Product Research 101: Finding Winning Products with Helium 10

3 min

Product Research 101: Finding Winning Products with Helium 10 

Use Helium10 to find winning Amazon FBA products

Hi there!

 It's Brian, and I'm a specialized e-commerce coach helping students scale their Amazon business. In today's article, we'll dive deep into how you can use Helium 10 to find winning products. But first, let me introduce myself.

My twin brother, Arek, and I teach clients tried and tested strategies and mental tricks to conquer the e-commerce marketplace. Plus, we have a program, YouTube channel, and website full of helpful resources to create a profitable, sustainable, and competitive business.  

Launching a successful Amazon brand starts with finding a high-quality and profitable product- sounds straightforward, right?  

Wrong! A couple of decades ago, you could find about any product with next to zero competition and watch as the profits rolled in. But Amazon's dynamics have changed a lot since then.  

Now you face fierce competition from over 1.9 million sellers, and buyers have become savvier. So, if you're still stuck using strategies that worked in 2018, you will fail! On the bright side, you can make it big on Amazon with a bit of time and effort in product research.  

So, in this article, I'm going to answer how you can find a winning product for your Amazon store. I'll also reveal how you can use Helium 10 Black Box and X-ray to simplify the task. You can watch this video, where I teach the top two strategies to spot profitable products. 

What to Sell on Amazon: Using Helium 10 to Find Top-selling Products 

According to research, there are more than 350,000,000 unique products on Amazon. So, what are you planning to sell?   

But wait! 

If you want to win on Amazon, you can't just pick any product. Instead, you'll have to do proper product research before selling on Amazon- keywords, niche selection, competition, selling fees, and much more. 

Moreover, researching for Amazon has evolved over the past few years. What worked yesterday may no longer work. In this detailed guide, I'll teach you the best strategies to find winning products on Amazon using Helium 10. Let's get started:

P.S. You can skip reading this article by watching its video edition.

A Quick Glance at Helium 10 Black Box

Black Box is one of 25 Amazon seller tools from this robust platform's Software Suite. This powerful research tool scans the entire Amazon marketplace to help you spot low-competition, high-demand products.  

Black Box also allows you to use filters to narrow down your results, including Main Filters and Advanced Filters. 

A Quick Glance at Helium 10 X-Ray 

Helium 10 X-ray is a Chrome extension offered in Helium 10's suite. This innovative tool gathers necessary data from Amazon, such as search volume, average revenue, customer reviews, and much more, to help you find top-selling products. 

The easy-to-install and use Chrome extension provides an in-depth understanding of the estimated revenue, sales projections, and trends that may affect sales. As a result, you get a clear view of a product's success rate.

Understanding What a Winning Product Looks Like 

Before we jump into the strategies for finding profitable products, let's talk about how you can identify a winning product: 

  • High-Demand- Check whether your product will succeed on Amazon by determining its demand. A healthy search volume indicates customers regularly search for and purchase the product.
  • Low-Competition- This is important if you want to compete and dominate your niche. If your target market has over 500 average reviews, you'll find it challenging to inspire trust and make sales. 
  • Minimum Profit Margin- Aim for at least a 30% profit margin to ensure you have breathing space for unaccounted events. ·      
  • Opportunity to Differentiate- Standing out on Amazon starts with product differentiation. If you want to succeed on Amazon, make sure the product you choose can be differentiated in some way. The better you focus on your USP, the easier it will be to scale your brand. 

How to Use Helium 10 to Find Winning Products 

Now, let's talk about how you can use Helium 10's Chrome extensions to pinpoint winning products:

Strategy # 1: Uncovering Keyword Treasure with Black Box 

Helium 10 Black Box features five sub-divisions that allow you to find the exact product you want. These include competitors, keywords, niches, products, and product targeting. However, today, we'll focus on using the "Keywords" tool to find real-time product data.  

Start by clicking on the "Keywords" tab to discover additional filters, such as search volume, monthly revenue, price, review count, review rating, and word count. Remember, our goal is to find a high-demand, low-competition product that promises profitability and success. So, try narrowing your search results by applying the following filters:

  • Search Volume- 5000
  • Monthly Revenue- 5000
  • Price-
  • $20 Minimum 
  • $50 Maximum 
  • Review Count- 1000 

Once you've applied these filters, you must choose a couple of categories. As a new seller, it's best to select one of the followings: 

  • Arts, Crafts, and Sewing
  • Home and Kitchen
  • Industrial and Scientific 
  • Kitchen and Dining 
  • Office Products
  • Patio, Lawn, and Garden 
  • Pet Supplies
  • Sports and Outdoors
  • Tools and Home Improvement  

This way, you can escape all the additional work other niches require, such as getting certifications, worrying about liability, and working through restrictions. 

Next, tick-mark the "FBA" button under the "Fulfillment" option and "Small/Large Standard Size" below the "Shipping Size Tier" filter. Once done, hit the "Search" button to unlock Black Box's keyword treasure! Here, you'll notice an exhaustive list of high-demand, low-competition products with their search volume, price, monthly sales, BSR, and reviews. 

Jumping to the Helium 10 X-ray Tool to Discover Profitable Products

While Black Box helps you find products that match your specific criteria, it only offers us a bird's eye view. We'll take the extra mile in our research journey by clicking the "Action" button and "View on Amazon" on Helium 10 to check the product's performance on the Amazon marketplace.  

The tool will redirect you to the product's Amazon page, where you can run the X-ray Chrome extension to access more in-depth information. Once you click on the Helium 10 icon in the upper-right corner of your window, a dashboard with the following analytics pops up:

  • Total Revenue- This figure reflects the total revenue of the product in your X-ray Chrome window. For instance, if we choose "Ziplock Bag Organizer for Drawers," we'll notice a $773,175 total revenue. 
  • Average Revenue- This indicates the average revenue of the products in your Chrome extension. For example, the average income is $19,329.
  • Average Price- This tells you the average price of the keyword you add to the X-ray tool. If we consider ziplock bags, the figure is $28.
  • Average BSR- This feature shows us the best-seller rank of your desired keyword, 63,018, for ziplock bag organizers.
  • Average Reviews- This tells you the average reviews of the product listings in your window. Following up on our example, its average review count is 221.
  • Category- This shows you which niche sellers categorize their products. As a result, you can explore the niche before deciding whether to enter it.
  • Product Details- This indicates the product's name on the Amazon marketplace. It also includes a tiny "SP" icon to highlight sponsored product listings. Typically, I recommend removing sponsored products to ensure you get accurate data.
  • ASIN- This tells you the unique ASIN of different products listed in the X-ray tool.
  • BSR- This shows us the best-seller rank of a specific item.
  • Review Count- This indicates the number of reviews accumulated by specific product listings. You can click this button to check graphs illustrating a brand's review count journey. 
  • Sales Graph- This highlights the increase and decrease in a particular product's price during 30, 60, and 90 days and a year.
  • Ratings- This feature tells you a particular product listing's rating, ranging from 1 to 5-star.
  • Review Count- This button indicates the total reviews on product listings. You can click on any product in the Chrome extension to learn more about the seller's growth in reviews by checking its 30, 60, or 90-day graph. The tool also lets you check the seller's all-time review count graph.
  • Review Velocity- This displays the rate at which a product listing earns reviews. It also showcases the change in review count during the last thirty days.
  • Fulfillment- This option allows you to identify the type of retailer selling a product. There are three options:
  • Amazon 
  • Fulfilled by Seller/Manufacturer (FMB)
  • Fulfilled by Amazon (FBA)
  • Dimensions- This represents the height, length, and width of a product
  • Weight- This option shows you the total weight of the products listed in the Chrome extension.
  • Size Tier- This displays the size of a product, ranging from small standard to large oversize. 
  • Images- This tells you the number of images in a product listing. 

Ensure you remove outliers populating your target keyword, particularly sellers with over 1000 reviews. This way, you'll receive accurate and relevant data that allows you to identify whether the product matches your criteria.   

If we look at our initial product, Helium 10 Black Box shows us that Ziplock bag organizers have an average revenue of $10,496, an average price of $27, and less than 150 average reviews. Therefore, this product is 100% worth it!

Strategy # 2: Conducting Horizontal Product Research with Helium 10 X-ray 

Here's the truth: if you only rely on tools to make it big on Amazon, you will not succeed! Why? For every product you plan to launch, thousands of other veterans are already selling that product. 

And they are hitting that 7-figure mark!  

So, why not mimic their success? Or better yet, why not take advantage of their highly successful storefront to find new product opportunities? That's what we'll learn in the Horizontal Product Research strategy. Let's get a deeper understanding of this by looking at an example:

Stove Top Magnetic Shelf 

Start by running the X-ray tool to find your top competitors. We aim to find a product with high customer reviews, ratings, and revenue. While researching, I found a product that fits this criterion perfectly: SpaceAid Bag Storage Organizer.  

The next step is clicking on the product and navigating its storefront to find new opportunities. If we select "SpaceAid," the platform directs you to its product listing featuring sustainable kitchen organizers. Aim to choose an item with fewer customer ratings, such as the StoveTop Magentic Shelf with Labels, Kitchen Organizer, and Over the Stove Spice Rack. 

After this, we'll pick the keyword- usually the first two words- "StoveTop Magnetic Shelf" and enter it in the X-ray tool. This way, you can assess its opportunity score by looking at its average revenue, BSR, reviews, price, and rating. 

The Bottom Line

As you can see, the secret to finding winning products is creating a solid strategy and research. Using Helium 10 Black Box and X-ray can transform a potentially exhausting and time-consuming process into a streamlined and efficient effort. Helium 10 offers you access to powerful, well-designed tools, from keyword research to optimizing listings.

Get ready for product research and enjoy an edge over your competition using Helium 10. The best part? You can access the tool for a cut price by using my discount code. Use coupon code "ZAB6M" or  THEZABTWINS20" to enjoy 20% off six months or 10% off every month. 

You can learn about using Helium 10 to create a profitable Amazon FBA brand by booking a free call with Arek and me. Or you can explore my YouTube channel and blogs to learn more about the necessary strategies to grow on Amazon. 


Arek Zabierek

amazon Coach

If you’re looking to accelerate your eCommerce business with tried and tested tactics and strategies, then book your free call today.  We can’t wait to work with you!

Latest articles

See All Articles
OUR services

helping you start & scale your amazon store

Group Coaching

Lorem ipsum dolor sit amet, consectetur adipiscing elit. At mauris nulla porta risus urna, nibh sapien id. In euismod.

Group Coaching

Lorem ipsum dolor sit amet, consectetur adipiscing elit. At mauris nulla porta risus urna, nibh sapien id. In euismod.

Group Coaching

Lorem ipsum dolor sit amet, consectetur adipiscing elit. At mauris nulla porta risus urna, nibh sapien id. In euismod.



If you’re looking to accelerate your eCommerce business with tried and tested tactics and strategies, then book your free call today.  We can’t wait to work with you!