Today, I’m going to show you how you can leverage Keepa to help you brainstorm product ideas and optimize your product listing for Amazon FBA.
Understand Amazon FBA Keepa graphs.
For $17.50 per month, Keepa offers an unbelievable amount of data—all of which can be, for the most part, deduced from their two types of graphs available for tens of thousands of Amazon products.
These graphs can both be viewed on Keepa.com, where you can easily compare several products’ data sets. You can also view this same data on individual Amazon product listings when you install the Keepa browser extension.
Price History Graphs
Keepa’s price history graphs are pretty self-explanatory as to what data they show: They track a product’s price changes over time, up to one year and/or as long as the product has been available for sale on Amazon.
Best Sellers Rank (BSR) Graphs
Best Sellers Rank, or BSR, refers to the speed at which a product sells compared to all other products within its Amazon product category.
BSR is like a race: Your goal should be to achieve 1st place…not 5,000th. The faster a product sells, the lower its BSR.
Every product on Amazon should have two BSRs: One for its overarching parent category (for example Toys & Games) and one for its smallest subcategory (for example Pool Rafts & Inflatable Ride-ons, which is three sub-levels beyond the Toys & Games parent category). A product might rank #1 in Pool Rafts & Ride-ons and #7,582 in Toys & Games.
BSR is a direct indicator of consumer demand. Products with a low BSR are highly coveted and flying into shoppers’ carts. For this reason, the list of top BSR products in a category is a great place to look for new product ideas to build and sell.
Discover new product ideas that customers love.
Amazon’s movers and shakers section shows which hot items are winning their respective categories’ BSR race at that given time. However, that list is much more indicative of products with low BSRs in that moment. It’s not necessarily an accurate representation of what products have held consistently low BSRs (and thus have had strong demand) over time.
That’s where Keepa comes in.
Keepa can show you most any Amazon product’s BSR over time, but it can also give you a list of the products with the lowest BSRs by category
- At that exact moment
- Over the past 30, 90, or 180 days
- For a specific historical month
This can allow you to see what products have consistently been selling well, which is a stronger indicator of prolonged consumer demand.
If you can find a product with a consistently low BSR across the past half year, that product will likely still have strong demand by the time you’ve manufactured your own (better) version, shipped it to a fulfillment center, and prepared your listing for shoppers.
To do so,
Login into your Keepa.com account.
Select Product Best Sellers.
Select the Amazon shopper product category (there are different categories for shoppers and sellers) you want to investigate.
Select the range for which you want to view products’ BSRs. To get accurate data on longer-term consumer habits, 180 days avg is your best bet.
The list below now shows you the products with the lowest BSRs over that 180 day average. Select one to view a closeup of its data.
At this point, you should have a set of graphs:
We can see that the livho 2 Pack Blue Light Blocking Glasses has held a fairly stable BSR over the past half year, and maintains around number 19 within the entire Electronics category. We can also see that within its subcategory, Blue Light Blocking Glasses, this product, on average, holds the number one BSR spot.
All of this data suggests that this product is, and has been, in high-demand for shoppers. If you can find a way to make a better version, in a few months your product could boast Amazon’s Best Seller badge. Products with the number one BSR in their category show the badge in shopper search results.
Additionally, because this product’s BSR graph is fairly consistent—slight peaks and valleys are normal, especially over a prolonged period of time—we can also deduce that this product sells well year round.
Determine seasonal products from year-round ones.
Year-round products are like our blue light-blocking glasses: They sell consistently well regardless of the time of year.
Seasonal products sell particularly well for bursts of time and then fall dormant again until their next season. Christmas decorations, Halloween costumes, and even Peeps marshmallow candies are all examples of seasonal products.
A lot of sellers shy away from seasonal products because they don’t offer consistent, year-round revenue. However, if done correctly, seasonal products can actually make you $10,000 a day or more.
By analyzing Keepa’s graphs, you can quickly tell if a product is seasonal or not.
To do so, click on the search icon on Keepa.
Then, you will either enter a specific product ASIN or a keyword.
ASINs—Amazon Standard Identification Numbers—are unique numbers assigned to each individual product for sale on Amazon. They can be found in a product listing’s URL after “/dp/”; ASINs always start with “B0”.
Searching an ASIN on Keepa will pull up that product, specifically.
Keywords are words or phrases that shoppers search to find what they want to buy. If you search a keyword on Keepa, you can flip through various products that include that keyword in their listing copy.
Let’s say you were interested in selling a stegosaurus costume for large dogs. You would search that keyword, stegosaurus costume for large dogs, on Keepa and select a product to examine.
From there, scroll down to Range and select Year.
We now get the following BSR results:
Can you see when this product sells the best?
The BSR peaks towards the end of October after it starts gaining momentum in mid-September—when shoppers are gearing up for fall and Halloween plans—and falls off by the beginning of December.
We also notice that this product does have sporadic peaks throughout the year, however those are fairly short lived and not nearly as strong (or with as low a BSR) as the spike in the fall.
This suggests that this is a strong seasonal product: Shoppers purchase this product to get their pooches in the spooky spirit around Halloween.🐶🎃
The random spikes throughout the year simply suggest that a few pet owners feel the need to dress their larger dogs up like dinosaurs year-round, perhaps for a child’s birthday party.🎈
All of this data is within the parent product category, Pet Supplies. By scrolling to the second graph, however, we can see that product’s BSR both within its parent category and in its specific subcategory, Dog Costumes, where it peaks at 335.
Pick the best subcategorization for your product.
Sometimes products might classify for multiple subcategories, which means you might find that similar products are listed under different classifications. For example, when you search “dog slow feeder puzzle” you’re likely to find several products under the classification Pet Products > Dogs > Feeding & Watering Supplies > Bowls & Dishes > Slow Feeders.
But you would also find several products under the classification Pet Products > Dogs > Toys > Chew Toys.
There are even a few listed under Pet Products > Dogs > Feeding & Watering Supplies > Bowls & Dishes > Raised Bowls.
If you were to sell that product, you would choose your specific classification based on
- The angle you want your product advertised as (either more as a feeder or a fun, interactive treat toy) to get your product in front of the right pup parents
- The competition within each subcategory
Using Keepa, select Data.
Select Product Finder.
From there, scroll down to Root category and choose your product’s parent category from the dropdown menu.
On the Sub categories line, type and select the specific subcategories you will compare.
Under Text Fields, type in your main keyword in the Title line.
Hit Enter on your keyboard. You should now see a list of all products that both contain that main keyword and are classified in one of your selected subcategories in order from best to worst sales rank.
On the far right, you can see each product’s subcategory as well as its average sales rank within that category.
Notice how the majority of the top-ranked products fall into the Slow Feeders subcategory. However, there are a few classified as Chew Toys.
When we click on a slow feeder puzzle in the Chew Toy subcategory, we can see that, even though this specific type of product is clearly not dominating the Chew Toy market, it is still selling quite well (and quickly) within that subniche. In fact, it has held a BSR of ten within that subniche.
This suggests that the Chew Toy classification is strong for this product type, however the subniche is not overly saturated with slow feeder puzzles, which is ideal: There is less competition for this specific product type within this subniche.
On the other hand, the Slow Feeder subniche is extremely saturated with this product type, which means there is a lot of competition. And it will be hard to catapult a new listing to the top of that BSR list.
Choosing the right subcategory for your product is crucial, as is its launch price.
Pick your ideal and starting point product prices.
Using Keepa, however, you can estimate what will be a strong goal price for your product as well as a strong launch price.
By assessing a product’s BSR and Price History graphs simultaneously, we can see what a product’s price was during its launch phase and how well it sold as that price was adjusted.
To do so, you will need to view the product’s entire time on Amazon by selecting All (#) days under Range on its Keepa graphs.
Then, ensure that the top graph is showing New and Sales Rank.
Let’s examine this dog slow feeder bowl for example:
Notice how the product launched at a sell price of $5.99 at which point the BSR steadily dropped.
We can also see, however, that each price raise is accompanied by a slight BSR increase, even though, overall the BSR predominantly drops.
And after a couple of years on sale, this product maintains an average price of $9.49 and holds a fairly consistent, low BSR.
Judging from this product, if you were to launch your own dog slow feeder bowl, you might try a launch price of around $6 - $7 before steadily increasing that to a goal sell price around $9.50 - $10.
Note that Just One Dime recommends a private label product pricing strategy above $30 because profit margins tend to be higher. Learn more about the Just One Dime strategy here. And if you’d rather we coach you through the entire Amazon FBA process, we can do that too. Apply today at JOD.com/freedom.
Simultaneously assessing BSR and Price History stats on a product can also provide invaluable insight as to when shoppers are looking for promotions on that product.
Learn the best times to offer product promotions.
When we look at the data on our blue light-blocking glasses, we can see that this seller appears to run a promotional discount every month. During that time, the price drops from $16.98 to $14.43 and the BSR sees a nice decline in its parent category of Electronics, as well:
This suggests that this seller has deduced that lowering the price slightly (15%) once a month is a strong way to snag a few extra sales.
With its broad scope of Amazon product price and sales history data, Keepa is an excellent tool for Amazon sellers (and even shoppers). Some sellers have even claimed Keepa is worlds better than traditional product research softwares (although Just One Dime’s own Niche Hunter is hard to beat). However, it is not the only way to find strong product ideas to launch for your Amazon FBA store.
Get the full scoop on product research, plus how to bring product ideas to life and launch them on Amazon, at JOD.com/freedom.
Everything we have assessed so far has been for Amazon’s US marketplace. However, Keepa does not provide data exclusively in US dollars.
Convert your listing to different Amazon marketplaces.
Let’s say you currently sell a ceramic slow feeder pet bowl in Amazon.co.uk, the British Amazon marketplace, but you want to expand your sales throughout Amazon’s other European marketplaces.
Of course, since Great Britain uses the pound and most European markets use the Euro, you must get a solid price comparison.
But you must also understand how much that product could realistically sell in those other markets. Just because a product sells well in one marketplace doesn't necessarily suggest demand in another.
To ensure you’re set up for success,
Choose a comparable product to the one you might sell abroad. On its graph listing, scroll down to the bottom and select Compare international Amazon prices.
Now you can see what other marketplaces that product is currently selling in, as well as its price history within those marketplaces.
Notice how within the past month the same product has sold for a wide range of prices across the European marketplaces. The same dish sells for £15.99 in the UK, around £22 in Spain and Italy, and up to £26.36 in Germany. And, overall, this product sells much better in Europe than in the US.
It appears as if that product can sell for its highest amount in Amazon’s German marketplace. To verify this, click Amazon in the top right corner then choose the marketplace you are considering, in this case .de. Ensure you don’t leave the product’s page.
Now you can see that product’s BSR and price history within that specific marketplace. Notice how your chosen marketplace affects the currency with which Keepa shows you price data.
And we can tell that the £26.36 dish (€30.95) still maintains a decent BSR, although the average sale price of €19.99 does a bit better.
If we wanted to expand our own similar product, Germany would be an ideal marketplace.
Just One Dime can coach you through the entire Amazon FBA process—from finding product ideas to running and expanding your own Amazon private label store. Visit JOD.com/freedom to book an appointment with a Just One Dime team member who will understand your goals and help you decide if we’re the right fit for your entrepreneurial journey.
How will you use Keepa for your Amazon FBA store? Let me know in the comments.