Product research is one of the most challenging—yet important—aspects of building a successful Amazon business.

Thankfully, there are a number of good Amazon product research tools to help you find the best products to sell.

But which is the best for your business?

In this article, I’ll break down the best options with pros & cons, standout features, and up-to-date pricing to save you the time and expense of testing each one individually.


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The best Amazon product research tools

In a hurry? Here are our top picks at a glance:

If you’re not sure which is best for you, let’s look at each tool in-depth.



Best for

An all-in-one-suite

Starting from



Save 20%

The industry-leading suite of Amazon seller tools excels in product research with its Black Box tool. You can filter by product, keyword, niche, and more to find profitable products to sell on Amazon.

You can then dig deeper with Helium 10’s XRay Chrome extension to quickly analyze market data and run the Profitability Calculator to verify the profit margin and return on investment.

The combination of the different tools make Helium 10 the most comprehensive and cost-effective solution for product research on Amazon.

  • Keywords tab: Rather than searching for single products, this feature within Black Box allows you to search for keywords that have page one results that together meet your criteria. A big time saver, and avoids random outlier products.
  • Chrome extension: Helps you quickly analyze demand and competition (X-Ray), profitability (Profitability Calculator), and areas you could potentially differentiate (Review Insights). Having these features all in one tool speeds up product research massively.

  • Fast and reliable software
  • Suite of 30+ tools keeps everything in one place
  • Great value for money for active sellers
  • Vast amount of training available
  • Full suite can be pricey for new sellers
  • Users can be over-reliant on tools and not think critically about product opportunities

  • Free plan (limited usage)
  • Starter: $29/mo billed annually
  • Platinum (Recommended): $79/mo billed annually
  • Diamond: $229/mo billed annually

Special offerSave 10% for life, or 20% for 6 months.



Best for

Beginners on a budget

Starting from



Save 35%

Jungle Scout was the first product research tool I ever tried when I started selling on Amazon in 2017. Back then, it was one of the only options, but it has since faced fierce competition.

However, the competition has only helped Jungle Scout iterate and evolve into one of the standout options in a crowded market.

You can search the Product Database to find profitable products within the criteria you set or explore the Opportunity Finder to find high-volume, low-competition keywords. The user interface is super-slick and easy to use, making it perfect for beginners, and the pricing plans are very accessible.

  • Data accuracy: Widely believed to have one of the most accurate sales data sets in the industry, recognized by keyword research tool Data Dive moving from Helium 10 to Jungle Scout data.
  • Supplier database: Not strictly product research, but a great addition to the toolset. Find your competitor’s suppliers with this handy reverse-engineer database.

  • Easy-to-use interface
  • Wide range of features
  • Accurate data
  • Helpful customer support
  • Some features are only available on higher-tier plans

  • Basic: $29/mo billed annually
  • Suite: $49/mo billed annually
  • Professional: $84/mo billed annually

Special offer: Save up to 35% with bundle plans.



Best for

New tools

Starting from



Annual Discount

Zoof is an extensive suite of Amazon seller tools with a strong product research offering built on the back of feedback from the very large Amazing Selling Machine community.

You’ll find Opportunity Finder and Opportunity Analyzer to help you find potential product ideas, and Profit Calculator will help you quickly assess all the key fees and expenses.

Zoof is continually expanding with new tools and features—one of the fastest-expanding tools in the space and is well worth checking out.

  • Omni Detective: A new tool that helps you find product ideas beyond Amazon that you can sell on other marketplaces and your own DTC website
  • Live coaching: Weekly live coaching calls to help you use Zoof to its maximum potential and find profitable products to sell on Amazon & beyond

  • Modern, easy-to-use interface
  • Off-Amazon tools being added
  • Fast rate of development & improvements
  • Well-priced plans
  • Newer tool so fewer customer reviews

  • Standard: $20/mo billed annually
  • Enterprise: $50/mo billed annually



Best for

Trending ideas

Starting from



Free Plan

Exploding Topics is a unique software tool that helps you identify trends on the rise. It has a dedicated product filter so you can search for products that are growing in popularity.

The risk with a tool like this is that you may get stuck in a fad-type market that could quickly die off.

However, if you are smart about your research and do your due diligence, you can unearth some great product ideas that other Amazon tools—and more importantly, sellers—are yet to pick up on.

  • Trend filters: Sort by niche or product to quickly narrow down and prioritize trending topics.
  • Long-term analysis: Filter data by up to 5 years in the past to ensure you aren’t diving into a fad.

  • Deep-dive trend analysis
  • A unique tool many others aren’t using
  • Good level of data in the free plan
  • Risk of jumping on fads
  • No additional Amazon tools

The free plan gives access to a lot of helpful data. To supercharge things you can upgrade to Pro with one of the following plans:

  • Entrepreneur: $39/mo billed annually
  • Investor: $99/mo billed annually
  • Business: $299/mo billed annually



Best for

A.I. features

Starting from



Save 10%

ZonGuru is a powerful Amazon product research tool that can help you find and validate profitable products to sell. It’s a good choice for both beginners and experienced sellers alike.

It also offers a number of other useful features for Amazon sellers, such as keyword research tools, listing optimization tools, and business analytics tools.

ZonGuru was also one of the first Amazon tools to innovate with AI-listing creation and no doubt have a lot of other interesting developments on the way.

  • Niche Finder: Generates hundreds of profitable product niche ideas in seconds
  • Sales Spy: Tracks monthly sales data for any Amazon product
  • Love-Hate: Reveals the strengths and weaknesses of any product
  • Easy Source: Connects you with suppliers on

  • Comprehensive suite of product research tools
  • Easy to use
  • Accurate and reliable data
  • Affordable, beginner-friendly pricing plans
  • AI-innovation
  • Can be overwhelming for beginners
  • Not as many features as other suites

  • Researcher: $29/mo billed annually
  • Seller: $49/mo billed annually

There’s also a 7-day free trial, so you can try it out before you commit to a paid plan.



Best for

Lower budgets

Starting from



Free Trial

AMZ Scout is another product research tool that has been around for as long as I have been selling on Amazon. It has always been a smaller suite of tools focusing on the beginner sector of the market.

There aren’t too many bells and whistles, and you won’t see new tools being released at the same pace as its competitors, but AMZ Scout is a strong product research-focused option for new Amazon sellers. It also has a unique pricing model and allows you to purchase lifetime access, meaning no more recurring costs.

  • Product Database: AMZScout’s product database contains over 500 million products from 10 different Amazon marketplaces. Sellers can use the database to filter products by keyword, category, price, and other criteria.
  • Quick View: Compare products with crucial data available on the product or search results page.

  • Comprehensive product database
  • Assisted product research from AMZ Scout’s partners
  • Easy to use
  • Affordable pricing
  • Not as many features as other options

  • Pro: $259/year
  • Seller’s Bundle: $379/year
  • Lifetime: From $799



Best for

Product scoring

Starting from



Save 15%

Viral Launch started its software journey as its name suggests… designed to help Amazon sellers launch products on the platform. I first used it to launch my products by doing giveaways—back when Amazon allowed that!

In time, Viral Launch pivoted to building a suite of tools that includes product research. The Market Intelligence tool was unique and innovative when first launched around 2019, but competitors quickly matched the functionality.

Viral Launch is still a good option overall, but in recent years has fallen a bit behind its competitors.

  • Market Intelligence: Provides a simple 5-star validation of your product ideas, based on dozens of factors, including sales volume estimates, market trends, and competition levels.
  • Product Discovery: Helps you find new product opportunities by filtering through Amazon’s catalog using over 100 unique criteria.
  • Competitor Analysis: Provides insights into your competitors’ sales, reviews, and pricing strategies.

  • Modern, easy-to-use interface
  • Wide range of features
  • AI features being integrated
  • Innovation and development has slowed in recent years
  • Some features are only available on higher-tier plans

  • Essentials: $58/mo billed annually
  • Pro: $83/mo billed annually

Special offer: Save 15% on all plans



Best for

Free research

Starting from



It’s Free!

Unicorn Smasher is a good option for any new Amazon sellers looking for a product research tool with a free plan.

The handy Chrome extension can be fired up on any Amazon search results page to quickly access estimated sales data and search volume estimates to verify demand. You will need to use other tools to study customer reviews, check profitability and so on, but it’s a good start for free.

  • Accurate sales estimates: Comprehensive data based on real figures from tens of thousands of live products. Project the profitability of any niche with confidence.
  • Opportunity score: Analyze the whole Amazon market for profitable products and score each product based on core criteria.

  • It’s free!
  • Simple to use
  • Accurate data
  • Limited functionality
  • Most other tools have the same features

  • Free
  • $49.99 one-time upgrade fee for the pro plan

Frequently Asked Questions

An Amazon product research tool is Amazon FBA software that allows users to filter for a wide variety of metrics like historical sales data, pricing trends, keyword search volumes, and sales rank trends to surface potential products to sell on Amazon.

For example, you could set criteria such as products with a selling price of under $30, generating $5,000-$8,000 per month in revenue, a total of fewer than 100 reviews, and a total size smaller than a shoe box.

This will show products currently selling on Amazon that would be relatively cheap to source and face lower levels of competition.

The best product research tools for Amazon help you quickly eliminate products that aren’t a good fit for your budget or business, and quickly identify those that are.

Product research tools for Amazon simply help speed up the product research process. They can’t and won’t do all the work for you, but will instead help you filter through the millions of products you could sell to find products you should sell.

Smart Amazon sellers don’t just blindly follow a product research tool and will instead use the results they are presented with to investigate product ideas further and come up with ways to differentiate their products from the competition.

All of our best tool roundups and reviews are written by humans who’ve spent much of their eCommerce journey using and testing various software tools. We spend hours every week using and testing tools for our own businesses and this helps us form opinions on what works well.

We also source opinions from our large community of Amazon sellers and eCommerce operators to make sure there is a full range of opinions. Some links within our content may be affiliate links, whereby if you make a purchase after clicking we might earn a small commission at no extra cost to you. This does not affect our reviews as we only ever recommend products we know and approve of.

Yes, there are many more product research tools on the market that can help you validate product ideas, but our goal was to give you the best of the best to save you both time and money testing tools.

As the old saying goes, time is money. Product research tools won’t magically find you an endless list of products to sell on Amazon, but they will cut down the amount of time it takes to identify trends and uncover products with potential. So, if you value your time, then product research tools are well worth the investment.

If you’re looking for a free Amazon product research tool, most product research tools will have a free trial that is either limited by time or usage.

Ben Donovan


Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).
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