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Creating Your Own Unique Products to Sell on Amazon

I’ve written a lot on private label, but a common question I receive is how one can go about creating their own unique products to sell on Amazon.

Selling on Amazon using the private label strategy is excellent for beginners. You should start here. Experienced sellers like me realize it can only get you so far.

Unique Products to Sell on Amazon
There’s more work involved in creating unique products for Amazon FBA, but less competition too!

In my opinion, product innovation is a big step from merely product improvement. It requires a larger capital outlay, but can significantly propel your business towards long term success on Amazon.

But it’s all a lot easier said than done. Much like Amazon courses pitching you their ‘unique strategy’ to find products with no competition. ???? There’s a lot of work to be done here.

See – I’ve created my own unique products. You won’t find these in any Alibaba copycat catalog. Nope. These are mine, baby!

Let me outline the 7 key factors for you.

1. Find your niche first

I’ve done the groundwork already. I sell across multiple niches now, and not just on Amazon. The truth is: Every niche is profitable.

You’ll want to ensure that you have at least some knowledge and personal interest. Plus, most importantly, that it doesn’t interfere with your values. For example, vegans wouldn’t sell leather goods.

I’ve outlined 10 ways to find an Amazon niche which is another worthwhile read. Another 5 minutes of excellent Amazon niche tips for beginners.

2. Focus on brand consistency

You can’t sell sink taps and gift box pens. You’ll want one core product range to run with.

Your first product needs to define your brand. Sure, it probably won’t be your winning horse, but it needs set the stage for your future product launches.

Sure, years ago you could mix dozens of random products from Alibaba and flip them on Amazon. Those days are finished. Amazon is fast becoming a premium marketplace and many selling trinkets from China just aren’t converting.

Consider every potential product and if it fits your brand. Your brand also needs a clear direction and strategy. Ask yourself: “What is my brand known for in the marketplace?”

3. Avoid unknown markets

I always look for established markets where I can find opportunities to create unique products to sell on Amazon. Yep. Where the competitors are.

I don’t want zero competitors, as that’s too risky. I want to see some competitors playing the average game and give them a run for their money!

I’m certainly no advocate of finding ‘the next big thing’. Same with online courses, it’s easy to get distracted. Look at what’s been making money in the past and present. There’s a fair chance it will continue to make money in future, especially for those prepared to innovate.

An established market shows an established audience of buyers. An a group of established buyers means that your first product can hit the ground running.

4. Go for innovative niches

Not only is it hard to develop a product in niches that you know nothing about, but so is those that struggle to innovate in.

Such bad examples are:

  • Amazing branding on tissue boxes (they’re just….tissues)
  • Really cool artwork on a dish rack (it’s just a dishrack…)
  • A woman’s tweezer in cool packaging (it’s just a tweezer)

I hope you get my point. It’s hard to innovate here.

Some good examples are:

  • Sports and outdoor brands
  • Homewares and accessories
  • Travel bags and wallets
  • Home furnishings

I’m in these niches FYI. Of course, I won’t reveal my products publicly, but a handful of people do know.

5. Understand successful product attributes

What I’ve commonly seen with successful product launches are:

  • Solves a very real problem in the marketplace
  • Product has a very high quality and is trusted
  • It’s easy for the customer to use and understand
  • The brand genuinely cares and supports the end user

If your intended product doesn’t have those attributes, then it’s time to step up. Look at how you can change your product so that it does. Sometimes it’s a minor change, often it’s a major change.

Amazon is a saturated marketplace of average sellers. You’ll need to stand out on the world stage.

6. Research existing product issues

I often look at my future competitors products. Sometimes I even order them right off Amazon. I later flip these on eBay (New, Never Used) and fetch close to the retail price.

The reason is simple: I look at the bad reviews. Those 1 and 2 star feedback ratings tell me a lot. “The product smelled bad” or “It broke in 3 minutes” immediately give you some insights into how you can improve your product offering.

Your rockstar product range is one that you want to be able to sell over and over again for the long term. Essentially, a cash cow that continues to deliver for years to come. So, instead of being plagued with product issues, look at what your existing competitors are suffering from, and go beyond.

7. Posess the right mindset

Oh my! This is the most important factor for success on Amazon. I get way too many people on this blog with unrealistic expectations of success on Amazon. You’ll be a millionaire with a Ferrari in 4 minutes? ???? Please. Give me a break.

On the other hand, you’ll need to leave your ego out of the business. Personal emotions should be set aside. Products need to be focused on what the market needs, whilst being in a profitable position for you as the seller. It’s the recipe for the right product-market fit.

I’m often hearing people who don’t want to invest into a course. Or even worse, don’t want to front up the $200 for each sample. If this isn’t something you’re willing to do, then Amazon won’t really work for you. Certainly the wrong student-market fit, as Amazon businesses take a lot of capital.

In summary

Good things take time to come to fruition. This blog is 8 years in age yet has only really taken off in the last 2.5 years. You’ll get overwhelmed at many stages of the journey, but stick to the course.

This isn’t so easy. Creating products from scratch is an advanced strategy, but so worth it!

I work in years and decades, instead of weeks and months. You probably won’t make money in your first year if you’re creating unique products to sell on Amazon. It’s a learning experience.

Don’t give up because the first supplier said: “me not understand you, sir“.

Don’t give up because you think that it’s too hard on Amazon.

Most importantly, don’t give up because you found something else.

There is nothing else better than Amazon. Trust me.

The most reasonable decision is to always push ahead. Focus on being the innovator not the copycat and you’ll find opportunities where very few are searching.

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3 thoughts on “Creating Your Own Unique Products to Sell on Amazon”

  1. Hi Joshua, thanks for all your tips and advice, 1st time I come across your blog.

    Is there a program or course dad you relly on how to start from 0.
    Total newbie here working from 8 to 6. Monterrey, Mexico.


      • Hi there! Thanks for the feedback. Yes, this whole blog is catered towards beginners starting from 0 who want to build an online business. There are courses on the right-hand sidebar that are helpful. If you’re on mobile, you can scroll to the bottom. Hope that helps!


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After 10 years of blogging, I’ve learned that online success doesn’t come cheaply, easily or fast. It’s merely consistent work, day in and day out, yet the rewards are certainly worth the constant grind.