There are a large number of texts and courses about product selection every day, and the majority of sellers also study and study tirelessly. Basically, everyone can make a clear statement, such as the product price should not be too low, the quality is small, the volume is not big, the packaging is not afraid of barbaric transportation, there is no need to install it hard, and the profit rate is high.

but once I do it, I still have no confidence in the selection. Why is this happening? We might as well review our selection process.

with the help of some tools or software in the market, we can easily find products in the price range that we think is moderate, such as the price is higher than $2, the purchase cost price is expected, the profit rate is sufficient, the product volume, weight and packaging meet the requirements, and the operation is simple and easy to use.

the top reviews of Best Sellers scored higher than 4., and the products were mature without obvious defects.

The main keywords of products have a monthly search volume of more than 1,, and various conditions such as non-seasonal products also rule out intellectual property issues.

Next, we will investigate the sales volume of several competing products, sort out the comment keywords, and use the profit calculation model to calculate the monthly profit and loss of the first three months.

Have you noticed that there is a very important link that we haven't done or even if we are aware of it, it is difficult to do it efficiently?

that's the current competitive pattern of this product.

how much proportion does Amazon own in it? If the proportion of Amazon own is negligible, how do third-party sellers distribute cakes in it? Is it the dominance of one family, or the dichotomy of the world, or the tripartite confrontation, or even the rivalry?

Is there a dominant brand in this product, just like Apple and Huawei dominate the mobile phone industry?

Have any new products entered the Best Sellers 1 in the last three months? After they entered, how did the reviews score? Because if we go into this market, their today is likely to be our preview for the next three months.

under the current situation that sellers in China have penetrated into every category that can be displayed on the Amazon platform, it is still a good wish to know ourselves and know each other. More often, we choose products by knowing ourselves and not knowing each other, and we don't have a comprehensive understanding of the current competition pattern in a certain market segment. If we rashly enter, it can only be said that we are lucky.

this comprehensive grasp of the competitive pattern of market segments is to choose the market.

so what factors should we mainly look at when choosing a market?

1. Market capacity

Needless to say, this is the first factor. The total monthly sales volume and average sales volume of the top 1 Listing can clearly grasp the capacity of this market segment.

whether it is a million-level or a million-level or even greater is related to the formulation of our sales target in this market.

and for sellers of different sizes, the target market capacity is different. Preparing for a big sale will not want to get a share in a market of less than one million, while ordinary small and medium-sized sellers will not easily go to the super market of Bluetooth headsets to find abuse.

2. Industry demand and trend

Find out the top five core keywords of the target industry, and look at the change trend of search volume in the last three years, you can reflect a lot of content. First, the size of search volume directly reflects the market demand; The gradual change trend indicates that the product market is mature and stable, and it can also be seen whether there are seasonal and holiday changes.

3. Product concentration

Simply put, it is the proportion of the sum of the top 1 Listing sales with the highest sales volume in the top 1 total sales volume, and the respective proportions of the top 1.

note that these two points must be combined, because the same top 1 monopolizes 8% of sales, each of which accounts for 8%, the first one accounts for 6%, and the other nine accounts for ***2%. These two situations have different meanings for new sellers.

4. Brand concentration

This is the same as the principle of commodity concentration. It clearly understands the sales proportion of each brand in the sub-industry and the proportion of the sum of the sales of the top 1 brands in the top 1 total sales, and obtains the degree of brand monopoly.

5. concentration of sellers

this is the same as the first two concentration principles, that is, the proportion of the top 1 Listing in the top 1 total sales volume and the proportion of the sum of the top 1 sales volume, and the degree of monopoly of sellers is obtained.

Note that there is a pit in it. It is possible that a seller has several accounts and monopolizes the current 1 categories. We can only conduct in-depth research with the help of our own industry insight.

6. Distribution of seller types

This is mainly used to find suitable delivery methods and the competition from Amazon.

For example, the proportion of Amazon's self-management in a certain sub-category is too large. At this time, it is difficult for third-party sellers to compete with it if they rashly enter.

The number of comments and the score on the right can be used to judge which type of delivery method is the most competitive.

7. Distribution of time on shelves

This mainly depends on the distribution of time periods in the top 1 listings and the proportion of sales of listings on shelves in different time periods, so it can be seen that it is difficult to build new products.

for example, for the same sub-category, it only took three months to enter the Top 1 in the previous two years, but now it can't be done in half a year. If there is no historical vertical comparison, look at the distribution of new products in the last three months, six months and one year, and you can also roughly know the difficulty of building new products. For example, before the Japanese entered Forbes, the average age of the top 1 was 65, while that of China was 5.

8. Distribution of Listing trends

Find out the number of listings in the top 1 listings in each year and the market share of the sum of their sales, and further refine the shelf time to specific years, so as to see the life cycle of the industry and the life cycle of the products.

if the market share of a sub-industry is the products that have been put on the shelves in the last two years, it means that the product life cycle of this industry is about two years; The earliest shelf time reflects the life cycle of the industry.

9. Comment number distribution

This is a very important indicator. We need to determine where the target opponent is and how many comments there are, and how much cost and time we need to invest to reach this considerable scale of comments, so that the credibility indicator of comment number will not affect the transformation of Listing.

1. Distribution of rating values

This indicator is to divide the average rating into segments, and see how many Listing are distributed in each rating interval and their respective market share, so that you can roughly know the current mainstream rating of this product. The higher the mainstream score, the higher the user satisfaction, the more mature the industry, and the lower the chance of forming competitiveness through product differentiation transformation.

as for the buyers' demands for the advantages and disadvantages of products, it is necessary to further capture the keywords of comments. The key point is to look at bad reviews. First, bad reviews are basically true reviews, and second, bad reviews can find the main points of users' dissatisfaction with products.

11. Price distribution

The number of Listing distributed in different price ranges and their respective market shares show consumers' price choices for target products very intuitively. If a price range has a high market share, it means that the competition in this range is fierce (generally the low-end market), so we can consider whether we can enter the market in another price range.

I don't know if you have seen the ancient war mode in the documentary. The commanders of both sides must choose a highland with a broad vision to see the battlefield situation from a distance, so as to make corresponding scheduling. What we did when we chose the market was to take the overall situation from this highland.

through the analysis of the above dimensions, from point to surface and then to line, just like a bird's eye view from high altitude, the whole market situation can be seen at a glance.

the external environment is already in full swing, and then we should make a suitable choice by combining our own supply chain advantages and resource advantages. This is the 3. era of Amazon's product selection.

you can refer to the following two articles:

/blog/teach-you-how-to-analysis-market

/blog/how-to-build-a-product-and-find-a-market-step-by-step.