MODULE

4.13 The Freedom Ticket

Product Opportunity Test

You must have a good

product!
• Quality products lead to qualities reviews
• Your Product must be differentiated from your competition
• Your product listing must be optimized

Xray
Don’t automatically dismiss a low “Success Score” in Xray

• A two and a half or three-star rating may indicate

product opportunity
• It’s very rare to see a five-star listing

How do I get more reviews?

▶ The best answer is almost always… put out a good product!

• Don’t try to game the review system, this will come back and
bite you later

Think about how you price your product

▶ If you are pricing your product at a premium, you must justify the price
point in your listing content and images
• You don’t have to be the cheapest, but you do have to offer
perceived value

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Module 4.13

Packaging DOES matter! Money is made in sourcing,

▶ Don’t just throw your product in a plastic bag not selling
and ship it
▶ There is more money to be saved on the
▶ People eat with their eyes first manufacturing and shipping side of things than
• Customers will start judging your product from on the consumer-facing side
the moment they break open their Amazon • You can negotiate with your supplier. You can’t
Prime box and look at your packaging negotiate with Amazon
• Quality packaging is an affirmation that the
customer made the right choice
What Should You Look for
Make sure to get Brand Registered When Evaluating Product
▶ This opens up several additional avenues to Opportunities
promote yourself on Amazon
BSR (Best Sellers Rank) - How many of the top
10 listings have a BSR of less than 10,000?
Keywords, keywords, keywords!
• If several of them have a BSR of less than
▶ You are going to encounter hundreds, maybe
10,000, it usually indicates an opportunity
thousands of potential keywords that are
relevant for your product
How many products in the top 10 are selling over
▶ While you do want to include as many as 600 units per month?
possible - don’t try to bite off more than • If products are selling around 20 units per day,
you can chew this typically indicates heavy demand in the
• Most products on Amazon make the majority market (this is a good thing!)
of their sales from 3-5 keywords
• They may be more mid-range or niche Is the top search result page for a keyword
keywords that doesn’t mean they can’t dominated by big brands?
be effective! • Choose your battles - stay away from big
brand-heavy waters
Beware of “hacks”
▶ Hacks are cool, but they’re not how you
build a business
• You build a business with a solid foundation
and putting quality research into products
• We want to think of the long game, not just
grab short term wins

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Module 4.13

Sort by unit sales in Xray, not dollars
• You may see products you would have
otherwise missed if you were strictly looking
at revenue
Make use of the Review Velocity in Xray
• If two or more in the top 10 results in Xray
have a Review Velocity of higher than 10%,
this may indicate review manipulation
• Be wary of competing in a market where
sellers aren’t playing by the rules
• Conversely, be wary of products whose review
velocity is alarmingly low
• This may indicate Amazon is removing fake
reviews from their listings
Review Rating - Found in Xray
• Look at the top 10 products on Xray, based
on unit sales
• How many have a review (star) rating of
4 or less?
• This may indicate an opportunity to improve
upon products with glaring weaknesses
Take the top 10 sellers by unit volume and plug
them into Cerebro
• Cerebro will give you a graph illustrating how
strong the associated keywords are performing
• You want a large keyword field to pull from
Keep your profit margin above 30%

• Typically this means you want to be making

Know the listing score
• The Helium 10 Chrome extension comes with
a helpful feature that assigns every listing on
Amazon an “Evaluation Result”
• This score can be found above the main
product image
▶ The more listings you see with low scores,
the better
• This indicates weak product listings in
your market - and you guessed it, BIG
opportunity for you to come in and create
a superior listing
3-5 times your manufacturing cost
• Within Xray, you can view estimated FBA fees
alongside product prices
• This is a great place to measure potential
profit ahead of time
• The product price should be at least three
times as much as the FBA fees
Are sales trending upwards?
• Using the sales graph in Xray, you can easily
get an idea of whether sales for a particular
product are gaining or losing momentum

Does one seller dominate all sales for a

type of product?
• This may be an indicator of a patent issue
• If there is special approval required for a product
that only one seller is finding success with, it will
be near impossible to compete there

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Module 4.13

How old are competing listings? ▶ On page one of Amazon search results, is everyone
• You want no more than 50% of the top 10 selling their product for around the same price?
products to be more than two years old • Price variation is always preferred
• Listings that have been around for a while • This will give you the most flexibility and chance
have experience, data (and often the Amazon of success for reaching page one
search algorithm) firmly on their side
▶ Can you differentiate the product?
How many competing sellers are based in China? • Can you make your product stand out?
• You can find this out from any seller’s main store • If you can, you know you’re on your way to a
front on Amazon successful product!
• If too many sellers in your space are based in
China, this could indicate a commodity product
• A commodity product always has a price
advantage because they often ship cheaper
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▶ Once you have your 3-5 top keywords, input them
into Brand Analytics (in Seller Central)
• Make sure the conversion percentage of your
top three ASINs for that keyword (combined)
is less than 40%
• This would mean that 60% of the market is still
wide open

4 The Freedom Ticket Product Opportunity Test