The simplest way to grow on Amazon isn’t some secret hack.

It’s finding subcategories in your niche where people are already spending money - and executing product launches into those markets.

I’ve seen the opposite play out twice just this week on consulting calls.

I audited two catalogs and in both cases, I found products with massive total addressable markets. I’m talking 10x bigger than their current hero products. Products where - even if they only captured 0.5% of the market - they’d do 5x their hero product’s sales. And that’s ranking as low as spot #70.

The wild part? Both products already had strong reviews and solid pricing.

The problem? They'd been shown no love. Zero SEO. They were basically invisible - only showing up for branded searches.

It’s painful to see, but I don’t blame them.

Everyone gets told the same advice: “double down on what’s working.”

So brands keep feeding their hero product while ignoring the sleeping giants in their own catalog. Agencies do the same thing - focusing only on the existing top-line revenue drivers.

And let’s be real - if your catalog has 800+ SKUs, who’s got time to manually estimate revenue potential for each one?

That’s why I’ve been leaning hard on SmartScout’s Subcategory Tool. It’s hands-down the fastest way I’ve found to spot which products deserve attention and which subcategories have the biggest upside.

Here’s how I’d use it if I owned a sunscreen brand:

1 - Search "sun protection" in the subcategory tool

I can see monthly TAMs:

• Skin Sun Protection: $78M
• Baby Sun Protection: $3.7M
• Baby Stroller Sun Protection: $447k

No surprises there - except stroller sun protection is interesting, though too small to move the needle.

2 - Search something more general but related like "sun"

Now you’re looking at where the money actually flows:

• Facial Sunscreens: $42M
• Sunscreens $35.4M
• Lip Sunscreens $1.1M

But here’s where it gets exciting - you also uncover new product lanes:

• Automotive Windshield Sunshade: $16.5M
• Camping Sun Shelters: $14.5M
• Sunglasses $10.6M
• Women's Sun Hats: $5.8M
• After Sun Care: $5.1M

That data is gold. If you’ve already launched 15+ sunscreen SKUs and you know your core buyer is a woman, you might expand into women’s sun hats. That market alone is bigger than lip sunscreens or after sun care.

This is how you find where to focus - not by guessing, not by obsessing over your current hero product, but by seeing exactly where customers spend the most money inside your niche.

Enjoy your Saturday,

Evan

👉 First time reading? Read the full FBA Notebook here.​

If you’re looking for a daily P&L dashboard, SellerRise is my favorite. Use THIS link to get 10% OFF Sellerise for 12 months. It’s $16/mo for loads of beautifully organized Amazon data.

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How I can help:

👉 Book an Amazon strategy call.​

Tools I use in my business (with discounts):

👉 Scale Insights for PPC automation (10% off for life)

👉 DataDive for in-depth keyword research ($50 off per month)

👉 Helium 10 for quick audits on Amazon listings (10% off for life)

👉 Finaloop for amazingly clean bookkeeping (50% off for 3 months)

Enjoy your weekend,

Evan

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113 Cherry St #92768, Seattle, WA 98104-2205
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