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This guide shows you a simple, repeatable way to validate Amazon product ideas using multiple signals: page 1 competition, Amazon demand, search volume, and cross-platform proof from Etsy.
Examples below focus on Amazon US and Etsy US. The exact numbers change by marketplace, so if you sell in the UK, DE, CA, JP, or any other site, repeat the same workflow after switching to that market and re-pulling the data.
Use this exact order, so your spreadsheet stays consistent across every product idea:
Pro tip: Save a screenshot for each step (Amazon search results, SellerSprite metrics, Etsy listing, and shop page). When you review ideas later, screenshots prevent second-guessing and make your decisions easier to explain.
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Your first job is to measure how crowded the niche is. We do that by counting how many direct competitors appear on page 1 of the Amazon search for your keyword. This is fast, free, and surprisingly effective when you do it consistently.
Search for your keyword on Amazon.
Ignore sponsored results.
Only count direct competitors.
Remove duplicates and obvious variants.
Record the final number in your sheet.
What counts as a direct competitor? Same customer intent, same product category, and similar use case. If a shopper would reasonably choose that listing instead of yours, count it. If it is a different product type, do not count it.
Mini checklist:Page 1 competitor count recordedNotes on what you counted and what you excludedScreenshot saved for later review
If you are doing a lot of manual counting, the SellerSprite Chrome Extension can help you move faster on Amazon pages and stay consistent.
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The competition count tells you how crowded page 1 is. Now you need demand strength. The easiest practical demand signal is: how much revenue the top listing is making (or how much the top few listings are making).
Metric note: Revenue estimates are directional, not perfect. Use them for comparison across ideas, not as a guarantee. If your idea looks great only because one listing dominates and the rest are weak, treat it as a higher-risk niche that needs stronger differentiation.
Mini checklist:Top 1 to 3 ASIN revenue estimate recordedPrice and review barriers notedOne clear differentiation angle written in plain English
Use SellerSprite Competitor Research to estimate top ASIN revenue and compare how strong the leading listings are for your keyword.
Open Competitor Research
Search volume helps you understand how often shoppers look for your keyword. It is most useful when paired with competition and revenue estimates.
Metric note: Amazon search volume is marketplace-specific. A keyword can be strong in Amazon US and weak in Amazon UK, or vice versa. Always pull volume in the same marketplace you plan to sell in.
Google volume is not a replacement for Amazon volume, but it can help you sanity-check overall interest, especially for products that may be driven by external traffic (social, content, gifting seasons). Use it as a secondary signal.
Common mistake: Treating search volume like a guarantee. High volume with intense competition is often worse than moderate volume with manageable competition and clear differentiation.
Mini checklist:Amazon search volume recorded for the correct marketplaceTrend or seasonality noted (if available)Optional Google volume recorded for context
Use SellerSprite Keyword Research to capture Amazon search volume and trends, so your spreadsheet stays data-driven.
Open Keyword Research
Why look at Etsy? Because Amazon's demand alone does not always tell the full story. Etsy can reveal whether a design style or niche variation has real buyer behavior in a different marketplace. This can be especially helpful for handmade-leaning categories, giftable items, and design-driven products.
Reality check: Not every Amazon product belongs on Etsy. If you search and find few or no relevant results, mark Etsy as N/A in your sheet and move on. That is still useful information.
Etsy does not always give you easy keyword search volume. Instead, we estimate demand from real sales behavior using shop-level sales and review ratios. This is a practical hack for quick validation.
Formula:Estimated Item Sales = (Item Reviews / Shop Reviews) x Shop Total SalesEstimated Item Revenue = Estimated Item Sales x Item Price
Below is a simple example using the method. Treat it as a template you can copy into your sheet:
How to use this result: If Etsy shows meaningful revenue for close matches, your idea likely has broader appeal. If Etsy revenue is consistently tiny or irrelevant, it does not kill the idea, but it reduces cross-platform confirmation.
Mini checklist:Etsy's top listing revenue estimate recorded (or N/A)Screenshot saved (listing + shop page)Notes added: Does Etsy reveal a design variation worth adapting for Amazon?
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At this point, you should have enough data to compare ideas objectively. The goal is not to find a perfect product. The goal is to find the best opportunity among your options with the same scoring rules.
Use a 1 to 5 score for each dimension, then total them. Keep it simple so you can apply it to 30 to 100 ideas without overthinking.
Decision rule: If an idea looks strong on demand but weak on competition, do not immediately discard it. Instead, require a stronger differentiation plan (materials, design, bundle, positioning, content, or price strategy) before moving forward.
Mini checklist:Scores added for each idea (same rubric)Top 5 ideas selected for deeper validation (supplier check, margin check, compliance)One sentence rationale written for each top pick
Ready for the next step? Open the SellerSprite Academy course directory to continue building your Amazon FBA skills chapter by chapter.
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Your spreadsheet is the system that keeps your decisions consistent. Below is a simplified layout you can copy. Add more columns later if you need them, but start with these.
There is no universal cutoff, but once you consistently see 30 or more direct competitors on page 1, you should assume you need stronger differentiation and a bigger plan for traffic and conversion. If you are new, prioritize ideas with manageable counts unless demand is exceptional.
Treat it as a warning sign. The demand is real, but the niche may be winner-takes-most. Look for the reason why the winner is winning (design, price, brand, bundling, listing quality), then decide if you can realistically out-position them.
Mark Etsy as N/A and move on. Etsy validation is helpful, not mandatory. Many practical, utilitarian products sell well on Amazon but do not fit the Etsy buyer intent.
The method above is typically closer to lifetime estimation. That is fine for validation. You are comparing relative strength across ideas, not forecasting exact monthly performance.
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