If your first step in product research is logging into Helium 10, you're already behind.

Because the real winners in e-commerce don't start with keywords.

They start with conviction.

In today's episode, I'm going to show you what backwards product research looks like.

The typical approach to product research, especially if we're talking about looking for products

to sell on Amazon, is open a tool, Jungle Scout, Helium 10, whatever tool you like to use, filter and sort by

demand, keyword search volume, then pick a product that has low competition and try to make it

different. This is how 99% of Amazon sellers start their journey. The problem with this

outdated strategy is your reverse engineering from data instead

of building from direction.

Meaning you end up launching Me Too products in markets that you don't care about.

Put this on the motto wall.

Just because something is low competition doesn't mean it's high opportunity.

Every different garlic press on Amazon looks the same.

And most sellers don't have the energy, capital, or skill set to outbrand their competition.

A better way to think about product research in 2025, whether this is going to be your first

product or a 100th product on Amazon, is to flip the script.

Start with who do I want to serve?

My prediction is that the most successful e-commerce brands are going to be built with an

audience-first mindset. Who do you want to serve? Do you want to sell to moms, runners, pet lovers,

RV owners? Then, what do they already buy? What sucks about it? You can use customer reviews, Reddit threads, TikTok videos, the comment section on a YouTube.

Don't just look up products in a category on Helium 10.

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