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Amazon FBA
Chris Rawlings argues that Amazon's free Product Opportunity Explorer tool supplies enough data — search demand, competitor distribution, trend direction, purchase drivers, and ranked review complaints — to systematically design a product with no direct competition and high margins, without needing third-party tools.
Access the tool via hamburger menu > Growth > Product Opportunity Explorer.
Type the main product term first; if it appears as a top term, that signals strong existing demand.
Click into the term to reach the keyword view, which unlocks the Products, Trend, Purchase Drivers, and Customer Review Insights tabs.
Total search volume is annual, so divide by 12 to estimate monthly searches; the example term shows roughly 200,000 annual searches with related terms around 18,000 and 14,000 monthly.
90-day vs. 180-day growth figures reveal seasonality rather than declining popularity.
The Products tab shows clickshare distribution across existing listings, plus price points and customer sentiment (ratings and review counts), indicating how hard it is to break into page one.
The Trend tab graphs search volume, product count, average price, and search conversion percentage over the past year.
A rising product count often signals direct-factory or China-based sellers flooding the niche with competition; a flat or falling product count is a favorable sign.
A falling average price is treated as a negative indicator even when other signals are positive.
Rising search conversion percentage (more searchers actually buying) is treated as a positive indicator.
The Purchase Drivers tab lists positive feature impact on units sold (e.g., white color, food-grade plastic, copper material) and negative feature impact (e.g., clear acrylic material).
The Customer Review Insights tab ranks positive and negative review topics by mention frequency, drawn from the last 6 months of reviews.
Positive topics for the example niche include 'cute and adorable,' 'well built and looks great,' and ease of assembly/installation.
Negative topics are described as the most valuable data: top complaints include difficulty of assembly, missing pieces, poor durability (breaking quickly), overall cheapness, and unclear instructions/user manuals.
The recommended method is to design the next product specifically to fix the top-ranked negative complaints and to communicate those fixes in video, images, listing text, A+ content, and brand story.
Doing product development this way is presented as reducing reliance on external traffic hacks such as email lists, influencer cross-promotion, TikTok ads, or ranking links.
The presenter frames the end result as moving from a 'red ocean' of commoditized competition into a 'blue ocean' of uncontested demand by building in features/benefits no competitor offers.
Product Opportunity Explorer — Amazon's free built-in tool, reached via hamburger menu > Growth > Product Opportunity Explorer, that surfaces customer-need/niche data for a searched term. Apply: Type your candidate product's main term into the search box and check whether it appears as a top term, confirming existing demand before digging deeper.
Keyword view — The detailed data screen unlocked by clicking the top search term inside a customer-need/niche result. Apply: Click the specific term (e.g., 'cupcake stand') to open the full set of Products, Trend, Purchase Drivers, and Customer Review Insights tabs for that niche.
Products tab — A tab showing clickshare distribution, prices, and customer sentiment (ratings and review counts) across existing listings in the niche. Apply: Check whether clickshare is spread across multiple sellers rather than dominated by one, and note how few reviews lower performers have, to judge how hard it is to reach page one.
Trend tab — A tab graphing search volume, product count, average price, and search conversion percentage over the past year. Apply: Favor niches where product count is flat or falling (not being flooded by new, often overseas, sellers) and where search conversion percentage is trending upward.
Purchase Drivers tab — A tab listing which product features positively or negatively correlate with units sold in the niche. Apply: Build the positively-correlated features (e.g., food-grade white plastic) into the product design and avoid the negatively-correlated ones (e.g., clear acrylic material).
Customer Review Insights tab — A tab ranking positive and negative review topics by mention frequency, based on the last 6 months of reviews for the niche. Apply: Prioritize fixing the top-ranked negative topics (e.g., difficulty of assembly, poor durability, unclear instructions) in the product design and then highlight those fixes across images, video, A+ content, and brand story.
Red ocean / blue ocean framing — Rawlings' term for escaping a commoditized, hyper-competitive market ('red ocean') by building a product with features/benefits no competitor offers ('blue ocean'). Apply: Combine the positive-feature and negative-review data from the tool to assemble a feature set unmatched by competitors, creating demand uncontested within the same search niche.
The video treats declining product count combined with declining average price as a mixed signal requiring judgment rather than a simple go/no-go rule — Rawlings explicitly weighs 'good things' against 'bad things' before deciding the niche is still worth pursuing.
Negative review topics are framed as more valuable than positive ones specifically because other shoppers also read competitor reviews before buying, so fixing the top complaint creates a comparative advantage visible to shoppers doing their own research, not just an internal design improvement.
The 'food grade' plastic detail as a positive purchase driver is interpreted as evidence that customers care about material safety/toxicity, not just aesthetics like color.
Rawlings ties the whole method to his own claimed track record ('I manage a portfolio of brands that does over six million a month in Revenue') as evidence that solving customer complaints up front removes the need for constant external ranking hacks later.
The tool's review-insight data is described as time-bound ('based on just the last 6 months') meaning the negative-topic ranking reflects current, not historical, product complaints.
«dude the number of sellers that obsess over third-party tools when Amazon literally gives us a tool that tells us exactly what product to develop that will have no competition and super high profit margins blows my mind»
— 00:01
«this is where all the gold lies»
— 01:24
«here's where we start to get some of the ninja stuff»
— 05:54
«here's where the real juicy stuff lives»
— 09:23
«I manage a a portfolio of brands that does over six million a month in Revenue»
— 12:11
«if you focus on the thing that everyone sees everyone else saying is the biggest problem with these products boom you have a huge X Factor over the market»
— 10:44
«we've now stepped out of the flow of this hyper competitive red ocean type of space and created our own blue ocean within it»
— 14:03
«because Amazon served it up to us on a silver platter»
— 14:31
Reception
Comments are overwhelmingly positive and appreciative, praising the tutorial as valuable and actionable with no negative feedback.
The video is a step-by-step walkthrough of Amazon's Product Opportunity Explorer, using a single worked example (cupcake stand) to show how its Products, Trend, Purchase Drivers, and Customer Review Insights tabs can guide low-competition product design, closing with a pitch for Rawlings' PPC-management service.
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