Don't get stuck in analysis paralysis because analysis paralysis

will prevent you from doing anything. I see this all the time. You

come into these Amazon training programs, you're thinking that

it's going to change your life. All you have to do is find a product. How easy is

that? And then you find it's actually not that easy. What is

the perfect product? You're trying to tick a number of boxes, but

what you don't know is how the product fits in

the marketplace. That is ultimately what matters. Do

I need to launch one product or should I launch five or

10 products? And it really comes down to where you are in

your life and meaning financially, because obviously more

products means more money. Do you have the time and

the money to launch multiple products? Now, in the perfect world,

I would say, I'm Matthew Fraser and this

is Amazon Ecom Secrets. I'll be sharing with you

the secrets that helped me go from millions in debt to

an eight-figure entrepreneur. If you're ready to escape the nine-to-five

and live life on your terms, let me show you the way. Hey

guys, Matthew Fraser here. Welcome back to the episode. And

today's episode, we're going to be talking about products. And

this comes up so much because the product is so important because

obviously that is what you're going to be selling in the marketplace.

And guess what? If people don't like your product, they're not going to buy it.

And that's the whole point of this, right, is to find an incredible product that

you can put to market and people are going to take money out of their pocket,

their hard-earned cash, and give it to you, right? So let's talk about

some of the things, let's say you're brand new to

the Amazon and e-commerce space, you've never really dived

into products, but Maybe you've got some ideas. I

know a lot of clients come to me with their ideas. Unfortunately, we

have to go through them and maybe they're not so good. But let's figure out

some ideas of how we can at least find these products and

then test products to make sure that they're going to be viable in

the marketplace. Let's say you're brand new.

The first thing you're going to start doing is you've got to start somewhere. So

you're going to probably look around the house. What are some of your interests

that you can tap into? It might be automotive.

It might be in the sports niche. You might be into cars.

You might be into houseware stuff,

you know, like plates and cups and mugs and things like

that. Those are the types of things that you're going to start doing. You're

going to write down a big, big list, right, of all the different things that

you could possibly come up with in your mind. And then it's going to

be a simple case of going deep

on each of your ideas to find out is

this going to be a viable product or is it not going to be a viable product.

You're then going to tap into some software tools.

Some of the tools that I use are things like you can use Helium 10, you

can use Zonguru. Zonguru is a tool that I personally

use and what Zonguru does is it helps you

identify gaps in the market because Not

only do you want to find a great product, but you don't want to find a product that's also been

done already and a thousand other people are selling it, right? This

can sometimes happen to people where they just think, this is going to

be a great product, like a coffee mug, because coffee mugs

are big sellers. But you've then got to find how you're going to differentiate that

coffee mug in a sea of coffee mugs. So

that's the first thing you're going to do is then dive deep into these products. Now, using

your Zong Guru or Helium 10 tools, it will

also help you understand, is there

money there, right? So when you can go into Amazon, and if you're going

to be selling on Amazon, that'd be a good start, is to understand how

much dollar volume these products are going to be doing on

a monthly basis. So let's just say they're doing $10,000 a

month. That's something that I probably

wouldn't go into. I'd be trying to find products that are doing at least $30,000 a

month in revenue, because under that, it's gonna be very, very

difficult to scale up and also get your volume

up to get your profit increased, right?

Because you're gonna have to take into other things that we won't go into today, but things such

as PPC, like pay-per-click advertising. Guess

what? Although I've done $40 million in sales, I

also had to start somewhere. And I remember what it was like

as a brand new seller. I was lost. Where

do I go to find these incredible products to start making me millions of

dollars? And admittedly, it is difficult, right? But

there are tools out there that can help you, such as Zonguru,

which help you dive deep into niches and understand

what is the opportunity. And the opportunity really is, is

there a gap in the market and is there money in this market? Certainly

what you don't want to do is find a brand new product that nobody even

knows about and try and sell it in a marketplace that no

one's even searching for, because no one's going to obviously find it and obviously

pay you money. So that's something to definitely avoid. So

when I was searching, I started off with things that you might

want to do, like look around the house, think about your interests. I

was interested in automotive, which then led me to go

into my car chamois. Now, the car chamois ultimately wasn't

super, super successful, but it was certainly a step in

the right direction in understanding how to Manufacture

a product out of China and get it into Amazon and

ultimately make sales now that one is now it's finished with But

it led me on to the next step and then the next step which led me ultimately to

the 40 million dollars, right? And so therefore you do not want to stop

right? so talking about my car show me if that's something that you want to know even

more about go back to my very first episode where I go a bit more deeper into the car

show me and So, going back to how

do you find products? Now, back to you're searching your

house, you're trying to understand your passions,

right? And that will ultimately lead you to certain types of products. And

then it's about understanding if those products are going to

be viable in a marketplace. Most of the products that

you write down are not going to be viable. And that's okay, because

you're just trying to get some information out of your head and get it onto a piece of

paper and start getting into the process of how

do I find a product, how do I know if there's money in this product, how

do I know if I can differentiate this product in a sea of

perhaps other products that are very, very similar. This

is the point where most people quit. So

if you're thinking about going into your Amazon journey and finding

the product's going to be simple, it's not. But

if you have the right tools and if you have the right education, it

can certainly help you get there faster.

What I say to a lot of my clients is,

let's not get stuck into paralysis, right?

This is definitely a time of analysis, paralysis,

overthinking what the product is going to be. The

best thing for you to do is just to find something. Now,

if you're brand new and you don't even know where to look, I'm going to

let you in on a little secret. There's something, there's a website called

Alibaba. It's alibaba.com. Go to

alibaba.com and what that is, it's a

website full of manufacturers. Manufacturers from

China, from India, Pakistan, kind of worldwide. Now, admittedly,

most of the manufacturers are based out of China because that's just the

way things operate in the world these days. But

you can go to these platforms, you can go to Alibaba, and you can,

and let's just say hypothetically, you discovered that there

is a product that is a yoga mat. And

you found that in Amazon already, they're black and white yoga

mats. But you've had a great idea. you could come up with a

fluoro pink yoga mat. A little bit like

my phone, my famous phone case, it's fluoro pink. And

it stands out in the marketplace, right? So you then

go to Alibaba, you type in yoga mat, and

you see what comes up. And what you'll find, there'll be just list upon

list of all these manufacturers who do yoga mats.

And guess what else they give you? They'll give you the price that

they're going to charge you as a manufacturer. So

let's have a look at some examples of numbers. For example, it

might be $2 per yoga mat that they

will supply to you and you only have to buy 100 yoga

mats minimum. Now minimum is often

called MOQ, minimum order quantity. You'll see

that term quite a lot on Alibaba and other platforms. So

you've now thinking, okay, of $2 a unit, I only have to

buy a hundred of these units. That's only $200 investment. The

only other thing you need to think about for that is shipping. How

do I get the products from China all the way into, let's

say in your case, you're going to be selling these in USA, right?

One of the biggest platforms in the world, the home of Amazon with over

300 I think it's now 330 million people who

are your customers. And every single one of those people in America loves

Amazon. So they're going to go and visit your store. So it's

going to cost you $200 in product cost. You can look

at shipping. Let's use an estimate. Let's say the shipping is

going to cost you a further $200. So we're now talking $4 per

unit. Now, when you go to Amazon and you've looked at your black

and white yoga mats, you'll

see that they're all retailing for $49.95. So

you know now that you can buy a product in China and have it shipped

per unit of $4 and now potentially sell

it for $49.95. And you are now the

only person in that niche with a fluoro pink matte.

So you're definitely going to stand out in the crowd of

yoga mats. So then what do you do next? You put an email into

the supplier, you put your order in, you have them shipped over to

Amazon and then you now are an Amazon seller.

Now obviously there's more to the intricacies

of doing that and you can certainly find some information Potentially

on my website and also my Instagram and also I have a

mentoring program so we can go through these types of things step by

step. I can actually hold your hand through every single step of this. But

these are the types of things that you're going to do when

you're starting out launching your product on

a marketplace like Amazon. A lot of people reach

out to me and they say, Matthew, I just cannot find the

perfect product. And of course, this

is common, but what is the perfect product? You're

trying to tick a number of boxes, but what you don't know

is how the product fits in the marketplace. That

is ultimately what matters. So what you might

think is a perfect product, it may not actually

be the perfect product. It's about does your

product, whatever that is, even if it's not the perfect product, Does

that product fit in the marketplace? Meaning, can you put it

online at the right price and do people buy it?

That's really all that matters. And that will determine. Now, there are ways

you can do that. You might start off with,

don't get stuck in analysis paralysis, okay? Because

analysis paralysis will prevent you from doing anything. I see

this all the time. You come into these Amazon

training programs, you're thinking that it's going to change your

life, all you have to do is find a product. How easy is that? And

then you find that it's actually not that easy. Yeah, it's

not that easy because generally because you don't have the mindset

or the tools or the guidance and mentoring to

step you through that process so you can make it easier and

you can get to market faster. And that's why you should invest in

training. You should invest in improving your

mindset. You should certainly invest in talking to a mentor

who's been there before, who's done this, who can make the process so

much simpler so you can get to your goals as quickly as

possible. But guys, in the sea of In

the sea of information out there trying to find a product, I'm going to share

with you something that I eventually did, which nobody else

is sharing out there. And that is how to find

a product that, guess what? You don't have to make

it from scratch. You can actually find products that already exist.

Now, what does that mean? It means that you don't have to worry about trademarks. You

don't have to worry about patents. You don't have to worry about logos.

You don't have to worry about barcodes, right? You simply find an existing product

that's completely finished. And the question is, why would you go and find

one of those? It's because there could be an opportunity. And

the opportunity is a lot of these existing products are

not being sold on platforms like Amazon.

And that is where you step in. You can go to these manufacturers

who have a finished product and say, hey, I'm

an Amazon seller and I would love to sell that product on Amazon. Now, if

you can do that, and I've got clients now who are finding products today,

right? This is not like this happened five years ago. They're happening all

the time. My clients are finding these products today

and signing up exclusive distribution agreements. And

you're going to say, Matthew, what's an exclusive distribution agreement and

how does that even matter? It matters like this. If

you find this product and you take it to

Amazon, you do not want to be competing with anybody else

on that listing in that marketplace, okay? Because you can imagine this,

let's say you're selling your product that you found and then the

manufacturer then sells that same product to somebody else and now

all of a sudden, there's two people selling that same product

on Amazon. How on earth now do

you get sales? The only way is because you've got to be competitive and

you've now got to lower your price. Because apart from that, everything else is the same. So

then what happens is it becomes a race to the bottom. A race

to the bottom of price. And that's a lose-lose situation for

both parties. So that's why it's so important in

the very beginning that you want to sign up an exclusive distribution

or exclusive sales, however you want to frame it. so

that you are the only seller on the

marketplace, in this case it being Amazon, right? No competition to

you and the manufacturer is simply going to sell the

product to you so that you can then on sale and make sales

to a consumer, you make your profit and you're protected in

that marketplace. That's what it's about. It's about protecting your patch, if

you put it that way, all right? And that's going to be an absolute

winner. in this Amazon business. When

you're doing your product research, you're going to come across two things. One is

you're going to find products that are already in the marketplace, right?

Already being manufactured by Chinese manufacturers. And

then you're also going to come across your own ideas, meaning

like you've invented, look at me, Like

you've invented your own knife package, right? That just simply does not

exist in the marketplace. And therefore it's

a lot of work, right? It's designs. You may

decide that you want to do patents. You certainly probably want to do logos

and trademarks on the logos and the brand name and all sorts of things,

right? It's a much slower way to market rather

than finding existing products in China that you could potentially

sell on Amazon. The reward though

with coming up with your own product is that it's yours, right?

It's your product. You're not competing against anybody else. The

difference with going to a Chinese manufacturer is they may

also sell that same product to somebody else who's also

selling on Amazon. And now you've got this case where you're competing for

the same product, right? And that's why you may see in some training programs

that they talk about differentiating your product. And I

go back to the yoga story, you know, the manufacturer in China might

be selling black and white yoga mats, but if you can get them to make fluoro

pink yoga mats, and you might even say to him, look, I want to be the

only seller of pink yoga mats. Do not sell these to anybody else.

And that will give you what I call a moat. You're

building a moat in the marketplace so that it's very difficult

for other people to get into the market because no one else can sell, for

example, pink yoga mats. So let's say you've got through all

of the hurdles of finding a product, you've launched it

on Amazon. What do you do next? The only

thing you can really do now is focus on optimizing your

listing. Now, what does optimizing your listing mean? It means having

the absolutely best photos you

can possibly come up with, which means actually hiring a proper photographer, not

just doing them on your iPhone at home. It means optimizing

your keywords. So your search engine optimization within

Amazon, that is absolutely essential. And you can use,

software tools like Zonguru to help you with those

types of optimization techniques. The

other thing you want to do is make sure that you've got great

bullet points, right? Descriptive words. It

helps the customers know what the product is and why

they should buy it. And then your description should also be very,

very similar, but in a bit more of an expansive way. And

then you really want to start knuckling down on

getting reviews. Now, if you don't understand how

powerful reviews are, they are like the essential part

of any listing. So imagine you're a consumer, you're going to

Amazon, you're looking for yoga mats. You've got yoga mat

number one and yoga mat number two and yoga mat number

one. They both look the same, right? But yoga mat number one has 6,000 reviews

and yoga mat number two has 300 reviews. Just

through human conditioning, we are

programmed to go for the product. If

it looks the same, it's the same price, but it's got more reviews, we're

automatically going to default to the product that has way more reviews.

Why? because the market has already given

their big tick of approval and you want to join and

buy that same product because you don't want to be stuck with a product that's got minimal

reviews, right? It's trust in the marketplace and

that's what Amazon focuses on and delivers for their consumers so

they can trust the product that they're purchasing is going to

be exactly what it says. So once you've finished optimizing

your listing, and I say that tongue-in-cheek, there actually is

no finishing, right? You're actually continually optimizing

your listing but you must do it with data. So what

I mean by that is you don't want to just be every week just changing

the keywords and changing the images, right? You want to kind

of let it run because you need the sales data to dictate

to you if something needs changing. Let's

just say you've set the listing up as best as

you possibly can because it'll just come to a point where you're like, look, I've done everything I possibly

can at this point. You then monitor the sales and

then a month later, you might do something like change

one of the images out. Maybe there's an image there that could have some more beneficial

information within the image rather than actually in

the bullet points because people are visual. So you

might put something in your image, for example, your

yoga mat, that has a picture that shows the length

of the yoga mat, like an actual image form, rather than

just writing it, you know, three meters long by one meter. You

might actually put that. And you could also do something like putting the old-fashioned

can of Coke in the image, which gives people a

visual cue as to how

big your yoga mat is. And so that's something you

might want to test. But again, let it run for like

a month. Assess the data like assess the sales before

you make any more changes after that But if you've gotten to that stage, you're

well and truly off to the races another thing that comes up quite often

is Do I need to launch one product or do I

or should I launch, you know? five or ten products and

it really comes down to where you are in your

life and meaning financially because obviously More products

means more money, you know, do you have the time and the money to

launch multiple products now? In the perfect world,

I would say yes. Launch multiple products because

what can happen is you launch your first product and let's just say it's

a dud. And look, mostly your

first product probably will because you're kind of still learning. But

you launch your first product. Let's say it takes you two

months to research it. You then have to get it manufactured in

China. It's another three months. And so you could be talking upwards of six

months just to launch your very first product, to

then only find out that it wasn't really that great. Then

you've got to start the process again, right? So you could be talking anywhere from

like 12 months by the time you actually get to your second product. And

look, I've made that mistake myself, right? I've done

exactly the same thing. But also my finances

at the time didn't dictate that I could afford multiple products. And

I didn't have a mentor at the time who was kind of giving me

the day-to-day play of how I could optimize my

launch. And that's why I always say having a mentor who's still in in

the trenches on a daily basis. Like myself, I'm still selling on Amazon even

now and also Shopify around the world. So

I know what's happening and I can kind of look back and steer

people in the right direction of how it would best suit them. So the

second option is then, of course, kind of like rapid fire, which

is like five to 10 products at one time. And they're not just going

to be any old products. You're going to do your due diligence and

find out that perhaps I've got a case right now where

the guys actually found that in the yoga mat industry,

let's say, he could launch five different

colors. So rather than launching just the pink, he

actually launches a pink and a blue and a yellow, et cetera. And

then what he does, he does a very low MOQ. So

we're not talking 1,000 units per product. We're talking like maybe

50 units per product. He puts them into the marketplace. And

then what he will find is that he might find

that one particular color does extremely well right and

so therefore what does he do he just doubles down on let's say it's the hot pink he

just goes back to the factory orders like a truckload of hot pink and

triple down on that particular color and that way you

can sort of not miss out on finding the one that really stood

out because if you'd only launched fluoro yellow and it

didn't do so well, then you've got to go back to the drawing board. And this

can just cost you time. It can actually in the long term cost you money.

And if you're someone like me who wants to get to the levels of

success of let's say eight figures a year, like in

no time at all, then you probably want to go for the rapid fire approach

as well as tapping into your mentor's experience. So

guys, thank you so much for tuning into this episode. I hope that

I gave some value, particularly for those people who are very, very new

to the Amazon marketplace. There's lots of little gold nuggets that

I just gave in just that episode alone, but if you want to hear more

gold nuggets, Make sure you tune in to the episode that's

coming up next and leave some comments in the descriptions

or leave some comments below. Send me messages or

even leave a review and tell me some things about perhaps what you want to

see in some of the future episodes and I can add even more value to

you. Thanks so much guys. Take care. Thanks for tuning into

Amazon Ecom Secrets. If you enjoyed this episode, the

best way to show your support is to give a five-star review

on Apple Podcasts and Spotify, and make sure

to subscribe on YouTube so you don't miss an episode. You

can also find more at I'm Matthew Fraser

on all social media platforms. Thanks so much. Take