# 213: Researching How Your Product Fits on Amazon

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2024-02-15
- Length: 18m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon
- Listen: https://productstartup.com/podcast/213-researching-how-your-product-fits-on-amazon/

## Summary

Lesley Hensell, co-founder of Riverbend Consulting and author of The Amazon Incubator, explains how hardware startups can research and succeed on the Amazon marketplace. She details the importance of keyword research using tools like Helium 10 and Jungle Scout to identify niche gaps and optimize product listings. Hensell also covers critical launch strategies, including leveraging the 'honeymoon period' for Best Seller Rank (BSR) and using Amazon Brand Registry to protect intellectual property from knock-offs.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon#t=0) Introduction and Amazon Market Overview
- [3:39](https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon#t=219) Determining Product Fit and Niche Research
- [5:35](https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon#t=335) Keyword Research Tools and Competitor Analysis
- [10:18](https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon#t=618) Brand Registry and Intellectual Property Protection
- [11:52](https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon#t=712) The Launch Honeymoon Period and Listing Optimization
- [14:43](https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon#t=883) Fulfillment by Amazon (FBA) and Product Dimensions

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Riverbend Consulting (company)
- The Amazon Incubator (product)
- Helium 10 (tool)
- Jungle Scout (tool)
- Amazon Brand Registry (tool)
- Amazon FBA (tool)

## Related episodes from other shows

- [Amazon Success Secrets - Actionable Expert Insights on Launching & Growing a CPG Brand on Amazon](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-10-25-amazon-success-secrets-actionable-expert-insights-on-launching-growing-a-cpg-bra) (The Startup CPG Podcast)
- [#127  Launching on Amazon with Leon Lewis](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-06-127-launching-on-amazon-with-leon-lewis) (The Startup CPG Podcast)
- [Advice Line with Kip Tindell of The Container Store](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-10-advice-line-with-kip-tindell-of-the-container-store) (How I Built This)
- [#050 - How to get your product found on the internet, with Ashley Faulkes of Mad Lemmings, Switzerland](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2018-03-14-050-how-to-get-your-product-found-on-the-internet-with-ashley-faulkes-of-mad-lem) (The Hardware Entrepreneur)
- [How to Validate Your Product Idea Before You Spend Serious Money On It](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-07-13-how-to-validate-your-product-idea-before-you-spend-serious-money-on-it) (Predictable Designs Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2024-02-15-213-researching-how-your-product-fits-on-amazon. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.