How To Find Amazon Product Ideas for the European Marketplace

With marketplaces the world over and growing, third party sellers taking advantage of the ecommerce behemoth that is Amazon are able to run businesses internationally with relative ease.

With marketplaces the world over and growing, third party sellers taking advantage of the ecommerce behemoth that is Amazon are able to run businesses internationally with relative ease.

This is an incredible opportunity that often is overlooked, even by successful Amazon sellers themselves. In a recent survey we carried out with over 2500 Amazon seller participants, we found that expanding into new marketplaces on the Amazon platform could improve revenue by +40%.

The US marketplace is still the biggest with the highest demand, but it is also the most mature. Many of the European marketplaces are growing at a fast rate, with new fulfilment centres cropping up every month and a constant upwards trajectory in demand across the continent.

Whilst opportunity is ripe to start selling, or to expand into a European Amazon market, it’s worth bearing in mind that as they grow, so does the competition.

At Jungle Scout, we have lots of experience in how to best prepare in an increasingly competitive market. Our product research tools were first developed for the and have grown to support all of the EU markets, too.

We have outlined the steps that many successful sellers before have taken to build six-figure businesses, and shared these insights in our case studies, the Million Dollar Case Study, and the Collaborative Launch.

Enter product research

This is a highly important piece of upfront work that can make or break your product’s success. This article is going to give you a rundown of how you can and should go about your research for finding and launching killer products in Europe specifically.

I would estimate that most people who never launch get stuck here. In fact, this was the main motivation to build Jungle Scout. As an Amazon seller myself, I became frustrated with the tedious process of finding lots of product ideas and then narrowing those down to the ones which would actually be profitable.

This is one of the most difficult parts of being a successful private label Amazon seller in ANY marketplace, and you don’t want to get it wrong.

I always advise to put in at least 40 hours of product research. It sounds a lot but it really pays off. Let’s dive right in with some criteria you need to be constantly searching for.

Your basic criteria

Here are the top 6 criteria that we are looking for at the top-level:

1 – Existing solid demand (aim for 1000 sales per month in the top 10 sellers in EU marketplaces – I normally aim for double that on

2 – Low seasonality to ensure products don’t only bring in revenue for 2 months out of a possible 12

3 – Low enough competition (where the top sellers have less than 30 to 70 reviews each)

4 – Good margins (it must be profitable, and remember you are importing to Europe)

5 – No legal issues (patents, copyright etc.)

6 – In the €18-80 price range (this is the sweet spot for profitable products – anything lower usually has poor margins and anything higher results in higher inventory costs and usually, lower sales)

On top of this, we want to make sure the product is small and lightweight, not fragile and easy to store and ship. Let’s keep those costs down!

One key ‘nice to have’ criteria that I love to find in a product opportunity is for there to be something ‘wrong’ with existing products on the market. This means you can scour the reviews, order a few examples and find ways to manufacture and import an improved version. This is a fantastic way to differentiate yourself within your niche.

Finally, one key ‘nice to have’ criteria is that there is room for improvement in the product, so that you can enter the market with a marketable point of difference.

That might sound intensive, but these criteria will soon become second nature to you. You will be able to spot right away the products which don’t look viable and put those in the “no” pile without even wasting further time researching them any further.

Remember, if a product doesn’t meet these criteria, then it’s almost always a deal breaker.

Construct A List of Ideas

But where to start? Well, that’s easy. Start on Amazon, in the Marketplace you are hoping to launch a product.

Start With The JS Chrome Extension

Let’s use the UK as an example, and head over to From here you can browse through categories, subcategories and product pages.
As you do this, you can use the Jungle Scout Extension to immediately bring up lots of useful information about products that appear on this category page. Here’s an example from the juicers subcategory in home & kitchen on the UK marketplace:

With just a click you can see the list of products on a page, and related products, with the price, rank, accurate estimated sales and revenue, as well as the number of reviews and what type of seller they are.

This data is specifically for, or if you were browsing another European marketplace, the same applies.

Tip: You can download the data straight from the extension to a CSV. Give the file a memorable name and you can return to your data at a later date, if you are still hunting for products!

Of course, you can just browse Amazon without any tools to scout out new ideas, but this is the quickest way to access the most accurate data that shows you what has demand.

For more in-depth data, use the Web App

The extension is great for on-the-fly research but it becomes even more powerful when used in conjunction with the Jungle Scout Web App.

Here’s how the Web App can help you further your product research and gain an unfair advantage on your potential competitors:

The Most Expansive Database – Amazon is built for consumers, not seller's like you. This Amazon catalogue has been reverse engineered for sellers so that you can navigate products and their respective data in an efficient way for product research. It also allows you to search using smart filters, you can stumble upon literally HUNDREDS of ideas you hadn’t previously thought of.

Niche Hunter – This tool uses Amazon data and proprietary Jungle Scout data to help you discover new niches that offer opportunity and exciting new revenue streams – simple to use but very effective.

Product Tracker – This really helps you to automate product tracking to monitor the competitions inventory, sales and best sellers rank on a day to day basis.

Keep going…

You want to keep expanding your list of ideas until you have at least 30, if not 50,  or more, from which you can start to do some more detailed research and double down on verifying whether it would be a worthwhile investment for you.

Some Examples:

Within the Web App you have a ton of filters that you can use to power your searches. The first important filter is Marketplace, I have selected the UK here:

Next, you can start to add some categories that you are interested in (which will match to the country you have selected). I have selected a few that are useful for FBA sellers below:

Now I can really get specific with my filters. Remember those criteria we covered earlier? In this example, I have decided to enter a minimum price of £20, minimum estimated sales of 400 units per month, a maximum number of reviews at 70 and a maximum rating of 4.2.

I have also selected only standard sized products, avoiding any oversized ones, and deselected products sold by Amazon as I don’t fancy competing with Jeff Bezos himself.  Here’s what my search filters look like now:  

Would you look at that. We’re already starting to verify product ideas right off the bat here by telling the Web App to only show us products that:

1 – We can sell for more than £20

2 – Have high enough demand

3 – Do not have hundreds of reviews – making it tough for us to enter the niche

4 – And, do not have high ratings also making it hard for us new sellers of this item

Pretty neat.

Here’s what my results looked like on this occasion:

All of the useful data you need is there and you can start to pluck out products that catch your eye. I would recommend building a list and saving it to a Google Sheet or Excel file, so that you can revisit later. You can always export the data as a CSV and format it into a nice spreadsheet.

So let's say we have no created a big list of ideas. It’s now time to filter through and see which of these meet the most criteria and deserve some extra research hours.

Drill Down & Verify Your Top Product Ideas

After having a browse of the results, a few products have caught my eye. For example, plug in ultrasonic pest control repellers, baby inflatables such as a mini paddling pool, and an ice tray that makes ball shaped ice cubes. This goes from unique, to fun to weird. But one thing I forgot to mention earlier was my “weirdness test”. Quite often you will find that the weirder products with solid demand are your high-flying money makers.

Dive into your most intriguing product ideas

Now it’s time to really dig in. If you are trying to be risk averse, then this step is not to be missed. Be ruthless. If a product doesn’t seem quite right, move on.  

Let’s walk through this process now using some of the ideas I am interested in for the UK marketplace…

  • Ultrasonic Pest Control Repeller

If I head to and search for ‘ultrasonic pest repeller’’ and then open up the JS Extension on that page, you will get a good overview of the top sellers.

Straight away I can see that this looks promising, with the top sellers showing high demand. However, some of these sellers also have high reviews and ratings. From here I would want to dig into this further and take a look a few different things:

1 – Are all of these products the same or are some slightly different?

2 – How difficult would these be to manufacture?

3 – Is there enough space for me to enter the market and compete with the top sellers?

4 – Are there any comments in the reviews which give away any issues with the product that I could improve?

2. Inflatable Mini Baby Paddling Pool

For this keyword, I searched for the keyword “Baby Paddling Pool”.

There looks to be less demand here than the previous example, but also less competition.

Definitely not a difficult product to manufacture but there are other considerations here, such as, is it seasonal for the summer months in the UK? Would there be any specific safety tests the product needs to pass to sell as a baby product? Could it be marketed as a pool for indoor or outdoor use, with water or balls, for less seasonality?

2. Round Ice Cubes?

I have never thought to make spherical ice before but here we are. I found this idea from the Web App, and here’s an example of some of the products in the search results:

I like this idea, it’s pretty quirky. Let’s pull up the data from the extension:

Again showing decent demand with some of the top 10 sellers having between 500 – 1500 sales per month. Generally, ratings and reviews are higher than I’d like but this could potentially be a perfect product to easily manufacture, import and add my own spin to.

The only hitch is the selling price is pretty low. Remember how we wanted to find products that could sell for over £20? This might not be it. Still, it may be worth doing a quick check on margins and then calculating overall profit with some projected sales estimates.

Tip: Why not get ahead here and start to do some searches for manufacturers on Alibaba for products you may move ahead with. You can get some initial costs and use sales estimates to calculate some ballpark profit projections.

The Test of Time!

Once you have gone through all of these steps and found “the one” you should give it a few more weeks and track the top products to ensure the data checks out.

You could do this manually using the Chrome Extension and keep track of all of the data. Alternatively, if you use the Product Tracker in the Web App you can add any ASIN and stalk it’s performance with the click of a button:

To Conclude

This is the same process I use for my own FBA businesses and for which we have covered in the Jungle Scout case studies. It’s a replicable process across any Amazon marketplace in fact – the main thing that changes are the parameters by which you measure demand and opportunity.

That’s something we’ve built into our algorithms to provide some of the data you see in the Jungle Scout toolkit. But a big part of the process comes down to entrepreneurs like you having an analytical mindset, a can-do attitude and a willingness to take the plunge.

If you don’t have any tools just yet, then you can find product ideas in lots of weird and wonderful places, such as forums like Reddit. But if you really want to make data-backed decisions then at the very least, you need some indication of estimated sales.

If you want more details about the full process of finding and launching a product in any marketplace then don’t forget to join our Million Dollar Case Study.

About the Author

Greg Mercer

A serial entrepreneur and investor, Greg is the founder and CEO of a suite of tools to empower Amazon sellers as well as multiple physical product brands. He loves to think and write about Amazon sales, big data and building company culture for a remote team of 30+ employees.

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