to potential customers
- Use ecommerce tools to explore products for sale
One free resource is Amazon search. Browse product categories to identify up-and-coming products, spot opportunities, and analyze patterns in niches that interest you. Then explore subcategories and identify products you can capitalize on. For example, you might start with the Kitchen & Dining category, refine to storage and organization items, then narrow down to travel and to-go containers.
Get more product research tips in our ecommerce business guide. There are also ecommerce tools that can help you zoom in on best-selling products.
6 Amazon tools to find best-selling items
1. Explore Best Sellers lists
Amazon Best Sellers lists rank the most popular products in the Amazon store based on sales. Use them to find the best items to sell online and generate new product ideas. See if your idea has potential by browsing the departments and product types that matter to your business. The lists are updated frequently, so return to Best Sellers rankings often to inform your strategy.
2. Check Best Sellers Rank
Look for each product’s Best Sellers Rank (BSR) to gauge demand. To research manually, type product keywords in the Amazon search bar to get page-one results.
To start, you can look in a listing’s “Product details” section, find a product’s BSR, and take detailed notes. Some products have more than one BSR if they appear in multiple categories.
3. Look for trends on Movers & Shakers lists
Updated hourly, the Amazon Movers & Shakers lists shows the biggest gainers in sales rank over the last 24 hours.
Click on any category to discover:
- The top 100 trending products by performance
- How much the sales rank increased
- Previous product rankings
- Number of reviews and stars
- Pricing range
4. Watch Hot New Releases
Do you have an idea for a new product? Check out hourly updates on the Amazon Hot New Releases to research how similar products are performing and get a sense for what the market may be like for your idea.
5. Use the Amazon Seller mobile app
You can use the Amazon Seller mobile app to research products by ASIN, barcode, or pointing your camera at the product. You can also compare competitor offers and dig into product categories for Top Sellers or Hot New Releases.
6. Use Product Opportunity Explorer
Product Opportunity Explorer lets you explore detailed analytics reports for trending products across various niches like:
- Customer purchasing behavior
- Customer reviews and ratings
- Product seasonality
- Product search volume and growth
- Average number of units sold
- Average product price
- How many sellers are in a given niche
- Launch date of the products in that niche
Once you find a product you’re interested in, you can select it to learn more.
How to get started with your product idea
Even with the best product ideas, you don’t want to run into issues procuring, listing, or getting them to customers. Before you decide what to sell, consider how you’ll:
- Source products
- Get products to customers
- List products to drive traffic
- Share products with customers online
- Market products to boost sales
Let’s explore some these points and how they can play into your business strategy.
1. Procurement: Sourcing products
After you’ve narrowed down what to sell, the next step is figuring out how you’ll source products.
As an online business owner, you have several options. Will you resell existing products? Or maybe you plan to make your own products? Another option is working with a manufacturer to make products according to your specifications, or produce branded items.
Different procurement methods come with different considerations. Learn about some of the ins and outs with our ecommerce business guide.
2. Fulfillment: Considering shipping options
How will customers get their orders? Amazon sellers have several fulfillment options:
Fulfillment by Amazon (FBA)
- Send products to the Amazon fulfillment network, where we pick, pack, ship, and provide customer service.
- Take advantage of specialized services like Pan-European FBA, FBA Export, and Multi-Channel Fulfillment (MFC).
Fulfilled by Merchant
- Use a suite of solutions to save time and money when you fulfill customer orders yourself.
- Use tools and automation to sync inventory and streamline Amazon orders, as well as other sales channels.
- Get great shipping rates and offer customers fast, reliable delivery while enjoying increased protection on delivery claims.
Learn more about Fulfilled by Merchant
Seller-Fulfilled Prime
- Allows Amazon sellers to deliver directly to domestic Prime customers.
- Use your own warehouse while earning the Prime badge to increase product visibility.
- Offers guaranteed delivery-date messaging and other perks.
Learn how to qualify for Seller Fulfilled Prime
You can mix and match methods to meet your fulfillment needs. For example, you can combine Fulfilled by Merchant with FBA or an Amazon-approved third-party fulfillment solution through the Amazon Service Provider Network.
Remember, you can choose one fulfillment solution now and another later as your needs change. Learn more about fulfillment options and get a strategy checklist with our ecommerce fulfillment guide.
Improve your ecommerce logistics with trusted third parties
To take your ecommerce business to the next level, Amazon-approved third-party tools and providers in the Selling Partner Appstore and Service Provider Network can help. Apps from third-parties and Amazon software providers can help you automate pricing, manage inventory, conduct product research, improve customer response time, and more.
3. Listing: Add products online
The type of listings you create will depend on your products—and small details can make a big difference between listings that perform well and those that don’t. Learn more in this step-by-step guide to optimizing product listings.
To start selling products, match or create a product listing in Seller Central.
- Once you create an Amazon selling account, you’ll gain access to Seller Central.
- If you already have an Amazon selling account, sign in with your registered email and password.
You can list many products online, but some hazardous materials have special requirements. If you want to sell a particular product but there might be issues with listing it, you may need to reevaluate your business plan or generate new ideas on what to sell.
4. Sharing: Connect with customers
Think about the products you want to offer and how you can help customers find them. With many free tools at your fingertips, an Amazon ecommerce storefront can help drive discovery for your brand name, showcase products, and make it easier to connect with customers.
Once you create a selling account and enroll your brand in Amazon Brand Registry, you can build a storefront that introduces customers to your brand story and product catalog with customized rich media, including text, image, and video content.
5. Marketing: Get the word out about your products
The ecommerce space is vast, but the right marketing strategy can help you boost product visibility, improve online conversions, and drive customers and repeat purchases.
Effectively marketing products is not a one-and-done activity. Revisit your marketing strategy often and adjust as needed. Learn steps to build a marketing plan, plus top ecommerce marketing strategies in our ecommerce marketing guide.
Find product ideas and stay inspired
No matter what stage your ecommerce business is in, it can be a challenge to strike the right balance between sticking with popular products or switching things up with something that might sell better.
As you weigh your options, don’t hesitate to use the Amazon Best Sellers lists, Product Opportunity Explorer, and other tools. Whether you’re looking to compare profitable niches or diversify product offerings, these resources can help you boost online sales.
Unlock selling opportunities with a variety of Amazon programs
Play to your strengths and develop your selling strategy with a variety of programs made to support your business model:
- Protect your brand and unlock a suite of brand-building tools with Brand Registry.
- Sell handcrafted goods with Amazon Handmade.
- Offer customizable products with Amazon Custom.
- Earn artwork royalties with Amazon Merch on Demand.
- Sell pre-owned products with Amazon Renewed.
Explore these and more as you find your niche. You can also mix and match programs to grow sales and reach even more customers.
● Build an online store
● Source products
● Fulfill orders
Frequently Asked Questions
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