My Amazon FBA Project: Part 1 – How to Find a Product

Michael QuanAmazon FBA, Education, How to, Making Money, Misc, Side Hustles25 Comments

Some links below may be from sponsors. Please see our disclosure for more info.

My FBA Project

If you’ve been reading some of my prior posts, you’ll know that I’ve referenced FBA a few times.  In fact, some of you have requested to know more.  So, here it is…

First, let me back up a bit and explain my side hustle philosophy.

My Side Hustles

As an early retiree, my primary focus during the day is to be present with my kids and manage their needs.  When my wife comes home it’s her & family time.  And once everyone is fast asleep, it’s my time (midnight to 4 am)!  :)

During “my time”, I like to concentrate on a few different “mini-projects” or “side-hustles”.  These little startups are passion projects of mine that I enjoy doing and are also potential sources of revenue in the foreseeable future.  This includes my blog (, my food blog (, my coaching services, my investment projects (realtyshares, lending club, etc.), traditional real estate investing, and my FBA project which I’ll discuss here today.

Let me first start out by suggesting you don’t take on 5 projects at once unless you have a method to your madness.  You see, currently, I’m exploring my options and observing which project is a viable longer-term play.  A good analogy is that I’m throwing out a bunch of seeds into the field and seeing what takes root.

Once my kids go to school full-time (2.5 more years), I’ll have a lot more free time on my hands.  I want to be well-positioned to really drive one of these projects full steam ahead and I will need to leave the rest behind.

FBA – What is it?

Okay, so if you haven’t guessed by now, FBA is an acronym.  It stands for – Fulfilment By Amazon.

This is a specialized program that allows 3rd party sellers to sell their products straight from Amazon’s warehouses and use their staff to “fulfill” their products.

This program can be a great win-win for the seller and Amazon because we’re able to leverage each other’s efforts and make money on either side of the equation.  Well, that’s the goal at least!

Anyhow, I’ll share my process the past few months and share with you where I’m at currently and where I plan to go with it.

Since this topic can be super detailed, I’ll just be sharing highlights to give you an overview.  I’ll link up to other sites that have a wealth of information should you want to know more specifics.

Why I Even Started This FBA Project

So, let’s take a look at how my FBA project even came to fruition.

One of my prior mastermind groups was with personal finance blogger, Adam Chudy.  Adam has also been doing FBA for a couple of years and would share his progress with his FBA project. I won’t disclose his specifics since it’s not my place to do so, but he’s done very well for himself and he inspired me to launch an investigation into a product of my own this past Summer of 2016.

Finding a Product to Sell

Choosing a product to sell with FBA is arguably the most important step to creating a profitable side business.

There are a few different ways to find a product, but when selecting one, you’ll want to look for some very specific criteria.  Here are the primary attributes I was looking for.

  • Sellable retail price in the range of $20 to $40 – I wanted to target a product that could provide a decent profit per unit sold.  This can happen faster if the product is more expensive.  However, the capital requirements are also larger.
  • Small, lightweight, and NOT fragile – They say “size” doesn’t matter.  With FBA it definitely does!  The larger or heavier an item is, the more the shipping costs will be to customers.  This eats into profits.  Similarly, something products that are too long will require special packaging at an additional cost.  Finally, fragile items are no good since they could break in transit and you’ll likely be the one taking the loss.
  • High demand – So, you definitely want a product that is going to sell well.  But what does that mean?  By analyzing the BSR (best seller rank) it will give you a clue as to the type of demand. Typically you’ll want a product that has a BSR of at least 5000 in its main category. I’ll discuss this further below in more detail.
  • Not Overly Competitive – You’ll want to find a product with low competition.  This can be a bit harder nowadays, but it’s still possible if you find a niche product that you’re able to modify a bit (improve it).  For example, you probably don’t want to compete against major brands, but third-party brands are okay.  Also, you’ll have to see how many reviews your top competitors have.  If they have too many (eg. thousands), it’s going to take you a very long time to catch up.
  • Brandable & Customizable – The product should also be brandable, meaning it’s not patented or trademarked.  Let’s say you were going to sell a plastic cup.  You could add a logo, and sell that as a line within your own third-party brand. You might also “improve” it by making it with extra thick plastic.  The point is you want to be able to differentiate yourself.


If you’re familiar with Google’s search engine, you already know that keywords rule the search algorithm.  Well, Amazon has its own search platform to parse their millions of products.  If you’re going to sell a product via FBA, you’d better know your keywords before you even begin!

There are many different ways to go about selecting a product and knowing its primary keywords.  Some people used to do this entirely “by hand” typing into Amazon’s search bar and collecting results.  But, I decided to skip a step and use some software called Jungle Scout.

FBA Project

Jungle Scout allowed me to collect a lot of data quickly and see which types of products were in “high” demand, but with “low” competition.

They also have a TON of tutorials on how to do keyword research for a product over at their free resource center.

My Product Selection

I should also note that Jungle Scout has two products.  One is their Web App which helps you specifically with your initial product research.  And the other is their Chrome Extension.

Let’s first take a look at how I used the web app to select my criteria…

Once I collected the data, I exported it to an Excel spreadsheet.

Sorry for the small print (you can click the picture to enlarge), but I wanted you to see the different categories I was looking at in order to select a product.

Next, I sorted through the different categories and eliminated certain ones based on outliers like product type, or a patented product, etc.

Determining Demand

As you can see above, this is only a fraction of the data I collected with viable products.  So, a lot of the time taken to select a product comes from parsing through these different options and comparing them.

Once you find a product of interest, you’ll want to confirm the “demand”.  The easiest way to do this for me was to use their Chrome Extension.  This allows you to see the estimated sales of a particular product and also the competitors data as well.

So in this random cup analysis, you can see that the Jungle Scout Extension will display the average sales, sales rank, price, # of reviews, etc.

This saves an incredible amount of time, rather than trying to find this information manually and trying to compile it on your own.

It also means you can research more products faster and have a better chance to honing in on a profitable one.

My Product Selection

So, this entire process took about a couple of months of doing research on and off from June 2016 to about August 2016.

I was able to narrow it down to a few products which seemed to fit the criteria (some, but not all) and I decided there was one that was better than the rest.

Unfortunately, I can’t tell you what that is exactly… at least not yet.  ;)  It’s not that I don’t trust you, my readers, but the competition is so tight with some of these products that my competitors could figure out my margins, underbid me, etc.  Also, there are some people who would rather just piggyback off of someone else’s research.  So, sorry and hope you understand.

For now, let’s call my product the 6-Pack.  The reason being is that my product is best sold as a bundle of 6 or more.  Sold in a 6-pack, I was able to see my competitors selling this at $25 to $30.  At the time, they were also selling about $10,000 of product per month which I deemed a decent demand.

Initial Cost Analysis

The nice thing with the Jungle Scout Extension is that it can show you your competitors estimated FBA fee.  This is the cost you need to pay to Amazon for:

  • storing your products at your warehouse
  • shipping it to the customer
  • taking care of customer service

In my case, the FBA fee is about $8.50.  So, assuming I can sell these at $28.50, my initial margins are going to be $20.00 before any production costs, shipping, or marketing fees.

$20 per unit seemed doable to me, so I set out to find some Chinese suppliers that handled my type of product.

Finding a Chinese Supplier

If you knew what my product was, you’d realize it was a no-brainer to start my search in China.

Fortunately, with sites like Alibaba, you can find a factory or supplier of products in China for virtually anything!  So, searching for my product wasn’t an issue at all.  In fact, it was a little more challenging because there were so many to choose from.

The language barrier was also a bit of a challenge because their English is not always the best.

Nevertheless, I contacted several to get competitive bids and quickly realized I needed to get to super specific!

*Stay tuned for Part 2 next week, where I’ll dive more into the supplier process and the hiccups I encountered along the way

Readers, are you familiar with FBA?  Have you ever tried it yourself?  What other types of side hustles do you have?

Michael Quan
Follow me

25 Comments on “My Amazon FBA Project: Part 1 – How to Find a Product”

  1. Fascinating, I’ve read blog posts and listened to podcasts about FBA. I haven’t had time to really look into it with a full time job and 2 small kiddos. So I’ll be interested to see how it goes. Also, I did read Alex from Cash Flow Diaries’ experience which wasn’t too positive so it put a damper on my motivation. Hope to see you succeed.

    1. Thanks, Andrew. Well stay tuned and you can watch my progress. I can’t promise the results, but I can promise full disclosure of what I learn along the way! :)

  2. Nice stuff. Are you a busier man now vs when you were still working? I love how you diversify income streams and try out stuff.

    FBA sounds like a good opportunity, but you’ll have to proactively manage how Amazon will react if your get too successful. If the product is immensely popular, they would probably source that product themselves and cut you out. But if you can sit tight in a niche and stay below the radar…

    1. Thanks, MWS. I do find myself quite busy these days with all the different projects. But, I try to keep most of the daytime open for the kids and me occasionally.

      Yeah, there are definitely some horror stories out there with businesses built completely on FBA. I hear the really big ones diversify out to eBay and/ or create their own shopify page.

  3. Familiar with it through reading about it on other blogs although haven’t done a heaps of research myself.. It looks like a great opportunity to be able to make some extra cash although at the same time there’s potential to make a lot of mistakes although that’s part of the process right? Looking forward to part 2 and good on ya Mike! :)

  4. Im glad its working out for you. My amazon FBA business just came to a close as I sold my last unit last week. Overall I am officially marking my FBA experiment as a failure. But luckily, I didnt actually lose money. I just wrote a post about that actually, you should check it out.

    1. Oh man, I was looking to you for inspiration, Alexander! I remember you having a hiccup a few months ago, but didn’t realize you were ending it. It’s a lot harder than it looks from the surface, huh? Glad to hear you didn’t lose any money. I’m gonna read your post now.

  5. Really cool. I’m looking forward to part 2 also. I think FBA is a great side hustle. Probably a better idea than blogging for most people. I bet you’re learning a ton.
    The only issue I see is the competition. Seems like there are always more people trying to get into it. Tough competition.

    1. You’re right, Joe. Competition is definitely growing and quickly! In the beginning, it was a free for all… a land grab so to speak. However, there are still some niche areas which can be profitable I believe. But, it definitely takes some time to find them and test. The cool thing with this business is you know quickly if you’re getting results or not.

  6. So interesting! I’m looking forward to part 2.

    About the FBA fee: once you get going is the amount of the FBA fee fixed for a particular duration? Can amazon change the fee on you, and if so, when and why?

    1. Mrs. BITA, the FBA fee should stay relatively constant. However, Amazon does occasionally change their mind and update the overall FBA fee without much notice. It’s definitely a consideration in this type of business, but if you can find a product with enough margin, you should still be sitting pretty.

  7. I’m fuzzy on the details now, it’s been a while since I read about it, but there’s apparently been some difficulty for those people who had grown a huge business through Amazon and then didn’t pay for the better search rankings that would make their products among the first several search results – have you looked into that?

    I’ve been interested in FBA but haven’t had time to spend on the relevant research yet. It’s on the list, after exploring RealtyShares to see if that’s for us.

    I currently invest for dividends, and have a rental property for long-term income, but early retirement won’t be funded by those two portfolios alone so I’m always open to developing a new and better business venture.

    1. Yes, it’s certainly a risk to base on entire business on Amazon. The problem is that you don’t know the platform and they can chance the rules on you anytime they see fit.

      I also love the rental property for the long term. I’m just waiting for another cycle to come around so I can pick up more easy pickings! :)

  8. Defect rates on average are a bit higher I believe. But obviously that depends on how long people have been selling. Novices will get higher rates because of their relationship with a GOOD supplier. Best suppliers aren’t on Alibaba either. Have to find them elsewhere. Like the canton fair.

    1. Thanks for the comment, Sagar. I’ve heard good things about some of those fairs and tradeshows. It’s certainly been a process to find a reliable supplier.

  9. Nice overview. Would be interested in hearing about your FBA experiences down the line. The fact that you can experiment with alternative sources of income is a testament that being financially free opens doors to even bigger earnings. I’ve considered the FBA route (also felt that I’m late to the game), but it’s also not too feasible for me at this point given that I still have a full-time job.

    Happy hunting!

  10. I haven’t tried it myself, although I am intrigued! I’ll probably just stick to my existing projects though.

    I’m excited to hear how it works out. Now that FBA is so popular, things can move quickly. Seems like a lot of work to stay on top of the shifting market, but I’m looking forward to hearing if that was your experience.

    1. Yeah, it’s definitely been a bit tricky keeping up with the shifting policies with Amazon. I’ll cover those hiccups in the coming post. :)

  11. Huh! I’ve heard of many people doing FBA but no one’s explained what it actually is. I’m not sure if it’s my kind of thing, but it’s certainly something to explore. Like you said, the most important part is finding a product that’s profitable and desirable. I’d hate to buy 400 mugs and not be able to sell them online!!

    1. Good take away, MPP. This business is definitely not for everyone. I’m sure there is some guy with 400 mugs in his garage right now! ;)

      There are a lot of logistics to address upfront. The good thing, though, is once you’re set up, it’s much easier to scale than a service business.

  12. Hey Michael, thanks for sharing your FBA experience. I haven’t done it myself but I’ve heard good things. I was at a charity dinner event and a guy at my table was telling me about one of his friends who was selling a “College Care Package box of goodies” through FBA and doing well. I guess he started off just going to Costco, building the boxes himself in his garage, and then shipping it off to Amazon! Crazy!

    Looking forward to the next post in the series :)

    1. Cool story, Erik, about the College Care Packs! Yeah, it’s crazy how quickly FBA caught on fire. I forgot to mention my friend, Adam, who used to blog about personal finance… well, let’s just say he’s too busy with his FBA hustle to be able to write there anymore. ;)

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.