Amazon’s differentiated product selection is misunderstood by most people

In the fiercely competitive e-commerce world of Amazon, product selection is undoubtedly one of the key factors that determine success or failure. And "differentiated product selection" is the goal pursued by many sellers, but only a few can truly achieve effective differentiation. Today, we will take a deep look at the differentiation strategy in Amazon's product selection and uncover the truth behind it.

Traditional Amazon product selection thinking often falls into the quagmire of superficial differentiation. Many sellers believe that simple adjustments to the appearance of products, such as changing the color, packaging, or combination sets, can create distinctive products. However, this approach is often just "changing the soup but not the medicine" and fails to touch the core needs of users.

Take a multifunctional kitchen vegetable cutter as an example. After seeing similar products selling well, a seller added a blade combination and a portable storage box to launch the so-called "differentiated product". However, the result was not satisfactory, and the product conversion rate was far lower than expected. This is because this superficial stacking of functions did not solve the substantial pain points of users in the process of using the vegetable cutter, such as vegetable cutting efficiency and cleaning difficulty. In Amazon's search results, we can see many similar products. It is difficult to stand out from many competitors by simply changing the appearance or simple functions.

True differentiated product selection should be based on a deep understanding of user needs. By deeply studying user comments and feedback, we can discover user pain points and unmet needs hidden beneath the surface, thus providing a strong basis for product development.

In the pet products market, analysis of user reviews revealed that older pet owners have major complaints about the ease of use of traditional cleaning tools. A keen seller seized this opportunity and designed an ergonomic cleaning tool series specifically for pet owners over 55 years old. After the product was launched, the conversion rate was as high as 23% and received a large number of positive reviews. This fully proves that accurately positioning the target user group, deeply understanding their needs, and developing products that truly solve the problem are the key to successful differentiated product selection.

Take a power strip that seems to be clearly differentiated as an example. It has many sockets, long cables, and USB ports. However, we can still use the Shulex VOC AI tool to explore more potential needs.

Data shows that products that precisely meet the needs of specific user groups have an average profit margin that is 35% higher than ordinary products. This once again highlights the importance of in-depth user insights. When selecting products on Amazon, sellers are advised to follow the following steps:

In short, the differentiation of Amazon product selection should not only stay on the surface, but also go deep into the hearts of users and accurately grasp their needs. Only in this way can we stand out in the fierce market competition and achieve sales growth and profit improvement. I hope the above content can provide a useful reference for Amazon sellers. I wish you all a smooth product selection!