Helium 10 Amazon FBA Product Research Over the Shoulders 2021

by Tomer

May 17, 2022

Helium 10 Amazon FBA Product Research Over the Shoulders 2021.mp4

Helium 10 Amazon FBA Product Research Over the Shoulders 2021

Helium 10 Amazon FBA Product Research Over the Shoulders 2021

Tomer [00:00:00] Okay, guys. So we have Karyn here from Helium 10. And Karyn, why don’t you share a little about yourself and your role at Helium 10?

Karyn [00:00:09] Yes. Thank you so much for having me on your channel Tomer. I really appreciate you. So my name is Karyn Thomas and I am a brand evangelist here at Helium 10. And my specialty is definitely listing optimization product research. I started six years ago in the Amazon space and had my own business that I sculpted seven figures and then started a content creation agency. And now I’m also working with Helium 10. So, it’s been quite a ride. But I love being in the space of Amazon and teaching my knowledge and it’s so fun to be able to collaborate with you today, Tomer I appreciate you.

Tomer [00:00:46] Nice. Of course. Thank you for, you know, showing us new things and what you’re going to show us here as far as we’re going to go over some product research. But why do you think it’s going to be different than some of the other videos and people that you’re about product research on YouTube?

Karyn [00:01:04] Yeah, that’s a great question. I’m going to show you today how to do product research to find products that I would say less people are going to find. I know typically people say to find products that are light, that are more inexpensive, anywhere from like 5 to $40. And so I’m going to teach you how to find the less competitive products that are a little bit more expensive but have a good profit potential of 30% plus. So I hope this will be very valuable for your audience.

Tomer [00:01:38] Okay. I think so. Like I like to teach things that are a little different than the rest. I think that you have a better chance, like you said, getting out of the ranges that most of the people when they do product research, you go after. So, yeah, let’s start show us what you got.

Karyn [00:01:54] Awesome. Okay, I’ll share my screen. Okay. So I am using our Helium 10 black box and this is such a great tool. It literally has over 2.2 billion different products in this database. So there is plenty of opportunity. And what’s really cool to me, I don’t know if you do this, but there’s five different tabs that you can use to do keyword research. And most people use this products tab, which is still really good. I’m going to show you how to use this keywords tab. Have you used this before Tomer? Yeah.

Tomer [00:02:26] Yeah. Actually did a video that I show how to use this option as well. I have a question. You mentioned 2.2 billion. That’s just only the US marketplace or overall like the entire Amazon market, places like Europe, Australia, all of that.

Karyn [00:02:41] Good question. Yeah, it’s all of them.

Tomer [00:02:44] All of them combined. Okay, great. Thank you.

Karyn [00:02:46] Yeah, great question. So, yeah, it’s a little bit different in the keywords route. And what I like to do is basically find keywords that are doing at least 300 searches a month. So when you have 300 in the min field there and then I want to find product opportunities are doing at least 5000 a month in revenue, hopefully more. And then like I mentioned earlier, I’m going to find products are a little bit more expensive.

So I want to find products that are in between 40 and let’s say $150. So these are going to be a little bit more expensive to source. But you don’t need as many products to sell because you’re making higher profit margins and hopefully less competition. So it’s kind of a different approach, but I think there’s way less competition here.

Tomer [00:03:31] Yeah. That’s really good. Before our call, I told you that I don’t go after items that are expensive right now, but definitely a strategy that I’m going to explore next year in the next couple of months.

Karyn [00:03:44] That’s awesome I’m excited to see what you find and then review count as well. We want to make this, let’s say around 75 for the max reviews just because we don’t want to compete with some of the heads, you know, 10,000 reviews. Yeah.

Tomer [00:03:58] Yeah. You think for those expensive items, you get as many reviews as like, you know, like cases for phones and stuff like that.

Karyn [00:04:06] I think that’s a really good point. I agree. I think it is less just because you have less competition, so you have less people kind of gaming the system, you know what I mean? And you can’t do as many like giveaways that people are stretched to really push velocity. So yeah, it’s definitely a way less competitive field. So good point.

Tomer [00:04:25] Something just came up to my mind, but you know, I talked with a Chinese guy before and seller to any seller and told me we don’t go after items that are more like $50 because their strategies involve a lot of giveaways. That’s how they do it, you know? And, you know, if they have to do giveaways for like a $60 item in full rebate, obviously they’re going to not going to be profitable. So that’s really good point where you go between these ranges, you eliminate all the, you know, Chinese seller and, you know, like the becoming the majority of the sellers right now at Amazon.

Karyn [00:04:59] Wow. That’s really cool to know Tomer. I didn’t know that. Even the Chinese aren’t going after that. So that’s huge because as you know, they have a big advantage. So we can have less people compete in this space. That’s a really big deal.

Tomer [00:05:11] Yeah.

Karyn [00:05:13] Awesome. And then let’s in the word count, so let’s have at least two keywords and then categories. Do you have any want to look at specifically or should I just take a couple random ones? Yeah, you.

Tomer [00:05:23] Can choose whatever you prefer.

Karyn [00:05:26] Let’s do a go ahead.

Tomer [00:05:29] Beauty I don’t know.

Karyn [00:05:30] Oh, nice I love, beauty. I love toys.

Tomer [00:05:33] Yeah.

Karyn [00:05:34] Let’s see.

Tomer [00:05:35] I just launched the new brand in the toys category and also some items in the beauty category.

Karyn [00:05:40] Oh, wow. Those are great ones. Are they’re doing well.

Tomer [00:05:43] The toys out of stock already. So I don’t know. What do you.

Karyn [00:05:47] Say you do it? It’s fantastic.

Tomer [00:05:50] It’s like four SKUs. I launched it one time and they are all like two of them out of stock and two like in a couple before even Black Friday. I’m going to be out of stock my main job like all day. What I do, I just like dress on the suppliers to just quickly produce as many as they can.

Karyn [00:06:07] Wow. Yeah, that’s a good.

Tomer [00:06:10] Problem.

Karyn [00:06:10] Yeah, it’s a good problem to have, but it’s like, dang it, you know? So, yeah, you’re selling presents like you can.

Tomer [00:06:16] I wish I would have, like, more stock, you know? But, you know, it’s good.

Karyn [00:06:20] It’s hard to plan sometimes. You never know what you’re going to do. Yeah. Awesome. And then I want to find products that have no more than two variations on the listings. Because, again, especially if it’s a more expensive product, we don’t want to have, you know, five different variations that we need to source. And it could add up quickly. Right. But their costs make sense. And then I’m going to find products that are doing that have now no more than two products are going to have. Two products in that category in the top ten for this excuse me, for this specific keyword. They’re going to have these search parameters. So I’ll show you what I mean in just a minute.

Tomer [00:07:01] Something a little confusing to me. I know you expanded before about that, but I kind of still don’t really get it. Like how it works.

Karyn [00:07:09] Yeah, it’s a different way to do it, but it’s really helpful in every search in. Okay. In helium ten. I’ll show you. It has like the top ten and it will show you if it hits the parameter. So this looks like we had a little bit too stringent.

Tomer [00:07:26] We have to expand the brackets.

Karyn [00:07:28] And the criteria a little bit more. So let’s do.

Tomer [00:07:31] Maybe more categories.

Karyn [00:07:32] Let’s do a few more categories and let’s see what we come up with. Let’s do baby and let’s do make.

Tomer [00:07:39] Arts and crafts. Should be fine. Like with all.

Karyn [00:07:42] Good call. Okay. So let’s search and see if we get a few more options here.

Tomer [00:07:48] That’s weird.

Karyn [00:07:49] And it’s weird.

Tomer [00:07:52] Rating less reviews. Compare reviews.

Karyn [00:07:57] Let’s see if I take that off. I get better. Okay. Nice. Yeah.

Tomer [00:08:02] Two hundred plus. So they do it like they explained it again. What is the competing product? So basically for each, let’s say I write, I don’t know, like wine bottle opener. Okay. So that means that I will have only two products that are the same.

Karyn [00:08:20] So basically it’s only two products in the top ten. Okay. Let me show you right here. I’m just going to go to Amazon for this. I don’t know this essences, but let’s find out what it is. Yeah. So if we go here, I would say there’s a ton of different products, right? There’s over 3000 results for this particular keyword skin essence. Okay. That’s for the curious. And then if we go to x ray. So it looks like this particular keyword looks like a misspelling has 490 searches a month. And then right here.

Tomer [00:08:57] It is, spray or something like, yeah, they’re going.

Karyn [00:09:01] Well said. So right here, it shows with the top ten results. Five of the top ten products has reviews. That’s something.

Tomer [00:09:12] New. I didn’t see it before.

Karyn [00:09:14] It’s a new update that we’ve made to our x ray. So it works really well with our black box tool. Okay. So five of the top ten products has revenue over 5000. So that hits that one criteria that we had for at least 5000 in revenue. And then with this one with the two, it’s as two of the top ten has reviews under 75.

Tomer [00:09:39] Okay. That’s a good sign. That’s actually things I’m looking at. I tell people you, you want to see that you have enough products making money, so you have room to take a little from each one, you know?

Karyn [00:09:50] Yep. Really well said. So you can see their velocity. This is getting about eight a month, 132 a month. So not too bad. This is an interesting queue and obviously this is just one keyword. So we could find something like, let’s see, one that has lower reviews.

Tomer [00:10:11] But we opened the extension so you can expand both that point with a competing product. So what does it mean exactly?

Karyn [00:10:18] Yeah. So basically we’re just trying to find products that only have two. Two products that are actually doing the parameters within the keyword search. So.

Tomer [00:10:30] So. At least or only two.

Karyn [00:10:33] Only two.

Tomer [00:10:34] Only two that are like having this the criteria that we have. But you have you have five products that are making more than five.

Karyn [00:10:42] Right. It has the two for the under 75. So it’s kind of a okay.

Tomer [00:10:52] All right. I still don’t get it, but. Okay.

Karyn [00:10:55] I can need to do a better job explaining that. So let’s do a different let’s do a different product and see, like, this musket toy gun. So it looks like for this particular keyword, there’s an average of about $12,000 revenue with an average of 69 reviews. So let’s see what it looks like on Amazon.

Tomer [00:11:19] $40 Yeah. That’s very competitive. I know this like toy. Wow. I’m surprised. Look at the first one. 98 reviews, only 332. That’s that good sign that you don’t see that many reviews.

Karyn [00:11:34] Well said.

Tomer [00:11:40] Make me want to buy this toy for myself.

Karyn [00:11:43] You’re going to get a product idea, right?

Tomer [00:11:47] Wow. 250,000.

Karyn [00:11:50] Wow. That’s crazy.

Tomer [00:11:52] Is that that item? Like, if you go over it, is that item.

Karyn [00:11:58] So for this Nerf winner, which one are you looking at?

Tomer [00:12:00] Yeah, the first one that have like 350. Okay.

Karyn [00:12:03] Yeah.

Tomer [00:12:09] With 98 reviews.

Karyn [00:12:11] 98 reviews.

Tomer [00:12:12] I think it’s because. I don’t know, it’s weird, like. And look how many sellers that many sellers with only 98 reviews and it ships and sold by Amazon what they like to say about like ships and sold by Amazon. I try to avoid it because usually they they’re really like tied with the prices, so it’s kind of hard to compete with them. Yeah, but I’m curious to hear from you what you think about it.

Karyn [00:12:41] Yeah, I agree with you. I’d rather not. I’d rather just have your own account and you ship it through Amazon, but sold by your brand.

Tomer [00:12:52] That’s what my question was. You know, it’s on the right side. It’s a ships from Amazon and it’s also on the seller. It’s FBA, of course, but it’s the seller is also Amazon. They’re in the buy box. So this brand NERF like sold goods to Amazon and they’re the seller. Now, usually what Amazon does, they are really like sometimes break even, sometimes even lose because they want to create the illusion that Amazon is the cheapest place, you know, or ever so people can buy more. So when you try to compete with an item that it sold and survivors, I’m like, you’re like, it’s doomed to failure anything.

Karyn [00:13:30] Yep, I agree. And, you know, I’ve talked with a lot of people that have done that, that it just yeah. Drives the prices way down and less control that way. So yeah, I would recommend doing it personally.

Tomer [00:13:41] Okay. Okay.

Karyn [00:13:43] Yeah. Obviously this is a brand name. Products would be hard to complete, in my opinion. Be hard to compete with this product just because, you know, people buy Nerf versus Karyn’s crazy toys. There’s just a big trust factor for Nerf. But an interesting example. So let’s see some of these like no name, like Paris. I’ve never heard of these brands. I don’t think they’re big. This is interesting. My popcorn. It’s fun. So like in this example, yeah, they’re doing they have 456. So this is not one of the ones that we want to look at that are doing that, you know.

Tomer [00:14:24] And why it happens because, you know, it found some items within our growth area, but it doesn’t mean that for that specific cause, you won’t have cheaper items to it.

Karyn [00:14:34] That’s really well said. Thanks for explaining that. So for this one, let’s see if we can find look at the ones that have under 75 reviews.

Tomer [00:14:44] What is and just I’m sorry to interrupt, but they just may be sorted by price from high to low. That way we can see those that are around like $40. So we don’t like go after those that are cheap because we want to we don’t want to compete with those. Right.

Karyn [00:14:57] Right. Well said. Good idea.

Tomer [00:15:00] Yeah. Okay, great.

Karyn [00:15:02] Okay, so we have some more expensive ones then ex. I’ve never heard of that brand have you.

Tomer [00:15:08] Hmm. No. That’s the beauty of the Amazon, right. That, you know, no one cares. What is the brand name like if you go to, I don’t know, to Daria or whatever, maybe you look at it. But you know, and you’re well said.

Karyn [00:15:24] Yeah. So these are doing a little bit less in revenue that I would like. Obviously, you have some big hitters, Eagle Stone. That’s interesting.

Tomer [00:15:33] And it’s within our growth area.

Karyn [00:15:35] Yeah.

Tomer [00:15:37] Oh, what is that to say?

Karyn [00:15:40] Okay, so let’s see, it’s $40 you’re doing. $42 164 in revenue and only 34 reviews. That’s interesting. Hmm.

Tomer [00:15:54] 344. Yeah, it was cut off in the end, but it’s not that like a crazy number, you know?

Karyn [00:16:00] Yeah. That’s an interesting idea, right?

Tomer [00:16:04] Yeah. That’s very cool. I don’t if it’s a new item, trendy item, but it looks that really good or maybe it’s bad. And I don’t know, it’s a good point. Some people, you know, we do product research and they think they found the homerun and you have to check it. It’s bad. Like don’t get into buying a stock and then it’s bad and then they will go after you and take you down. So.

Karyn [00:16:25] Well said. And you say they will. If they are, they’ll say something. Right, and they’re in there.

Tomer [00:16:30] Yeah. And you know what? I found some listings. They do patented. And then when they search for the patent, it was expired and they think that it would it better to scare people probably from other sellers or maybe to get more sales. I don’t know why, but so it’s not always if it is better. And that means that you know, that you have to check.

Karyn [00:16:50] Well, certain. See, I would still check it, but interested they know they’re not saying in their listing. So that’s promising. It’s like a cool idea. Like obviously this type of phone ball gun is popular, but I’ve never seen it with actually like a target distributor with the lowest score.

Tomer [00:17:09] So that’s I’m curious to see if it’s makes noise or something when you make it, but it’s a great idea to look after like, see what?

Karyn [00:17:16] Yeah. That’s really cool. Good price buy. Now let’s see what the profit margin looks like. So just using our Helium 10 Chrome extension, just look up profitability calculator and see how much they’re making. So it looks like they’re making about $15 net profit and they’re having a profit margin of around 36%, which is pretty good.

Gives you some wiggle room if the numbers aren’t exactly, exactly accurate. You know that you have some wiggle room to spend on ads, maybe your prices a little bit more, but interesting. So they did a good job. And then we’ve talked about this before, Tomer, of finding ways to make your offer different. And one way we talked about that is having something else in your listing that you’re offering.

So we looked at we talked about looking at like frequently bought together to see if we can get ideas. Yeah. And then you mentioned a really good idea. Do you want to tell them about that? So that was really cool.

Tomer [00:18:14] It was the trick with the helium. Oh, yeah. So what I found is one time I saw the product and I, you know, wanted to check the competitors keywords, what keywords they’re ranked for. And when I hit the keyword on Cerebro, I saw that the frequency both together, as you can see here, it does like different items than what you have on Amazon.

Go back to the listing and you’ll see that they have one right there. That one. Yeah. They have, like, different toys. And why? It’s good because it can give you ideas. Obviously, you want to bundle it with something that makes sense. And I get this a lot. I actually had this like someone would ask me on this YouTube channel that I can find bundle ideas, though I sure have actually a video about it.

And one of the techniques is using the cerebral tool because it gives you other options to find related items and it’s all about the relevancy. Sometimes it’s even small. One small thing that could cost, I don’t know, like $0.30, but could make your offer look way better. So I don’t know. Like, that’s another idea.

That’s exactly what I do with the Toys brand that they just mentioned at the beginning of the video. I combine two toys, but toys that are kind of relevant together. Yeah. And instead of someone like seeing an offer for $20, then they see another offer, a $25, not that higher, but they get two toys. So for them it’s like, you know, no brainer. Yeah. Yeah.

Karyn [00:19:46] So the boat goes way up for sure.

Tomer [00:19:49] Yeah. But you have like plenty of ideas here with the criteria that you put. And it’s really like, like people have that telling you, Oh, it’s so hard, but you just, you know, maybe at the beginning and then you get the concept. It’s a little confusing, but the intent is really good for, you know, finding opportunities.

Karyn [00:20:10] That’s really well said. And I mean, this is interesting. Like, they have two guns, but what if you had two guns with this? Well, a dinosaur target like that could be a way to differentiate yourself.

Tomer [00:20:20] In a way. Or instead of, like, ten bottles, you put, like 50 bars because you tend to lose them or.

Karyn [00:20:26] Yeah. That’s a good idea.

Tomer [00:20:30] Or two guns. Yeah. So two people could play at the same time. And you really expand this in your copywriting.

Karyn [00:20:36] Yes.

Tomer [00:20:38] You’re the copywriting expert, right?

Karyn [00:20:41] Yeah. That’s definitely where I love to be.

Tomer [00:20:43] That’s why wouldn’t you tell us a little about the picture? So once you analyze this competitor, it looks like they’re doing a really good job as far as listing copyright. They put text overlays over their images, which is the technique that I always use. Yeah, it’s another way to really touch their, you know, like, like not really benefit, like, the benefits that they’re going to get.

Karyn [00:21:04] Yeah. I agree with you. I think that is super powerful to tell them exactly what you want them to get from the image. So they show the benefits, visual development, auditory. So not only is this a fun game, but they’re getting some cool benefits to their education, right? They’re getting all these cool things. I like that. It shows.

Tomer [00:21:27] I don’t know if it’s true or not.

Karyn [00:21:29] Yeah, exactly. But maybe right. As long as we can justify it with some good points. Oh, this is helping them. This is this is giving some good family time. Yeah.

Tomer [00:21:39] You have to really show it like the positive things and highlight them.

Karyn [00:21:43] Yes. I think this is a good channel. I would always recommend doing this to my kids, having a good lifestyle shots. I love that they have like the target demographic, right? This is probably the ideal. Like it looks like eight or nine year old boy is playing with his dad. Like, that’s huge.

I don’t think enough people do that and their listings like show their target their target customer using it in the situation they would use it in setting. This is so perfect. I think people would look at this make, oh, this is going to be so fun to play with my son or I can get this for my son and play with their dad. Like.

Tomer [00:22:15] Yeah, that’s what’s going to create the emotion and people, you know, Amazon, it’s all about those impulsive buyers when you create this emotion and like touch the persona of the buyer, they just said, Oh, this is what I need. They will buy. And especially, you know, it’s $43.

Yeah, but it’s the cue for the holiday season and you know, someone will just avoid by there don’t really thinking a lot about their like purchases so so like it’s a very good picture they want you a agree.

Karyn [00:22:45] That’s a really good point. Do I agree with you that people definitely are willing to spend a bit more and justify the holidays? Just like if it looks cool, then I’ll buy. I don’t care if it’s more than $20, so. Yeah.

I think they did a really good job with these pictures. I like that they have, you know, one, two, three to show the steps. I like that they kind of show this in action. And I think it’s smart to have a video. I’m definitely a proponent to always have a video when you can.

Tomer [00:23:13] I tested this a little bit and results are mixed. Some of these things I didn’t see any improvement in conversion. Some these I did I’m still testing this thing this out. But I just got an email from Amazon that they see that shoppers I forget like 30% more likely to buy when you have a video. But they think also it’s super important what kind of video you upload. It’s not just uploading a video.

Karyn [00:23:38] It’s just like. Right.

Tomer [00:23:40] Yeah. Another point here, when I see a seller like that, you know that their listing is really good and they’re copywriting and everything and the images and the video, it’s kind of like discouraging me to go after that item because I know that even when I bring like maybe unique USP or the like, you know, the better use there with they will fight, you know, they will fight with me. So they will keep they will add maybe or, you know, compare the same newspaper. And I want to go for a more easier targets.

Karyn [00:24:11] That’s a good point. I agree. It’s definitely going to be a more uphill battle because they’re doing a great job. They’re taking this serious. They’ve got good bullet points. Let’s see if they have a plus content bundle.

Tomer [00:24:24] It looks like A-plus content is very good. So it looks like they know what they’re doing and, you know, try to make them good money. They want to just let it go just like that. They will fight with you. You know, absolute advantage. They have more use than yourself.

Karyn [00:24:38] Absolutely. But you could disrupt the market and they’ve proved the concept that, you know, nobody else is really doing this shooting game with the target. So, you know, I think there’s enough players, enough space that, you know, there could be more players than just them. Yeah, I agree. They’re not going to go down without a fight. So.

Tomer [00:24:56] Yeah.

Karyn [00:24:58] Well, this has been so helpful. Thank you so much for having me on your panel, too. This has been very exciting for me.

Tomer [00:25:08] And thank you for showing us this and, you know, explaining about this, too. I learned some new things and I’m sure, you know, the people watching this channel will appreciate it. So thank you for doing this with me. Appreciate it. And I hope that we’ll have another call or video in the future.

Karyn [00:25:27] Yes, please. Let’s do part two. Okay.

Tomer [00:25:30] Yes. Thank you.

Karyn [00:25:31] Appreciate you Tomer.

About the author

My name is Tomer, and I founded Sourcing Monster to share proven tips and methods that I use every day for my Amazon business to provide value and growth for you as well as you journey through your own business!

Feel free to comment or share any feedback down below!

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